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Category Archives: Analytics
25 Content Highlights Of 2011
There are some people who are theatre people. There are some people who are music people. And—getting closer to the point of this post—there are the book-lovers. Me, I’m an online content junkie.
With this post, 12 months in the making, I delight in that special piece of content found swimming out there in a sea of perfectly average content. This is my list of what I found to be the best marketing, digital marketing and/or investment-related content—with a few wildcards—of 2011. It’s an updated edition of a similar list published last year at this time.
Are You Delighting Or Disappointing Mobile Users?
How’s that mobile strategy coming along? Considering the growing mound of data reporting financial advisor and investor reliance on smartphones, there isn’t a mutual fund or exchange-traded fund (ETF) firm today that isn’t giving some thought to mobile.
Assuming that’s the case, you and your team really need to spend at least 40 minutes watching this 76-minute video by Avinash Kaushik. Kaushik is the digital marketing evangelist for Google and Web analytics guru that I’ve mentioned a few times previously.
Social Sharing Icons More Prevalent On Mutual Fund, ETF Sites With One Exception
Ambiguity surrounding FINRA guidance on social media (see this report from a February SEC event) forces some mutual fund and exchange-traded fund (ETF) marketers to resort to a familiar argument when appealing to their firms’ compliance officers. “But Fund Company XYZ does it, why can’t we?” The argument meets with limited success.
Investment company Websites provide ample signs of the divergence between compliance departments’ interpretation of the FINRA guidance (influenced probably by executive management’s appetite for stepping out socially). But today let’s look at just one narrow slice of social media the extent to which sites offer social sharing icons.
Google’s Latest News And 18 Minutes With A ‘Data Detective’
Google made some news in the last few weeks that we hope you’re paying attention to. We briefly comment on Google Instant and Priority Inbox below but if you’re short on time, go directly to the embedded video on data visualization. (The player shows 21 minutes but the last three minutes are a commercial.)
With summer 2010 ending this week, we expect to be back at it posting more frequent, shorter posts. That’s the plan.
Are You ‘Spying’ On Your Web Site Users?
You may have left work Friday thinking that you knew what this workweek would bring. But our guess is that a Saturday report by The Wall Street Journal will reset priorities for Web marketing teams at many companies, including some mutual fund and exchange-traded fund (ETF) firms.
“Marketers are spying on Internet users,” said the Journal in an extensive report on its investigation of Internet tracking technology used by the 50 most popular U.S. Web sites plus WSJ.com.
And Now For A Splash Of Cold Water About Venturing Onto Other Domains
We consistently urge you to consider sharing your content and even limited functionality on other domains, primarily but not exclusively social networking sites. We’ve seen the effectiveness of content syndication and we stand by the recommendation.
But now seems like a good time to call your attention to the range of possibilities when venturing onto other domains. If you print and mail marketing pieces, if you advertise, if you send emails—heck, if you count on wholesalers to support a marketing campaign, you’re already familiar with the surprises/disappointments that can happen when you rely on others to deliver your message.
Marketing Executives’ Focus on Social Media ROI Should Lift The Role Of Analytics
There’s a lot of promise in research released yesterday by the Marketing Executives Networking Group (MENG) and Anderson Analytics. MENG is a national group representing senior marketing executives from across industries. Until the revolution when digital marketers claim their rightful place as eCMOs or some such, these are the people who green-light online plans. (At this point, I should say that I’m a MENG member, agit
ating on your behalf from the inside.)
It’s good news that two-thirds of respondents to the Third Annual Marketing Trends Study have a more optimistic business outlook for 2010. Marketing budgets are being increased (by 24% of respondents), innovation and research and development (R&D) is being funded (36%) and about 30% of executives say they’re hiring.
Holiday Gift Guide for Asset Managers’ Digital Marketers
Some of the best things in life online—Twitter, YouTube, podcasts, whitepapers, ebooks, Pandora on the Blackberry, CoolIris—are free. Does a digital marketer need anything more? Not really, but in our experience digital marketers are just so darn lovable that loved ones do tend to want to shower them with gifts over the holidays.
Is someone demanding to know “what you want” this year? To spare you the effort, we’ve prepared the following list of 10 suitable gifts. All you have to do is distribute it—and maybe add on or refine in the Comments (above).
Asset Manager Site Traffic Also On The Decline—What’s Your Content Syndication Plan?
It’s natural to want and expect the traffic on your mutual fund or exchange-traded fund (ETF) Web site to grow. But let’s take a look at three data sets that suggest that you may need to reset what constitutes success for your Web strategy.
#1 Traffic is declining on the large well-trafficked brand sites.
A couple of blog posts have been documenting this lately. Go to a Digital Buzz blog post to see declining traffic patterns since 2007 of ESPN.com, eBay.com and Dell.com among others.
In the asset management vertical, look at traffic to Morningstar.com.
Are You Ready For A Web Analytics Grilling?
The CEO’s administrative assistant just called. The CEO wants to see you in an hour to answer some questions about your company’s Web analytics.
(Just go with me on this. You can be certain that the CEO of Zappos or Apple or eTrade is intimately familiar with their business’ Web analytics. Inevitably, CEOs of asset management companies are going to take an interest, too. After all, especially over the last 12 months, there’s been other fish to fry.)
