Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact. http://www.marketingterms.com/dictionary/guerilla_marketing/  http://www.isp-planet.com/marketing/2002/guerilla_takes_gorilla.html
Integrated Marketing Communications 2 Personal Selling & Direct Marketing
“… average conversion rates are in the 3% to 5% range; below 2% is considered poor; 10% & above is awesome.”
Customer Acquisition First Impression Merchandising and Selection Checkout Process Target Inappropriate Audience Unclear Marketing Message Slow Page Load Unengaging “ Look & Feel” Clumsy Site Navigation Ineffective Presentation No Access to Real-Time Help Ineffective Tools to Assist Selection Inadequate Selection Uncompetitive Price Excessive Shipping Costs Long Delivery Times Credit Card Validation Error Order Conversion Rate = 1.9% 100% Percent of Site Visitors Source: The Boston Consulting Group Factors influencing Conversion Rates
So … designers of user-interfaces …. centre on the user experience
experience – familiar needs & mental models of customer
ease & comfort
Online Marketing: Driving Traffic, Conversion & Sales Adapted from www.dbmarketing.com/.../Updike-Hughes%20Speech%20May%206%202009.ppt Get the book from Amazon.com or Borders.com
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