Using Games to Get You More Leads - Business and Gamification

Guest Post by Josh Haynam of TryInteract

Two scenarios:

First, you are walking through a mall and see an interesting storefront that claims to have awesome products. Interested, you walk up to the door, but are stopped short. In order to enter the store and see what they have to offer, you have to fill out a form with your name, email address, and phone number. Disgusted, you walk away.

Second, you see a pizza place that claims to have the best pizza in the city. Intrigued, you approach the store. There’s a nice worker standing outside who offers you a sample and asks you about what kinds of pizza you like. Happy with their friendliness, you approach and begin talking about your pizza likes and dislikes. After a few minutes of talking the worker offers you a pizza based on your preferences and gets you set up at a nice table. After your meal, the worker asks if you would like to get emails when they pizza place is having specials. You agree, happy with the interaction.

The first scenario is how many lead generation forms online today appear. They are static “walls” that are in the way of something you want (like the door to the first store). We put up these walls and hold our information hostage in return for a lead. The forms often look like the one below.

The second scenario is an interactive form of lead generation. The end result was that the pizza place got your email address, the same way that’s attempted in the first scenario; the difference is the method by which that information was procured. Instead of asking up front, a dialogue was started, the process was “gamified.” The worker made it fun for you to talk about what kind of pizza you like (which is valuable information for future marketing) and in the end you decided to opt-in.

In this second process, the quiz automatically asks interesting questions to the user and gets to know them, albeit through an automated process, before asking for a lead. Putting the lead capture after the interactive portion catches people in a different mindset entirely. Asking for information up front is perceived as a necessary evil to access more content. This is abrasive and does not create a good feeling for the customer. However, the second process in which a series of questions or a “game” is used, the customer gets to know you before being asked for their information.

How to use games for lead generation:

  1. Interactive Quizzes: A quiz can be used to recreate the scene where a nice worker interacts with a potential customer by asking questions about his pizza preferences. You can even make a pizza quiz (don’t do that if your site isn’t about pizza). Using Interact, you can choose from quiz templates that apply to your industry and are designed to convert. Then connect your email list and ask for a lead before showing the customer how they did on the quiz. By the time a customer finishes a quiz, they feel a connection and interaction has already taken place with your brand, leading to 50% conversion rates.
  2. Hold a Lottery: It’s amazingly fun to enter in a competition where everyone wins. That’s exactly what you can do with a giveaway lottery. Here’s how it works - set up a sweepstakes where the minimum winning is a 10% off coupon and the maximum is 90% off. Then give customers a discount at random in return for their email address. It’s a game that everyone wins, even you.

It’s refreshing when a business takes an interest in us and makes interacting with them fun, especially online where that’s harder to do. Just as in real life where the worker who gamified selling pizza was much more successful than the business that required an opt-in to enter, online marketing greatly benefits from making lead generation more like a game.



Twitter Accidentally Sends Out Thousands of Reset Notices

Twitter sent out thousands of reset notices this week and media sources report users may have had trouble accessing their accounts initially.

The problem was not hacking, however, the company insists.

Instead, it was simply a system error that caused Twitter to send the notices to thousands of users by accident. At the time, Twitter also said it had reset affected passwords for user protection.

In a portion of the initial email reprinted by Naked Security, the company warned:

“Twitter believes that your account may have been compromised by a website or service not associated with Twitter. We’ve reset your password to prevent others from accessing your account. You’ll need to create a new password for your Twitter account…”

Then, in a complete reversal, a Twitter spokesperson told The Next Web:

“We unintentionally sent some password reset notices tonight due to a system error. We apologize to the affected users for the inconvenience.”

Twitter users, including many small business owners, can at least breathe a sigh of relief.  It would seem that their personal and business data has not been compromised this time.

It isn’t the first time that Twitter has experienced a security breach potentially putting user data at risk.

And, of course, Twitter users, including those with legitimate business accounts, have also endured other problems. Take the rash of Twitter accounts banned in error for supposed spamming back in 2013.

If you use Twitter regularly for your business, these problems are just par for the course. But if you run an online business, you’ll also want to think about how such system hiccups make you feel.

Try to keep similar problems to a minimum for your users and customers and be sure to make up for mistakes when they happen.

Reset Photo via Shutterstock



Radio Shack Is Shutting Down: Lessons for Small Businesses - Find a Geek and Go On the Offense

Radio Shack is shutting down 1,000 of its stores across the country as reported by the Wall Street Journal.

For small business owners who have relied on Radio Shack for it’s expertise in fixing electronics and selling electronics, it’s time to hook up with a local “gadget guy or gal” who can help you.

