The Art of the Conversion

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How to achieve mastery of the delicate & complex art of converting online customers with web content In mapping a path to successful conversions, let’s begin with the four C’s, which goes something like this: Content drives the click-through ratio into a moment of inspired customer experience, leading to conversions.    In other words, interesting, engaging content translates to a […]
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As Maslow’s hierarchy of needs affirms, belonging is an essential human need – one we associate with acceptance and esteem. What are brands doing to support their customers’ need to belong? Tactics such as cultural appropriation, color washing, idiosyncratic communities, and the use of symbols all play a role in speaking to the deep-seated human need […]
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Since life continues to go digital, it can feel like the terms we use to understand the marketing & branding ecosystem are changing with the weather. Five key words that I find crucial to decoding marketing in 2021 are algorithm, valence, presuasion, woke, and pander. All tech aside – an algorithm is defined as a step-by-step process for […]
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Ever wonder how America became so proficient at consumerism? In today’s economy, Americans spend more money than any other country. Wikipedia defines Gross Domestic Product as a “monetary measure of the market value of all a country’s goods and services, produced within a specific period.” Core to America’s GDP is spending. The way Americans consume goods […]
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