RECENT INSIGHTS
Digital advertising for ski resorts: Lots of work, little return The problems with digital advertising are well known to ski resort marketers. Too much waste. Endless adjustments to control messaging, promotions, and offers. Inconsistent branding. Plus managing content delivery on multiple ad platforms (search, display networks, YouTube, social media, and others). But many resorts rely […]
Sometimes websites have good SEO, a good message, and even good intentions, but they can’t seem to close deals and complete transactions. Users keep bouncing out, abandoning forms, hesitating to Buy Now, and in general dropping the website like it was 3rd period Latin. In fact, around 55% of shoppers indicate that friction at checkout […]
Healthcare CMOs are noticing something odd about how their websites convert inbound visitors to new patients. Research indicates that 65% of website traffic to medical landing pages (i.e. with Contact Forms) comes through search ads, while social media ads represent just 20% of inbound traffic – but social visitors convert at 2x the rate. True, […]
If you don’t have (or don’t use) a Brand Style Guide, you’re not alone. A 2021 Statista study of various U.S. industries showed that while 30 percent of respondents said brand guidelines were used by their organizations, 15 percent said their organizations did not have brand guidelines. We’ve created many brand style guides, and the […]
Reminder to ski resort marketers and decision makers: Noah built the ark before it rained. So, in the interest of good planning, we thought we’d remind you of 5 tasks to handle before it starts to snow. 1 – Audit website ecommerce Ecommerce audit. Assess the UX for your 5 most important types of transactions. […]
Google’s Performance Max (or PMAX to its friends) may be accused of having a name that promises a lot, but it’s earning a reputation for delivering on what it promises – and this is good news for ski resorts. How PMAX works Unlike traditional Google campaigns, PMAX leverages Google’s AI to deliver ads across Search, […]
Google will delete historic website analytics data on July 1, 2024. From what we see, there are still a lot of organizations that haven’t prepared for this deadline. So, for the whole stadium: All access to Universal Analytics will be turned off, even read-only access, and all UA data will be deleted. It’s hard to […]
Findability means that people who have arrived at your website can locate what they want, where they expect to find it, and move deeper into whatever decision-making process brought them there. For marketing managers conscious of website conversion metrics, findability is an essential website attribute. Here’s a handful of ways to improve it. How to […]
The rising tide of apprehension about AI tells us that 75%+ of consumers are skeptical about placing their trust in AI-enabled experiences. Including chatbots. Sure, AI-powered chatbots are evolving rapidly and doing a better job than their predecessors. But let’s not forget that consumer expectations of customer service have never been higher, and brands need […]