Archive for March, 2010
According to the psychology department at Yale University, some words in the English language are more powerful than others. Here are their top 10:
10. New — It’s part of basic human makeup to seek novelty.
9. Save — We all want to save something.
8. Safety — This could refer to health or long-lasting quality.
7. Proven — Helps remove fear from trying something new.
6. Love — Continues to be an all-time favorite.
5. Discover — Presents a sense of excitement and adventure.
4. Guarantee — Provides a sense of safety at the time of purchase.
3. Health — Especially powerful when it applies to a product.
2. Results — Works in rationalizing a purchase.
1. You — Listed as the #1 most powerful word in every study reviewed. Because of the personal nature of advertising copywriting, you should use “you” in your headline, opening line and as often as possible. In fact, many copywriters will throw out a headline if “you” is not in it.
We would add “free” and “okay”.
The Baby Boom generation is classified as people born between 1946 and 1964, meaning the oldest Baby Boomers turn 65 in 2011. Boomers are still vital and evolving even as they approach retirement age, concludes a recently released report.
In the US alone, more than 3.5 million babies were born in 1946. Our conception of Seniors, what Boomers soon will be, is highly stereotyped, says the report. Baby Boomers can be labeled Pragmatic Idealists. As a demographic they are a glass-half-full group. They feel they can make things the way they want them to be, or at least engage with the forces at work to tilt the odds 51% in their favor. Even in our constrained economy, Baby Boomers still seek, and assume, growth, all the while acknowledging new limitations in resources.
Deutsch says understanding the following three basic life structures is critical to capturing the Boomer market:
Looking to increase conversions in your email marketing campaign? Whether you use an in house program or a web-based service to send out your newsletters, there are a few simple tips that can profoundly boost the number of opens, clicks and conversions you get from your subscribers. These aren’t your standard “personalize the message” style email marketing tips, but rather proven steps anyone can take to make sure their message gets noticed by their target market.
1. Put the Opt-Out Link at the Top of the Email – “But won’t that increase the number of unsubscribers?” you might ask. Not necessarily – since people who unsubscribe are most likely not your ideal client anyway. Perhaps they purchased something from your website as a gift but have no particular interest in it themselves. In this case, letting them unsubscribe immediately also reduces the likelihood of your message getting tagged as spam.
It used to be that online display advertising was cumbersome and the return on investment was meager at best. You had to craft an ad, get it into the hands of the publisher, run it, get results – rinse and repeat. Banner ads in particular simply weren’t able to be tested without incurring huge costs and a lack of segmentation and analytics made it difficult for companies to grasp how well (or how poorly) their ads were performing. In short, online display advertising was viewed as an expensive strategy that simply didn’t deliver the kind of returns that PPC could guarantee.
These days, display advertising is starting to pick up momentum again, and it’s coming back in a big way. With A/B split testing, multivariate (Taguchi) testing and a whole host of tracking options, smart businesses are catching on to the wealth of online display advertising opportunities that have the potential to bring them just as much targeted traffic as PPC had in the past. What’s more, ad networks haven’t been content to sit on the sidelines. They’re now fully engaged as an all-in-one platform where the buyer can upload, swap, test, track and report on performance directly online.
Every marketer in 2010 wants to understand where the end-users first “touch’ with a company’s advertising originated and to track or even predict how many “touches” it took, and where, to generate a conversion. Then budget can be allocated in a statistically sensible manner.
There are a number of reasons why I call these soft sciences, which I interpret to mean part science, part art, and part magic. First and foremost the cookie level technologies haven’t been developed, let alone making sure that they are collecting data in the same way. As an aside; web analytics software, typically Omniture or Coremetrics, each has a different approach to tracking. Marketers who have adopted this type of marketing modeling are often disappointed to find that they still have to explain allocating budgets based on “confidence” and probable “significance” levels.
Companies are expecting a little more accuracy than that.
And, of course, there’ll be conflicts within the organization between display (what to do with post impression attribution?), email, and search.
To me there a several reasons why mathematical modeling for interactive marketing is currently in vogue, and the way of the future: