Seven years of lessons in interactive marketing.
Time flies in the Internet world. It doesn't seem like that long ago that I wrote my first ClickZ column.
Over the past seven years as a columnist and marketing practitioner, I've continued to be impressed by how dramatically the Internet has changed our lives and our world. Blogs have become a major voice in society. Social media and online video have become giants. Google's revenue is growing like a major leaguer's biceps on steroids. New technologies continue to barrel at us like a hailstorm, and the industry is bright-eyed and bushytailed about the promise of Web 2.0.
But the more things change, the more they remain the same. Companies still struggle to monetize their traffic. Organizations still look to technology to bring them dollars on silver platters. Overall site conversion rates haven't increased as hoped.
What stays the same is why people do what they do. How they buy. Principles of marketing, business, and sales.
During my time here, I've done my best to shout, beg, and plead that we not lose our focus on these basis principles. So as I looked back at some of my 273 columns, I wanted to again share some of the columns that have caused the most stir, been popular or helpful to readers, as well as a personal fave or two.
Bloodletting and Why Testing Can Be Unscientific
This column explained how testing marketing and persuasion is not a linear, scientific process:
Do You Want to Inform or Persuade?
Read the entire column.
There is No Egg in Eggplant
The Difference Between ROI and Marketing Accountability
A bit of wisdom from my brother Jeffrey:
How to Decrease Sales by 90 Percent
The Land Beyond Usability
The Power of the About Us Page
Your "about us" page should:
The Next Seven Years
Here's to the next seven years. Thank you for paying attention, commenting, and inspiring me in so many ways. May you have great success. May your conversion rate soar.
Any topic suggestions for one of my next 273 columns? Let me know.
Meet NAME at SES London February 19-21.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.