For a long time, creativity was the driving force in the world of marketing. In another life, advertising was the king of marketing and nearly 100% of that occupation was driven by the task of creating interesting commercials and print ads that appealed the masses.
Many business owners think of design as something artists conjure up out of their creative depths -- that coming up with the right color scheme, choosing the best font and lining up the best graphics are things that can only be inspired by creative minds.
While there is a bit of inspired creativity that goes into web design, there’s a lot more science involved than you might think. Here are a few scientifically proven ways to get better results from your website.
"Where do you see yourself in five years?"
It's a question you may have asked applicants a hundred times during the interview process, but when's the last time you asked yourself that question? It's just as important to know where you want your company to be in the future as it is to have your own personal goals and aspirations. After all, if you're not looking forward, you could easily find yourself stuck in the past.
As a marketer, could anything be better than getting a behind-the-scenes glimpse of a successful company? If so, it must be a glimpse that also reveals how that company is reconciling challenges just like yours.
L'Oreal, the global cosmetics company, offers a tantalizing glimpse into how it is integrating consumers' preference for mobile, digital interactions – meaning, both information and purchases. You may wish to take a page out of L'Oreal's playbook if you share its goal: “We recognized that digital couldn't continue being its own channel,” Chief Marketing Office Marie Gulin-Merle says. “It had to be a part of everything we do.”
Ah, the joys of ad targeting on Facebook.
It's a practice that puts your ads in front of the people who are most interested in what you have to say. It works for businesses large and small. It allows you to focus on location, age, gender, interests, demographics, behaviors, connections or a combination of them all.
Capturing people’s attention is the foundation of all advertising. But what is able to grab a person’s attention? Today, we are turning to technology to find the answer. Algorithms are being used to track every click a person makes. They study what appeals to the person in order to better predict what they might click on in the future. There is no question about it – artificial intelligence and big data are changing our understanding of attention.
How do you measure success?
If you're like a lot of companies, you focus on the moment when a prospective customer converts to a customer by clicking on the "buy button."
And while that might provide some insight into your short-term success prospects, it probably isn't going to tell you much about whether or not you are positioned for long-term, sustainable success.