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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!
Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT