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A few studies have emerged recently looking at showrooming behavior - referring loosely to the practice of checking out a product in-store only to to buy it online at a lower
Retailers are so stupid sometimes. I love Target's attempts to stop showrooming. What his article brings into clear relief is you may NOT want your showrooming numbers to go down because: 1. Showroomers are more likely to BUY than the control (non-showroomers).
2. You may push the visit away altogether and showroomers will just stay home and buy eliminating any chance for upsales or a decision to buy something now.
3. Showroomers as a group are impulsive, so you WANT them in your store (my position all along). If I ran a brick and mortar retailer, and I THANK GOD I don't and will never, I would look for ways to embrace showrooming. Put tags on the shelf with staff @names, curate a "best showrooming" feature and create content on How To Showroom. When in doubt LEAD when in further doubt LEAD MORE.
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These secrets are hard to share not because of how SECRET they are, but because of how automatic they become after Internet marketing for almost 15 years.6 Internet Marketing Secrets* use WordPress Themes. * Solve Brand Conflicts. * Tease Clicks Don't Drown Them.
* Test Video Marketing. * Align Website Nonverbals. * People and Stories Sell not Cool Tech. This last bullet is the hardest to convince #startups and #smbs. Real estate agents want to show their MLS widget, the same widget every other real estate agent has. Startups want to show their widget. PEOPLE and STORIES are what makes great website content because we BUY with EMOTION and JUSTIFY with LOGIC.
Owning ConversationsOwning conversations means curating related content without worrying over if competitors created it. Owning a conversation means you know that the conversation is happening.We suggest using Scoop.it and Paper.li to help "spider" the social web. When you "own" a conversation curating realted content, adding your take via Scoop.it-like snippets and being creful with attribution and how you use curated content (to avoide dupe content penalties) you are acting like a Google Authority. Have to act like an authority for a long time before Google trusts and rewards you.
How much time do you spend consuming information that you have no intention of taking action on or that you don’t care deeply about?
Love this post as it reinforces why I'm so careful with my consumption of mainstream media. Once I heard "cancer" and my name in the same sentence I knew curating my head was going to be critical. "All energy to shields," was kind of how I thought of it.
Circles of Concern are the things that you often waste time and energy worrying about, but that you have little to no control over. Meanwhile, Circles of Control are the things that you can influence in your daily life.
As an example, the vast majority of news stories — war and terrorism, the economy and stock prices, celebrity gossip and political scandal — fall squarely in the Circle of Concern. They can easily soak up your time and energy, but you have virtually no control over those events.
Other examples include getting angry about what someone posted on Facebook, worrying about what other people think about you, or wishing your kids would make better choices (a valid wish, but still outside of your control).
Agreed! Curate yourself!
"The world doesn’t need more people who mindlessly digest whatever information is around. What the world needs are people who learn with purpose, who take action on the things that are important to them, and who seek out high quality information as a way to spark creativity — not as an excuse to consume even more."
- James Clear
Hint: You want to focus on the Circle of Control.
SEO ControversyThe SEO controversy seems to be understanding exactly what Gooogle has and has not killed with their algorithm changes. This post explains the history from the first time I heard "SEO is Dead" two years ago right up to present day where any marketing unsupported by social signals is a dog that just doesn't hunt.
Branding opportunities don't have to be big to have impact. Take advantage of these 5 moments to reinforce your brand promise.
Small touchpoints, especially at this time of year, can make a huge difference in winning the post-sale advocacy we depend on (See David Edleman's new conversion funnel HBR post linked from my Atlantic BT post http://www.atlanticbt.com/blog/social-medias-magic-loops/
If the first use of our magical global network was mostly about logistics the next web is going to be mostly about connection. Walmart and other big box retailers took advantage of the web to build logistics that would make Romans proud. Problem is NOBODY LOVES LOGISTICS. In fact the ONLY expression of logistics on the web is our kudos or complaints. Logistics are too far removed from places hearts and minds are won. Granted logistics can make it easier or harder to win hearts and minds. This ScentTrail Marketing blog post and Haiku Deck demonstrates how two lines will cross. One line is the profits and power from logistics and it is significant but not growing. The other line represents gains from creating community via the social web and that line is growing rapidly. When those line cross it will be clear that the next web is about people not logistics. http://bit.ly/16euthK
As usual, a thought provoking scoop from Marty.
