Giving Your Business Strategy a Reality Check With Keyword Tools
Friday, July 25th, 2008Some might find the title somewhat oxymoronic, given that the words Business Strategy are coupled with the notion of a Keyword Tool. However the linkage will become clear later.
Recently Trevor Claiborne of the Inside AdWords crew at Google informed us all that the Keyword Tool is now Updated With Search Volume Data. He illustrated this with the image shown below:
Are Dealaholics One-Shot Deals or Long-Term Relationships?
Tuesday, July 1st, 2008A couple weeks ago, I asked whether your marketing was about transactions or relationships, and got some good reaction from readers interested in exploring this idea further.
Coincidentally, JupiterResearch recently came out with a report on Dealaholics, those sharp-eyed bargain hunters with loyalty as deep as today’s lowest price. As you think about your online marketing tactics, you need to consider whether you are offering deals that create transactions but no loyalty. What kinds of offers are you making to attract new customers? Do you track the success, not of the offer, but of the relationship?
The Jupiter report notes that single-offer deal campaigns aren’t likely to engender long-term loyalty. Jupiter notes that the My Coke Rewards program, which provides value for long-term purchases is more what marketers should be shooting for.