I recently interviewed a B-to-B marketer who had completely revamped her webinar strategy to generate a 400% increase in attendance. One change they made was to eliminate events in July and August, when they’d seen generally low interest from their prospects and customers.
Her theory: People tend to take a vacation in the summer, or else find the nice weather just too enticing to sacrifice an extra hour in front of a computer.
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Choosing the right title for white papers and webinars can mean the difference between catching your prospects’ attention and being overlooked in a sea of competing ecommerce content. For some ideas on creating titles that get attention, check out the homepage of the popular social bookmarking site Digg.com.
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Shifting alliances and partnerships in the credit card industry create big headaches for sites that use recurring billing. And it’s time to break out the aspirin again.
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No one has yet discovered how to turn video-on-demand into a mass market, but that isn’t for a lack of trying.
A spate of recent announcements, rumors and transactions in the VOD market indicate that interest is growing among would-be service providers — particularly DVD rental services planning ahead for a post-DVD world.
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Google’s hegemony over the worldwide search market is undeniable. Consider the recent report from comScore that estimated Google’s share of the European search market at 79.2%. I think “dominant” is an apt description.
But the more interesting data point from this report is who came in third for European searches: Yandex, the Russian search portal. It bested Yahoo! and MSN to crack the top three, based on its strong pull in Russia and Eastern Europe, where English is less widely spoken than in other parts of Europe.
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You’re a publisher still looking for a podcasting strategy. Or you’re worried about making a big investment of time and resources. You could be sitting on a heap of readily available audio content: Interview recordings your editorial team has made for its print articles.
Reporters typically gather way more information than they can fit into their stories. If those interviews are on tape, you can cull some of the best anecdotes and other information that never made it into print and edit them into podcasts that are relevant to your audience.
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Marketers often face skepticism within their companies when they embark on a new brand launch or corporate rebranding effort. Non-marketing types, particularly engineers, tend to think of branding as one of those fuzzy, feel-good exercises that don’t really have an impact on their jobs.
So, I was intrigued by a unique approach to this problem adopted by the marketing team at NetApp, which recently unveiled a new brand identity. (You can read more about this project in our Sherpa Case Study,(here).
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A few weeks back, MarketingSherpa founder Anne Holland recounted her frustrations with Web contact forms, speculating that the communication channel is where customer inquiries go to die. New data shows that the situation is as bad as she suspected.
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