Post 1: Frank Trivieri talks about GM Canada
Post 2: Steve Levy on spending money online
Post 3: Mitch Joel on Six Pixels of Separation
Post 4: CMA: David Weinberger on Humans and the Internet
Post 5: Bryan Eisenberg on How Marketers Fail Us
Day 2, October 20, 2006
Post 5:
It’s All About the Content: Podcasting as a marketing tool
C.C. Chapman, Host, Managing The Gray
What is a podcast?
Ask a Ninja answers “what is podcasting”?
Podcasting is a subscription-based delivery mechanism for any type of multimedia file.
It’s also an apple pie factory for whales.
It’s another tool for reaching people.
Questions to answer before podcasting:
- Do you want to record in studio or mobile
- What’s the budget
- Is it host driven or interview focussed
- How do you define success
Things you should do as a podcaster:
- Focus on content
- Plan for the long haul
- Don’t go it alone
- Embrace the podosphere
- Find a great host
- Be the expert on your brand, be the leader in this space for your brand or company
C. C. Chapman is a podcaster, second lifer, filmmaker and all around web freak. Find him at
http://www.cc-chapman.com/
Post 1: Frank Trivieri talks about GM Canada
Post 2: Steve Levy on spending money online
Post 3: Mitch Joel on Six Pixels of Separation
Post 4: CMA: David Weinberger on Humans and the Internet
Post 5
Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing
Bryan Eisenberg, Principal, Future Now Inc.
I don’t remember where these numbers came from; Bryan quoted Forrester, WebSmart, we did audience polls, and maybe some are made up. Just know that all the lies I tell are true.
- 54% of people resist buy a product if they feel marketed to
- 56% avoid buying products they feel are over-marketed (this skews by age, the younger you are the higher the avoidance)
- 69% actively seek ways to block marketing
- 26% of online customers report satisfaction with a web shopping experience (brutal)
- 30% of members in our audience polled don’t have a clue what their online conversion rates are
- 21% of the audience said their conversation rates are between 2-5% (Bryan says this is average)
- 99% of websites sell a product with one product page (but people need different on-ramps, don’t use just one method to sell everyone)
- 80% of traffic drops off after the first 3 clicks because the peson can’t find relevant content
- 10 % drop after the first click (this is ok, it’s the accidental click), but 55% drop off after the 2nd click, then as mentioned 80% after the 3rd click
- the average tenure of a CMO is 22 months
- the media has changed, the customers have changed behaviour, yet marketers stay the same
How do marketers change?
- Don’t think about demographics. Look at creating personas (group modes of behaviour, figure out what those groups do when buying, what are the psychological drivers to decision making, where are the entry points in the buying cycle, after you think about that, then plan your approach).
Bryan Eisenberg is the author of Waiting for Your Cat to Bark and the co-founder and CPO (chief persuasion officer) of Future Now, Inc.
Posted by Monique at 09:49 AM.
Filed under:
Marketing •
Technology •
Permalink
Page 10 of 10 pages « First < 8 9 10
