Try a soft-sell approach to your commitment-shy past customers

What is the value of a web visit that ends without an action? Sure, if that visit ends in a sale, or some other action, the answer is easy. But what about the person who “snacks” on your content but leaves without a conversion? Today data mining expert Kevin Hillstrom makes a case for testing …

Winning by the numbers: In praise of Moneyball and data analytics

Five years ago the book Moneyball was going around the office of respond360, which is the CRM arm of BVK. The book fueled my love affair with data-driven marketing. In reviewing the book this morning, I realize how relevant its lessons have become in our economic downturn. Wikipedia describes the account of the Oakland A’s …

If your site does any of these things, make a mobile version

Web usability expert Jakob Nielsen is admittedly “bullish” on the mobile web. But his recent post bemoans how lacking most web sites are when viewed on mobile devices. For most sites, his prescription isn’t a web design overhaul. Instead, he recommends creating a separate version specifically for the lowest common denominator mobile browser. To be …

Focus on customers to survive in this economic downturn

Gartner Research recently posted six strategic customer-focused areas for survival in this economic downturn. In a nutshell they focus on automating your way through these hard times. Each of the six acknowledge there will be many growth opportunities arising from the dramatic changes taking place right now. The challenge their report emphasizes: To find customer- …

5 blogging tips for small business

Many moons ago the authors of the book Citizen Marketers posted a list of reasons why small businesses of all stripes — either b-to-c or b-to-b — should consider blogging. Equally valuable in their post were these tips for the business blogger once the thing is up and running. Here they are: Do not have …