But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
Behavioral Retargeting: Bring The Right Folks Back In
Have you browsed a website, checked out a product then left, only to find the same item on a Facebook ad?
Lead Generation: The Who, What, Why, and How
If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of cheap customers.
Finding the Right Mix of Organic and Paid Traffic
A little birdie told us that companies are experiencing a decline in their web traffic. What they don’t know is actually quite simple...
Lead Generation vs. Digital Presence
A pure lead gen focus leaves you a slave to natural demand cycles, and Google advertising auction prices, which is neither consistent nor affordable.
The Slow Season Fallacy of PPC Advertising
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.
How Google PPC Inflation Has Made It No Longer Affordable To Do Lead Gen
It is serious, and it is having a huge impact on your bottom line.
Beer And Headaches And That Awful Cramping
Chuck Blore's study for CBS found that advertising makes beer taste better. I believe it makes pain manageable, too.
The Biggest Waste in Advertising (a Case Study)
Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a river defy gravity.
7 Modern Marketing Myths & Why They’re Dangerous Even When You’re Not Falling for Them
Following the zeitgeist is easy. Good branding is hard.
Media’s Dirty Little Secret
I’m constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to “reach the right people.” Because they all reach the same people.
A Smart Start For Marketing Your New Residential Home Service Company
With this strategy you spend upwards of 10X per lead less, convert higher, at a higher average ticket, at a higher gross profit.
Talkin’ ‘Bout Those G-g-g-generations
BBH Labs, the R&D arm of BBH Advertising in London, developed a “Group Cohesion Score;” a way to determine what groups of people have in common with each other. Their findings are surprising.
Tipping Point of Retail and the S-Curve
A dozen years from now 50% to 60% of transactions will be occurring online. And a surprising advantage will go to stores who sell online but advertise locally.
How We Decide to Purchase
Amateur ad writers assume everyone makes decisions based upon the same criteria they use. This causes them to unconsciously frame their messages to reach people exactly like themselves.