Author: Jeff Larche

With a background that includes direct marketing and customer relationship management (CRM), Jeff Larche brings an unusual approach to his work. What these other two disciplines have in common is database marketing, and they continue to strongly influence his work as marketing technology leader.
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Two givens for all healthcare site upgrades: labor-savings and ease of use

Content requirements for the web site of a healthcare system are formidable. Audiences include current and potential patients, as well as current and potential employees, physicians-with-privileges and donors. It’s no wonder that in their Ask the Experts piece, featured in a just-released Strategic Healthcare Communications newsletter, Dan Ansel and Susan Emerson recommend that the first step in planning site enhancements is to get a content management system. Their advice goes well beyond this tip, but two suggestions that I’ve never seen stated so bluntly are as follows:

  • Any enhancement should minimize the use of staff time, as this is often in short supply.
  • Any enhancement should be turnkey and simple to use. Simplicity and ease of use should apply to healthcare consumers and, just as important, to staff members who must administer the program.

I can’t think of many categories of sites where so much service must be delivered by such a thin staff. Dan and Susan have acknowledged this throughout their excellent “how-to” article, reprinted on their Private Health News web site.

NOTE: You may recall that I’ve talked about this company before, in a piece on generating ROI from your email newsletters.

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New multitouch screens tickle the imagination

We were born with sensitive fingertips and spent our first months experiencing our world primarily through touch. Fast-forward to later in our development. We learn about computers — one of the most important modern sources of communication, interaction and business. And what happens to tactile experience? Poof! Gone, or at least gone dormant. Instead, we risk carpal tunnel and terminal boredom (both meanings) as we literally beat out our thoughts into keyboards, one letter and mouse click at a time.

It’s no wonder that a computing system designed to provide just a few scraps of visceral pleasure would generate a cult following. But even Apple’s desktop systems are limited by a keyboard and mouse as primary input devices. Bigger rewards can only come when we find better ways to receive our thoughts and intentions. The keyboard and mouse must go.

Wired magazine knew this when one of its recent Expired/Wired triads was the following:

Expired: Keypad

Tired: Scroll Wheel

Wired: Multitouch

Although these blurbs never explain themselves, I’m fairly sure the editors of Wired were thinking about the work of Jefferson (Jeff) Han. His work in creating a multitouch monitor is old hat to a lot of tech people, but it’s still a miracle to the uninitiated. And it sure looks like the way we’re headed in computer interfaces. Han created a new way for touch screens to receive feedback from fingers and hands based on pressure and movement.

Some of Han’s supporting software concepts have already been applied elsewhere, to smaller screens. For instance, the idea of two opposing fingers widening or coming together as a way to move or “flick” a virtual wheel is at play on the new Apple iPhone touch screen. But what is particularly exciting about Han’s creation is that, similar to the Nintendo Wii gaming device, his screen gets us up and moving. The Wii is even being used in retirement communities. And similar to the Wii, Han’s multitouch screen is an interface that meets our bodies and brains more than half way. Far more. Neither system requires an instruction manual.

Here are two more reasons why I think this is taste of things to come for information workers everywhere:

  1. It is more natural — and I suspect far more productive — to think conceptually while manipulating ideas with a swipe of your hand rather than pinning them to a board like so many dead specimens, using words, paragraphs and tables. When we play games, do we scroll through a deck of cards? Do we type a ball into far left field?
  2. Human backs were not built for 90 degree angles. A recent study found the most comfortable sitting posture for your spine is 135 degrees. Which basically has you working from a fully-reclined dentist chair! Instead, why not stand? Notice in this YouTube video how Jeff Han shifts his feet in a subtle dance. Sign me up for that job!

Voice recognition and multitouch screens are, in my humble opinion, a combination we’ll be seeing in offices sooner rather than later. Your thoughts?

