Are your web visitors all looking for the same thing?

Posted on Sep 26, 2018
Are your web visitors all looking for the same thing?

As they say on Twitter, awhellllnaw! Because your business, candidate, admissions office or juice bar has visitors with varying interests, you need to think seriously about landing pages. (Note the plural.) Why? Because your home page is (and must be) a compromise:, an artful catchall of tactics to engage every kind of searcher, browser or […]

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7000 to 1

Posted on Sep 18, 2018
7000 to 1

There are technology tools to help you in every phase of marketing. In fact, almost 7000 of them. Your marketing stack is likely to be unique: choose database A plus email program B, then add analytics tools C … soon, you may be tempted to add Shiny Objects D and E, and things can get very […]

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The animals go #uncaged!

Posted on Aug 27, 2018

I was quoted in USA Today, commenting on the branding impact of this redesigned snack package: The article, which you can read here, says the change to #uncage the animals was urged on the maker (Mondelez/Nabisco) by PETA activists. USA Today wanted me to assess whether there would be any resistance to the change from […]

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How to set your ad budget for the year: the easy way, and other ways.

Posted on Jul 10, 2018

“How much should we invest in advertising?” is an annual budget struggle. One simple way is to use your category’s average ad-to-sales percentage. Just ask us* to share the tables from the newly-published 42nd edition of an annual study, Advertising Ratios & Budgets. This research is derived from more than 4,300 individual companies in 310 […]

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ihob, Amazon, and other logo smiles

Posted on Jun 24, 2018

IHOB? A surprising number of people asked me during the past few weeks if I was in any way responsible for the “ihop/ihob name change” controversy. They know I’m in the re-naming business, and asked in the tone of “can you believe they’d be that stupid?” I pleaded not guilty, but I also had to […]

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HBR’s Doomed Management Tip of the Day

Posted on Jun 20, 2018

I’ve reaffirmed this same New Year’s Resolution for decades: I’d like to grow two inches taller this year. (Hey, it worked for a while into high school.) Since the millennium, however, I’ve experienced results that are, let’s say, somewhat disappointing.)   Which brings me to today’s Harvard Business Review Management Tip of the Day. Most days, […]

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Marketing analytics starts with … paying attention.

Posted on Jun 6, 2018

Analytics are useless if they’re not actually, you know, analyzed. “Who visited your website yesterday? Who read your blog?” “We … don’t know.” “Do you have analytics?” “I guess so. Maybe Google analytics?” “Okay, but who paid attention to those numbers this week?” “Um. Uh –” Why pay attention to the numbers? Monitoring user behavior […]

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Is GDPR the new Y2K?

Posted on May 24, 2018

Oh, you remember Y2K. At the stroke of midnight on December 31, 1999, airplanes would fall out of the sky, computers would implode, the moon would turn blood red and you’d forget where you put the car keys. Most of that didn’t happen, BTW. Now we have GDPR, and some people and many businesses can […]

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Could “robots” assist your sales A-team?

Posted on May 9, 2018

Yes. To understand why that’s a not-scary thing, first think about any process where robotic tools have proved invaluable. On an assembly line, for example, welding part A to part B precisely, repeatedly, reliably, with never a rest, complaint or pee break. That’s what made factory robots a crucial investment. But sales robots for B2B? […]

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Need a website autopsy? Or just a checkup?

Posted on Apr 19, 2018

We are offering you a website autopsy. Free. What’s that you say? Your site is alive and well? Well, maybe not well. Well, not up to par. Well then, does your site need a cosmetic touchup – or major surgery? Bandaids or scalpels? An annual physical or resurrection? We offer diagnostic tools plus a couple […]

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