Book Review: "Waiting for Your Cat to Bark?"

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Friday, May 25, 2007

Book Review: 'Waiting for Your Cat to Bark?'Waiting for Your Cat to Bark? by Bryan and Jeffry Eisenberg highlights two very strong ideas. The first idea is to enter the mindset of website's visitors / customers and browse your website asking the same questions that they would. The second idea involves creating personas by breaking down your website's visitors into classes, such as gamers or soccer moms.

Book Review: 'Waiting for Your Cat to Bark?'
"Waiting for your cat to bark? This question is really our way of asking, "Are you waiting for your customers to respond the way they used to?" Many marketers are, and that's a problem."
"Cats don't bark - and consumers today don't "salivate on command" like they seemed to a couple of decades ago. Consumers today behave more like cats than Pavlov's pooch. Times have changed - and so must
we."

Waiting for Your Cat to Bark? by Bryan and Jeffry Eisenberg highlights two very strong ideas. The first idea is to enter the mindset of website's visitors / customers and browse your website asking the same questions that they would. Theoretically, in this mindset you don't know enough to understand the problem; rather you know only that a problem exists and that you've turned to the Internet for a solution. What phrases did you search for? What questions are you asking? Afterwards, review your website and ensure that it addresses these same questions.

The second idea involves creating personas by breaking down your website's visitors into classes, such as gamers or the ever popular soccer moms. Once you've done this than you can begin to ask yourself what is needed in order to attract these kinds of people. What questions are they asking? Why are they interested in making a purchase? How would they use your company's website? Addressing these questions is a great way to ensure that you're in tune with your target audience, and that your website appeals to those it intended to.

Book Review

This book offers solid and actionable advice. However, my problem with it is that after several pages in it became a bit of a chore to read. The concepts were those that I've personally become familiar with over the years, and so I feel that this book provides very little in return for advanced marketers. I feel that even those with a few months of eCommerce experience would find little in return. Instead of being enlightened, I thought that the authors were just stating the obvious.

Overall, if you're new to eCommerce and the online marketing world, this is a great read for figuring out what needs to be done in order to make your business inviting to your general audience. If you're on the other end of the spectrum and are looking for advanced reading... I'm quite sure that this isn't the book for you.

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Click Quality Council (CQC): Video

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Sunday, May 06, 2007

Click Quality Council (CQC): VideoAs a marketer who works for an agency that provides PPC management services, I've always felt that the more transparency between PPC Providers and advertisers/agencies the better both parties would be at achieving their goals. This video highlights 8 core principles that the CQC organization believes Pay Per Click providers should follow as a basis for their platform.

Click Quality Council (CQC): Video

Yesterday while catching up on some blog reading, I came across a very interesting video. The video was created by the "Click Quality Council" (CQC), a group of individuals, agencies, and click-quality monitoring firms that seek "click-standards" in the PPC arena.

As a marketer who works for an agency that provides Pay Per Click management services, I've always felt that the more transparency between PPC Providers (the search engines) and advertisers/agencies the better both parties would be at achieving their goals. In the long run, search engines would of course continue to profit from a pay per click platform that delivered relevant sponsored advertising, and advertisers would have the information needed to make more in-depth and accurate marketing decisions.

This video highlights 8 core principles that the CQC organization believes Pay Per Click providers should follow as a basis for their platform's methodology. After watching this video, and hearing these 8 core principles, I'm certainly in agreement with the group.

Here's the video:

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A NEW Look to Yahoo! Search Results

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Thursday, May 03, 2007

A NEW Look to Yahoo! Search ResultsToday, I noticed a huge change in the look and layout of Yahoo's Search results pages. However, this change only seems to be appearing on select computers throughout our office. I was wondering if anyone else is seeing it. Search results now display a "shopping cart" icon for which seems to be a quicker checkout option offered through PayPal. Is anyone else seeing this?

A NEW Look to Yahoo! Search Results

Today, I noticed a huge change in the look and layout of Yahoo's Search results pages. However, this change only seems to be appearing on select computers throughout our office. I was wondering if anyone else is seeing it. Search results now display a "shopping cart" icon for which seems to be a quicker checkout option offered through PayPal. Is anyone else seeing this?

A NEW Look to Yahoo! Search Results A NEW Look to Yahoo! Search Results

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