Jonathan Jeter

Director of Application Development

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One Size Fits No One – Digital Velocity Conference 2014 #dv14

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Marketing copy1a3 (Photo credit: Wikipedia)

Here is my summary of the “One Size Fits No One” presentation by Jason Burby at Digital Velocity Tealium User Conference 2014, San Diego, CA
Presenter: Jason Burby, Chief Performance Marketing Officer – POSSIBLE
@jasonburby

Tailored messages work better

There are many many things that shape who we are, what matters to us (at a point in time) and what drives passion, focus and priority.

Treating EVERYONE the same (Failures of common sense marketing)

Online banking. If all you ever do is sign in, why are they marketing to you? They’re training you to tune out the rest of the page.

Lulu Lemon – Marketing to women, even if they know you are male.

We often take a good idea, but apply it to everyone.

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Top 8 Reasons Marketers Struggle

  1. Lack of Defined, Documented & Shared Goals
    Ways to Overcome: Alignment, Focus, Champion

Exploring Standard Ad Unit Sizes: Google AdSense 120×600 Skyscraper

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Examples of standard web advert sizes, from th...

Next up in the series of posts on Google AdSense ad sizes are the ads in the Google Adsense “Other – Vertical” banner category, starting with the 120×600 skyscraper. The reason the ad unit is called a skyscraper is because it is tall and thin and can dominate the space, like an actual, physical skyscraper. This ad unit is not in the AdSense top 4 recommended sizes and is listed in the Delisted Standard Ad Units category of the Interactive Advertising Bureau (IAB) Ad Unit Guidelines. Microsoft Advertising, however, continues to list the 120 x 600 – Skyscraper as part of its standard ad unit sizes, both for marketers and agencies, as well for small and medium businesses.

The original skyscraper was thinner than the current commonly used version of the skyscraper, to accommodate the small side rails in the layouts of many web sites. As site design has changed and elements, including sidebars, of site layouts have gotten larger, the Google AdSense 160×600 Wide Skyscraper has become the more prominently used ad unit.

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Navigating “The Dip”: Planning a Successful Site Re-launch

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Moderator:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing

Speakers:
Jonathan Allen, Director, SearchEngineWatch
Andrew Goodman, SES Advisory Board & President, Page Zero Media
Kevin Lee, Co-Founder & Executive Chairman, Didit.com

Kevin Lee

The good news is that if you follow the rules, you can pull off all sorts of site architecture pandemonium. They had a scenario where they had to simultaneously change subdomain and 301 redirect 16 million URLs and were able to pull it off successfully.

Google’s algorithm is tweaked almost daily. Once or twice a year the changes are significant and get a name, like “Panda”.

Panda was a zero-sum game. For each site that lost rank and free organic position, another site took its place. The business directory site that is a Didit subsidiary doubled in traffic, then dropped and came back. Be patient and take all also changes with a grain of salt. Changes can occur from day to day.

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Strategic Use of User- Generated Content for SEO

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By Michael DeHaven, Group Product Manager, SEO, for Bazaarvoice

Bazaarvoice manages User-Generated Content (UGC) for over 1300 brands.

Compared user reviews from the audience for a chocolate caramel square to the marketing text on the package. Some negative and positive reviews.

User-generated content

80%-90% of UGC on major brand web sites is actually written by users.

Language styles – the words that you typically think of (or marketers think of) are totally different than what actual users write when writing reviews.

7 Principles of User Generated SEO

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  1. Don’t forget the fundamentals of SEO – UGC will not fix a site with poor SEO
  2. Search engines get bored – they want new stuff. By leveraging UGC, you can keep content fresh.
  3. The Primanti Principle – a primanti sandwich has French fries in it. You want to have the right amount of fries. The same applies to search.

Information Architecture for Great Websites

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By Shari Thurow, Founder and SEO Director of Omni Marketing Interactive

Information Architecture & SEO

information architecture is the art and science of organizing and labeling website content to support usability and find ability. This is not technical architecture (301 redirects, canonical tags, robots.txt,meta.)

Why should we care about IA?

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  • lost customers
  • brand value – even if your site is # 1, if they can’t find the information they’re looking for they go to the next link in the results and they don’t go back to your site, even if you fix it, because they don’t know you fixed it
  • design and development costs – if you mess up the IA on launch, you have to start from scratch on a redesign. Use wireframes. You should never code a web site unless you’ve done wireframes or prototypes. It’s too expensive to go back and redo it.

Jared Spool – The Essential Principles behind Great Design Principles

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UIE Web App Master’s Tour – Seattle, Washington – May 24, 2011

Jared Spool, CEO & Founding Principal of User Interface Engineering and co-author of Web Anatomy, started the session by showing examples of web sites that had serious usabilities. Some of the designs were attractive, but did not serve the users needs. In most examples, the user had to click multiple items or jump back and forth between pages or flyouts (a process he referred to as “pogo-sticking”) to find the information that would help them make the decision they were supposed to make to allow them to continue with the process. The takeaway was that when we encounter a problem in our application that hinders users, we should strive to help people make a choice in the easiest way possible.

Dieter Rams

Dieter Rams was the first person to create a standardized set of design principles, which are as follows:

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