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In the Pits: The Great Deodorant Debate

code green, eco-friendly, environment, Other Authors, sustainable products 0 Comment »

Great article over at http://www.meridahome.com/blog/ by Cameron

Deodorant is becoming a major health concern for consumers across the United States. No one wants to smell bad, and deodorant is a bigger social staple in this country than anywhere else in the world. In fact, about 90% of American adults wear deodorant on a regular basis, making it a 2 billion dollar industry. However, the cultural obsession with smelling squeaky clean may be putting people at risk for some serious health problems.
Traditional deodorants contain many questionable ingredients, such as: aluminum, parabens, propylene glycol, TEA & DEA, triclosan, artificial colors, and talc. Aluminum is usually the active ingredient in deodorants and antiperspirants because it blocks sweat glands. However, when aluminum is absorbed into the skin, can interact with estrogen receptors, which is a risk factor for developing breast cancer. This is very frightening, but there are no conclusive studies that link deodorant usage with increased breast cancer rates. Similarly, parabens are chemical preservatives that affect human hormones, but studies still have yet to concretely link exposure to cancer rates. Propylene glycol is in almost every brand of deodorant (even in some “natural” brands). It was originally developed as an antifreeze because it keeps products from drying out, and is used for that purpose in toiletries even though the chemical itself is a known neurotoxin. In addition to causing headaches, propylene glycol can also cause liver and kidney damage. The use of TEA & DEA as an ingredient for toiletries is severely restricted in the European Union (have you ever noticed that it is difficult to find your favorite brands of skin and hair products abroad? Well, this is why.) TEA & DEA are used to adjust the pH balance of  given product, but longterm exposure to these chemicals contributes to liver and kidney damage and is carcinogenic.
All in all, deodorants contain many dangerous chemicals, but there is controversy on whether or not these chemicals are causing harm to the human population. Studies are being conducted on different types of deodorants, but so far, all seem to be either inconclusive or conflicting with one another. Luckily, there are many alternative brands that give consumers the option to reduce their exposure to these chemicals without foregoing odor protection. Eco-conscious bands such as Kiss My Face, Burt’s Bees, and Tom’s of Maine all have lines of “natural” deodorant. (although it is important to read the label because while these brands contain less chemicals than traditional deodorants, they still may contain some of the foremetioned ingredients). MiEssence deodorant has been recognized as one of the most effective and environmentally friendly brands of deodorant, though it is somewhat more expensive than traditional brands.


Also becoming more popular is Crystal deodorant which does not contain any chemicals, and instead uses mineral salts. Users swear by it, but others are hesitant to begin using because this unconventional deodorant is like rubbing a rock in your armpits in the morning! Whatever you choose, more information and safety/environmental ratings can be found on the Skin Deep Database, which has information on 65,000 products.

 

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July 5th, 2011  



Alternate Reality Games: Good for Business?

Alternate Reality Games, Geek, marketing, Other Authors, social media 1 Comment »

A Good article that I found over at: MattShaw’s Blog. You should check out some of his other stuff.

Every so often you come across one of those strokes of brilliance that makes you ask the really important questions: Is there another way of doing things? Is everything I know about XYZ-topic completely wrong? Why aren’t we all doing this? (And, of course, why didn’t I think of that?)

Recently I came across one such idea. HubSpot, thought leadersextraordinaires in the inbound marketing realm, recently became the first B2B business ever to launch an Alternate Reality Game (ARG) to promote their products.

The premise is simple: HubSpot invented a company, Kronus Media, and told all of their followers that Kronus had issued a Cease & Desist order that forced HubSpot to shut down inboundmarketing.com, their thought leadership arm. The same day, HubSpot launched a Ning network — captaininbound.ning.com — dedicated to solving the mystery behind the evil Kronus Media and their motivations, and eventually to get inboundmarketing.com back up and running. To solve the mystery, the proprietor of the network (who goes by the name “Captain Inbound” to protect him/herself from violating a non-disclosure agreement) points out “clues” left on HubSpot’s various social media sites and asks people for help figuring out what they might mean.

