Archives

We Convert Or Else: Are We Still Struggling to Be Creative?

May 9, 2011
Bryan Eisenberg
Advertising, marketing keynote

During March’s Conversion Conference final keynote “Confessions of a Conversion Rate Optimizer” I shared this 7 minute video from advertising legend David Oglivy of a impassioned speech “We Sell or Else” he gave to a group of direct marketers in the 1960s. He was a huge student of Claude Hopkins “Scientific Advertising” first published in 1923 and a huge advocate of “if it doesn’t sell, it isn’t creative.”  It was required reading for David Oglivy’s employees and should be for yours as…

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The Consumer Is Boss: A 10-Year Perspective

May 6, 2011
Bryan Eisenberg
Benchmarks, Mobile, Social Commerce, Social Media

On October 15, 2000, A.G. Lafley, president and CEO of Procter & Gamble Co., delivered a prophetic speech entitled “The Consumer is Boss!” to the Association of National Advertisers. In his presentation he emphasized three main points: “We’re moving away from the current mass marketing model, away from push and toward pull. Consumers will only become more demanding. They want to have a conversation, to dialogue, to participate, to be more in control.” These points may seem obvious to marketers…

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FaceBook Advertising – Might it Be Broken?

April 27, 2011
Bryan Eisenberg
Advertising, Mobile, Social Commerce, Social Media, Trends, Uncategorized

No question FaceBook advertising bears little resemblance to Search Advertising.  However, we are starting to see some great success stories of companies success with FaceBook advertising.  Nevertheless, FaceBook’s advertising model may be seriously flawed. If you ever accessed Facebook using one of their mobile applications; perhaps you noticed something missing. There are no ads. Most 30-40 year old women (one of the most coveted and powerful consumer groups) access their Facebook accounts usinge their mobile device. While I agree that…

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Privacy or Convenience: Who Wins?

April 22, 2011
Bryan Eisenberg
marketing keynote, Personalization, Trends

“We keep giving up privacy for the sake of convenience,” was a buzz-worthy quote from my Future Shopper keynote presentation at Gulltaggen 2011 in Oslo last week. Some were uncomfortable about approaching a “Minority Report”-like state where ads are contextually-targeted advertising based on location, tastes, and past history. I quoted former Google CEO Eric Schmidt from his IFA keynote where he said “We can suggest what you should do next, what you care about. Imagine: We know where you are, we know…

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Content Marketing: Where’s The Value?

April 13, 2011
Bryan Eisenberg
Content, Conversation, Uncategorized

After the first dot-com bust, “content is king” was the rallying cry of any competent Web worker. Back then this revelation was novel online. Soon after, this mantra became a cliché. As it often goes with clichés, they start out as something true and meaningful. Eventually, the words become common, outlive their value, and are so overused that they’re easily ignored. Saying content is king is the equivalent of saying money is valuable; it’s true but obvious. Tell that to…

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A Tale of Two Publishers: And What Every Business Needs to Know

April 8, 2011
Bryan Eisenberg
Content, Continuous Improvement, Publishing, Social Media, Trends, web analytics

It is the best of times and the worst of times for some businesses. Many look at the world and see the opportunities of being data rich, customer centric, and nimble while others imagine they can bring their old school thinking to the new media, always-on connected customer. They sit cross-fingered hoping that putting lipstick on their pig will improve their results. Let’s explore two publishers making news recently and learn how one is failing while the other has become…

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Social & CRM: Don’t Forget to MRC

March 30, 2011
Bryan Eisenberg
Social Media, Tools

Big news today in the social analytics & CRM space as Salesforce.com has acquired social media monitoring company Radian6 for approximately $276 million in cash and $50 million in stock. This will definitely blur the line between social and CRM. I wonder who will be next to be acquired. As I was reading the acquisition news, and seeing this article about how companies don’t understand why consumers use social media, it reminded me of an article I published in July of 2001. Have…

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A Marketing Optimization Fitness Plan

March 25, 2011
Bryan Eisenberg
Continuous Improvement, conversion rate, Ecommerce, Lead Generation, Publishing, Trim the Fat

Is your corporate metabolism a bit sluggish? Are you dragged down by the weight of meeting-itis? Do you need more energy and resources to respond to the ever-increasing demands of your customers? Well I wish I could tell you about the next magical black box, with the persuasive infomercial that promises you miraculous gains without any of the hard work required. If you bought any of these gimmicks before and are tired of their sugar-coated promises and lackluster results, then maybe…

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