For so long, online marketing success was measured by number of clicks.  That measurement of success, however, has shifted over the past 3 years from clicks to conversion rate optimization to increase conversions. A conversion occurs when a user visits your site and takes the desired action.  This action can include making a purchase, submitting a form, subscribing to a service, etc. The rate of these conversions is the percentage of your overall traffic that does what you want them to do, which can be significantly increased when optimized.

Conversion rate optimization is the key to achieving significant ROI in online marketing campaigns.  Who doesn’t like the sound of that?

Contact us to learn how to get more out of your online campaigns.

Often the topic of heated debate, the Olympic logo and identity system is an important component of the way we perceive The Games. This year the Vancouver 2010 arena & spatial design is all about vivid, saturated blues and greens, graphic textures, and wavy, tentacle-like forms that intertwine and surround a figure performing the sport at hand. On the other hand, the Vancouver 2010 logo is done in bright, primary hues and speaks to the Inuit culture of the Canadian Arctic.

Named Ilanaaq, the symbol is a graphic, modern representation of the inukshuk – stacked rock forms that native tribes built to provide landmarks and direction throughout the Canadian landscape. Ilanaaq means “friend,” so the logo is meant to be “a friend that warmly welcomes the people of the world with open arms every day,” according to the official website of the Vancouver Games.

Um, what? OK, so I can absolutely see the resemblance between this Ilanaaq character and the inukshuk sculptures, and the rationale for this logo is totally valid. The host city should absolutely celebrate the culture of its country – that’s what The Olympics are all about! – pride in your country and the fact that you are going to kick your competitor’s ass in the name of [insert country here].

That being said, there is a very poor connection between this culture-rich mark and the rest of the Olympic identity system. What’s with the complete switch in style and the void-of-meaning free-flowing blue & green shapes that overshadow the logo? Sure, the friend-focus of the logo is a little cheesy (but who doesn’t love cheese!?), and it’s head kind of looks like a green Pac-Man (I wish I could take credit for that, but I read it here: http://www.topnews.in/usa/vancouver-2010-olympic-logo-under-eye-storm-23564) but at least there’s some relevant meaning behind it!

Don’t get me wrong; the blue and green designs are beautiful to look at, and there is obviously a nice big maple leaf reference in the poster artwork, but that’s it. Boo. I have to agree with Art museum curator David Ross, who pointed out on The Colbert Report that the 2010 Olympics graphic identity contains no strong reference to sports, history, or the spirit of competition. It is completely irrelevant to what it is meant to represent.

Which brings me to the London 2012 logo. I’m sure many of you caught the Chicago Tribune article published over a year ago comparing the tentative Chicago 2016 logo to the London 2012 mark, which was approved! Eesh. This thing is a disaster. What IS it??? The official website for London 2012 claims the following: “Our emblem is simple, distinct, bold and buzzing with energy. Its form is inclusive yet consistent and has incredible flexibility to encourage access and participation. It can communicate with anyone from commercial organizations to kids playing sport. It feels young in spirit. Full of confidence, certainty and opportunity.”

Again, I ask, what IS it? No heroic figure. No reference to UK culture. It looks like someone took a big fat sharpie marker and tried to see if the tip worked. Yeah London, the marker works. Now use it to draw something else.

The logo for Beijing 2008 had excellent, sound connections to Chinese culture. Called “Dancing Beijing,” this obvious tribute to Chinese culture includes the color red, part of the country’s national identity and a symbol of good luck, plus similarities to Chinese writing characters. Others suggest that the dancing figure resembles a Chinese dragon or even a runner crossing the finish line (see Wikipedia’s entry on Dancing Beijing”). Bravo, Beijing!

In my book, Dancing Beijing and Ilanaaq are definite medalists in the logo category. London…not so much – not even a bronze. Enjoy the 2010 Olympics, and remember, this is a VISUAL event! Watch The Games and don’t forget to keep your eyes peeled for winners…and losers…in the event of Olympic design.

