Media multitasking is not always a bad thing, Marketers.

This week eMarketer released their findings about Kids Juggling Media, which shows that they’re going online while watching television, often to visit websites they see on TV and discuss with their friends. And it’s not just the kids that are involved in this. The trend over the past few years has been to replace desktop computers with laptops, which are more likely to be used while the TV’s on.

Passive TV becomes Interactive

The media will be inclined to put a negative spin on this, but this can only be good for smart marketers. (more…)

Take a look at your stats for one of your important landing pages. What’s your current conversion rate? It’s probably less than 10% if your desired Action is a purchase. If you’re trying to get a lead or offering a free download you may be as high as 50 or 60%.

Now imagine if you could get a 100% conversion rate.

That means every single unique visitor to that page would successfully complete your desired action. Of course, that’s not possible.

Why can you never get a 100% conversion rate? (more…)

If you didn’t make it out to Tom Leung’s luncheon event in Vancouver on Feb 7, here’s a video of the whole session. It was an packed event and you can feel the buzz in the room.

I’d like to discuss an important principle that is surprisingly often misunderstood, and that is evaluating success based on correct performance indicators.

What not to do

We recently met with a prospect company that kindly shared a report on the success of their recent advertising campaign’s pay-per-click activity. The ad agency that handled the PPC (along with the rest of the ad campaign) reported that the campaign was a raging success.

Unfortunately, the only measure of success the agency was using was the proportion of the given PPC budget spent. They had managed to spend 100% of the PPC budget for the campaign and therefore concluded that they had been incredibly successful.

It turns out that they were using PPC as a branding activity which, (more…)

We had a good, although short, CaseCamp in Vancouver last night.
(more…)