Quite simply, a few tidbits of data about prospects can make marketers very, very dangerous.  Just because you know something about someone does not mean that you know them…or have the right to act like you do.

Direct mail marketers have learned that a little bit of knowledge can go a long way and using it properly can yield results.  The power and flexibility of digital marketing has made even the novice capable of connecting with consumers in a whole new way. However, nothing will turn consumers away faster than starting off the relationship under the pretext of a lie….acting like you know them.  Using the name, address, date of birth or some other obscure information they entered on a content form, free download form or a purchased database is clever but often backfires quickly.  In the words of Dr. Gregory House.."People lie" and if you think they are being honest on an entry form you’re kidding yourself.

Often you can use information obtained through various data sources to develop a reliable picture of prospects.  This information can be tailored over time to identify what consumers are and are not interested as well as what call to actions are they more likely to respond.  The key here is "over time".  By analyzing and comparing data inputs for the same prospects over time, it quickly becomes identifiable when they are just entering information for something free versus sincerely interested.  Properly using this information to connect with them often garners the best results however just using it without checking can show the prospect how little you pay attention to details.

< personal rant >
On a separate but similar note…extending digital data into the real world is dangerous, especially for telemarketing companies.  It seems like every day I receive a phone call from an overzealous sales person who starts the conversation with an over-the-top "Hey Jeremy, how’ve you been?".  Don’t act like you know me.  It is close to using my name in a personalized email or something similar however over the phone is much more personal.  Don’t pretend we went out and had a great conversation over beers a couple weeks ago and now you are reaching back out to me….if you know me, you would know I don’t drink beer.  Using this approach in email, direct mail or telemarketing will have the same measurable result, I will never do business with you, regardless of what you offer.
< personal rant over />

Again….Just because you know a little something about someone does not mean that you know or understanding them…or have the right to act like you do.

Have an example of marketers getting it right..or wrong, drop me an email as I’ll be sharing good and bad over the upcoming weeks.
 

It wasn’t until the current promotion from DIRECTV that I realized just how frustrating these incentive tactics could be to existing long-term customers.  I have been a DIRECTV customer since 1995 and despite the occasional weather related issue with reception, I am very happy with their service.  From time to time we’ve considered dropping the service and going to cable however their NFL Sunday Ticket offering continues to be the saving grace that keeps us staying with them instead of switching back to cable.

Now after 16 years of paying for service and the additional NFL Sunday Ticket costs what do I get for being a long-term, loyal customer….NOTHING.  Seriously however, I can’t complain too much because I still get quality service and the ability to watch every game, every Sunday.  I definitely get what I am paying for and am very happy with it.

So where’s the rub?  As a long-term, loyal customer, DIRECTV are you not happy with me? Do you not appreciate me as a customer, my loyalties, my referrals? Is a new customer truly more valuable than those existing customers? Here’s a good article on measuring the value of a customer. What will their perception be towards the company after those long-term, loyal customers realize they are not eligible for the incentive despite their length of stay with the company?  Ultimately, these are questions companies should ask themselves before promoting a new customer acquisition campaign.  How will this be perceived and how can they retain and provide incentives to long-term customers?  What would you do? What would you offer to existing customers so they are not feeling slighted?
 

OPTION 1 (this does not need the RewriteEngine module)

• Redirect permanent / http://YourNewDomainAddressHere.com/

Option 2 (this requires the use of the RewriteEngine module)

• Options +FollowSymLinks
  RewriteEngine On
  RewriteCond %{HTTP_HOST} ^oldwebsiteaddress.com$ [OR]
  RewriteCond %{HTTP_HOST} ^www.oldwebsiteaddress.com$
  RewriteRule (.*)$ http://www.YourNewDomainAddressHere.com/$1 [R=301,L]

Why? If you answer yes to any one of the following questions, you need to put serious consideration into your domain name selection.

1. Will you be using your domain name will be used as part of your email address?  If yes, you’ll want to have a domain name that is as description to your business or services as possible, especially if you’ll be printing the email address on business cards or other locations.
2. Will you be incorporating your domain name into a marketing campaign that includes print, radio or television advertising? If yes, you’ll want to have a domain name that is as descriptive and memorable as possible.
3. Is your desired domain name already taken? If yes, and the name is available in a .net or another country extension (.fm, .ly, .me, etc.) it may be necessary to perform an aggressive SEO and SEM initiative to improve positioning in search as well as reduce potential consumer confusion if they perform a search.

