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RECENT INSIGHTS

Knock, knock. blog image

Knock, knock.

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Who’s there? Someone entering your website. Someone entering my website who? Someone entering your website doesn’t use the home page. It’s no joke. While many marketers still think of their home page as the front door to their site (and, perhaps, the foyer), in reality visitors are getting more and more accustomed to entering sites […]

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Intellectual Capital: CT as a destination blog image

Intellectual Capital: CT as a destination

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In the past, Connecticut needed therapy. Somewhere along the way, flanked by 2 world class cities, CT became a 2nd class state. The Atlantic did a nice job explaining why. So let’s face the music. Connecticut has been the smart, attractive one (Yale, an educated workforce, bioscience, household income) who has some really troubling personal […]

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Eyeflow: How do people scan your site? blog image

Eyeflow: How do people scan your site?

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It takes 1/5 of a second for someone to form an impression of your site. In another 2.6 seconds, they will have located the content that interests them. In that time span of 2.8 seconds the user has scanned the page, made some judgments, and is ready to move deeper into your site. Or move […]

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A checkup on Provider-to-Provider marketing blog image

A checkup on Provider-to-Provider marketing

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Few professionals are more reluctant to market to their peers than healthcare providers. [Although lawyers, for the record, are a close 2nd.] It’s not that healthcare providers don’t see the value of marketing to other providers to develop their brand and build their patient base. It’s just that marketing isn’t in their DNA. It sometimes […]

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Revisiting the role of audio in branding blog image

Revisiting the role of audio in branding

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Did you hear about the Zoe Kravitz Super Bowl ad for Michelob Ultra? The spot uses the sounds of near-silence – whispers, tapping finger nails, carbonated fizzing – to draw viewers into the ad by their ears as much as their eyes. The auditory phenomenon Michelob was leveraging is called ASRM, or Autonomous Sensory Meridian […]

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Degrees of Difficulty: Looking at Online College Personas blog image

Degrees of Difficulty: Looking at Online College Personas

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Understanding online degree-seekers We recently conducted a research study of student personas for a leading, nonprofit, online college headquartered in the northeast (formerly part of the SUNY system). The results reveal 8 distinct types of online students (which scale up to larger groups of potential students), each with differentiating life challenges and personal characteristics. While […]

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7 Mobile musts for traveler marketers. blog image

7 Mobile musts for traveler marketers.

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Think small picture: The migration to mobile Even though desktop and laptop sessions still account for the majority of actual travel bookings, mobile bookings are constantly on the rise. So yes, of course, mobile access to brand content should still be front and center in any destination marketing brand discussion of next year’s budget. Here […]

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Some marketing advice on TripAdvisor blog image

Some marketing advice on TripAdvisor

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Say hello to the 800 lb primate Leaders at DMOs have a TripAdvisor problem. Namely, What To Do About TripAdvisor. Strong annual growth and $1.25+ billion in revenue commands our attention, as does TripAdvisor’s 455 million average monthly unique visitors and its $620+ million annual ad spend. But perhaps the most telling stat about the […]

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