Last week at a networking event, the subject of the economy’s inevitable upturn was the morning’s hot topic. In the last year, we have seen companies slash costs, employees, services, marketing spend and more. This has left businesses white-knuckling it from here on out, hoping against hopes that everything will turn out ok. Good news is, most of my fellow networkers felt that business will get back to normal. The real debate was how will companies who have slashed to the bone (and then some) be able to compete once the market returns?

It’s a point well taken. Businesses that have cut deep have left themselves understaffed and with limited resources once the economy returns. And these same businesses will be scrambling and likely eclipsed by competitors who did not slash during the downturn. As we’ve stated before in this blog, it’s much easier to lead the pack than to catch up with it.

So while it’s still a roller coaster market out there, it’s a good time to start preparing for the upturn. Dust off those marketing plans, draft the “we’re hiring” job descriptions, and review your current product/service list. And keep in mind that it’s also inevitable that the slushy snow out there today will soon be blooming spring flowers!

The Apple iPhone’s inability to display Adobe’s flash technology has been a source of much controversy ever since the iPhone first conquered the market 3 years ago. While many have speculated either a software update to existing devices, or the introduction of Flash support to the next generation iPhone, few have considered that Apple would just not support Flash entirely moving into the future.

With the recent introduction of the iPad, Apple’s intentions of Flash support on their devices in the future is quite clear…there will be none. Apple’s CEO, Steve Jobs, has recently been publically quoted, venting his frustration with both Adobe and Flash technology altogether. “Apple does not support Flash because it is so buggy, he says. Whenever a Mac crashes more often than not it’s because of Flash. No one will be using Flash, he says. The world is moving to HTML5.”

Google has already made use of HTML5, most notably in their Google Voice software. What makes this so interesting is that Apple has famously prevented Google from including Voice as an application within their App Store. The answer from Google a few weeks ago was the launch of Google Voice coded in HTML5 that can be accessed through the iPhone’s Safari browser. With the recent success of that product, Google, this week, has now rolled out YouTube support that does not rely on Flash, again utilizing HTML5. iPhone users can now access YouTube via their Safari browser, rather than relying on the traditional YouTube App.

So what does this mean for the future? A world without Flash? Only time will tell, but at long last, it does look like there is at least some hope for those caught between the Apple vs. Adobe Flash debate.

Read more about this case below:

http://www.wired.com/epicenter/2010/01/googles-dont-be-evil-mantra-is-bullshit-adobe-is-lazy-apples-steve-jobs/

We get it. Brands change. Sometimes because they have to, sometimes not. Brands change up their advertising, target audiences, CMO’s and even their corporate headquarters. But something about MTV officially removing ‘Music Television’ from their logo is bittersweet. For those of us who grew up in the first MTV generation,  gone are the days of staying up until midnight to watch the latest video on the family TV. Now we can watch a music video as many times, at any hour and in any location we want with a press of a cellphone or laptop.

According to MTV’s press release, the logo change was to further align itself with the Millenials audience and still stay relevant with its past, present and future. The change comes part of the channel’s ‘reinvention’ to stay current and cutting edge.

MTV should be commended for its effort to stay relevant in a TV environment that is highly competitive. Staying ahead of the pack is much easier than trying to catch up with it. And it’s not like MTV is completely omitting music videos or canceling the VMA’s. The logo is now inclusive of all channel content.

As much as we can appreciate a rowdy episode of “The Jersey Shore,” MTV will always be the pioneer brand that brought music videos into our homes.

Rock on MTV!

The Fairmont Hotels and Resorts Group have officially launched their own social networking site, www.EverybodysAnOriginal.com. Fairmont guests are encouraged to upload photos and videos of their Fairmont stay, along with their own commentary. Additionally, Fairmont employees and properties are similarly encouraged to contribute media and information, along with specialty recipes, and to respond to and interact with guest users.

After a soft launch in January, the site is now live for everyone to visit. Be sure to share your original Fairmont experience here!

Just in time for the sweetest holiday of the year, Carol’s Cookies has launched a newly enhanced shopping cart on their website. In addition to a sweetened-up design, the real treat is the optimized gift buying options. Now you can send multiple cookie gifts to multiple addresses within one order. How delicious is that?

Grant your Valentine a cookie wish with a gift from Carol’s Cookies!