As the tools and engagement points for the Internet continue to evolve, the necessity of a creative memorable domain name continue to fade. Here are a few examples as to why:

1. More than 80% of traffic to most web sites is driven as a result of search. Search results are although partially based upon the domain name; the content and relativity to a user’s search continue to be major factors in search positioning. Social integration and auto-completion within search engines are also evolving search results and the domain name plays a minor role with these results.
2. Mobile browsing is growing exponentially and accessing a web site from a mobile browser address bar is often difficult or non-existent. Accessing a web site from a mobile device continues to grow from email, social applications (Facebook, twitter, LinkedIn, etc.) as well as mobile tags such as QR codes.

In the end, choosing the right domain name is important for a variety of reasons, be sure they fit your specific needs and can produce a return for your investment.

Much like every other day, this morning while driving my eight year old son to school our topics of conversation covered a broad spectrum; what classes he was to have today, kids in his class, remembering lines in a movie we saw two years ago..punch bug 10 points..what the guys at the pawn shop bought last night on Pawn Stars and the inevitable, "Dad, when I grow up I’m going to invent the Blah Blah."

Today’s invention…..a new type of computer; featuring better apps, faster games, a mouse that never misses what he wanted to click, a keyboard that never spells anything wrong and a screen that is 3D, could be a touchscreen with keyboard or works with the new Wii.  As with many of his inventions, they were creative and relative to his own experiences and understanding.  For most of the drive, he rambled through its many features which I believe also included some type of combination ray gun, grenade launcher and telescope…sweet.  Along the way, I couldn’t help but begin to drift and think about the work I had to do today, tomorrow’s presentation and plans for something else I had to do which I can barely recall now.  It was at that moment he asked an intriguing question, "perhaps the computer does not need a keyboard or a mouse…..but what would it use instead?".

I thought about this while we talked and then he suggested perhaps his computer shouldn’t have a keyboard or mouse at all; what if the computer was an extension of himself? What if the computer interacted with his thoughts and did what he wanted as he wanted it?

For a brief moment I considered the idea with the same level of interest as the grenade launcher…..but then again, what if?  I couldn’t help but imagine, no physical interface or input devices, just what he wants interacting on the screen with his thoughts as he has them. Imagine the potential? How much more productive would we be? Seriously, my presentation would already be done and I could remember that other thing I need to be doing right now. More importantly, imagine how this computer could change the lives for those with physical disabilities or for those who cannot or no longer interact with a modern keyboard and mouse. 

Fantasy…..Star Trek…..perhaps.  Then again here I am typing this blog post on my handheld iPad on a plane flying 1,400 miles across the country at 38,000′, go figure. Over the past couple years there have been tremendous advances in our understanding of the human mind; better understanding of how hearing and sight are interpreted and even implants directly within the brain that have helped restore portions of human sight. In addition, over the last 20 years we have seen advances in all aspects of computing; what would the future hold for him when he’s 15, 20, or even 30?  Only those who dream without limitation can imagine what may be next.  Just perhaps this scientific fantasy will be realized in his lifetime; maybe he creates it. Maybe I can retire?

As we discussed the potential of this revolutionary idea he commented that he thought this computer would change the world.  It will.  All I could tell him was that he could accomplish anything, including changing the world, if he put his mind to it, studied and worked hard.

I wonder what he’ll invent tomorrow.