Keep in mind that Staples and Office Depot might be able to be a fill in when you need a local store to visit for some of your gadget needs.

I’ve found Amazon.com to be one of the best solutions for just about every gadget (and more) need that I have. Their inventory is massive , prices are competitive and shipping is free (for prime members).

The SECOND lesson is focused on Radio Shack’s closure and what it means for local retailers. With Block Buster closing, Best Buy seriously challenged and now Radio Shack - it’s clear that “the Internet” has made it very tough for retailers to sustain their stores.

Ironically all of these vendors have one thing in common - selling “technology”. Coffee shops are all over NYC - but it’s these “gadget houses” that are closing quickly.

If you’re selling a commodity - you need to quickly figure out your “Internet” angle (Jay Goltz is fervent about this) and aggressively be ready to defend your turf. NOT just defend but go on the “offense” and and provide added VALUE to your customer’s buying experience as well.



6 Best Practices Should Be in Your Customer Centric Tool Box

What are the best practices that help you succeed, serve your customers and keep up with changing times?

If you figure out who your customer is, what they like and need and how they prefer being communicated to, you can build a “customer centric” relationship that can be mutually beneficial long term. This should be a relationship building goal for all your connections.

The business to consumer relationship has changed dramatically.  I believe the consumer has an edge now. The end user has more choices and is seeking a much higher, better experience with businesses. Businesses that don’t provide the value, experience and the service - will lose.

My colleague Brian Solis, author of WTF: What’s the Future of Business, based his entire book around this idea of the need to create “experiences” that people remember and not transactions.

The opportunity we all have right now with digital and social tools to build customer centric relationships is greater than ever before. The ability to respond in real time to customer praise or complaints is transformative in building the B2B and B2C relationship.

Based on a survey commissioned by RightNow Technologies and conducted by Harris Interactive:

  • 89% of customers will pay 25% more for a better customer experience.
  • 73% of consumers fall in love with a brand because of friendly employees or customer service reps.
  • 89% of consumers do business with a competitor after a poor customer experience.

This should be proof enough to focus on and ramp up your customer centric tool box. Below are six best practices, tactics and experiences that should be in it.

Branded, Informative Landing Hubs

The saying “you get only one chance to make a good first impression” is truer today then it’s ever been. It’s expected and the only thing some people will have to make a decision about whether to move forward with you.

It’s also important to update and refresh your hubs and make sure everything is current and up to date, especially pictures and professional activity. Nothing fares worse than dated pictures, activity and branding.

Consistently stimulating what people see and read including your website, blog and all your social media platforms keeps people interested.  A branded social media profile, timeline and header can make a big difference in how you are perceived and how you can clearly present what you do.

Content Marketing Using Social Media

If you don’t create it, there’s nothing to be found. Just Google yourself and you’ll see what I mean.

What are you creating, publishing and sharing that helps people and positions you?

Content marketing has become a premier tool to build credibility, reach and buzz. Are you blogging, using eMarketing, creating video or podcasting and promoting and marketing yourself on social media?

Purposeful Networking In Person and Online

Go out and meet people anytime you can. Balance your face to face and online networking. Use them in tandem and always follow up and thank people you meet that could be direct prospects or door openers to others. Go local, national and international. Amazing how we can do this today.

Be an active part of your industry and meet different people doing what you do in different geographical areas.

Volunteer and Pro-Bono Commitments

Getting involved in the community and world that supports you is just good business. Choose some causes, communities and issues you believe in and help them move forward.

Most of these organizations have boards with influential people you could meet, not to mention it’s good for business in general and the soul to “give back.” So many organizations need help and our human capital can impact that.

Professional Development, Education, Building Relevance and Value

Growing and increasing our expertise and adding more value to what we deliver is essential. With technology and trends driving change at a brisk pace, we should be committed to expanding what we know and apply that to our services and relationships.

No matter what industry you are in, staying real time with skills, technologies and applications that relate to your business only helps your customers have the best experience with you.

4 R’s: Rest, Recreate, Recharge and Relax

I have seen way too many people crash, burn and fail from not integrating balance into their lives. We must step back, get away from and allow time to rest, recreate, re-charge and relax with ourselves and our families. This can only make us better with our clients.

Plan that “staycation,” getaway, tech fast or travel vacation into your plans and work it into your business trips too. Business will be there when you return.

Below are some great resources and ideas that can help you manage your business and build those solid, long term relationships with your customers and community.

What are the best practices, tactics and experiences in your small business tool box that helps you serve customers?

