Why do I leave money on the table? It’s for the long run.

Leave money on the table

One rainy morning in 2005, I walked out of class in Popovich Hall on the campus of USC. Next to the Starbucks coffee cart, I saw a floor sign, “Dennis Bakke. CEO of AES. Speaking at 11am.” I followed the arrow to an auditorium packed with MBA students. I was an undergrad, and I had happened upon something great. I found an open seat. What I heard next made an impact on me that has lasted to this day.

Continue reading

Why is “Closer” by The Chainsmokers popular? External triggers.

why-closer-by-chainsmokers-is-popularI was running on a treadmill the first time I heard the song “Closer” by the Chainsmokers. The pre-chorus came through my headphones. Wow! I started to run faster. I wanted to sing along.

So did millions of others. The band has been nominated for three Grammy Awards in 2017. The music video has been watched more than 1.1 billion times – more than Justin Bieber’s Love Yourself which had an 8 month head start and received two Grammy nominations in 2016.

If you’re a marketer paying $0.30 a view to YouTube then wouldn’t it be nice to trade metrics with the Chainsmokers? People are finding the “Closer” video and clicking the play button all by themselves. The band isn’t paying YouTube for these views.

This post is about one technique you can use to stand on the band’s shoulders and increase views of your stories. The technique is adding imagery. The Chainsmokers used 10 pieces of imagery in “Closer” which propelled it to the top of the charts.

Continue reading

What is lead decay?

Lead decay is not tooth decay
Lead decay can be prevented by closing the time gap at the beginning of the sales journey.

It was early May 2014 in San Diego. I stepped outside for some fresh air. The 77 degree Santa Ana winds carried a whiff of the wild fires from the east. I was having a moment with the earth. Then my iPhone went “blop blep.” I looked down. It was a message from LinkedIn.

Continue reading

[Video] How ‘Continue from’ works in IBM Watson Conversation

In this video I demonstrate how the order of dialogue nodes affects the Jump to… or Continue from… feature in IBM Watson Conversation.

Continue conversation button from in IBM Watson Conversation
This button goes by several names including Continue from and Jump to.

Until just now, I was unclear about the Continue from / Jump to feature. I followed the car tutorial provided by IBM and the feature worked. Then I created my own chat bot, and it sometimes worked and sometimes didn’t.

Why was Continue from / Jump to not behaving consistently? Because I did not realize how the order of the nodes affects it.

Continue reading

1 Valuable Marketing Tip from Godiva’s Box that Keeps Giving

Godiva’s Box That Keeps Giving is lighting up the advertising trade press. The campaign is a valuable example of using the product to spur a habit. The habit here is food gifting.

Continue reading

How to Get 100,000 People to See Your Blog Post — Unbounce

I am reblogging this post because it is an example of a big idea.

What would more traffic to your blog post mean to you? Image source. What would 100,000 views on a blog post mean to you? Depending on the goals of your blog, it could mean thousands of new subscribers and fans. But it could also mean new customers — big traffic means big exposure and big…

via How to Get 100,000 People to See Your Blog Post — Unbounce

How 6 mCommerce sites changed since Black Friday 2010

How have mobile commerce websites changed since 2010?
How 6 mobile websites have traveled through time. Image: Jordandemuth

Black Friday 2010 brought e-commerce sales of $648 million (Comscore). In 2016, that figure rose to $3.34 billion (Adobe), a 415% increase. Mobile has played an increasing role on Black Friday. It accounted for 36% of this year’s online sales.

Back in 2010, I was impressed when a retailer had a mobile website. I led a study with Luth Research that revealed only 22.8% of top retailers had them.

I kept some screenshots from my 2010 study. I have put them side-by-side with screenshots from today. Oh, how mobile commerce has changed!

Continue reading