Archive for the 'BtoB' Category

How Web 2.0 Technologies Took Over the 2000s

6a00d8346082fd69e200e5549177268834-800wiAnother year is quickly coming to a close.

But it’s not just any year to which we’re saying so long. It’s the last year in a tumultuous decade that defined (and in some cases) redefined how we’ll do business into the foreseeable future.

eMarketer released a study recently, based on the results of McKinsey Quarterly’s “Global Survey,” on measuring the business effects of Web 2.0. What they found just about sums up the past 10 years of technological advances in business best practices, considering that much of what’s on this list didn’t exist when the ball dropped on the very last second of 1999 – several technologies were a boon for relationships among employees as well as with customers and external partners.

Take a look at the results after the jump.

Continue reading ‘How Web 2.0 Technologies Took Over the 2000s’

Using LinkedIn to Build Your Small Business

imagesOver at “The Internet Strategist,” one of Inc. magazine’s featured blogs, writer Maisha Walker has been hard at work on a series of posts dedicated to helping small businesses use LinkedIn as a sales tool.

Everyone has their own way of using the site to his or her advantage, but Walker’s list of power tools is great for anyone using LinkedIn to cultivate new business, network or keep up with existing contacts – and the competition.

Take a look at this comprehensive rundown of what you may or may not be doing to make the most of your presence on the professional networking scene.

Once you’ve studied it – and thought of ways to integrate the techniques into your own marketing strategy – feel free to read some of the LinkedIn success stories Walker has uncovered.

Just think … with the proper attention to detail, someday soon a similar story could be yours!

Continue reading ‘Using LinkedIn to Build Your Small Business’

MIT’s Pattie Maes Talks ‘Sixth Sense’

SixthSenseWe only need four syllables to describe the technology demonstrated by Pattie Maes, associate professor in MIT’s Program in Media Arts and Sciences, at last week’s TED (Technology, Entertainment, Design) conference: IN-CRED-I-BLE!

Maes introduced a yet-unnamed product that, since its demo last week, has created a lot of buzz in the tech world for its far-reaching capabilities.

This wearable device, which Maes refers to as a “sixth sense,” contains a projector that paves the way for profound interaction with our environment. When we saw it, we immediately thought “Minority Report.” You remember the futuristic Tom Cruise/Colin Farrell sci-fi thriller where they never touched the computer, but rather manipulated the screens by simply moving their fingers in the air. Well, it’s here – and it’s beyond exciting!

(We can’t even do this invention justice in our description of it, so be sure to watch the video after the jump.)

Continue reading ‘MIT’s Pattie Maes Talks ‘Sixth Sense’’

MIT's Pattie Maes Talks 'Sixth Sense'

SixthSenseWe only need four syllables to describe the technology demonstrated by Pattie Maes, associate professor in MIT’s Program in Media Arts and Sciences, at last week’s TED (Technology, Entertainment, Design) conference: IN-CRED-I-BLE!

Maes introduced a yet-unnamed product that, since its demo last week, has created a lot of buzz in the tech world for its far-reaching capabilities.

This wearable device, which Maes refers to as a “sixth sense,” contains a projector that paves the way for profound interaction with our environment. When we saw it, we immediately thought “Minority Report.” You remember the futuristic Tom Cruise/Colin Farrell sci-fi thriller where they never touched the computer, but rather manipulated the screens by simply moving their fingers in the air. Well, it’s here – and it’s beyond exciting!

(We can’t even do this invention justice in our description of it, so be sure to watch the video after the jump.)

Continue reading ‘MIT's Pattie Maes Talks 'Sixth Sense'’

Web Makeover Gives GolfEtail a Boost

GolfEtailScreenShotWhat a difference a Web makeover makes.

Over the past year we’ve made several changes to the GolfEtail e-commerce Web site, including the addition of rotating Flash banner ads; the launch of a blog that features golf player and product news; and the introduction of The DealTeam, animated characters designed to facilitate a sense of community among GolfEtail users.

The users have responded well to the changes as the site has experienced an uptick in traffic since the implementation of these components. Organic visits to the site have increased nearly 170%. Sixty-five percent of those visitors were new, and they account for nearly 60% of the transactions conducted on the site. Keywords have played an important role in new traffic as well, with more than 19,000 keywords driving search traffic up 330%. Almost 85% of keyword traffic was new.

