Gulltaggen claims “Norway’s premier event for digital marketing” (presentations by Seth Godin and Chris Anderson to mention a few) and it was held on the 28th and 29th of April. There’s also a steady stream of #gulltaggen tweets. We’ll give a quick recap on two talks: building successful websites through understanding what users want to achieve on your site and how marketing changes from a mass focus to the spreading of ideas.
“The Long Neck” with Gerry McGovern
Gerry’s presentation focused on page views and content productions as our traditional view of site effectiveness. But what about user satisfaction?
Microsoft’s Excel web site had around 11 000 pages. All pages were searchable in major search engines and they were adding more and more content to ensure that they cover every aspect of Excel. A long tail focus, but what about the majority of users: The long neck?
The majority of users might be interested in how to do a basic sum of values in excel, but queries on Google would present a page on the INSUM function, a far more specialized aspect of Excel. Thus, content was beginning to clog down their web site. Page views were rising but user satisfaction was declining as users were constantly running into dead ends within the enormous amounts of pages.
The solution was to simply start removing content; a concept highly unpopular in many organizations where countless hours have been placed in content production. The web site has to focus on its core message – what does the majority of users need to do online when entering the your web pages? Looking through support records and behavior analysis to find out the most frequent actions users want to take on your site. If you are not covering your users basic needs – how can you start focusing on the long tail?
As a result page views went down drastically, another unpopular concept with senior management – but user satisfaction went up! Shouldn’t we be measuring satisfaction over of page views?
“Marketing, Leadership & Being Remarkable” with Seth Godin
Seth’s presentation circled around the concept of the “purple cow”. How can organizations keep on making average products for average users? People have seen cows and “cows are boring” Seth continues, but a purple cow would gets everyones attention.
Seth claims that something is fundamentally wrong with todays mass marketing model on line – where organizations are constantly trying to interrupt users in order to get their attention, examples being banner and popup ads. The Internet is about attention giving , not an attention taking, and only by getting your users permission can you successfully push your ideas at them, avoid the spam filters and make the stories spread.
The Internet is not TV on a laptop but a tool for the spreading of ideas.
- Seth Godin
The ideas are what made recent Apple products so successful. The ideas that people want to talk about, and show their peers that they are using Apple products. Apple started out with a small group of engaged mac users. Apple had permission to tell these people (aka the “fan boys“) about their new products. These people would in turn acts as marketeers for Apple products, thus spreading the idea.
Seth had several other good stories in a frantic hour of a web-streamed talk both amusing and enlightening. However, I must confess that I occasionally find cows quite amusing.