We’ve spilled a lot of ink recently over the desirability of cranking up your online marketing aggressiveness during uncertain or shrinking economic times (see for example our blog posts, “How a Website Makeover Can Help “Recession-Proof” Your Company” and “Recession, Reshmession… Don’t Let the Headlines Scare Your Company into its Own Private Downturn”). Such aggressiveness […]
Continue Reading Add comment June 5th, 2008
It may be tempting to think of search engine optimization (SEO) as an optional expense or activity… something that can be put off almost indefinitely, with no real harm done.
In reality, nothing could be further from the truth. By failing to optimize your website, your B2B is probably missing much if not most of […]
Continue Reading May 12th, 2008
It’s easy to get traumatized reading much of the current business news…
the Fed chairman saying that “recession is possible”;
the head of the NBER – which officially identifies recessions (after the fact) – saying that a “severe” recession is likely;
and grim news from the housing and financial sectors, almost daily.
Here’s something to keep in mind about […]
Continue Reading April 29th, 2008
We’ve certainly gotten some strange looks when we urge our B2B clients to stick with their website-renovation schedule, regardless of the state of the broader economy. But there are some very sound business reasons for doing so, and here are three of them…
In a downturn, smart companies seek to grow market share.
It […]
Continue Reading Add comment April 4th, 2008
Getting a handle on the ROI of your e-marketing is really pretty simple …and because it can be all-electronic, it involves a lot less guesswork or assumptions than measuring traditional marketing elements like direct mail or space advertising.
Let’s look at a fictional – but fairly typical – B2B example: Foobar Enterprise Software. Foobar’s […]
Continue Reading Add comment February 26th, 2008
While we couldn’t agree more, fortunately we didn’t have to say it; David Meerman Scott did, in his recent RainToday article.
David acknowledges off the top that his premise is a fairly sweeping generalization …but one based on his personal review of more than 1,000 websites. By and large, he says, agencies are conditioned […]
Continue Reading Add comment February 7th, 2008
The folks at Enquiro Search Solutions have released an update of their landmark 2004 survey of how companies use online vehicles in researching their purchase decisions. With responses from over 1,000 people involved in their companies’ buying decisions, it has a confidence level of +/- 2.5%. Because the study has obvious implications for […]
Continue Reading Add comment January 17th, 2008