The Role of Search and Social for Super Bowl XLIX Advertisers

By Kelly Wrather

The digital arena offers a great way to insert yourself into the conversation and capitalize off the momentum, even for those advertisers who couldn’t justify budgets for some screen time. …read more

Source: Search Engine Watch

    

Are Mobile Apps a Threat to the Web?

By Bridget Randolph

As Mobile Month here on the Distilled blog draws to a close, two members of the team discuss whether the rise of mobile apps poses a threat to the web as we know it.

“adoption of mobile web devices is booming”

“trying to build walled gardens on the internet has failed repeatedly”

Bridget Randolph, Consultant at Distilled

Yes!

Mobile technology is improving rapidly and worldwide adoption of mobile web devices is booming. By 2013, global smartphone usage was at 22% (from 5% in 2009), and is predicted to reach 59% by 2019. Even PCs are increasingly adopting mobile-style interfaces with touchscreens and native apps.

In 2013, US smartphone users spent 80% of their time on mobile using apps rather than web browsers, and in 2014, time spent on mobile devices exceeded time on desktops for the first time. The challenge for the future won’t be apps vs. web but rather how to make your app stand out from the noise.

Will Critchlow, CEO at Distilled

No!

My strongest argument is history. Trying to build walled gardens on the internet has failed repeatedly.

Most of the time spent in apps is spent messaging and gaming. The vast majority of content is still consumed on the web or from the web within an app.

Publishers (and brands as publishers) will stick with the web. Humanity has seen the power of search. If publishers choose to lock their content inside apps that can’t be indexed, we will lose search as we know it. App indexing is as ultimately futile as indexing Flash.

Join the debate!

What are your thoughts on the threat posed by mobile apps to the web as we know it? Will the web browser go the way of the dinosaur? Or will it remain an important part of how people access and use the internet? Reply in the comments below.

…read more

Source: Distilled

    

5 Traffic Strategies That Build Your Curation Audience

By Brian Clark

Note: This is the third of three core lessons related to content curation based on a case study of my new email newsletter Further. You can listen to the initial two episodes here:

Now we tackle the eternal question: how do you get traffic to your curation site so you can build an email list? Should we start building a war chest for advertising?

Not yet. First we’re going to apply some creativity and sweat into driving traffic. Some of these methods are tried and true, but need to be executed a certain way for a curation project. Others are seemingly a little “outside the box,” and yet they complement a curated email newsletter perfectly.

In this 22-minute episode Robert Bruce and I discuss:

  • What makes curated content shareable and linkable
  • The best audience building strategy on the planet
  • How to borrow (and delight) a massive audience
  • How to get others to share your curated content
  • Why infographics are pure media curation
  • How to take advantage of visual microcontent
  • The true value of iTunes for audience building
  • The podcast interview as valuable curation content
  • The viral catalyst the exploded Copyblogger in the early days

Click Here to Listen to Rainmaker.FM Episode No. 26

Or, grab it in iTunes.

About the author

Brian Clark

Brian Clark is founder and CEO of Copyblogger, host of Rainmaker.FM, and evangelist for the Rainmaker Platform. Get more from Brian on Twitter.

The post 5 Traffic Strategies That Build Your Curation Audience appeared first on Copyblogger.

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Source: Copy Blogger

    

Do Lower Prices Lead to More Sales?

By Sean D’Souza

Let’s say you’re choosing between three photography courses covering similar topics.

The prices are stacked like this:

  • $200
  • $250
  • $2,000

What’s going through your mind right now?

Curiosity floods your brain. Even if you’re not sure you can afford the $2,000 course, you want to know why it’s so expensive, compared to the other photography courses.

If we were truly happy with lower prices, we would simply snap up the $200 workshop, right? We wouldn’t so much as take a glance at the rest.

But that’s not how we’re built as human beings.

Many years ago, when I consulted with a company that sold beds in a store, we’d take customers around the store. We’d show them beds that cost $1,500, $2,000, and $4,000. And then we’d ask them if they were curious about the bed that cost $4,000.

