Bryan Eisenberg gave a great talk on the multitude of issues surrounding the challenges of successful customer conversions and conversation.
Mass advertising on passive customers was what used to work.
People sleep while watching TV, hard to pay attention to advertising when sleeping.
Sleeping while surfing the Internet is not something that happens.
Godaddy.com Super Bowl XL TV commercials didn’t use the same model on the web site. Did Godaddy leave money on the table.
Money is better than traffic.
Apple had to give rebates due to word of mouth on iphone pricing.
Marketers still think customers are dogs.
But search puts the power of when and how in their hands (the sonsumer).
Overcoming sales friction – 85% of car purchases start online – you arrive knowing more than the salesman in many cases. Attack of the blogs – Consumers trust other consumers more than marketers. 54% resist, 56% avoid, 69% block ads – yet we still want to buy.
Customers will control the conversation. People have forgotten how to have relationships.
The web is a major influencer, a mere 26% of consumers were SATISFIED with the experience. They are missing the BASICS. Conversation rates are continuing to fall.
All new brands are based on the experience model. Invest in the customer experience.
We are obsessed with the how many, not the who. This needs to change.
Customers desire great and meaningful experiences.
SCENT, ads must think it has scent to be useful.
80% of traffic dies off within three clicks.
GEICO – connects the story…
Zafu – bras in launch video didn’t match website.
Usability – Frederick Winslow Taylor is the father.
We are all connected and customers will control the conversation. It involves persuasion architecture!!!
Traffic generation is about money. Don’t imitate your competitors. It’s the tiny pieces that matter. Focus on making your service better.