• Engagement – How are you communicating and, more importantly, interacting with your customers across all the potential touch points and platforms including direct mail, banner and display advertising, email, web site visitation, trade shows, and other experiential events as well as social interaction? It is also import to evaluate if this engagement is based upon outbound touch points, where you are speaking to the consumer versus inbound touch points where they are reaching back and communicating with you and developing a dialog. How is this dialog becoming a conversation and does the dialog have reach with other consumers?
• Consumption – What is the consumer purchase volume or use of the product or service? What is the typical life-cycle of its use? For example, an oil change service center may only provide services every 3 – 6 months per vehicle and a mortgage company may refinance a home or provide a new mortgage every seven years however a lottery player may purchase a game ticket several times each week or even daily. This product life-cycle varies and must be considered when evaluating consumer consumption.
• Referrals – Are consumers recommending your brand or service to others? To what degree are they influential to the purchase decisions of others? Within their sphere of influence, have the people they referred the product or service began to or increased their movement in the other areas of measurement.
• Frequency – How much, how often and when are engagement, avocation and referrals influencing consumer consumption and engagement with the product or service? For example, how many touch points occur before a purchase is made? How many consumers are referred in order to engage a new customer?
• A fifth area of measurement which should be frequently reviewed as a sub category of all the above is the Channel of Interaction.  The channel is the method or vehicle of each of these where they occurred. For example; within Engagement, where did engagement take place, a broadcast email, on your web site, facebook, twitter, at a trade show, a walk-in consumer at a brick and mortar location, etc.  For consumption, was it purchased directly or through an affiliate; online, over the phone or in-person.  Referrals happen from a variety of locations including; in person, from a tell-a-friend function within a web site or from forwarding an email.  Identifying the various channels and vehicles can have a significant impact to the overall functionality and effectiveness of a CRM and loyalty program. Identification of these channels can also help fine tune your marketing efforts to focus on the maximum return.

These four measurements can be used to develop a methodology to evaluate, segment and identify your most valuable and invaluable consumers but more importantly, identify your growth area of consumers who will have the most impact on your overall success. These consumers combine consumption of your product or service with influential recommendation and reduced requirement of interaction. Most modern CRM programs have methods to track, maintain and score each of these areas however depending upon the industry, product and method of distribution, one or more of these may be more complicated to measure.  For example, within the beverage alcohol industry connecting the consumer to their individual consumption and purchase history is especially difficult due to distribution methods, legal restrictions and multiple venues for consumption e.g. home, restaurants, bars, etc.  For more information about the difference between a Business Contact Management program and a CRM program, read this blog post.

• High Consumption/High Referral – This segment includes a brand’s ambassadors and advocates who have significant and frequent consumption but also openly recommend the brand as often as possible.  Typically, these consumers are considered to more outgoing and social with others and are readily willing to share their positive experiences with a brand. These consumers often do not need much “coaching” within a CRM program with promotions and discounts. Occasional reminders and reinforcement from the brand are all that is necessary for their continually motivation. 
• Low Consumption/High Referral – This segment also includes a brand’s strongest advocates but is frequently the most overlooked within a loyalty program. Although these consumers have an extremely low consumption rate which causes them to be typically overlooked, somewhere in their past they have had a significant positive experience with the brand and they are willing to share it with others. The opportunity within this segment is to identify the value of their sphere of influence and measure the overall impact and reach of their network. These consumers are rarely influenced by promotions and discounts offered by the brand, in fact, often these are considered negatives to this segment.
• High Consumption/Low Referral – This segment includes consumers who have frequent and regular consumption of the brand but do not necessarily recommend it to others. Their referral patterns vary either because they are cautious and do not willing advocate their passions or because they have never been properly asked or motivated to refer their experiences with the brand to others. Experimentation within this segment to promote referral and recommendation often produces positive results. Moderate consumption consumers within this segment also respond favorably to discounts and savings opportunities.
• Low Consumption/Low Referral – This segment of consumers are difficult and not easily swayed into trail. Promotions and savings opportunities may encourage trial however most often conversion percentages are especially low. It’s important to note that consumers in this segment may opt into your loyalty program or marketing database through a promotion or chance to win however this should not be confused with sincere interest in the brand.  Often consumers in this segment have just entered with the interest of obtaining something for free and the overall expense to guide and move them into a loyal customer is cost prohibitive.

One of the most common questions as marketers we receive is how often to communicate with our prospects and consumers.  Regardless if it is door-to-door, telemarketing, direct mail, email and now social media, the question has always been the same, how often is too much?   Before I continue, let’s establish that frequency of any communication strategy should be based upon relevance of information and consumer interest.  Specifically, make sure you have something relevant to say to the consumer based upon what they are interested in hearing from you.  Don’t reach out to them just because it’s on your calendar to do so.

For many years with door-to-door and direct mail marketing, frequency was directly tethered to costs.  It was expensive to mail regularly and many direct mail companies pioneered the ability to segment and identify consumer patterns to know who they could contact more frequently to inspire a response.  In the mid-late 90’s e-mail volume took off and marketers felt they had discovered the golden key to marketing bliss; a free or near free vehicle to communicate directly to their customers.  More importantly, at that time, email was new for many users and as a result open rates were astronomical.