You bet they were. You would be, and so would I — we’d all be curious about the features and benefits that caused an increase of 100 percent (or more) in the price.

Price decisions are made in a vacuum or by comparison

Lower prices, alone, don’t produce more sales. We’re clear on that idea, aren’t we?

And that’s because clients make price decisions either in a vacuum or by comparison.

To start, let’s look at making price decisions in a vacuum.

Say you decide to buy a bottle of Ardbeg (yup, it’s a really nice, single-malt whisky). But wait — the price of a single bottle of 2009 Ardbeg Supernova is $550.

You aren’t asking why at this point in time, because you’re shocked out of your mind. You have nothing to compare it with, so you’re working in a vacuum.

The same vacuum concept happens when you buy a product, service, or course, as well.

The article-writing course at Psychotactics costs almost $3,000. Is it worth $3,000? You don’t know, do you? You’re working in a vacuum.

Sure, you can see testimonials of all the clients who’ve taken the course before. If you read the sales page, the course sounds incredibly detailed.

When you pore over the 70-page prospectus, the course seems to satisfy everything you’re looking to learn about article writing. And yet, we sold that course just four years ago for $1,500.

So would you have a greater number of clients buying the course at $1,500?

Theoretically speaking, yes. But then why not reduce your prices to $750? Or even $350? Or better still, $29? Would you have greater sales of the course then?

You see what’s happening here, don’t you? As the price go down, your desire for the course is plummeting just as quickly. And that’s because you’re no longer working in a vacuum. You’re working on comparison.

You’re comparing the original price of $3,000 with every other price. And you’d compare the price of the $550 Ardbeg Supernova with every other Ardbeg, until you settled on the lowest price, which would be $60 or so.

And at this point in time, if you were still keen, you’d might even end up spending more than $60 on a bottle. You’d probably feel comfortable spending at least $70 or $80, for no reason at all.

But there is a reason — and it’s called comparison.

Two distinct buying phases

When you buy anything, you’re almost always going through two distinct phases. The first phase is when you consider prices in a vacuum. You’ve been told to buy a bottle of really good whisky for a friend, but you have no clue where to start.

With all those brands staring at you, you simply pick a nice-looking bottle that is high-priced enough not to be cheap.

When searching for a course on article writing, on the other hand, you want to invest in a course that isn’t just an information dump — you want lessons that actually help strengthen your skills.

Is $1,500 too high? Or is $3,000 just right? And what if the course is $5,000 or $10,000 instead?

But once we get to the higher numbers, we’re no longer working in a vacuum. We’re now comparing the benefits. And while the comparison is often between several brands or companies, price decisions based on comparison can often happen within the very same brand or company.

At some point, you compare the $60 Ardbeg with the $550 bottle — and everything in between. Then it dawns on us that the least expensive option we have, a $60 bottle, is still quite expensive — but now it seems cheap.

The lower price helps make the sale, but only in comparison.

What about pricing on Amazon or iTunes?

Let’s say you’re going to sell a book on Amazon or iTunes. Would you want to sell it at a low price?

Of course you would, because on Amazon a similar product is also hovering nearby for a low price.

When your Kindle book is $35, it’s not cheap at all. You’re asking a potential customer to take a chance on a book that is priced roughly 350 percent higher than most other Kindle books.

When you’re on Amazon or iTunes, you’re competing in a completely different playing field. On those sites, they set the rules and comparison structure.

On your site, the client is working in a vacuum again.

If you were to sell the same product — without changing it at all — exclusively on your own site, there aren’t similar books to compare it with.

A $35 book on your own site seems reasonably priced, especially if there are several other products that are both lower and higher (yes, the presence of the lower price matters, too).

We see this phenomenon no matter where we go. If you bought a property in Auckland, New Zealand in 2000, the price was about $300,000. If you bought the same house in 2005, that price hovered around $600,000.

Today, that very same house sells for over $1.5 million. There’s no increased value in the house, is there?

If anything, the fittings and fixtures have depreciated, not appreciated. And yet, when you buy the house, there are factors to compare.

A house is more or …read more

Source: Copy Blogger