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ShopText promises to make print ads more useful for impulse purchases

The promise is scintillating: You’re paging through a magazine or newspaper, or you encounter an out-of-home ad (even, perhaps, a digital billboard), and you decide you simply must have that product. You type a six-digit short code into your cell phone, send the number a text message with a keyword, and after a verifying second text is received and replied to, your product has been ordered.

The consumer wins by getting the product, and the marketer wins by fulfilling what may have been a passing whim. It’s the QVC network without ever going near a television or talking to an operator.

That is the promise of ShopText, as described in a recent New York Times article.

This technology’s potential audience is substantial. Everyone is aware of how ubiquitous the cell phone has become in our society. But what may be surprising to many is the fact that two out of every five users has sent a text message from their phone. According to recent M:Metrics statistics, 39.2% of cell phone owners send a text message at least once a month.

Now imagine that you are paging through a newspaper and you see something about the latest Harry Potter book — the one that is being pre-sold now, and will be delivered in the early summer. And then let’s just say that you’re a huge fan of the series, and want to see if Harry dies in this concluding volume. And finally, let’s say for the sake of example that once you’ve pre-registered with the ShopText site, all you need to do is send out a text message, directed to the short code “467467” (think of short codes as cell-phone-specific mini phone numbers). The actual text message would be easy to type because it contains only one word – “Potter.” Done! That’s all you need to do to lock in your pre-release book and have it mailed to you when the official release date arrives.

As you may have already surmised, this is no idle example. It’s exactly what I did, about four hours ago. The purchase took less than a minute. Time will tell if I become a satisfied customer, and even a repeat user. But since I really did want to lock in a copy for this new book, but kept forgetting to do so, this service fulfilled a real need that I had.

What are the implications if this mobile purchasing system fulfills lots of other people’s needs, and truly catches on?

Well, imagine trade shows where you can have samples and brochures sent back to your home or office (on the vendor’s dime of course). Or you could “buy” free or nearly free samples that you read about in display ads. These samples could be of just about anything – from cosmetics to pet supplies.

I find this incredibly exciting.

Watch this space to find out how this new consumer experience turns out for me. In return, I promise you I will be as objective as possible. Oh, and I won’t blab about Harry’s fate, if my copy arrives before you have a chance to read it yourself.

I am boldly going on record now, though, to make two predictions about future purchases:

  1. If this quick, convenient way to purchase on impulse lives up to its promise, I definitely will be buying lots of other things this way 
  2. Regardless of the above, Harry will be buying the farm

You read it here first.

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Will DoubleClick’s new owner trigger more market-driven ad pricing?

There are two drivers behind the meteoric success of sponsored search ads. Yes, the main one is the pre-qualifying nature of an internet search. People signal their interest by the phrases on which they search, which makes this medium great at measurably driving sales. Linking search ads directly back to sales has transformed Google and other paid search providers into the automated equivalent of commission salespeople. (This virtual salesforce is made even better at “closing” through tools like the just-launched Google Website Optimizer.)

The other driver of this medium’s success is the market-driven nature of buying search phrase clicks. Every keyword phrase is priced based on supply and demand, with demand expressed through what competing marketers are willing to pay for the same keyword. 

Which leads me to yesterday’s announcement from Google, about their purchase of DoubleClick. They have once again expanded their empire, and like any self-respecting colonial power, they will be teaching their new conquest how things are done in the United Googledom.

Banner ads and other online display ads are not nearly as successful at driving sales, although some direct marketers do quite well through sheer numbers and creative chutzpah. No, most online creative units (OCUs) support a sale in far subtler ways, by reinforcing the brand even if a click isn’t generated, and if a click does take place, by attracting consumers to sites and e-newsletters that allow for further product involvement.

The pricing of OCUs on ad networks such as DoubleClick has been fair, in that prices are competitive across the various networks offering the same types of audiences. In this way and others, supply and demand manage media costs.

Somewhat.