Customer Photo via Shutterstock



ScheduleHead App - Get Help Scheduling Staff and Optimizing Their Time

There’s a new service, ScheduleHead which aims to help you schedule your staff and optimize who does want, when. Scheduling staff is not just about putting names on a spreadsheet but it’s about knowing whose best at the job and scheduling it in light of their earning potential.

You can check out more about ScheduleHead here - http://www.schedulehead.com/

According to ScheduleHead here’s its features…

It has a Brain - Schedulehead thinks like you do. It treats your employees like people and considers their skills and history.

It Judges - Schedulehead balances your senior workers among multiple events on the same day to ensure you get the right mix of staff.

It knows your workers -  Schedulehead rates your workers from 1 to 5 stars and rewards those who do best.

It talks - We’ll automatically reach out to your workers to get them signed up for and confirm their shifts - eliminate late arrivals and no-shows.



97% of mobile malware targets Android users

Majority of mobile threats in 2013 motivated by profit say F-Secure

Research just published claims to show that more than 97 percent of mobile malware is aimed at Android devices and their users.

Against a backdrop of most analysts reporting Android as accounting for  65 to 70 percent of the smartphone market, this suggests cybercriminals are actively targeting the Google mobile operating system in preference to other platforms.

F-Secure, whose 40-page H2-2013 Threat Report was released this morning, acknowledges that the Android security situation is bad.

[What is also interesting is that the mobile security vendor says that Android malware jumped from 238 threats in 2012 to 804 in 2013 - with new Symbian malware barely registering and no active new threats discovered for other smartphone platforms.

Mikko Hypponen, F-Secure's chief research officer said that mobile threats are only part of a larger threats landscape that is being driven by social media usage - which may come back to haunt today's teenagers in later life.

In fact, he says in the report, it is going to be interesting to watch presidential elections in around 2040, as the teenage angst pics and posts of all candidates will be dug out from old social media and discussion forum archives for everyone to see.

Other issues such as the hot topic of government surveillance, meanwhile, is not about governments collecting the information you are sharing publicly and willingly, but is more about collecting the information you do not think you're sharing at all.

This includes information such as the online searches you carry out with search engines - as well as your mobile's location and your private emails plus text messages.

"But just because it can technically be done doesn't make it right. Our enemies keep changing. We used to fight the online hackers, then the online criminals. Nowadays we worry more and more about governmental action," he noted.

Back on the mobile track, F-Secure's H2-2013 threat report says that repackaged apps pose a security risk, since they typically ask for more permissions than the original non-trojanised programs, which is the ‘weak point' that allows the app to complete its malicious routines.

Repackaged apps, says the report, are essentially an updated take on social engineering, since they take advantage of the user's overriding desire to install and use a popular app to gain the permissions needed to execute their malicious behaviour.

The main driver behind mobile security threats, the report concludes, is not mischief, but sheer profit - with the majority of mobile threats F-Secure saw in 2013 being motivated by profit.

Commenting on the report, Rob Bamforth, a Principal Analyst with business and security research house Quocirca, said the conclusion  is that the vast majority of mobile malware is affecting Android - even though the mobile operating system's market share is much less than this percentile - reflects the fact that Android is a much softer target for cybercriminals than other platforms,

"By software I mean from an operating system perspective," he said, adding that this may be due to lack of control over the Android ecosystem, as compared to the controls on apps and other issues imposed by Apple on its platform.

Basically, he told SCMagazineUK.com, the control over the Android ecosystem just isn't there.

"You don't get this problem with, for example, Apple, as the iOS platform is a closed and heavily controlled apps environment,” he said.

On the other hand, the Quocirca analyst went on to say, Android has established a reputation amongst its users as being an open an innovative mobile platform - even if there are a large number of variances when compared to other mobile operating systems

"My view is that Android is going the same way as Java. As each different version appears, it shares different elements of the software stack. This variance is unique to Android, and doesn't apply to the Windows or Apples mobile platforms, which do not share stacks," he concluded.



The final countdown for Windows XP

Microsoft develops migration utility to smooth upgrades; warning pop-ups to appear from this week; University of Illinois to block XP-driven PCs

The final countdown towards Windows XP's end-of-life on 8 April has now started, with Microsoft offering a free migration utility and announcing plans to start pop-up notifications very shortly to users of the 12-and-a-half-year-old desktop operating system. 

As news of Microsoft's plans were announced, the University of Illinois in the US revealed it plans to proactively block WinXP-based machines from the 8 April onwards.

People with University-owned WinXP computers are being encouraged to contact their department's IT professionals, whilst private owners will have to either upgrade to new systems or replace their computers, says the University.

