 December 31, 2011 More Ways to Stay Updated:  Will Google be your new credit card?by Mike MoranMastercard and VISA certainly hope not, but Larry Page wants to be in your wallet. Well, not exactly--he wants to replace your wallet. Last month, when I talked about Google's new strategy--we do everything--I mentioned that Google is working hard to unseat PayPal, the online payments leader, but I think that I undersold Google's ambitions. Google wants to be the leading form of payments anywhere, not just online.
 Forget the Sale. Focus on the Customerby Stoney deGeyterThere are a lot of phases to the buying cycle. Searchers begin with a thought and then start researching answers via their favorite search engine. As they learn more about their query, they move into shopping and buying modes that hopefully lead them to a satisfied purchase. Does your marketing have "readability"?by Mike MoranI don't know a lot about robotics, but I have read a few articles recently about the biggest problem that robot manufacturer have in entering the home. They need the robots to behave differently so that people know how to interact with robots. For example, if a robot needs to open a door, it moves to the door and then must scan the door to locate the doorknob, identify the kind of doorknob, and then begin moving its robotic arm to open the door. Sometimes it takes a little time to do all these things before starting to move its arm, which to a person looks like it is frozen. But when designers began having the robot move its head up and down while scanning, people realized what it was doing. Having robots signal what they are doing to watching people is called "readability," and it is important for your marketing as well. Compare your AdWords account to others--for freeby Mike MoranHave you ever asked yourself whether you paid search program is all that it can be? Most of us suspect that we fall short in some areas, but who has the time to stay on top of every aspect of a Google AdWords account, on top of everything else we do all day? Or perhaps you want to check out what kind of job your agency is doing with all your paid search money. Well, WordStream has put together a scoring tool called AdWords Grader that tries to do exactly that--show you how your paid search campaign compares against everyone...
 How to Have a Lifetime of Happiness on Your Websiteby Mike FlemingYou need to drastically rethink what it means to use data on the web. There is a lot of data, but there are fundamental barriers to making intelligent decisions. Clickstream data is great at the what, but not at the why. It's important to know what happened, but it is even more critical to know why people do the things they do on your site. And the what else, which is perhaps the most under appreciated data on the web... Return to the Top of this Page
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