Are You Optimizing Aggressively?

Aggressive optimization has nothing to do with a hostile temperament, but it does involve being quick, decisive, and being willing to let go of any sacred cows.  It is more comfortable to optimize over time, and often better from a scientific standpoint. But sometimes you don’t have time and need to produce results fast.

Data Is Your Friend

Whether you are optimizing display ads, search ads, Facebook ads, or even TV ads, data is your friend.  The more data you have the more certain you can be and the easier it is to test.  In fact, it is impossible

Keys to Content that Emotes

The average human attention span is approximately 8 seconds.  Scientifically speaking, attention is the duration a person can remain focused without distraction. And I am willing to bet in the time you have read these words thus far, I have lost your “attention.”   

Did your office phone ring? Did you get a text message on your cell? A work email? Even someone speaking around you may have detracted your eyes from this page for a brief moment. Do I have your attention now? These represent just a brief glimpse into the obstacles that can hinder your content marketing.

How

Don’t Let Me-Search Drive Your Creative

We’ve all done it.  We have looked at a creative piece designed for our organization and said something like, “I just don’t like that shade of orange” or “I don’t like that font” or “Really… black text on a bright yellow sheet of paper… that is just plain ugly (unless you are a Steelers fan… but I digress).”  

What we have done is allowed our own personal opinions get in the way of creating the best possible piece. Me-search instead of research.

That ugly bright yellow paper with black text might grate against anyone’s design sensibilities, but studies show that

2 Steps To Getting The Analytics YOU Need

We live in an age where almost limitless data is available at our fingertips. But is all that data helping us? I was working through my Google Analytics certification program awhile back and something that really stuck with me was Google’s repeated exhortation that the only data that is important to you is the data that helps you measure what you need to measure.

A Measurement Plan

Whether it is sales data, donor data, social data, marketing data, or web data, what makes it important is how it helps you measure. A measurement plan is supposed to begin with your

Has the time come for direct mail to ride off into the sunset?

Social media experts and digital marketers would like you to believe that direct mail has gone the way of the dinosaurs. But don’t be deceived by these false claims about the relevance of direct mail in today’s modern world of communication.

Every year Target Marketing conducts a Media Usage Survey. In 2015, 54% of Target Marketing respondents were using direct mail in their customer acquisition efforts.  In 2016, this rose to 58%. The use of direct mail for customer retention has risen from 51% to 55%. Direct mail is alive and kicking!

Even though people love their Facebook,