As well as alerting users from this weekend via a pop-up alert, Microsoft has partnered with Laplink to create PCmover Express for Windows XP, a free utility that will copy user files from an old machine to a new one.

Research firm NetMarketShare says that WinXP currently accounts for around 29 percent of the desktop and laptop operating system market and is the second most popular to Windows 7 (47 percent), with Windows 8 trailing in with just 11 percent.

Professor John Walker, a Visiting Professor with Nottingham-Trent University's School of Science and Technology, said that the ageing operating system issue is not just confined to WinXP, as many corporates still have Windows NT-based systems that have not been updated.

"The challenge is that organisations do not deal with their security problems immediately, they leave it all to the last minute - or later. Then they panic," he said.

"If a company has Windows XP systems on its network, it will be targeted. This is especially true in the City of London, where cybercriminals are certain to target those institutions they know have XP machines on their network. The attackers will know these systems are vulnerable," he added.

Sven Schlueter, a Senior Consultant with Context Information Security, meanwhile, said that - come 8 April  when updates for WinXP cease - one of the main concerns from Microsoft is that security updates are released for later operating systems, which also affect the unsupported Microsoft Windows XP operating system.

A common process for an attacker, he says, would be to reverse the updates sent for supported operating systems to develop malicious software for WinXP.

"Companies running XP machines need to migrate to a more recent operating system, for example Windows 8.1. However, this is not always an easy task, because some software might be restricted to run on Windows XP only," he said.

"The same applies to the hardware used - some older hardware might not be supported by the latest Microsoft Windows any more," he added.

The Context IS security expert went on to say that, as long as a PC is connected to a network, or is available in an `unprotected environment,' it is not possible to keep XP secure.

It is, he explained, guaranteed that security vulnerabilities will be discovered and actively exploited for WinXP and the risk of an exploitation can only be minimised.

Schlueter's advice was echoed by Tim `TK' Keanini, CTO with Lancope, who said that anyone pro-actively removing Windows XP from their connected systems is doing the Internet as a whole a good service.

"This is how you act responsibly as an Internet participant," he said, citing the analogy of a herd of antelope on the move with the likelihood of encountering a lion on the hunt.

XP, he says, would be the one sitting still waiting to be eaten.

"Now that we are always connected to the Internet, we can no longer base our decision-making in isolation, we must always consider the threat. Now that businesses, organisations, and consumers are all connected to the Internet, the threat becomes a business problem and should be represented well at every business decision," he said.

“Being secure is a process much like evolution: organisms thrive and some die, the remaining shape the survival of the species and it grows more resilient to its hostile environment,” he added.



Employees to Employers: Mind Your Own Business

How much can employers inquire about employees or have a say in their actions on and off the job? The staff of a small business can easily grow into a family of sorts, but this doesn’t give the employer the right to act as the patriarch.

The trend, as evidenced by laws, court decisions and administrative rulings, seems to be toward less involvement of employers in the lives of their workers. Below are three indications of this trend.

1.    Inquiries About Personal and Family Matters

When I applied for my first full-time job in 1970, I was asked whether my husband would mind if I worked late and when I was planning on having children. Times sure have changed.

It is now, and has been for some time, a violation of anti-discrimination rules to ask job applicants about their personal situations, including marital status, number of children and childcare arrangements.

You can inquire about marital status and children only after a favorable hiring decision has been made, but only for purposes of payroll and employee benefits (e.g., withholding allowances; health coverage).

Similarly, inquiries about a worker’s age are barred. Doing so may violate the Age Discrimination in Employment Act (ADEA). And Executive Order 11478 bars discrimination based on sexual orientation.

2.    Requests for Credit Checks

Are you interested in an employee’s or prospective employee’s credit history, especially if the person will be handling money for your company? You may not be able to obtain this information.

While federal law currently allows an employer to run a credit check on an employee or job applicant with prior permission from the person (as long as the employer complies with the Fair Credit Reporting Act), a number of states now bar this action.

Nearly a dozen states, including California and Illinois, generally bar or severely limit employers from obtaining credit histories, and many other states are considering similar legislation. Check with your state to see whether you can do a credit check if you believe it would aid in your employment decisions.

3.    Restrictions on Social Media Activities

Courts and the NLRB are increasingly saying that employees’ First Amendment right of free speech doesn’t stop when they enter the workplace. This means employees who want to vent about the company may not be stifled in most cases.

The NLRB has guidelines on social media policies in the workplace. Use these guidelines to craft your company’s social media policy. Employers can restrict speech that shares confidential information - about the company, its employees, or customers.