The pricing used for ad network media buys is far from perfect. This explains the growth of ad exchanges, where inventory of available impressions across several similar sites and networks is taken into account when calculating what a marketer pays. This comes closer to the bidding model that sponsored search does so well (but not perfectly, because of click fraud).

Not coincidentally, DoubleClick had recently announced it was seriously getting into the ad exchange business. Many theorized this was to help them become an even more desirable target for purchase. Speculation a few weeks ago was that Microsoft would be the prevailing suitor. Instead, Google is paying cash for the company. Lots of it: Twice what they payed for YouTube, at a reported $3.1 billion.

I’ll take the experts’ word for it that this is a brilliant defensive move. It does make sense that depriving Microsoft of this massive portfolio of ad-serving sites is a big win for Google. What I haven’t read much of is speculation on the ways DoubleClick’s business model will change in the wake of this deal. 

I’ll get the ball rolling with a few to consider:

“AdSensible” ad pricing – This is a no-brainer. Google is essentially the biggest ad exchange in the world. It’s just that until now, most of their inventory was on search results pages, and instead of OCUs they’ve primarily served up text ads. OCUs may never be priced as dynamically as sponsored search ads, but this acquisition takes a step in the right direction.

Better behavioral matching for improved OCU performance — Google and others have been testing products and systems to statistically model browsing behavior. It’s all in the service of predicting — on the fly — receptivity to various ads. This has been going on since the mid-90s, in portals like Go.com, and in ad networks such as Advertising.com — long before they, themselves, were bought by Disney and AOL, respectively. What has impeded everyone’s progress is a relative lack of reach (you need millions of impressions per day) and integration (across various media types). Google has both reach and integration. Especially after yesterday.

Cheaper local advertising — Google is aware that, like politics, all advertising is local. Watch for signs that they will be leveraging DoubleClick in local advertising efforts. They are already making inroads with local businesses who can monetize geo-targeted clicks. For the majority of other local businesses, a truly inventory-driven (read: competitively priced) branding ad system would have a ton of appeal.

I’m writing this on a Saturday, and something tells me that at this very moment Microsoft executives are scribbling on white boards in hastily-called meetings, attempting to overcome what must be a huge strategic loss. In the meantime, bloggers like me have no option but to chalk up another one for the “do-no-evil” empire.

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E-newsletter readers hit reply: Don’t disappoint, arrive monthly or weekly, and on Mondays

According to a survey conducted earlier this year to over 300 executives at small- and medium-sized businesses (SMBs), Monday is the preferred day to receive e-newsletters. Although half of those surveyed had no preference, those who did reported that they would rather see them at the beginning of their business week.

The timing of email newsletters has been hotly debated since the medium first came into being. Marketers make significant investments in their creation and release, and can really stress out over things like what day they arrive.

The reason is that e-newsletters are thought to boost a company’s perceived value, either as a pure information source (for subscription-based or advertising-supported endeavors), or as proof of a vendor’s industry leadership. The research, done by Bredin Business Information, would seem to confirm this halo effect.

It reports that, “A third of SMB executives said they had an improved image of a vendor from its e-newsletters.” Whether this improved image will convert to more business was not explored. Which is, after all, what really matters. Especially since there are risks to this marketing tactic. The survey reported that if a vendor does a poor job with their emails their reputation will suffer. One out of seven reported that a poorly executed e-newsletter “damaged the sender’s image.”

Frequency of delivery was another subject for investigation. As long as the quality of the e-newsletter is good, it seems more is better — to a point.

The vast majority of SMB executives want to receive their email newsletters weekly (45%) or monthly (34%). Few want them daily (11%) or quarterly (6%).

The take-aways:

  • Design your email newsletter to arrive more frequently than once every quarter (but not daily, unless you’re super-topical)
  • Assume you’ll be most welcome if you send on Mondays
  • Make sure you truly deliver the goods

If your e-newsletter doesn’t excel, and you’re sending to current or potential customers, these readers could do far more than just unsubscribe.