Real-Time Marketing: How Publishers Clearing House increased engagement...
At MarketingSherpa MarketingExperiments Web Optimization Summit 2014, Michael Zane, Senior Director of Online Marketing, Publishers Clearing House, revealed how, in just under a year, the team...
View ArticleMarketing 101: What is the happy path?
The happy path is a quick, linear path to the purchase of a product or service where the customer doesn’t get sidetracked, either by their own distracted actions or by a poorly designed process by the...
View ArticleCustomers as Value-Creating Partners, Not Just Value-Extraction Targets
How do customers add value? Everything from providing feedback, to word-of-mouth marketing, to being early adopters for new products. However, I would argue that customers must first be satisfied...
View ArticleCustomer Satisfaction Segmentation: Customer expectations extend beyond the...
Only when you determine each type of individual's varying expectations can you determine if your marketing is making the right promise and if your marketing is delivering on that promise.
View ArticleThere’s Treasure Everywhere: Turning waste into profit
Throughout history, curious business people have launched entirely new companies off their company's waste. Read on to learn how you can you find similar waste-to-winning opportunities.
View ArticleMarketing 101: What is above the fold?
The above-the-fold area (also known as “above the scroll”) is an arbitrary amount of space — far smaller on a mobile phone than a desktop computer. But is that arbitrary space enough room to tip the...
View ArticleMarketing 101: What is website usability?
Usability is in the eyes of the beholder. That which is easy to us isn’t always obvious to our customers. Today, we explore that topic and offer a little advice.
View ArticleLanding Page Optimization: Original MarketingSherpa Landing Page Handbook now...
The MarketingSherpa Landing Page Handbook is one of the most popular resources we have offered in 20 years of publishing, and we are now offering this handbook free to you, the MarketingSherpa reader.
View ArticleAsk MarketingSherpa: Value proposition layers versus communicating the value...
MarketingSherpa answers these questions: Is it common to present the value proposition in layers or should it be communicated more concisely? How early in the user journey should the value proposition...
View ArticleInbound Marketing: Do you care about the quality of your brand’s content?
An exploration of quantity-driven content marketing approaches and the role that quality should play
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