Tag: marketing
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Tests On Language and Click-Through Rates
By varying the language used in a sentence at the end of his articles, Dustin Curtis increased click-through rates to his Twitter profile by 173%. Dustin describes his multivariate (‘split’) testing of different call to action sentences, revealing the most persuasive, in a visually excellent article. This puts me in mind of how both Tim…
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In Defence of Branding
By comparing and contrasting the “two worlds” of direct marketing and brand marketing, Andrew Chen discusses why metrics-driven marketing shouldn’t usurp that of ‘branding’. The nature of internet marketing makes it easy to have a highly accountable, metrics-driven view – but companies that are highly metrics driven easily overlook hard-to-measure issues like brand and user…
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Evolutionary Consumption
Geoffrey Miller, author of the excellent Mating Mind, has recently released Spent; a look at consumerism and marketing through his lens of evolutionary psychology. With an existing knowledge of evolutionary psychology theories the ideas in Miller’s latest will come as no surprise. These two reviews are still worth perusing, however: Jonathan Gottschall provides a concise…
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False Advertising (With Statistics) Works
Recent advertising research shows how numerical specifications drastically influence our choices: even if they’re meaningless and contradict our personal experience. Bigger numbers, it seems, are what we want: no matter how abstract or inane. The first test involved megapixels. The authors took a single image, and used Photoshop to create a sharper version, and one…