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Why do news websites turn their customers away?

Jul 11, 2016

Why do news websites turn customers away?

Man reading Las Ultimas Notices (photo by Diego Grez)

These days businesses can focus so much on the trees that they forget the forest.

Take the newspaper business, which has been on a death spiral for at least 20 years.

We have 20% fewer journalists working today than we had in 2001 (Saba, Jennifer (March 16, 2009). “Specifics on Newspapers from ‘State of News Media’ Report”. Editor & Publisher. Archived from the original on March 20, 2009. Retrieved 2009-03-17).
Many readers no longer seek out newspapers per se; they look for specific writers, journalists, social media and blogs. (Ibid)
In an effort to cut costs, many news publications have cut staff and content, which turns away readers, creating a vicious cycle. (Morton, John (October–November 2007). “Buffeted: Newspapers Are Paying the Price for Shortsighted Thinking”. American Journalism Review.)

(more…)

Make the most of word of mouth marketing

Jan 30, 2016

Yes, of course everyone can use word of mouth marketing. WOMM is as old as the hills.

Ever since the first person recommended buying farm eggs from the farm down the lane, word of mouth marketing has been at work.

With word of mouth marketing, people tell their friends what a good job your company did for them, and their friends tell other friends. In this way, a good job can go a long way.

We’ve known for a very long time that word of mouth marketing is the best way to make new, loyal friends and sell products and services to them.

According to Nielsen, 92% of consumers believe recommendations from friends and family are better than advertising. (more…)

Email 101: How to link instead of attach

Jul 20, 2015

Do you

receive emails with attachments that really turn out to be the senders’ logos and other gewgaws like professional credentials?
find that emails with attachments are often sent to junk mail by accident?
discover that legitimate (but large) email attachments are turned away by your recipient’s server?

(more…)

How important is SEO?

Jun 6, 2015

SEO is at least half of your digital pie, some say more.

Building your web presence is like building a house. A house is just a house. How are you going to make your house really attractive to others? (more…)

Is Klout dead or just ill?

Mar 1, 2015

A couple of months ago, I started to notice that my Klout score, usually at least 62, was slipping. Not all of my posts, Tweets, and so forth appeared under Klout’s Recent Activity.

Klout, for the uninitiated, bills itself as a way to track and measure your social influence. When it became popular, sometime in 2010, the buzz was that potential clients and bosses would check your Klout score. If it was below 50 or 60 (or 70 or 80, who knows), you didn’t stand a chance of getting hired in the social media/web arena. (more…)

Death of the QR code

Jul 12, 2014

Basecamp’s QR code

Recently, a very talented marketer and I were discussing QR (quick response) codes. QR codes are the rather ugly black-and-white squares you’ll find adorning business cards and perhaps posters. Mine is to the left.

Supposedly, if you scan a QR code with a mobile device (or I suppose with your desktop scanner), the QR code takes you to a special web page (say, one with a coupon), or a home page, a landing page.

I was quite enamored of them, because they seemed to work so well in Japan. (more…)

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