Douglas Karr's Articles on Martech Zone
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Content Marketing
Why We Rebranded to Martech Zone and Changed Our Domain
The term blog is an interesting one. Years ago, when I wrote Corporate Blogging for Dummies, I loved the term blog because it denoted a sense of personality and transparency. Companies no longer had to depend on pitching the news to reveal their culture, news, or advancements. They could broadcast those out via their corporate blog and build a community…
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Customer Data Platforms
InMoment Study Reveals 6 Unexpected Keys to Personalization
Marketers associate personalized experiences with well-targeted advertising while consumers associate their customer experience (CX) with support and purchases. In fact, 45% of consumers prioritize having a personalized experience for support interactions over those dealing with marketing or purchase process personalization. The gap has been identified and fully documented in a new international study from InMoment, The Power of Emotion and…
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Content Marketing
Over 100 Authors Share Their Knowledge in the Better Business Book
What if you could speak to 100 business people and have them share their biggest nugget of advice? This was the thought behind the the Better Business Book, a project developed by Tyler and the team at the Self-Publishing System. A Sampling of the Better Business Book All Your Excuses Debunked: Two Case Studies That Prove You Don’t Need Any…
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Content Marketing
Martech Zone: Welcome To My New Martech Publication!
It’s only been a year since I last reskinned our WordPress site. While I liked the layout, I had a ton of plugins and customizations to make it function the way I wanted it, too. With WordPress, that can begin to spell disaster from a performance standpoint and I was seeing the cracks in the foundation. So, I went on…
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Content Marketing
Factors in Purchasing a Marketing Automation Platform
There are so many marketing automation systems out there… and many of them define themselves as marketing automation with a varying degree of actual features that support it. Still, we watch as many companies make huge mistakes in either spending far too much money, far too much time or buying the wrong solution altogether. Specific to marketing technology, we always…
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Analytics & Testing
How You Value Your Agency Will Define Your Project’s Success
This article was originally published in Forbes. One of the considerations that agencies often have to navigate is how their prospective clients value an agency’s services. Many clients measure the output productivity (pieces per hour) or the output cost (price per hour) but neither of those takes into consideration the actual results. The real value of marketing or development is…
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Content Marketing
Clarity Attacks Buzzwordsmithiness On Contact
A good friend of mine for many years is Steve Woodruff, a self-proclaimed (and very talented) Clarity Consultant, continues to share some rather ridiculous marketing-speak amongst websites and social media profiles. He shared his all-time favorite with me from a couple of years ago: We have pioneered a new model for sustainable, consumer-driven growth based on principles of complex adaptive…
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Content Marketing
3 E-commerce Shipping Options that Drive Purchase Behavior
Sometime in the last year, Omaha Steaks inexplicably began routing phone calls to our unpublished Google Voice number. We’re averaging 20 to 50 voicemails a day and the number is increasing as we get closer to Christmas. I’ve emailed them, contacted them on Facebook, and still can’t get them to respond to the 800 or so cranky phone calls that…
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E-commerce and Retail
The Impact of Secure Payment Solutions on Online Shopping
When it comes to online shopping, the behavior of the shopper really comes down to some critical elements: Desire – whether or not the user needs or wants the item that’s being sold online.Price – whether or not the item’s cost is overcome by that desire.Product – whether or not the product is as advertised, with reviews often aiding in…
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Advertising Technology
Marketing Personalization: 4 Keys to a Successful Foundation
Personalization is all the rage right now but it’s a strategy that can be quite insulting if it’s done incorrectly. Let’s take the most common example – how does it feel when you get an email message where it opens up, Dear %%FirstName%%… isn’t that the worst? While that’s an obvious example, the less obvious is sending irrelevant offers and…
