Rob Kaminoff

As a multichannel marketer, I have worked with many magazines to secure print advertising as well as printing companies to print brochures, catalogs and direct mail pieces. As the world (including me) moved toward less expensive and more trackable digital media, the last several years have been miserable for a lot of my contacts in [...]

By definition, there are thus 6 ways to increase e-commerce revenues. You need to increase: 1) the amount of traffic coming to your site, 2) the percentage visitors that convert to leads, 3) the percentage of leads that convert to customers, 4) the average order size per purchase, 5) the frequency of purchases made by your average customers and 6) the lifetime value of purchases made by your average customer. Whenever you increase the values of any of these variables, you will succeed in increasing your overall e-commerce revenues.

Driving traffic to a site is much easier than converting that traffic into sales.  Average e-commerce conversion rates are pitifully low, ranging from 2-4%.  For an etailer who purchases media (e.g., keywords for paid search, banners on other sites),  96%-98% of their budget is wasted by driving traffic to their site without making a sale, [...]

Since Google announced its search enhancement Google Instant last month, approximately 40,000 articles have appeared about its likely impacts on Organic and Paid Search. At this point, much of the discussion has been speculative because only time will provide the empirical evidence to support the implications that have been hypothesized.

Before the web came along, catalog companies were the first to experiment with merchandising techniques designed to overcome the lack of a fully immersive in-store shopping experience. Punchy and persuasive product descriptions, detailed specifications, and imagery were needed to compensate for the lack of interaction with sales agents. The better catalogs have included lifestyle shots [...]

When the World Wide Web was first utilized by companies before the end of the 20th Century, the objective was simply to have a website.  Just as in the movie, Field of Dreams,  there was this idealist belief that “If you build it, they will come.” Since then, you have been able to leverage search [...]

I can’t believe how many people still can’t see the value of  Twitter! That’s because the hype has focused on the tremendous growth of Twitter as a social network. and the apparent lack of  Twitter’s ability to monetize their traffic (although this too is changing). That leads many veterans of the 2000 tech bubble to [...]

So your company is taking a big hit during this severe recession and analysts tell us that things will get worse before they improve.   Typically, marketing expenditures are the first to be cut in order make up for losses in revenue.  But is this the right thing for your business?

Did you know that: Approximately one-half  of the material Marketing generates for Sales never gets used? Salespeople typically spend about 40% of their time creating customer-facing collateral rather than selling? Only 10%-15% of the collateral Sales produces is consistent with corporate strategy and messaging?

Last Sunday, it became clear that some of the changes to Facebook‘s Terms of Service (ToS) enacted earlier in the month were detrimental to users’ privacy and granted the company total control over the content you share on their site.   Facebook changed the ToS to to say it owns any content you upload to [...]