By 2002, open rates had dropped and consumers were back to becoming selective about what they wanted to open and read.  Marketers were heeding the advice from various reports that 75% of users felt that emailing too frequently was the main reason they would opt-out from future mailings.  Many marketers perceive the quantity of their email database is the most important marketing tool and do not want to risk reducing the overall numbers.  Personally, I argue segmentation and quality of the email database combined with quantity is more important but that is a subject for another discussion.  Somewhere along the lines, many companies settled on email frequency as once every 30-60 days.  It seems that many marketers felt comfortable with this approach without any supporting evidence to contradict. Of course, there are many examples of companies and campaigns that challenged this notion and experimented, fine-tuned and succeeded with a broader range of email frequency.

In the dawn of social media, it seems many marketers carried this same philosophy about frequency and not knowing how often to interact with their consumer base.  It seems I often hear that marketers are still using preset intervals such as monthly, bi-weekly and weekly within their communication strategy for social marketing. Is this because they have proven data to show their frequency inspires engagement or they are comfortable with established time intervals based upon their experience with email marketing?  I challenge that for most, it is the latter.

With email, determining the optimal frequency can be effectively tested and monitored through segmentation, delivery frequency, delivery times, open rates, click thru and transaction rates and finally, opt-out ratios.  Arguably, if your consumers are not opening emails, increasing the frequency along with A/B testing subject lines until they do open (and then back off the frequency) can help determine this frequency.  For this, the relevance of information and interest of the consumer help determine overall frequency.  For those mathematicians, an equation of r * I = f or relevance multiplied by interest equals frequency.

However, with social marketing, this is a little more challenging.  Given the various social media channels such as Facebook, Twitter, Linkedin and others where the content is streamed to users; frequency can also be impacted by the overall volume of their individual social network. With Facebook, it is the number of their friends and brands they follow which determines the volume of posts they see within their personal wall.  The same applies to twitter and their number of followers along with LinkedIn and their number of connections.  Now, the factors in our previous equation are relevance, consumer interest and individual volume.  Imagine your consumer’s Facebook wall if the average consumer has 120 friends and they follow 7 brands or Fan pages. If each of these is posting updates on an average of 3 per day this can be almost 400 posts per day on their wall.  This is similar to receiving 400 emails per day but without an effective SPAM filter.  This is more compounded by Facebook’s internal algorithm used to determine the “Most Recent” wall filter.  This filter is Facebook’s method of determining who they feel is most relevant to you based upon your previous interactions with them.  With this algorithm it becomes more difficult to appear on the consumer’s wall in the event they do not visit your Fan page, comment or Like your posts frequently.  Now our equation is more complicated and based upon (((r * i)^V) * x) / t = f or relevance multiplied by consumer interest, compounded by volume of messages all multiplied by the social network’s X factor of determining personal relevance and previous interaction and finally divided by the time of the day the consumer checks their Facebook wall.

Now for all those who are not mathematically inclined, what does this mean?  Ultimately, the once per week or once per month rules used throughout the last several years no longer apply.  If you are posting only once per week on Facebook or other social networks and receiving only a handful or less likes and comments, it is especially likely that your messages may not be seen at all depending upon how often the consumers check their wall and twitter stream posts.  As long as you have relevant information to share with your followers once per day or even multiple times per day may be appropriate and necessary.

In 2011 marketers must begin to rethink their frequency and get through the noise on social networks.  It’s time to experiment with increasing frequencies, time of day posting and varying messaging among user segments to inspire engagement with consumers.

My first experience with a social marketing and CRM genius came almost 30 years ago.   He was a simple cobbler and shoe salesman but everyone knew of him and he had an uncanny ability to remember every little detail about the people he met.  Sure he knew their names, their birthdays, children’s names and other demographic information but it was much deeper than that.  He knew them and understood them.  He mastered the art of listening and as such he knew what made his customers tick.  Often I would go to his store and he wouldn’t say very much but he had a way of asking questions and getting people to talk with him, they were almost willing to share information.  On future visits he would recall what they spoke about, ask a couple questions and people were talking even more.  People wanted to buy from him and many times while visiting others, I would hear people going out of their way to talk about him and his store and recommend his shoes and services whenever possible.  They were his ambassadors; he never asked for people to talk about him but everyone believed in what he provided and openly shared their experiences with others.  As larger shoe retailers continued to grow, this word of mouth evangelism helped his store prosper. I could easily be convinced he was a founder of social marketing and CRM however that is how true sales people worked for many generations.  As marketers and social evangelists, isn’t this the type of marketing we strive to achieve and avocation we hope to accomplish within the current digital space?