For a starter we are now in the Castle Construction Industry!!
QDF (Quality Deserves Freshness) is our fortress.
Miss reading the article at your peril
Your ad server should do more than just serve ads. We built adOS to be the fastest, easiest to use platform for managing all your online advertising. It's free to get started!
Ad Serving is so much more than you think. If our we design future is a series of contingent creative modeled to display based on predictive analytics then the existing very close to that idea is sophisticaed ad serving. Ad serving is knowing who is looking at what and how often they've seen it, but ad serving also forms the core of predictive modeling. When we show this ad to this person aor segment in this kind of environment it converts and that is exactly the way we will think of our content soon (as either converting or not).The problem now is the top of our content marketing funnel insn't connected to our bottom so traffic generation isn't related to conversion. Traffic is such an interesting problem. When I sold my house only one person looked at it. Traffic LOW but converison HIGH. When I was an Ecommerce director we needed 12,000 unique visitors a day to sell 400 or 500 customers. so Traffic HIGH but conversion LOW.
In our new GOOGLe world washing 12,000 uniques a day through for so few conversions would slowly lower your website's value. These days you want your heuristic measures (time on site, pages viewed, conversions such as downloading or signing up for something or buying something to go UP). Better to move LESS traffic through your website and get more from them. Sales were interestingly tied to traffic. On the one hand traffic reduciton move the conversion needle down, but that was only because our analytics weren't sophisticated enough to know who to court and who to let go. By "court" I mean use sophisticated ad serving to model and convert the visit. With Google's new thinking about value and content marketing any websites HEURSTIC measures must improve and in an ever increasing pattern, so can't we use sophisticated ad serving to focus the right content to the right audience and so move heursitcs up. I can see a financial person doing the, "Sophisticatd ad serving costs X, what does it get us?" Thing and boy do I hate gatekeepers like that because we are on the BLEEDIG EDGE now talking about something that cost NOTHING in relation to its potential benefits such as:* More Page Views Because More Relevant Content Presented.* Lower Bounce Rates As You Model Out Crap Traffic.* Faster pattern recognition on content (ads) that are working.
Last idea is very important because what is our content OTHER than long form ads? A: Our Content Is Exactly A Long For Ad. what DMers used to call "advertorial". The role of our content in an inbound marketing world is the same as advertorial. It doesn't look as "sell you a a used car", but don't kind yourself if your company is spending millions there better be some clear ROI somewhere. Clear ROI is why I want to speak with ADZERK about sophiticaed ad serviing for http://www.curecancerstarter.com. I suspect we will find so many unintended benefits that building a ROI case won't be a problem. Stay tuned.
I started my career as a Sales Information Analyst at M&M/Mars. If that sounds like hours slaving over spreadsheets and using other tools (SAS) then you got it. Analyst work HARD and rarely get a cookie (praise they deserve). I propose a special BI Expert and Data Analyst Challenge. RALLY and GIVE at least $1,500 to these three CureCancerStarter.org cancer research campaigns by this Friday: Vitamin D & Lunch Cancer Research https://www.curecancerstarter.org/campaign/roswell-lungcancerresearch Brain Cancer Vaccine https://www.curecancerstarter.org/campaign/roswell-braincancerresearch Personalizing Treatments For Colorectal Cancer https://www.curecancerstarter.org/campaign/personalizing-treatment-for-colorectal-cancers
and here is how I will say THANKS to the hardest working bands in rock and roll (BI Experts and Data Analysts): * Match your donations so $1,500 becomes $3,000. * Write HERO stories about every BI Expert and Data Analyst who contributed (email me your contribution at either Martin(at)storyofcancer.org or Martin.Smith(at)atlanticbt.com).
