Tag Archive | "Hope"

What Profitable Digital Businesses Hope You Won’t Discover

How often do you feel stuck when trying to grow your business? Since we’re creative people, we like to come…

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Mobile marketers measure conversions but hope for brand awareness

Every success guru will tell you that goals have to be measurable. If you don’t have a means of measuring results you’ll never know if what you’re doing is effective. And, you can’t get where you’re going if you don’t know where the end point is.

Waterfall asked 155 marketing, CRM and data analytics from a cross-section of industries this question:

mobile-marketing-effectiveness155 answers isn’t a very good sampling but even if they’d asked 155,000 people the answer would have been the same. Why? Because counting and measuring lead conversions is easy. There are tools that tell us when someone clicks through on Twitter. We have tools that tell us if they bought something when they hit the site. We have ways of matching up our customer list with our Facebook follower list.

So lead conversions are important. . . . or not. . .

When Waterfall asked those same marketers about their mobile goals, only 30% put driving conversions as their top priority. 70% said brand awareness was their primary goal. A great goal but so much harder to measure. You can measure a rise in the number of people talking about your company. You can infer brand success if you get a higher percentage of sales from new customers. But for the average marketer, it’s all just hoping and guessing.

I get that. Here’s the one I don’t get. 68% said that their primary, mobile marketing goal was increasing customer retention. And yet only around 15% of marketers said they used unsubscribe rates to measure success. Come on, this is an easy one. If you’re unsub rate remains low or goes lower, then you can call that a customer retention success. Take it. Put it in the win column. Make it a priority. People don’t unsub lightly. I’ll delete an unread marketing email a dozen times before I click to unsubscribe. That’s a dozen chances to pull me back in before you’re completely off my radar.

In this case, we’re talking about mobile marketing such as a messaging campaign but the result is the same. If I haven’t pressed the “stop” button, you have another chance to reach me and keep me as a customer. I might even buy something – which is a triple win; lead conversion, unsub rate and brand awareness – because I can’t buy from you if I forgot about you.

Time to reconsider: are your marketing methods in line with your marketing goals? If not, you’ve got some work to do.

Marketing Pilgrim – Internet News and Opinion

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Hope Solo’s Coach Says He Never Laid A Hand On Her

Hope Solo has been one of the standout Olympians for years now, both for her performances at the soccer goal and for her outspoken ways. Her new book, “SOLO: A Memoir Of Hope” is garnering some attention now, however, because of an alleged incident that occurred during one of those outspoken moments.

In the book, Solo alleges that her former coach, Greg Ryan, shoved her during an argument at the 2007 World Cup. Solo claims the fight came about after Ryan benched her and brought in Breanna Scurry for their match against Brazil, which USA lost. After the game, she couldn’t keep silent about what she felt was a bad decision on Ryan’s part.

“It was the wrong decision, and I think anyone who knows anything about the game of soccer knows that,” she said at the time.

The book hit stands on Tuesday, and Coach Ryan has issued a statement about the allegations:

“This allegation is completely false. I did not shove or push Hope as I’ve been accused in her book. I would have been terminated immediately by US Soccer had this allegation been true. I have openly discussed the contents of the meeting and this is the first time that this accusation has been brought to light.”

Solo is also offering up some juicy tidbits about the London games in the form of diary excerpts, which are included with the E-book version of her memoir. In the diary, she says U.S. coach Pia Sundhage threatened to keep her from the London games this year if the book came out prior to the start of the Olympics.


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