Final Thought

Pay attention to changes in employment laws that may impact the practices and policies you use at your company. You don’t want to find yourself out of step with the latest trends, a misstep that could result in costly litigation for you.

When in doubt, consult an employment law attorney.

Stop Photo via Shutterstock



Are You Rewarding Your Customers for Repeat Business? Loyalty Programs Can Help.

Airlines do it successfully. They reward travelers for flying with them -frequent flyer miles. For every small business a loyalty reward system can be as simple to do as a punch card system. As your business grows, you might want to leverage technology to gain intelligence and make the loyalty system smoother.

Many point of sale systems have a loyalty component to their offerings, NCR Silver, which we covered here,  recently announced theirs in the press release below.

Loyalty complements the existing automated email and social marketing functionality in NCR Silver making it even easier for cafés, shops, restaurants, boutiques, food trucks, and any small business to reward customers for repeat purchases. Loyalty fits seamlessly into the checkout process, automatically tracking rewards with each sale so customers see exactly what they have earned and eliminating the need for paper punch cards. Rewards and customer information reside on the NCR Silver POS system and merchants retain all the data rather than share it through a third-party loyalty application.

“Satisfying your best customers is critical to the success of every small business,” says Justin Hotard, general manager, NCR Silver. “We added loyalty to go along with email marketing, customer history, and reporting to make NCR Silver the perfect fit to grow any small business.”

Technology has changed how small businesses build loyal customer bases with digital alternatives to the old paper punch cards. Recently, MarketingProfs published ‘Surprising Facts about Customer Loyalty Marketing,’ reporting that if you structure your loyalty program effectively, you will see a lift in visits and revenue from your enrolled customers. The report also notes that over their lifetime, loyal customers spend 10 times more than new customers.



Web ads leading source of mobile malware

Research from Blue Coat Systems claims to show that Web-based adverts have taken over from adult Web sites as the leading source of mobile malware.

A report just issued by security and networking specialist Blue Coat Systems notes that whilst adult content viewing on mobiles accounts for just one  percent of people's viewing, it accounts for 16 percent of malicious attacks. The situation with Web-based adverts is worse, with the attack vector accounting for 20 percent of malicious attacks.

Blue Coat's latest threats report contrasts with its November 2013 analysis, when 22 percent of malicious attacks were the result of surfing for adult content on smartphones.

Whilst the report shies away from commenting on the reduction in adult content surfing on smartphones, it does note that the upwards shift in Web-based ads causing security issues as down to the fact that so-called `malvertising' comes from the same source as legitimate mobile ads.

It also reflects the fact that people are now using their smartphones for ‘recreational activities' such as entertainment and online shopping.

According to Keith Bird, Managing Director of fellow security vendor Check Point - whose security software takes an automated approach to tackling the challenge of inappropriate activity on corporate systems and devices - the issues raised by Blue Coat's report apply to corporates and not just consumers.

"In 2013, Check Point's mobile security report surveyed 800 IT professionals worldwide, and 45 percent said that the number of mobile devices connecting to their networks had grown five-fold in just two years," he said.

He added, “This means that mobile devices could easily carry malware straight onto the corporate network from users' remote access.

"Organisations are still playing catch-up with BYOD: many are simply not aware of exactly how employees' own devices are being used for work, or what resources they are accessing," he explained.

Delving into the just-published Blue Coat report - entitled `2014 Mobile Malware Report: A New Look at Old Threats' - reveals that its authors think that it is perhaps surprising that the mobile malware problem isn't more widespread.

In part, says the report, "this relative safety from the mass market malware maelstrom that PC users face results from the lack of a cohesive underground economy."

The analysis goes on to observe that smaller screens and more difficult text entry methods have changed how we access and view online content.

And against this backdrop, the report says it is not surprising that these trends have also changed how we are exposed to malicious content.

So what is the solution?

Blue Coat advises smartphone users never to download or purchase an app outside of legitimate markets such as the App Store or Google Play.

Enterprises, meanwhile, that have BYOD or corporate mobility initiatives, need to look at pre-approving mobile apps that present a lower risk of data leakage or privacy violations. Third-party services are in the early stages of offering risk profiles on applications to help enterprises assess their exposure and balance the risks of using a particular app against the benefits.

The report suggests that corporates should also consider blocking Web advertising altogether as  a content category.



This New Online Tool Creates a Picture of Your Cash Flow

pnc cash flow insight

PNC Bank has a new online tool that’s designed to create a picture of your company’s cash flow. Cash Flow Insights is being marketed to small businesses.

