Eye tracking studies

Eye tracking studies have revealed valuable information about how people read and interact with websites.

1.Headlines draw eyes before pictures.

2. People scan the first couple words of a headline.

3. People scan the left side of a list of headlines.
When presented with a list of headlines or links, people will scan down the left side, looking at the first couple words, to find something they’re interested in. They don’t necessarily read each line beginning to end.
The implication is the same as before. Get your most mind catching words up front.

4. Your headline must grab attention in less than 1 second

5. Smaller type promotes closer reading. Larger type promotes scanning rather than reading.

6. Navigation at the top of the page works best.
The point may be that anything at the top of a page will be seen immediately. And since top navigation must be simple because of space limits, top navigation is probably much simpler to use.

7. Short paragraphs encourage reading.

8. Introductory paragraphs enjoy high readership.

9. Ad placement in the top and left positions works best.
Still - AD blindness tends to happen when people get used to seeing ads in a particular place. So even the prime upper left area won’t work so well if you always put ads there.

10. People notice ads placed close to popular content.

11. People read text ads more than graphic ads.
So people looking for information are looking for text, not pictures.
However, graphics can be useful for conveying information that is difficult to communicate in pure text, such as how something looks, mathematical information, before and after comparisons.

12. Multimedia works better than text for unfamiliar or conceptual information.
The more familiar they are with the subject, the faster and easier reading is.
If you’re trying to describe a process, for example, a video or illustration conveys this information better than text.

Source: directcreative.com

Three minute rule

Take our three-minute rule as an example. You can learn a great deal about customers by studying the broader context in which they use your product or service. To do this, ask what your customer is doing three minutes immediately before and three minutes after he uses your product or service.

People are stories

People tend to think of themselves as stories. When you interact with someone, you're playing a role in her story. And whatever you do, or whatever she does, or whatever you want her to do, needs to fit into that story in some satisfying way.

New online business

What are people searching for? It’s not about what you want to sell. Change from "what you think is good" to "what do people look for".

Trying in online business – is false. It’s whether you do or you don’t. Instant gratification models are not reliable. Online business can be profitable – people can make money very quickly out of it.

You just need to invest some time for it. Much less time you need to get a graduate diploma. You should not say –no… I’ve tried .. I don’t think is working.
Even if you don’t succeed with your first business – you get the skills that will sure help you in future.

Rata de Click pentru newsletters

21% dintre cei care primesc un newsletter - chiar il deschid.
39% dintre cei care deschid newsletter-ul dau click pe link-uri

doar 8% dintre cei care primesc un newsletter - urmeaza link-urile din newsletter.

Sursa: White Image.

Google Caffeine

Google tests a more powerful version of search engine technology.

Will be seen improvements in:

Size and Indexing Speed: increase the number of websites shown and google will index them faster;

Accuracy: the best sites will be the ones that can correctly match up the searcher's keywords with the content they were actually looking for. It will no longer be enough to focus on the keywords alone, but on actually making your content relevant to what those searchers want.

Comprehensiveness: the sites that really to a great job in covering the selected niche.

SEO vs. Pay Per Click

Puncte tari si slabe ale ambelor metode folosite in publicitatea online.
In cazul SEO - masurarea se face prin indicatori calitativi. PPC ofera rezultate imediate prin traficul inregistrat.

mai multe aici: www.seotrafficspider.com

Targetare bazata pe Comportament: Behavioral Targeting

43% dintre utilizatorii online cunosc termenul de "behavioral targeting." (BT)

64% ar alege sa vada doar reclame care sunt relevante pentru ei.

51% nu sunt de acord ca advertiserii sa cunoasca ce au cautat ei pe internet.

Targetarea bazata pe comportamentul utilizatorului ajuta pe oamenii de marketing sa inteleaga mai bine consumatorii si pe agentii sa fie mai eficiente, sa aiba rezultate mai bune. Ofera editorilor posibilitatea de a segmenta continutul online in functie de tipurile de consumatori.

Sursa: Media Post

Beyond Buzz - Word of Mouth Marketing

Lois Kelly, 2007, Amacom, USA.

New marketing is about conversations – listening, having something new to add and talking like we mean it instead of hiding behind prepackaged corporate steak.

Marketing’s purpose is to involve customers, helping them to understand the value of an organization or product to their wants and needs.
The goal of marketing is not to assert conclusions, but to engage an audience in a dialogue, which leads people to discoveries of their own.

People should talk about your company!
To provoke conversations, have something interesting to talk about.


Studies have found that more customers participate in meaningful conversations and interactions with companies, the more likely they are to purchase a product or service and recommend it to others.

Why creating buzz and word of mouth ?
1. Less consumer trust in companies. Customers want straightforward communications that address their interests.
2. Technology has made possible to talk with people in many way. Today’s communicating is direct and informal.
3. The struggle to make sense out of so many choices and so much available information

photo source: Flickr

Sales Funnel

Sales Funnel - use of the metaphor of a funnel (wide at the top, narrow at the bottom) to monitor the sales process.

