Boomers aren’t immune to the branding power of user-generated content

User-generated content (UGC) is a major force in influencing buying behavior among the young and habitually online. That’s irrefutable. But this morning a friend who is neither made the argument that its power ends with that generation. He said that bloggers and such don’t reach people like him – and that’s a serious problem for marketers …

Are you handing too much control over to search engines?

We have to stop thinking of our home pages as the main point of entry to our sites’ contents. That distinction is slowly trending toward the search results pages of major search engines. In his excellent Mine That Data!, Kevin Hillstrom reviews his own site’s traffic statistics, and then poses some questions for your business …

An online ad tip from an eye-tracking expert

I’ve just returned from a fascinating afternoon of presentations on internet marketing best practices, put on by the Chicago Technology Executives Club. One of the speakers, Bob Schumacher PhD, of User Centric, discussed his company’s work doing consumer eye tracking analysis of web sites. Specifically, they looked at ads. They attempt to learn where on …

All I Really Need to Know About Social Online Communities I Learned Peering Over My Wife’s Shoulder

My wife Julie is a gifted humorist. She is also a good and loyal friend to those she has welcomed into her life. These qualities have served her well, especially since several of her friendships have been forged exclusively online. Dr. Deborah Tannen, a sociolinguist, has written and lectured about the wide chasm between the …

Girding for the looming battle for subscription space

Thank you, Seth Godin, for again saving the day. In early 2007 the next major upgrade of Internet Explorer (IE) will be released. Among its features is an easier way for IE users to subscribe to sites via their RSS feeds. I’ve struggled with how to explain to clients (and many of my readers) the …