Here’s why this is brilliant:

  1. It’s instantly engaging. The Inbound Marketing University is shut down?! How could they do something like that?!
  2. It requires subscription. Part of the fun of the game is discovering clues. Where are these clues? On HubSpot’s Facebook page, in their Twitter updates, on their blog, etc. In order to find these clues, you have to be actively monitoring HubSpot’s social media accounts.
  3. It promotes followers. There is tremendous incentive to be an active part of a game like this for several reasons. First, it’s reasonably high-profile, which means that there are lots of eyeballs scanning your content. Second, participating in — never mind winning — the game gives you a chance to show off your analytical skills. And third, it levels the playing field for exposure. Anyone can find a clue, anyone can solve a riddle, and anyone can win the game. So why wouldn’t you participate?
  4. It promotes an ideology. The very nature of this game is to pit those people interested in the Inbound Marketing University — who are, for the most part, modern and forward-thinking marketers — against Kronus Media, a company that represents the exact ideology against which Inbound Marketing rebels. The success of HubSpot as a company revolves around their ability to make people understand that this dichotomy exists, and that HubSpot’s side is the side to be on. This game helps to reinforce that idea.
  5. It creates a positive sentiment. I don’t know what this game will do to drive business for HubSpot — I’m thinking it won’t drive much, but that’s me being skeptical. To be honest, though, I don’t know that HubSpot is thinking about this game in terms of ROI. Any return that they’ll get from this game will be entirely metaphysical in nature. There is an unspoken value in the number of times someone says, “Hey, did you hear about that cool game that HubSpot’s running?” To have the words “cool” and “HubSpot” in the same sentence, multiplied by a couple of thousand, adds up to the kind of achievement that they probably couldn’t have accomplished otherwise.
  6. It happens in a natural environment. HubSpot isn’t asking you log into some third-party website to access the game. You don’t have to download anything, you’re not using some kind of game widget. You’re doing things that you were probably already doing: interacting with HubSpot on their blog and on Twitter and Facebook. You already do that (or if you don’t, it’s really easy to start doing it). So there’s no barrier to entry.

There are a lot of people who were upset about the way HubSpot launched the game. I’d like to address some of those concerns on Monday, if you’ll give me the weekend. In the mean time, tell me what you think about www.captaininbound.com — A cool game or a spectacular failure?

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June 9th, 2010  
Tags: alternate reality game, ARG, brand development, Geek, geek marketing, internet marketing, marketing, new media, nintendo generation, other author, small business marketing, social media, social media marketing



5 Ways to Reduce Bounce Rate… Hint Think Content

marketing, Other Authors, SEO, website design 0 Comment »

I’m working on reducing bounce rate for a website and came across this article, thought I’d share! original can be found here.

We’ve discussed bounce rate numerous times, yet we find that we continue to get asked questions about bounce rate and why it is a metric that should be a regular part of a client’s dashboard when reporting on the success of online campaigns (organic or sponsored).

So before we dive deeper into how to reduce bounce rate, here again is our definition of bounce rate:

Bounce Rate: the percentage of web site visitors who arrive at an entry page on your web site, then leave without visiting any other pages or leave without going any deeper into the site. Bounce rate is typically measured as a percentage. The lower the bounce rate that you have the better as this is an indicator of how users are engaging with your website.

In order to understand bounce rate, you must identify it within your site analytics. Google Analytics makes this easy by placing bounce rate as default item on your main analytics dashboard. This says something in itself, if Google has included bounce rate as a metric on the dashboard, they must think that bounce rate is a fairly important metric right? Well in fact it is a key metric when measuring user engagement on your site. A high bounce rate is a good indication that users are not finding the information that they are looking for and as a result are not proceeding any further.

What is a Good Bounce Rate Anyways?

Great question. We’re glad you asked. As with many items in the world of SEO and organic search, the answer is it depends. Obviously a lower bounce rate is better, but bounce rate averages can vary by industry or type of site. Sites that are information portals will most likely have lower bounce rates than sites that feature limited content. The fact is that bounce rate is affected by the user’s intent. That is, based on the user’s query did they find the information that they were looking for? For example let’s say you were looking for information about the TV program Las Vegas and you typed in “Las Vegas” in a search engine. You would no doubt receive a lot of Las Vegas (the city) related sites and potentially you might even be returned with a result that talks about the TV show albeit briefly. You might click through to some of these sites but unless the information that you were looking for about the show is present you would most likely revisit the search results page and/or re-enter a more specific search query. The bounce rate of the sites that you did click through would be affected as you were unable to find the information that you were looking for.

So to answer the question, what is a good bounce rate, generally speaking if you have a bounce rate that is in the 40-50% range that is not bad. If you manage to have an overall bounce rate that is in the 30-40% that is fantastic. As Avinash Kaushik states “a 35% bounce rate is very good…” We’ll add that anything less is pretty spectacular. For the record, we’ve worked with clients and have helped them lower their bounce rates to less than 20% and in some cases to 7 or 8% which is quite exceptional.