* Enter every Analyst and BI Expert who contributed into a drawing for a personal digital makeover where three of my wizard friends provide notes on how to tighten up your personal branding. * Be rewarded in our HEARTS and MINDS like BI Experts and Data Analysts rarely are! Thanks and let's reach $1,500 from BI Experts and Data Analysts by Friday. Marty
Remember, email Martin(at)storyofcancer.org or tweet to @CureCancerStart (http://www.twitter.com/curecancerstart ) or @ScentTrail (http://www.twitter.com/scenttrail )
Martin's Ride To Cure Cancer just outside of LA PHOTO submitted to Cure Cancer Photo contst on Facebook. I can't win, but you can. Imagine what the day we cure cancer looks like and share that photo. Easy to enter: http://on.fb.me/16b4hBG Remember, together we cure cancer in our lifetime. What if your photo gives a cancer patient, threir friends or family HOPE today? What's that worth? Would make my day, week, month, year :). Marty
Revolution Begins TomorrowFirst EVER views of CureCancerStarter.org (outside of our building) and MAN ON A WIRE MARTY starting at 11 and going until 2. AGENDA
metrics scan I've been espousing the need for predictive metrics in HR for over 20 years, so I am pleased that more talent leaders are now beginning to realize their value. Unfortunately, most of what is written on the subject ...
Fascinating and runs from the preschool easy to the double dutch complicated.
Rand Fishkin talks about Google's motivation behind their encryption.
What a pain. Google is making it SO hard to know what is happening on our websites they are all but putting money in other metrics packages pockets. We used to be able to model when "not provided" was below 50%, but now that more people signin to G+ and stay signed in we's lost too much raw data. The super quants can still model, but the average analyst is now behind the eight ball.
I agree with one of the commentors on this post, that said, Google is doing this in response to the competition with FB et al. FB is making huge inroads in Googles once great monopoly. You can still find keywords that will rank with reverse attack marketing and can learn about it here: http://www.reverse-attack-marketing.info
Quote from Danny Sullivan of Search Engine Land: "
Publishers allow search engines to index their content, which is used by the search engines as the core content they can put lucrative ads around.
In return, search engines have provided traffic to publishers and data on how those publishers are found. That latter part of the ‘deal’ was unilaterally pulled by Google.”""
Robin Good's insight with this ScoopIt is plenty. It's a big deal about SEO being worthwhile, a real game changer as of Sept. 25th. ~ Deb
Data Center KnowledgeWhat The Cloud Engineer Must KnowData Center KnowledgeA new IDC report sponsored by Microsoft and published by Forbes indicates that the demand for a cloud-ready IT force will grow by 26% through 2015.
Loved this post because the tone is teaching, "cloud engineers" and so we interloping Internet marketers can learn too. Don't think understanding the cloud is important? Here are just a few Internet marketing CSF (Critical Success Factors) impacted by "cloud formation": * Speed of your website.
* SEO acceptability of your website. * Google acceptability of your content and site.
* Web 3.0 dynamic contingent logic firing in real time. That last bullet is my favorite and least understood. Websites won't operate or be created the way we do now. The "appificaiton" of everything + the cloud = more sophisticated logic firing ln more cylinders, faster and faster, better and better. The cloud is opening up possibilities. We are creating CureCancerStarter.org without much concern to image weight since the Amazon Content Delivery Network is taking much of the heavy lifting off the page. Multiple that one benefit by a hundred and you see why understanding the cloud is a CSF.
This session will discuss the transformation of the most widely distributed cable TV network in the United States, building on one of the world's most...
