Link round-up (4/11/07)
• Market Perception: The Good, The Evil, and Switching Sides
• No More Campaigns | How Google is trying to change the way the marketing industry (and everyone else) thinks
• Love is Alive
• 25 excellent usability/UX articles and resources
• Attention Marketers: You’re not special
• The Four Returns Of Social Media Marketing
• A Simple Four-Step Strategy for Developing Content That Connects
• FREE is not a Benefit
• Is it Worth it to Flash Your Customers?
• Breadcrumb Navigation Increasingly Useful
- Market Perception: The Good, The Evil, and Switching Sides
“In the world of social media, is your company good or is it evil? Reputation management, or more specifically market perception management goes hand in hand with successful social media marketing. Which side of the fence will your company fall on?”
- No More Campaigns | How Google is trying to change the way the marketing industry (and everyone else) thinks
“In another era, you ran a campaign around a specific time (say Christmas), but in Google’s world, where you only pay for clicks (aka leads), it’s silly to think that way. A lead in March is worth the same as a lead in December, so why aren’t you running your ads all year long? […] What’s more, since you’re not paying for impressions, there’s no reason not to embrace an endless number of messages (minus cost of producing them, of course). Whereas when you’re running a television commercial you need to chose the one message that will resonate best with your one target, on Google you can use all those other messages that hit the cutting room floor.”
- Love is Alive
“The Consumer Republic is a place of crystal transparency, attention scarcity, digital time travel, extreme collaboration and explosive choice. People today have to make more choices in a single day than a caveman did in a lifetime.”
- 25 excellent usability/UX articles and resources
“Today I thought I’d share some of the most valuable usability and user experience articles and resources I currently know, in a somewhat wild mix. Since there’s presumably enough to read and talk about later, please welcome some great articles and research papers you hopefully enjoy that much as I do…”
- Attention Marketers: You’re not special
“You know who is special? Your fans. Your loyal advocates. Your voluntary evangelists. That’s why they should be treated like rock stars. Sure, you might have to swallow your pride and admit it when they come up with an idea that you could’ve never, ever thought of. But rest in the fact that you’re leading the charge to engage, listen and even act on those conversations.”
- The Four Returns Of Social Media Marketing
“There are essentially four different types of return that you can expect from a successful social media marketing campaign: links, mindshare/branding, sales and consumer interaction.”
- A Simple Four-Step Strategy for Developing Content That Connects
“Here’s a simple formula for creating content that effectively communicates your point, especially if the subject matter is novel or complex. This strategy can also dramatically reduce the time it takes you to put together tutorials, whitepapers, or presentations of any sort.”
- FREE is not a Benefit
“It’s a feature. We think it’s a benefit because we know what we offer has value. It benefits from our experience and it’s designed to get someone to act on something. Yet our prospects and users have not discovered any of that yet.”
- Is it Worth it to Flash Your Customers?
“From just switching the two images, homepage abandonment decreased by 28.57%. The new image was static, displayed more information and was easier to read. Nothing was animated or rotating in Flash.”
- Breadcrumb Navigation Increasingly Useful
“The case against breadcrumbs is crumbling. Every year we see more people use breadcrumbs in our studies. Because breadcrumbs are not important enough for a dedicated study, I don’t have an exact number for the current percentage of breadcrumb users. But it’s definitely growing over time.”
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