The tool puts all your financial interactions in a single format and tracks each transaction telling you where money is coming from and where it’s going, the company says. It has three main features:

  • Payables
  • Receivables
  • Accounting Software Sync

PNC Bank’s Deputy Manager of Business Banking Troy Baker explained in an official release:

“We recognize the challenges our small business customers face, finding the time and resources to effectively manage their money. With these enhancements to Cash Flow Insight, business owners can stay organized and focused, as well as manage and forecast cash flow to make strategic business decisions in one place online.”

Rather than having a desk full of unorganized paperwork, Cash Flow Insights uses a single online dashboard to display all of your interactions. PNC says Cash Flow Insights can sync with accounting software small businesses already use.

The PNC website claims it is compatible with:

  • QuickBooks for Windows
  • QuickBooks Online
  • Sage 50
  • Intacct
  • NetSuite
  • Xero
  • Thomson Reuters
  • Microsoft Dynamics GP
  • Microsoft Money
  • Microsoft Office Accounting

PNC says Cash Flow Insights can also speed up your receivables by creating invoices that your customers can pay online. The company says the tool can integrate agreed-upon terms you’ve reached with some customers on when those payments should be made. Cash Flow Insights creates an invoice with your business logo and sends it to your customer, who can make a payment right from the invoice.

Of course, just as important as the money coming into your business is the money going out. Cash Flow Insights is also designed to track the money leaving your business. PNC says the tool also allows your business to schedule payments â€" including recurring payments â€" as needed.

The tool is also designed to offer short and long term financial forecasts for your business based on is monitoring of your company’s cash flow. Here’s more detail on how the tool works:

Of course, to use this feature, you need to be a PNC customer. The bank is offering a free trial run to small businesses for their current and next two statement periods. Businesses using Business Enterprise Checking, Industry Solutions Checking or Retail Businesses Checking won’t be billed for the trial period.  All these accounts include online banking features.

Afterward, there is a $10 per month fee to use the Payables, Receivables, and Accounting Software Sync features. There is also a per-transaction fee that is taken out monthly after the trial, according to PNC’s website.

Image: PNC



Pole Position Marketing: Creating an Industry of Their Own

When Stoney deGeyter started what would become Pole Position Marketing 16 years ago, the industry he works in today didn’t even exist.

In a recent interview with Small Business Trends, deGeyter explained:

“I would say we’re a full-service Web marketing agency.”

Once, it was a one man operation run out of a single room. Today, it includes a team of seven specialists. They work in fields like Web development, Search Engine Optimization, analytics and more.

About his business’s slow but steady growth, deGeyter recalled:

“It started in the bedroom and quickly expanded into the living room.”

But ever the cautious entrepreneur, he admits it was quite some time before he hired his first employee.

pole position marketing

For deGeyter, the odyssey began after reading a book about how to learn HTML (the markup language of the Internet) in 24 hours. Before he even finished reading, deGeyter became convinced he could improve upon the website for his dad’s business, BatteryStuff.com â€" and did.

But, of course, that’s not where the story ended.

It wasn’t long before his father was back. This time he was talking about something he’d heard of called Search Engine Optimization (SEO). It was (and is) a way to get websites found online.

In an effort to help, deGeyter again threw himself into learning new skills. What he would emerge with was an understanding of the principles of a whole new industry. He explained:

“My dad’s business started out more as a hobby. They traveled to sell their products and their goal, after building their new site, was to sell enough product online so they didn’t have to travel. That goal was hit in a year. The next goal was to sell $100K in profit. We hit that one too.”

Though deGeyter’s father would eventually sell the business, the company remains a Pole Position Marketing client to this day.

Not all online marketing companies are created equal. And as deGeyter’s business began to grow, it took on some very unique characteristics that set it apart. Some of those characteristics have remained strong while others have changed with the evolving industry.

A Team of Specialists

One characteristic that lives on is deGeyter’s concept of a team of specialists rather than online marketing generalists. It’s a way he says his company differentiates itself from competitors in the field.

He claims many other online marketing firms have a team who all dabble in a range of online marketing specialties. These include analytics, content strategy, social media, pay per click and more:

“That does not make sense. When we come together as a team, we have so many different opinions.”

He says individual team members at these firms each take on a group of clients. Each member then handles their clients’ campaigns by providing a menu of services.

But at Pole Position Marketing, each member brings their own expertise to every client as needed.

National and Big or Local and Small

In the beginning deGeyter, based in Uniontown just outside North Canton, OH, also admits he wasn’t interested much in local clients. The Internet was not local in those days. His best prospects seemed to come from companies that understood what he did and didn’t care where he did it from.

They were also large and able to pay big.