Over the centuries many marketing methodologies have evolved from one to one, one to many (personal and observed), observed many to many, mass one to many, many to many (initial social media) and now many to many with influencers.

Although these methodologies and vehicles for them have changed over the years, all of these methods are still in use today.  Here are some examples of each and how they have been and are still used.

• One to one – These are the traditional personal sales model where one person or brand interacts directly with a customer one at a time in order to convert them into a transaction.  For many sales channels this process will remain however the method of acquiring leads for this process is impacted by many of the others listed here.
• One to many – This channel has evolved much over the centuries.  Liken this to the traveling sales person whom in ancient Rome gathering masses to sell miracle cures to the modern times with sales seminars and webinars.  These have a personal approach and interaction with the sales person but also many focus groups operate in a similar fashion when driven by a singular representation of a brand.
• Observed Many to Many – Focus groups and various consumer segments have evolved over time allowing marketers and brands to monitor what consumers do when left amongst themselves to discuss, dissect, embrace or destroy a product.  Almost 20 years ago, long before Facebook, twitter and LinkedIn, many pioneering brands used this methodology to observe consumers within the digital space using chatrooms, online forums and bulletin board systems.
• Mass One to Many – It began with direct mail and evolved when digital variable printing and broadcast email leveled the playing field for all brands leading to the growth of CRM in the mid 90’s.  With their onset, brands can easily tailor a communication campaign to customers with personalized information about each of their consumers.  This one to many approach reduced costs and, for some time, allows brands to connect in a more personal level with each individual.  If not fostered and embraced, consumers quickly become aware of the brand’s tactics and often this approach can have a more negative than positive impact.
• Many to Many – As social platforms continued to evolve around 2006, consumers gained control in voicing their opinions, both good and bad about brands.  Facebook, LinkedIn, Twitter, MySpace and others opened the door to the social conscious and brands realized their communication vehicles were evolving and the power of consumer avocation was greater than the largest advertising budgets. Brands had to evolve and learn to listen and not just speak.
• Many to Many with influencers – As the social space continues to evolve, brands who have been come effective within the medium have not only learned how to listen, they have identified their ambassadors across multiple pricing levels, ethnicities and geographic boundaries.  By embracing these ambassadors, engaging in their dialog and encouraging them to advocate on behalf of the brand, both good and bad, brands are learning to elevate their awareness of their brand, services, new product launches and public relation and customer service issues on a mass, grass-roots level.

The value to a brand and marketers is listening to our customers, understanding who they are, where they reside, what they like and dislike, and not only how they prefer to be communicated with but what information can share about our brands to engage and inspire them to advocate.   Often, many of the marketing techniques above must be simultaneously deployed in order to capture the attention of consumers and foster their avocation.  The lesson I learned long ago is this must begin with listening and hearing our customers.
 

Sweepstakes – A sweepstakes is an entry based upon chance where consumers provide a variety of personal contact information in order to be eligible to win one or more prizes.  A sweepstakes can be as simple as a Text-to-Win promotion where a consumer sends a text message to a short code or accesses a web site and enters a variety of information including their name, date of birth, email address, phone number and often their postal information.  The availability of sweepstakes varies throughout the United States as states such as Tennessee, California, New Jersey and Maryland have restrictions regarding the value of prizes within the sweepstakes for their residents.  Sweepstakes can also be restricted to geographic locations as well as limited only to consumers over certain ages, e.g. over 21.

Because most sweepstakes do not require or collect more specific information these are ideal for rapid growth of a brand’s marketing database which is ideal for quantity however the quality of the entrants is often subject.  Unfortunately, there are a variety of services available where consumers can either be alerts of all the free offers and promotions available on the internet or worse, services that will auto-enter their subscribers into as many free offers and promotions as possible.  At least those consumers who visit the brand’s web site and complete the entry forms themselves have some exposure to the brand’s messaging however the users through the auto-entry solutions do not.

