Know the Difference Between Cheap Price + Great Value
The other day, one of my colleagues asked me to help out on an online advertising performance challenge. Here is one of the charts I was asked to review:
|Google search: Top
|Google search: Other
What this simplified chart shows is that when our client’s ads run in the Google search network, those that are positioned at the top of the page, while being served ½ as often (impressions), are clicked on 10 times as often. This yields a click through rate that is 19 times as high as the click through rate for the ads in the “other” positions.
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10 Rules for Business Success in our Current Economy
Rule #1: Expect Volatility
We are seeing an exponential increase in the velocity, complexity, and unpredictability of change. This increase creates a hypercompetitive business environment both locally and internationally. Thinking and doing things the way you did a few years ago is simply not an option. We are part of a Global economy.
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Welcome to the Principal’s Office
In my opinion, great marketers are lifelong students of human behaviour. Whether communicating though advertising, face-to-face client meetings or managing team members, the field of human behaviour is critical in our industry. I have been actively learning about this subject for over 15 years and I enjoy that it makes up a large part of what I practice on a daily basis.
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Getting Ready for Winter - Tactically
Unless you’re exporting all of your goods and services to the equator, your brand probably needs to get ready for winter. Here are a few examples of how some of the brands we work with tackle the winter months:
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Getting Ready for Winter – Strategically
While most of you live in a business environment where you need to focus on weekly, 10-day, monthly or quarterly sales, your customers live in a world ruled by a 365 day calendar (leap years aside) where civic, religious and traditional holidays, moon phases, the zodiac and many other intellectual and emotional ‘triggers’ can be used to stage sales events: Valentine’s Day and Boxing Day are two examples.
Read more: Getting Ready for Winter – Strategically