Selling high-end goods, services or experiences isn’t the same thing as selling the low and mid-tier alternatives.
And in the 1990’s, Ford Motor Group learned that the hard way. They bought high-end car brands like Aston Martin, Jaguar and Land Rover thinking they would be able to successfully grow these brands using the same marketing and operational methods that made Ford so successful.
And for nearly 20 years, Ford’s luxury division lost money until it was sold off in 2007.
The key learning here was that the techniques that work for mass-market products don’t work for luxury goods or services. Keep reading »
It’s no secret that email is the most effective acquisition channels for any marketer. In fact, according to Campaign Monitor, for every $1 spent, email marketing generates $38 in ROI.
But with all the noise today, it’s getting harder to get noticed. Today, it’s not enough to send the right emails; you need to send the right emails at the right time.
And that’s exactly why smart marketers rely on drip marketing. Keep reading »
Have you ever wondered which type of content, say a ‘pdf’, web content (a web page) or video is best to use as a lead magnet on your landing pages?
We conducted an experiment to explore this. The idea is that by testing offer prototypes for opt-in probability before the campaign launch marketers can gain insight as to what media type to use. Keep reading »
Search Engine Optimization (SEO) is one of the biggest levers that a business can use within their acquisition strategy as part of their Growth goals.
You’re likely familiar with the different Growth frameworks like AARRR (Acquisition, Activation, Retention, Referral, Revenue). It all starts with Acquisition. Getting users familiar with your product by visiting them on your site or in app. One of the biggest channels to do that is through organic search traffic. Over the last years I’ve led different marketing and growth (SEO) teams that were focused on driving as much (relevant) traffic as possible from search. Here’s what I’ve learned. Keep reading »
Google Analytics and Google Tag Manager are tools that most marketers use on a daily basis. New stuff is added to both of them all the time.
What’s something new and useful that was added in 2017 the top experts love?
Keep reading »
In 2015, 9-figure apparel retailer Karmaloop.com filed for bankruptcy. The company had been bleeding cash, losing six figures per month.
That summer a private equity fund acquired the assets of the company. They brought me in as CMO.
Within three months all marketing KPIs had improved. Keep reading »
If you’re invested in improving your A/B testing game, you’ve probably read dozens of articles and discussions on how to plan and run A/B tests.
In reading advice about how long to run a test or what statistical significance threshold to use, you probably saw claims like “Always aim for XX% significance” or “Don’t stop a test until it reaches YYY conversions” – where XX% is usually a number higher than 95%, and YYY is usually a number higher than 100.
You might also have heard it’s best to come up with many variants to test against the control to improve your chance of finding the best option.
No matter what rule is offered, such advice seems to rest on the assumption that there is a one-size-fits-all solution that works in most situations.