What this means for the online golf apparel retailer is that Web 2.0 practices are working the brand, drawing traffic primarily using search engine optimization. SEO – through Web copy, the blog, and customer reviews – have introduced GolfEtail to a new customer base flocking to the Internet looking for the best deals on quality golf equipment.

Is Nesquik King of the Interactive Advertisement?

nestle-nesquik-logoIf you have a craving for chocolate milk, it’s no coincidence.

It seems Nesquik – the drink that “you can’t drink slow if it’s Quik” – is spending super major, buku bucks to ramp up its interactive and multimedia advertising.

Nesquik’s adoption of interactive media isn’t new, however. The brand’s been shakin’ things up for quite some time as evidenced by this article first published on BrandRepublic.com more than six years ago. Six years! That might as well be a hundred in digital speak.

Then, of course, there’s this video of passersby dropped-jawed at a massive store-wrapped campaign in downtown Los Angeles. Take a look.

According to the folks on the street, the ad does its job over and over again, several times a day. “I want some chocolate milk!” a few of them exclaim.

Cha-ching!

But perhaps the most revealing display of Nesquik’s command of the interactive language is its presence on ABC.com, where, while watching the most recent episode of “Lost,” I enjoyed (and I mean it!) the exciting ads Nesquik placed between segments.

nesquik1

The first (the screenshot above) was fairly straightforward. Just a regular commercial that you’d see on TV or anywhere else online. But even if you don’t watch the video, which is pretty hard to resist in itself, there’s no way you can ignore the bright, colorful and downright cheery platform on which the campaign was built. It screams happiness – and also invites the captive Internet TV-watching audience to come to its “happy place,” which just happens to be your cupboard or the convenience store right around the corner.

nesquik2

The next phase of this four-part campaign is a game. Not just any game, though – rather, a simple, nostalgic game of Connect Four. I got so caught up playing the game that I totally forgot that I only had to wait 30 seconds to rejoin my program. Somehow, I think that was the plan.

nesquik3

In part three of the series, there are a selection of videos available to watch while the 30-second timer runs down. Again, there are so many options that it’s hard not to spend at least two minutes browsing what seems to be user-generated content. Some of the videos are actually quite funny – if you’re into the chocolate milk as a cure-all kind of thing.

The fourth installment was actually the best of them all. (There’s no image because I accidentally closed the program before capturing it – and it took a half hour of opening and closing streaming videos just to find the Nesquik campaign for the purpose of this post.) It was another game, this time asking viewers to locate Nesquik Bunny on the screen. Once you clicked him, the campaign ended and – get this! – granted you early access back into the program. Brilliant!

How do I know it’s brilliant? Because I was so impressed by this campaign that I had to write about it.

My own giddiness aside, Nesquik seems to really have a handle on how to get viewers’ attention through interactive advertising. It’s much better than those boring auto adverts that I’m usually stuck watching during the online “commercial” break.

Nestle understands its audience, too. It’s not advertising where it doesn’t make sense. Unlike Volvo, Toyota, Nissan, and the other misguided companies misplacing ads on ABC.com.

If you don’t believe me, ask yourself a question: Which are you more likely to run out and buy after your episode is over – a $30,000 clunker or frothy, refreshing Nestle Nesquik?

The defense rests.

Does Your Company’s Graph, Poll or Chart Need a Makeover?

Make your visual aids more simple and easy-to-use.

Don’t you want to get rid of that bowl cut your friend has been sporting since 6th grade? Sometimes visual aids, like people, need a makeover. Among its many benefits, makeovers can give an unsightly graph a quick touch up, get rid of a poll’s unappealing colors or clear out a chart’s numerical clutter. The whole point of the makeover is to try and make what you have better than what it was before.

It is very important for businesses to make their visual aids very simple and easy-to-use so that audiences instantly understand the reason for them. If the visual aids are not easily understood companies risk having their audiences both miss the message and become alienated.

Get Your Message Across

The inspiration for this blog came as I was reading the daily news online. When I landed on the newsweek homepage, my eyes were drawn to a poll graph that asked whether I was or was not in support of the US bailout plan.

newsweek1rev1

Newsweek Visual Aid - A Poll on the US Bailout

Continue reading ‘Does Your Company’s Graph, Poll or Chart Need a Makeover?’


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