The K Word

Munoz, J. (2020, March 13). Success story #1 allbirds - dyed in the wool simplicity. Artichoke Marketing .  https://artichoke.marketing/en/success-story-1-allbirds-dyed-in-the-wool-simplicity/ Allbirds is a clothing company founded by Tim Brown and Joey Zwillinger in 2016. Brown, a former New Zealand footballer (soccer player), thought up the idea for his shoes during his time as vice-captain of the New Zealand team. Brown says, "part of my job was to wear sponsored sportswear and footwear from the big apparel companies. My initial insight was that footwear had become overdesigned, over-logoed, and overly bright... so the early idea was: make a very simply silhouette" (Blakely, 2018). Allbirds' sneakers are the plainest you will ever see and contain no logos except for the sole. After his retirement, Brown teamed up with Joey Zwillinger, a renewable materials expert where they developed a sustainable wool that could be used to make sneakers (Allbirds, n.d.). They named t...

    Before determining click through rate, you must define what it is.  Click through rate (CTR) falls under the category of visit characterization and is defined as "the number of click throughs for a specific link divided by the number of times the link was viewed" (Reed College of Media, 2021). Measuring CTR can be applied to more than just a website, but other campaigns such as advertising or email marketing. In terms of websites and SEO, click-through rate is important for search results ranking. Optimizing your website through the use of relevant keywords and meta descriptions can help capture clicks (Lyfe Marketing, 2020). The higher your organic CTR, the better your SERP ranking can be.  CTR for blogs     Increasing CTR on blog posts can come from writing more quality content, i.e. making your blog more attractive and useful (Bhatia, 2021). Writing about something interesting can help to easily engage people and get them to click through to you...

     The metric of unique visitors is defined as "the number of individual people within a defined reporting timeframe that visited a site" (Reed College of Media, 2021). This metric falls under the category of acquisition metrics as it is indicative of how effective your marketing strategies are at bringing users to your site (Abbamonte, 2019). This metric is important to measure for websites because it tells a business what kind of traffic they're getting, how much, and as an industry comparison (Schneider, 2021). Unique visitors are important for building website reach or for selling advertising. When the number of unique visitors coming to your site is increasing, it means that your business is experiencing brand growth and presence (Indeed, 2021). Visitors are counted through the use of softwares such as IP address or cookies.  IP Address      When a user visits your website, Google Analytics will collect their IP address after a hit is delivered,...