Achieving sales on a website is not a single “conversion” event, it’s actually a series of “micro” conversions. They’ve clicked on a ad in a Google search results page, they’ve clicked on various pages within your site, they’ve put products in your shopping cart and they’ve checked out. Read More

Like all marketing communications, success with email means remembering it’s about the reader, not you.  For an email campaign to be successful your subscribers have to be interested in the content.  If the readers can’t benefit from the emails they receive they will quickly choose to unsubscribe to the campaign. Just because you send someone an email doesn’t mean they’re going to open it. Read More

Have you ever been checking out of a shop when the cashier innocently asks whether you would like 15% off your next purchase? Of course you answer yes, after all who doesn’t want a deal? But then she asks you to jot down your email address … oh no, you know where this is leading … to a lifetime of junk mail. You pause, pen at your lip, wondering what to do, whether 15% off is worth it. Finally you write it down. Read More

Last week I wrote about integrated marketing campaigns. Two days ago I advised dialoging with your direct competitors via Twitter. Today I am going to talk about the strength of affiliate marketing.  Read More

This week myself and a couple of our marketing representatives spent two days at the Business Start-Up Show in Earl’s Court Convention Centre. Read More