The Orbital Funnel
Social influence, nonlinear purchasing, advocates, and beyond-transaction relationships
The world of online marketing and e-commerce is insanely complicated and ever-changing. Take the conversion funnel–which lots of companies fail to reconsider, continuing to follow the same old practices.
Consumers now live in a digital, social, mobile world. They are more knowledgeable, connected, and empowered than ever.
. . .
Posted in: actionable web analyticsconversion funnelconversion pathscustomer journeygoogle analyticsnonlinear purchasingorbital funnel
Management, Metrics, & Innovation
3 things you need to know about digital marketing
In combing through newsletters and articles every month, not a week goes by without someone talking about the value of Digital Marketing–web data, ppc, seo, the right way to target online, mobile shopping, the evolution of the web–everywhere we look, myths are being debunked. So it's probably worth discussing what I think is important. In . . .
Posted in: business intelligencedigital marketing managementgoogle analyticsgoogle trendsmarinoptimizely
'Quick and Nimble' Online Marketing
Another step towards management minimalism
Measurable results are nebulous these days–if you try to list KPIs in your online marketing campaigns, you could come up with 50 metrics and they might even be precise. This is a very common mistake–it becomes a whole lot of meaningless data. Managers tend to focus on data–lots of data–but I don't think they ask questions. That's the . . .
Mocking The Status Quo
To succeed, we have to play by (with) the rules.
After my first blog post, a colleague asked me, "What are your objectives with this project?" An interesting question–particularly in the digital marketing world–since we are always debating why a site exists.
Consider Yahoo's "Moonshot" goal which aims to be "on every smartphone, every tablet every day, . . .
Posted in: decision makingleadership
The Simplicity Paradox
Why digital marketing is shifting management styles.
Simplicity has become the best currency for my success. But an oversimplified understanding of what it means can cripple anyone's growth opportunities and limit their influence.
Consider PPC marketing, a model in which you direct traffic to a website, and pay when ads are clicked. Managing, testing, and optimizing ads become . . .