So the question becomes, how do we lower bounce rate?

Five Ways to Lower Bounce Rate

Provide Relevant Content – seems simple enough doesn’t it? Well then why are so many sites not doing it and why are people abandoning sites soon after arriving on them? If you are going to optimize a webpage, do it right. When writing copy, consider your audience. Use their language not yours, which leads us to point #2.

Use the Language of your Target Audience – do you really think that using the fancy industry lingo is always the way to go? Well sometimes, but many times your target audience may be versed in an entirely different language… that is their own language. Corporate or industry speak may not always be the same language that your target audience uses or is looking for. Work to understand your target audience and the terminology that they are using. If your content can speak to your site visitors, your bounce rate will decline significantly.

Have Clear Navigation – if you are lucky enough to have a user find your site through Organic Search, treat them well. Every site page that you makes up your site, should have clear and intuitive navigation to guide the user through their site experience. Capture their interest and guide them with a well interlinked site to assist them in finding all of the information they are looking for. If they expect to see pricing on the site, be sure to provide them with this information. Someone who performs a search for “CRM pricing comparisons” expects to find a page that features jus that, comparisons of CRM (software) pricing.

Provide Ample Content – whether in the form of page copy, images, video etc. Be sure to provide sufficient content to your site visitors. If you have a page about green widgets, make sure that you have some information on green widgets. Here’s a hint, product or vendor comparisons work well, as do consumer reviews, pricing and shipping information. Having a brief sentence or two just doesn’t cut it. Try to have a minimum 300-400 words of content on your site pages.

Update Your Content – if you have content that is dated, consider adding some new information. Check your analytics to see which pages have the highest bounce rate and revisit the page copy for these pages.

There are a number of ways to improve (lower) your bounce rate. As you can see many of the easiest ways to reduce your bounce rate is through your content. In the world of Search, content is king for a reason. Use relevant and informative content to reduce the bounce rates of your site pages because if you don’t, your competition definitely will. The Searcher will eventually find what they are looking for. Why not keep them engaged on your website?

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March 10th, 2010  
Tags: geek marketing, marketing, nintendo generation, SEO, small business marketing, tips, website, website development



3 consumer trends that cannot be stopped

marketing, Other Authors 0 Comment »

This was a great article from Mario over at scrappymarketing.3 consumer trends that cannot be stopped

Last week I was fortunate enough to be invited as a guest speaker to the Drucker School of Management. What a great place that is. Anyhow, I was gifted a couple of different Peter Drucker books which I have been reading over the past few days. One of the things that Peter Drucker frequently mentions is the need to recognize trends that already happened. Don’t worry about predicting the future (nobody can do that anyways) but rather analyze and benefit from the future that already happened. Here are three consumer trends, which affect marketing in a big way, that are happening right now and definitely cannot be stopped.

1. Consumers are in control

I hope every marketer has realized by now that they can’t spoon feed consumers with information any longer. Consumers will seek out information about your products and services when they want and how they want. While you as a marketer can spend some money on advertising to hopefully inspire that process, you also have to make sure that your website can be found through Google, looks good on a smartphone and probably soon on TV.

2. Consumers are skeptical

So they should be. For years, they’ve been bombarded with overly biased commercial messages. And now they’re running across all sorts of “honest” information about your products on forums, via search engines and now on Twitter. There is nowhere to hide for bad customer service or lackluster product performance. We’re finally moving to a time where the best products become popular and not the ones with the biggest advertising budget. Until then, consumers will be very skeptical of all your commercial messages and double-check everything. As a marketers, you need to be transparent and make it easy for consumers to find the information they’re looking for – not just the information that you want them to find.

3. Consumers expect value

That is certainly true from a product level. Consumers want to buy a quality product at a fair price. If your product is overpriced, they will find that out through forums and online reviews such as on Amazon.com. More importantly, consumers expect your marketing to deliver some value as well. That means if you do a TV commercial, you better make it very informative (tell me something that I don’t know) or entertaining (Apple is a great example). If you want me to visit your website, please offer content that delivers meaningful value. If you want me to subscribe to your email newsletter, what are you going to give me in return?

These consumer trends are forcing companies to be more transparent and deliver actual value across many different levels. So while marketing has certainly become a lot more challenging over the years, it also should be lot more rewarding. These times provide a huge opportunity for marketers to really contribute – not just sell, sell, sell. Contribute first, then sell, sell, sell.

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December 18th, 2009  
Tags: internet marketing, marketing, new media, other author, social media marketing, tips



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