The brain is truly the last frontier. Despite our focus on the “logical” brain, it turns out that 95 percent of our decisions are made pre-consciously and we only justify them after the fact, when we become aware of them.
The latest research in neuromarketing is giving us insights about how to influence and persuade people more effectively. Several recent research studies point to specific ways to make your online offers more compelling. The following examples are drawn from Conversion Conference keynote speaker Roger Dooley’s book “Brainfluence.” :
Over the years, the industry’s stance on frequency capping has vacillated dramatically. Planners used to set low caps, thinking that limiting ad exposure would produce more clicks. Since then, the thinking has shifted: many marketers are now of the mindset that numerous impressions are a necessity.
In part, it’s a question of clutter. A glut of inventory leads marketers to assume banners simply aren’t registering with consumers. But research shows this isn’t necessarily so. Late last year, the Online Publishers Association (OPA) released the results of a biometric and eye tracking study, which measured viewing, visual fixation, and the emotional impact of nine different OPA ad units on CNN.com, MSNBC.com, and NYTimes.com. The study found that 96 percent of participants paid attention to the ad units. Sixty-seven percent noticed the ads within the first 10 seconds, and then returned their eyes to the ad again. Furthermore, those participants who looked at the OPA ad units after the first 10 seconds “generated stronger emotional response” to the ads than to the rest of the site page.
After over 12 years practicing the art of SEO, and selling SEO services to clients, I thought the industry had reached a stage of “acceptance”.
But there is still a very smart group of people out there that are doubters – The Acquisition Marketers.
SEO Personality Types
Company executives and owners have varying degrees of sophistication when it comes to understanding why SEO is important, or why it should be an important part of the marketing mix. I would break down the most common personality types as follows:
- Me Too – My competitors are doing it, I will too.
- The Rank Hound – I want to be #1 for my favorite keyword because I know it’s important (without any proof to back it up).
- The Small Portfolio Ranker – I understand that there are a number of relevant keywords that appear to drive business for us, let’s attack them as a group.
- The More, The Merrier – Capturing the long-tail is an important part of driving relevant visitors to our site, and they are more likely to be buyers.
- Doing Great, Just Need A Bit More – Our SEO is performing well for us. It would be nice to push it up a notch or two, what’s the latest and greatest?
- Been There, Done That – I’ve hired consultants before, and we just haven’t see the results we needed.
For years there were two camps – website usability and search engine optimization. Rarely did they acknowledge each other, let alone work as a team. Each side argued they knew best how to make web pages findable in search engines.
They’re both right.
The website usability house is focused on human behavior. They follow along as people, or “users” as they’re referred to, use websites. User experience and user interface design offers challenges because our needs constantly change as we adapt to living and using the Internet to get information.
Search engines want user interaction information and data so they can continue to deliver what people want and how they want it presented.
Econsultancy’s Marketing Budgets 2011 Report tells a familiar story of increasing digital marketing budgets, but a much more nuanced picture is emerging beyond the usual mantra that digital budgets are increasing at the expense of ‘traditional’ marketing.
The findings also challenge the orthodox view that digital is perceived as more measurable than offline.
Sponsored by SAS, our survey-based research about marketing budgets is an encouraging bellwether for the digital industry with almost three-quarters (72%) of companies saying that, overall, digital budgets are increasing this year.
The majority of around 200 mainly UK (client-side) company respondents said their organisations are planning to increase their spending across pretty much the full range of digital marketing channels during 2011.
For those of you who missed it (and with 20,000 people registering for it I’m not sure who that may be) Hubspot’s Dan Zarella’s “The Science of Email Marketing” was a reminder that testing and optimization are a core best practice which will ultimately drive the success of any email initiative.
Not that the webinar was focused on testing. Instead, takeaways were presented with the caveat “this may or may not be the case for you” … which is another way of saying “test it and see what happens.”
Content was based on a mix of email data, Hubspot survey and focus groups results. Key takeaways include: Read More