Did you hear about Rupert Murdoch's calling out of editors who have long acted as "demigods" when it comes to content strategy? He sees the audience migration from print to online as tied in large part to, well, a print mentality. Essentially he is talking about the arrogance of not paying close attention to the needs of newspaper and magazine readers. By extension, this kind of "complacency," as Murdoch calls it, can become a disease that encroaches upon the online version of the publication too.
Online display advertising has become the bucket for all forms of terrible advertising. Pop-ups, interstitials, banner ads, Flash ads, and countless others litter our Web sites in lame attempts to generate revenue. We continue to develop new ad formats without any thought as to who is buying them or why. It is time for publishers to stop sitting on the sidelines while the needs of our customers evolve beyond us. We have allowed a lack of clarity to exist for far too long.
As we enter an age of government bailouts and buyouts for investment banks, mortgage companies and auto manufacturers, one begins to wonder who the next contestant will be in the Uncle Sam Handout Sweepstakes. While the Internet juggernaut is showing signs of slowed growth, it is hard to imagine the kind of meltdown the financial industry has experienced in recent months taking a similar path in our industry -- or is it?
How many times have you heard the term "User Path Analysis" being mentioned as something you should conduct for your site? If you have anything to do with managing a Web site or Web analytics, chances are, you have considered it... or maybe gone down that path! It does, thus, seem intuitive to want to analyze this user path -- to determine the most common path users take before a desired outcome (a purchase, a request for information, etc.). This information can then be used to modify site navigation or copy to push visitors down that trusted, successful path. This …