Blog: engagement

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Let's Get Engaged!

Mar 11 2010

Many of the senior marketers I talk with are worried because they feel like they are losing control over their customers. They are right to be worried; but let's be clear, the "control" they felt they possessed was largely an illusion. Consumers of the past essentially were sitting targets for a brand's outbound communications, but that situation has changed dramatically.

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How do you know your Website is working if you don't "sell" anything?

May 27 2009

I was speaking with a fellow marketer in the not-for-profit space the other day and he asked me how we evaluate the success of our Website, speicifcally, "you don't sell anything online, so you can't look at purchase behavior.  How do you know if your site is working for you?"

It's a great question and one we sought to answer long before the site was built, content was written, and wireframes were approved.  Essentially, we had to determine what the site needed to do for us - what role it would play in the prospect lifecycle (i.e., awareness - education- consideration - purchase.)  Ultimately, we developed the site strategy to influence the education and consideration phases of the lifecycle and to drive conversion.  The design just followed naturally.

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