Tag Archives: marketing

September 10, 2012 · 10:52 am

Unoptimized Optimization

Logo of Adobe Systems Incorporated

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The folks at Adobe

came out with their annual Digital Marketing Optimization survey and I finally got around to spending a little time going through it.  The results are kind of troubling to me.  You can get a copy of it here (registration required) to see for yourself.  The gist of the survey is to ascertain how well marketers are using the data available to them to optimize what they’re doing in digital media.  For example, one thing I usually tell my clients is low-hanging fruit is to optimize content and marketing around on-site search – what your users are typing into the “search” box on your site.  It’s a great indicator of content that’s either missing or not presented in a way that’s obvious to your user. 34% of site visitors use site search first (according to the study) yet fewer than 50% of respondents are optimiz­ing on-site search results.  Hmm…

Here are a few other findings that make me want to scratch my head:

  • More than 50% cited testing was not a company priority
  • Marketers spend $92 per user to acquire traffic yet only $1 to optimize it.
  • Landing pages (41%), home pages (33%), and paid search (29%) are the top areas in which marketers are conducting online tests. 38% are not conducting any.
  • Social sharing was only chosen by 9% of respondents for optimization even though there is other research that shows how social sharing can play a big role in conversions (especially for online commerce).

If I spent $92 to get you to my site I’d do everything I could to get you to stay!  Here are the study’s top 5 recommendations:

  • Prioritize optimization across your organization as a strategic process
  • Use a data-driven approach to optimization
  • Optimize conversion with video
  • Optimize social engagement
  • Optimize for all mobile channels

All of which is pretty good advice (but not always so easy to do!).  In other words, commit to refining digital as you might your “real” product – ascertain what’s working based on data and commit to making it better every day.

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August 31, 2012 · 8:07 am

Forced Endorsements

 

Our Foodie Friday Fun this week isn’t directly about food

English: American cook, author, and television...

(Photo credit: Wikipedia)

at all but about one of the most entertaining people ever to prepare it. That would be Julia Child, about whom I’ve expressed my admiration before. I’m not sure if you’re following what is going on with her estate and the Thermador people but it instructive on a number of levels.
Let me say at the outset that I own a Thermador oven. Two of them, in fact, and I’m quite happy with them, so there’s no axe to grind against the company. That said, they’re behaving badly.  You see, they’ve been using the fact that Julia Child had a Thermador ovens in her home and TV kitchens as the basis for an implied endorsement.  So much so that magazine ads that showed photos of Julia and two of the brand’s ovens with the caption, “An American Icon and Her American Icons.”

Well, you say, sounds like a typical celebrity endorsement.  As we all know the notion is that people who like the celebrity will like the product the celebrity likes too.  There’s only problem.  Julia Child NEVER endorsed products.  Nothing.  She always felt she was a teacher, and anything that wasn’t of the highest quality could undermine her reputation.  The foundation that owns her intellectual property has sued since they were never approached in advance of the use and turned down a license when they were since they won’t license her name or image for endorsements.  Pretty straightforward so far.

Here is what’s interesting.  Thermador is claiming it’s not an endorsement.  As the L.A. Times reported, they:

filed a suit in Boston on Friday asking a federal judge to make a legal declaration that they had the right to use Child’s connection to the brand in its marketing materials. In its complaint, BSH’s lawyers wrote that the company’s use of Child’s photo and name “do not state or imply any endorsement” but “reflect on the long history, significance and influence of Thermador products on American society and culture.”

Right.  It’s a statement of fact.  So if an athlete is photographed drinking a Coke, it’s fine if Coke uses that statement of fact in an ad.  I don’t think so.  More importantly, to those of us who admire Julia, this is having exactly the opposite effect as an endorsement.  You can’t force people to endorse your products, you can’t use their likeness without permission, and you can’t rationalize your way into it being OK.  This is a good lesson on why bad behavior seldom works out in business. I can’t imagine anyone who has ever done anything in marketing wouldn’t have known that this is wrong.

Thermador, I use your products and like them – feel free to use that endorsement.  But stop behaving badly, please.  You’re better than this, or at least your ovens are.

 

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August 21, 2012 · 8:53 am

Looking For An Untapped Market?

Have you ever taken an online survey? Many of them begin with some sort of demographic screening (after they ask you if you work for a research or marketing company). I always shake my head when I get tossed out of the survey (“Thank you but we are looking for respondents with other characteristics”) after I give my age. Once one is over 50, we disappear to most marketers and that’s dumb.

My thinking is confirmed by a study from the Nielsen folks called “The Most Valuable Generation.”  You can register and get the report here.  Some of the findings about we Boomers, born between 1946 and 1964, are that we account for:

There are a number of other findings about our brand loyalty (same as other age groups), online shopping (we do a LOT of it), social media use (a bit behind but catching up fast) and premium travel (we’re 80% of it).  The reason I’m bringing all this up is the head-shaking number:

5%.

That’s the percentage of CPG advertising that’s geared to Boomers (who buy 50% of the product).  It’s a huge opportunity for someone.  As an article on the report summed up nicely:

Boomers are the most valuable generation in the history of marketing and they are too valuable to ignore, concludes the report. The numbers on Boomers are big, and they add up to something that is very compelling.

So if you’re a marketer, are you going to listen to the facts and take advantage of an opportunity or are you going to let some bad targeting habits continue?  Your call!

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