At the top of the funnel you have "unqualified prospects" - the very many people who you think might need your product or service, but to whom you've never spoken. At the bottom of the funnel, many sales and delivery steps later, you have people who have received delivery of your product or service and have paid for it.

The metaphor of the funnel is used because people drop away at each stage of a long sales process: For example, many of your unqualified prospects may have existing suppliers with whom they're very satisfied. Others may have needs which other competitors are better-placed to satisfy. Still others may love your products, but not have the budget to buy them.

Source for photo and text: Mindtools

Motivarea oamenilor creativi

O carte gratuita de la Mark McGuinness - despre cum sa mentii si sa dezvolti nivelul de creativitate al oamenilor (sau personal) prin anumite tehnici de motivare.


Dedicata managerilor dornici sa dezvolte minti creative sau chiar pentru fiecare persoana care se considera creativa (oricine poate fi creativ - depinde de fiecare cum defineste acest lucru )

E-book gratuit il gasiti aici: www.wishfulthinking.co.uk

cum sa ai IDEI .. in 15 pasi

Creatia este ca un proces... de cateva etape:

1. Strangi informatii pentru tema data
2. Gasesti mai multe solutii variate
3. Te detasezi total de subiect/ problema in cauza (free your mind)
4. Iti vin idei..
5. Testezi ideile

Drew McLellan ne propune cativa pasi pentru a avea IDEI mari:

http://www.drewsmarketingminute.com/

Durex

Sursa: Bad Banana

Reclama Funny

Pozitionarea

Pozitionarea - lupta pentru un loc in mintea ta

Al Reis & Jack Trout

editura Brandbuilders, Bucuresti, 2004

"Pozitionarea nu este ceea ce faci cu un produs. Pozitionarea este ceea ce reusesti sa creezi in mintea beneficiarului. Pozitionezi produsul in mintea beneficiarului." (p. 16)

"Principalul scop al pozitionarii nu este crearea unui produs nou si diferit, ci manipularea a ceea ce exista deja in mintea consumatorului, refacerea unor legaturi deja existente" (p.19)

"Mintea consumatorului obisnuit este deja asemenea unui burete plin cu apa, care nu va reusi sa absoarba mai multe informatii decat inlaturand din cele existente." (p.21)

Mesajul simplificat la maximum:

 In comunicare, ca si in arhitectura, mai putin inseamna mai mult.

- comunicarea unui mesaj cat mai simplificat

- renuntarea la ambiguitati

- selectarea materialul care are cele mai mari sanse de a patrunde in mintea consumatorului

Clasamente

Mintea umana rezerva cate o pozitie pentru fiecare informatie pe care o primeste. Ea respinge orice noua informatie care nu-si gaseste locul; accepta doar date noi care corespund situatiei prezente. Toate celelalte date sunt selectate si eliminate. 

Oamenii vad lucrurile pe care le asteapta sa le vada. 

George A. Miller, psiholog la Univ. Harvard este de parere ca mintea umana nu poate face fata la un numar mai mare de 7 (sapte) obiecte.

7 este numarul ideal de obiecte in listele care trebuie memorate (cele 7 minuni ale lumii, numere de telefon din 7 cifre, Alba ca Zapada si cei 7 pitici.

In general, pentru o categorie de produse, oamenii isi pot aminti pana la 7 brand-uri. (p.49)

Oamenii invata sa clasifice produsele si brand-urile in minte ca si cand le-ar aseza pe o scara si fiecare brand ar ocupa o treapta. 

In cazul unei noi categorii de produse, trebuie realizat un nou clasament.

"Acest lucru poate fi dificil atunci cand noua categorie nu este pozitionata ca alternativa a celei vechi. Mintea nu ofera suficient spatiu pentru ceea ce este nou si diferit, decat daca se creeaza o relatie intre nou si vechi" (p.51)

Atunci cand ai intr-adevar un produs nou este mai bine sa-i spui consumatorului ce nu ofera produsul tau, decat sa-i spui ceea ce ofera.  (expl. trasura fara cai - pozitionarea primului automobil).

Cum poti face fata unei companii cu pozitie puternica? Primul pas este sa recunosti valoarea adversarului. Nici o companie nu are sanse sa progreseze frontal in lupta cu pozitia liderului puternic (expl IBM).

Jargon de marketing

Cum poti sa descrii o firma fara sa folosesti cuvinte precum:
- calitate
- profesionalism
- experienta

It's a reeeeaaal challenge :)

Marketing

Marketingul strategic - Where to Play - se refera la segmentare, selectarea pietelor tinta, pozitionare.
Marketingul tactic - How to Win - se refera la dezvoltarea produsului, stabilirea pretului, productie/ sourcing, distributie, promovare.


Marketingul presupune ca intreaga afacere sa fie vazuta dpdv al rezultatului final, adica dpdv al consumatorului. - Peter Drucker