Archives - Bryan Eisenberg & Jeffrey Eisenberg

Let’s play a little game of what if… You have the choice in building your organization; you can: A. Recruit and hire some of the world’s best analytics, customer insight, marketing and testing team members. B. Recruit average team members but provide them with superb technology and processes. Many industry pundits would agree (including myself) that you must invest in people before tools. But is it just talent that is required or having the man hours available to get things…

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

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…

Privacy or Convenience: Who Wins?

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…

Content Marketing: Where’s The Value?

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…