Though a small business owner himself, deGeyter’s website still describes his firm as an “SEO Company for Enterprise-Level Businesses.”

pole position marketing

He said recently:

“I was never much for local networking. Traditionally, we’ve been a national company. I’ve always liked year long contracts. The local model is more about more little services for various clients.”

Those big national clients include websites like WinterKids.com and WinterWomen.com, both based in Denver. Other clients include Rawhide Fire Hose LLC of Orville, OH, and Sierra Instruments, a Monterey, California company with offices all around the world.

But his company’s view of big national clients over small local ones is beginning to change, deGeyter admits. With increased opportunities created by social media and mobile marketing, deGeyter has hired his first local sales rep and is conducting more local workshops for businesses.

The theory is that, with a smaller potential audience, local businesses may not need to do nearly as much to see very profitable returns, deGeyter says.

* * * * *

iCIMS, a leading provider of talent acquisition solutions for growing businesses, is proud to be the official sponsor of Small Business Trend’s “Small Biz Spotlight” of Pole Position Marketing. Like iCIMS, Pole Position Marketing understands the value in a team of specialists rather than generalists to consistently exceed their clients’ needs. iCIMS is delighted to have the opportunity to support the passionate drive and dedication of companies like Pole Position Marketing through the sponsorship of the “Small Biz Spotlight.” (Visit the “Small Biz Spotlight” series archives and stay tuned for more small business stories there.)

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Aggressive adware and PUPS \'increase vulnerability to malware\'

Apps that exploit users for advertising revenues and in-app purchases worsen mobile phone performance and collect unnecessary data, potentially increasing vulnerability.

Android mobiles are increasingly being targeted by Potentially Unwanted Programs (PUPs), often offered through legitimate channels, but which mislead people and then bombard the user with aggressive advertising and in-app purchases, as well as taking unnecessary amounts of personal data.  As a result they also impact phone performance, but they are not officially designated malware as the user has initially requested their installation.  

The leading offender is adware, which aggressively and persistently presents advertisements and exploits the OS or other software to force the device to advertise in a questionable manner.  Secondly, there are more generalised PUPS, a broader category which includes apps which seek suspicious permissions beyond their advertised function, impact device performance, use vulnerable code or operate dubious in-app purchases. 

Marcin Kleczynski, CEO at Malwarebytes told SCMagazineUK.com in an email, “Not only are these pieces of software annoying and needlessly expensive, but they can end up seeing personal data put to dubious use. Aggressive advertising and sneaky pay-to-play schemes in particular are on the increase.  In the beginning there were few offenders, but there are now a number of SDKs on the market which make it easy to create multiple variants, as well as bundle these together in a single app.”

Armando Orozco, senior malware intelligence analyst at Malwarebytes  explained that these apps are asking for permissions which are way beyond what is actually required by the host app itself, commenting:  “Typical examples of the types of privileges they seek are things like access to a person's contact book, the ability to write history and bookmarks, the ability to create shortcuts without explicit permission and even being able to send SMS.”     

As these types of apps aim to drive revenues games are a very popular area for these types of SDK to be found, but they can be in any category where ads can be specifically targeted, so anything from productivity to adult themed apps are exploited.  Orozco adds: “Often there are apps with three or more of these SDKs bundled, not just adding to the bloat but potentially exposing the user to vulnerabilities that lay in the SDKs code.  Malware could potentially exploit that security hole to access the user's device.”

In response, today Malwarebytes has launched a new version of its Anti- Malware Mobile which has added PUP protection and will give people an option to automatically detect and block these dubious apps.  Given the nature of such apps, the classification of an app as a PUP will initially be made by a human researcher. The software will still allow scheduling of updates over WiFi, social sharing of the app with friends, features French translation and allows users to send feedback and request new features. 

Google is reported to have been working to address this situation by altering  its developer policy so that developers are required to announce if their adware uses push  notifications or makes changes to the system, by requiring a EULA to be presented and offering an opt out. “This has made it a little more difficult to operate and has removed some overly aggressive apps, but it has to tread a very fine line,” says Orozco.



Aggressive adware and PUPS \'increase vulnerability to malware\'

Apps that exploit users for advertising revenues and in-app purchases worsen mobile phone performance and collect unnecessary data, potentially increasing vulnerability.

Android mobiles are increasingly being targeted by Potentially Unwanted Programs (PUPs), often offered through legitimate channels, but which mislead people and then bombard the user with aggressive advertising and in-app purchases, as well as taking unnecessary amounts of personal data.  As a result they also impact phone performance, but they are not officially designated malware as the user has initially requested their installation.  

