RECENT INSIGHTS
Findability means that people who have arrived at your website can locate what they want, where they expect to find it, and move deeper into whatever decision-making process brought them there. For marketing managers conscious of website conversion metrics, findability is an essential website attribute. Here’s a handful of ways to improve it. How to […]
By now, ski resort operators know the truth: Around 70% of all online shopping cart transactions are abandoned. That number reaches 80% for tablets and 85% for mobile devices; the smaller the screen, the bigger the bounce. And while there’s no specific cart abandonment rate for ski resorts, there’s every reason to assume that they’re […]
The rising tide of apprehension about AI tells us that 75%+ of consumers are skeptical about placing their trust in AI-enabled experiences. Including chatbots. Sure, AI-powered chatbots are evolving rapidly and doing a better job than their predecessors. But let’s not forget that consumer expectations of customer service have never been higher, and brands need […]
AI erodes confidence in text and images We all know that artificial intelligence can draft copy and iterate images at an alarmingly fast rate. Raise your hand if you haven’t checked out ChatGPT. But AI’s ability to fabricate copy is making a growing number of consumers ask questions such as: “Is this authentic?” “Can I […]
5 Ways to Upgrade Your Healthcare Images Marketers are often stuck with a healthcare photography library dominated by drab exam-rooms, painfully cheesy staff photos, and stock images with all the visual stopping power of shirt cardboard. Here are 5 quick ways out of the putty-colored forest of healthcare photography. 1. Know the HIPAA restrictions. Of […]
A recent pro bono engagement with Mount Snow’s adaptive ski program reminded us of a few central (but not always visible) truths regarding the ski resort industry. And life in general. If ever there was an industry that needed to adapt to change, it’s the ski resort industry Climate change. The slow eclipse of Baby […]
Boating in transition: A Progressive point of view As Progressive Insurance leans into its 2nd five-year stint as lead sponsor of NMMA’s 18-event boat show circuit, it’s worth asking the question: What does Progressive – a bellwether consumer brand – see in its crystal ball? Consider the following: Progressive is one of the […]
Greetings, ski resort marketers. It’s midseason. We hope you’re getting steady snow and that your most serious resort problems are related to lift-ticket lines, maxed out lodging, and instructors tired from teaching the a parade of new skiers to your slopes. But our advice at this time is: Avoid falling into a recumbent marketing state […]
Boat and equipment OEMs are missing a content marketing opportunity In our collective experience with major brands in the boating industry (Hinckley, Lewmar, Raymarine, Sabre, and Ritchie Navigation to drop a few names), we learned this: Emphasizing control tends to be good for sales and good for the brand. That’s why we scratch our heads […]
The Destination Medical Center: Is this where healthcare is heading? There’s a relatively new term being used among specialty hospitals and large health systems: Destination Medical Center. It’s a fairly self-explanatory term. But we think it points to the larger issue of the rising tide of consumerism in health care, and healthcare marketers’ efforts to […]