Most sweepstakes programs are designed to grow a marketing database allowing the brand to communicate via email or other methods after the promotion to the entrants with a variety of marketing opportunities.  Solid pre-planning should be in place to effectively measure the open rate, bounce rate and opt-out/unsubscribe rate of sweepstake entrants for 60-90 days following entry into the sweepstakes.

Contest – A contest is similar to a sweepstakes in that a consumer is required to provide personal contact information however they are also require to perform additional tasks or complete additional information in order to be eligible to win.  Common contests often require answering trivia questions, obtaining a high score, uploading pictures, sharing a story or completing other tasks like finding ideas throughout a web site like a scavenger hunt.  The availability of contests also vary throughout the United States as states such as Tennessee, California, New Jersey and Maryland have restrictions regarding the value of prizes within contests for their residents.  Contests can also be restricted to geographic locations as well as limited only to consumers over certain ages, e.g. over 21.

A significant advantage of a contest over sweepstakes is the quality of the entries.  Due to the increased effort required to be eligible within the contest, often these consumers can become stronger advocates or at least are more engaged and responsive to ongoing marketing communication with them.

It is often assumed that because the cost or effort to enter is higher with contests the overall quantity of responses is often a fraction of comparable sweepstakes.  Although this is often true, we have had a number of successful contests where consumers are required to share a story or brief information and the respondents far exceeds expectations.  In a recent contest where we required consumers to share a story on the web site or through Facebook, we anticipated 5,000 entries over a sixty day period.  The advocates of the brand were so excited about the promotion we exceeded 35,000 entries within the first four days.  Even more exciting, the quality of the entries has continued to exceed all expectations with an unusually low opt-out ratio and higher than average open rates for all communications with the new entrants.

Although most sweepstakes and contest winners are selected through random selection of qualified entries, another exciting opportunity for marketers with contests is through story or image uploads where the submissions from the entrants are then voted on by visitors to the web site.  This scenario creates a viral opportunity for consumers to share the brand with others and encourage their friends and family to visit the site and vote for them.

In the end, both sweepstakes and contests are strong tactical opportunities for marketers for growing their communication databases however long-term success should be measured against the overall quality of users who opt-in for future correspondence.
 

In response, I think the better question is, what will the internet, mobile web and connected devices be like or be replaced by in 2015? We have seen staggering evolution of this digital media since 1994 and it continues to accelerate every year.

That said, I think we first must make some assumptions.

1. Regardless of the type of device (desktop, handheld, phone, TV, game consoles, home appliances (blu-ray/dvd players,refrigerators, automotive, digital billboards and interactive displays) there will be connected devices in all aspects of our life in 2015, assuming the Mayans were wrong in 2012.
2. The lines between the offline disconnected devices and the online, connected devices will be transparent.  Devices that can deliver rich content on or offline, based upon what the user wants or likes, will win consumers.
3. The amount of content for these connected devices will be 1,000 – 10,000% that of what we have today assuming continued content expansion and emerging markets. Conservative estimates put internet traffic by 2015 to be 1000 Exabytes or 1 Zetabyte…that’s a lot of zero’s.
4. Businesses and content aggregators will have an increased challenge on how to connect their content with their target audience based upon the growth of competitive content and delivery screen options.
5. Consumers will be flooded with content options across all accessible screens.
6. Consumers may begin to push back against all the options and limit their usage to niche sites and services which attract them based upon their specific interests.

Given these factors, Search will be a critical component for how consumers find content they want and how businesses can focus their content to their target audience. Search continues to grow and the competitive landscape will undoubtedly continue to change. I don’t believe the concept of search or SEO is dead or dying; I do however believe it is evolving. As social networks continue to mature and not just the Facebooks and LinkedIN networks but smaller, more targeted industry and consumer interest networks continue to grow they will act as search engines and content aggregators of those own. How businesses continue to position themselves to be found will evolve through search to be more aware of the vehicles (Google, Yahoo!, Bing, Facebook, LinkedIn, Twitter, ESPN, video/TV search sites which are coming soon, and all the smaller niche sites including community, industry and manufacturer portals) consumers are using for search and optimize accordingly to be found within those. It will continue to be critical for marketers to understand their target audience and focus their efforts through the search vehicles where those consumers are located. 

Ultimately, with all the available content options, the search vehicle which remembers the K.I.S.S. method of keeping search simple, easy and fast access to the most relevant information will win consumers and connect those consumers to business.

Then again, the Mayans may have been right after all.