5 Secret & Disruptive Content Curation Tools* Scoop.it.* Haiku Deck.* Paper.li.* Pinterest.* GooglePlus.
http://www.atlanticbt.com/blog/5-secret-content-curation-tools-and-how-to-use-them/Martin W. Smith on GPlushttps://plus.google.com/u/0/+MartinWSmith/posts
According to this chart via Reddit, called "The Illusion of Choice," these corporations create a chain that begins at one of 10 super companies. You'v
Marty - Cool and I've worked for 2 of them (P&G and Mars).
An infographic summarizing some of the latest research reports on tech startups. Why they start, quit, struggle & what keeps them going. Startup perso
Love this infographic about tech statps espeially how they plan to monetize and why scared or excited to start.
http://sco.lt/6D0p73 Infographic - The Irresistible Rise Of Google Plushttp://sco.lt/5k61pJ Scoopit Post - Scoop.it AND Paper.li More Powerful Together Than Either Alonehttp://sco.lt/6e4xrl Infographic - Immense, Huge, Profitable SEO Value of Google+ Profile http://sco.lt/6pO773 Infographic - Color Is Master of Us All
http://sco.lt/5REjoH Infographic - The Power of Color In Effective Customer Service http://sco.lt/9LaKsD Infographic - Top 20 SEO Hacks For Your WordPress Site http://sco.lt/7PmQev Infographic + Blog Post - 15 SEO Writing Tips [10 Infographic, 5 Marty]http://sco.lt/84XVBZ Infographic - 12 Disruptive Technologies Changing The Worldhttp://sco.lt/8tEen3 Infographic - Setting Up A Social Media Listening Radarhttp://sco.lt/8vNIUT Infographic - Which Social Network Is Right For Your Business? Learn more about the Top 10 Scoopit Conversion Study: http://sco.lt/69HeAj
This Haiku Deck and ScentTrail Marketing blog post captures ideas percolating from launching one of the first crowdfunding cancer research platforms (http://www.curecancerstarter.org) l last week. One of the big Should of Had A V8 moments last week was the realization that the way the new Google set the table does not favor a rebel Rat-Tag army. Since climbing the latter to AUTHORITY and TRUSTED status now can take years and you will have a giant pissing our your head every step of the way, better to create conversations not website and then inject your conversation into their castles via widgets, apps and white label embedding. Can a rebel army survive when the new Google swings the machine gun so deliberately and giants are trying to knock rebels to the ground? Yes IF they THINK WEB FIRST and this post should help with that. What about you? Do you think web first already? How did you get there? What have you changed?
The customer acquisition landscape is constantly in flux. The introduction of disruptive technologies and tools over the last few years has spawned enormous changes in online marketing.
Despite BIG changes in email such as MOBILE email remains #1 customer acquistion and converison tool for most online marketers.
SEO still the best way to get customers.
Not sure I understand this yet, but going to stay with it since Trendwatching is a great and trusted source. The promise is also intriguing. The ability to SEE and "unpack" a trend in one's favor is too promising to ignore even if the model takes a little getting used to.
In a social mobile and connected time for profit companies should learn emotional storytelling from nonprofits. Nonprofits should learn viral marketing and SEO
5 Social Media Analytics Companies You Need To Check OutSearch Engine JournalWe don't need to remind you on the importance of social media analytics for marketers and businesses.
Excellent post with "new to me" cool tools. Can we ever have enough great analytics tools? Nope :). M
While search engines may not pay attention to the content for the purpose of showing a page they all show some sort of description in the search results
Think of the META DESCRIPTION TAG of each website page as an AD for your business. Click to see tips for writing good meta descriptions.
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This Bazaar Voice white paper looks interesting. I'm posting here so I remember to read it when I have a life again (lol). If someone does read it please let me know since this is a favorite topic, one I've written about too:http://scenttrail.blogspot.com/2011/07/turn-negative-reviews-into-money.html Thanks, M