The leading offender is adware, which aggressively and persistently presents advertisements and exploits the OS or other software to force the device to advertise in a questionable manner.  Secondly, there are more generalised PUPS, a broader category which includes apps which seek suspicious permissions beyond their advertised function, impact device performance, use vulnerable code or operate dubious in-app purchases. 

Marcin Kleczynski, CEO at Malwarebytes told SCMagazineUK.com in an email, “Not only are these pieces of software annoying and needlessly expensive, but they can end up seeing personal data put to dubious use. Aggressive advertising and sneaky pay-to-play schemes in particular are on the increase.  In the beginning there were few offenders, but there are now a number of SDKs on the market which make it easy to create multiple variants, as well as bundle these together in a single app.”

Armando Orozco, senior malware intelligence analyst at Malwarebytes  explained that these apps are asking for permissions which are way beyond what is actually required by the host app itself, commenting:  “Typical examples of the types of privileges they seek are things like access to a person's contact book, the ability to write history and bookmarks, the ability to create shortcuts without explicit permission and even being able to send SMS.”     

As these types of apps aim to drive revenues games are a very popular area for these types of SDK to be found, but they can be in any category where ads can be specifically targeted, so anything from productivity to adult themed apps are exploited.  Orozco adds: “Often there are apps with three or more of these SDKs bundled, not just adding to the bloat but potentially exposing the user to vulnerabilities that lay in the SDKs code.  Malware could potentially exploit that security hole to access the user's device.”

In response, today Malwarebytes has launched a new version of its Anti- Malware Mobile which has added PUP protection and will give people an option to automatically detect and block these dubious apps.  Given the nature of such apps, the classification of an app as a PUP will initially be made by a human researcher. The software will still allow scheduling of updates over WiFi, social sharing of the app with friends, features French translation and allows users to send feedback and request new features. 

Google is reported to have been working to address this situation by altering  its developer policy so that developers are required to announce if their adware uses push  notifications or makes changes to the system, by requiring a EULA to be presented and offering an opt out. “This has made it a little more difficult to operate and has removed some overly aggressive apps, but it has to tread a very fine line,” says Orozco.



Gmail to Add Unsubscribe Link For Marketing Emails

Google recently announced at a live event that it will start placing a prominent unsubscribe link in marketing emails in Gmail.   According to PC World:

“Starting this week, a new, clearly marked ‘unsubscribe’ link will appear at the top of the header field in marketers’ emails. Previously only appearing for a small percentage of users, the feature will now be made available for most promotional messages with unsubscribe options, Google said on Thursday. Email recipients do not need to take action for the links to appear.”

Companies spend a lot of time and effort building their house email lists.   For obvious reasons, no one likes it when people unsubscribe, but it’s a normal part of running an email list.

By law in many countries, marketers are required to offer an unsubscribe link, but often subscribers say they cannot find it.  So they just hit the spam button in Gmail or Google Apps mail, because it’s quicker and more convenient.

One way to look at this situation is that it might cut down on spam reports against your company.  Clicking this link will send an automated message by Google to the email sender, requesting that the person be removed from their mailing lists. Of course, whether or not the company complies is a totally different matter. All Gmail can do is make the request.

Google is promoting this as something which will benefit companies that send out legitimate mass emails. It’s a common scenario that a person signs up for newsletters, but after a while, gets bored of them. But rather than go through the whole unsubscribe process, they just mark the email as spam. If enough people do this, then the company’s entire emails could have problems. By streamlining the proper unsubscribe process, the idea is that people will unsubscribe properly rather than marking the email as spam.

This is just the latest development in moves designed by Gmail to organize Gmail users with their marketing emails. Last year, Gmail offered a new inbox design which included tabs for the various types of email - including marketing emails. However, the reaction to the tabbed inbox design has been mixed.

So will the adding of the unsubscribe link make any difference? Ramon Ray, Regional Development Director at Infusionsoft, thinks the impact overall will not hurt marketers:

“Moving the unsubscribe button is good for end users who receive marketing emails. They can more easily, and quickly unsubscribe.  For marketers, a more prominent unsubscribe email button and moved to the top would be a big sign begging to be clicked - for marketers whose emails are not first rate, that is.  Marketers whose emails add value to the recipient have nothing to be afraid of!”

Ivana Taylor, President of DIYMarketers, agrees:

“The marketers who provide real value to their customers â€" those who are targeting customers who truly want to be in communication with them â€" will not have a problem reaching their audience.  Think of it as spring cleaning for your list. It’s not the size of your list that matters, it’s the engagement. So, if someone doesn’t want information from you, they certainly are not going to buy from you.”