The importance of landing-page design in modern marketing

“Never start a marketing campaign without a dedicated landing page.” This is the opinion of Oli Gardner, co-founder of Unbounce Marketing Solutions Inc. A landing page is the first webpage visited by a website user and is also known as an entry point to a website. As an entry point, the landing page context clarity, and congruence are critical for generating conversions (someone who returns to the site, buys products and interacts with posts). Surprisingly, this is a point along the path to conversion at which many marketing campaigns fail — digital or not. Why are landing pages so important? […]

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Five generations in the workplace

For the first time in history, our workforce is comprised of five different generations, sometimes together on the same shift or in the same department. Each group has much to offer. The challenge for employers is finding the common values and minimizing the conflicts. Easier said than done. We start by examining the general characteristics of each group. Traditionalists (born between 1925 and 1946). They are the smallest percentage and oldest of the five groups. They are highly dedicated to their employer and do not like risk. Their values were shaped by the Great Depression and World War II. They […]

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Our bottom-line views on the news

Here are our bottom-line views about a few items of note in the Crossroads Business Journal region • Congratulations to iHire of Frederick, Md., for receiving two Alliance for Workplace Excellence awards. • Kudos to all those who took home honors from the Tuscarora Area Chamber of Commerce’s awards program. • We’re sorry to hear the news that Verso Corp. will close its paper mill in Luke, Md., eliminating nearly 700 jobs. • Thumbs up to 3 Roads Communications Inc. of Frederick, Md., for being chosen to produce a one-hour public TV special honoring iconic musician Glenn Miller. The program […]

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Choosing civility

Don’t we all crave respect in our relationships? Though we want civility to shape our workplace cultures, it’s often difficult to achieve and sustain. I spent part of my career as an administrator in the health-care field, where relationships among co-workers were often less than positive and nurturing. Ask a new nurse about the treatment received from “seasoned” colleagues; the poor treatment of new nurses is so widespread that this hazing process is captured in the phrase “nurses eat their young.” It seems that those in the professions of giving care to patients, clients or customers often run their respect […]

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Our views on the news

Here are our bottom-line views about a few items of note in the Crossroads Business Journal region: • With National Travel and Tourism Week coming up May 5-11, it’s fitting to note that the University System of Maryland at Hagerstown recently launched its new Hospitality and Tourism Management program to prepare people for roles in the hospitality industry. A new USMH hospitality center is being built in part of a former BB&T Bank in downtown Hagerstown, diagonally across the street from the current campus. • Congratulations to Karen Johnston and all of the others who were honored at the Greater […]

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Marketing analytics: What is it good for?

Marketing analytics: What is it good for? Absolutely nothing? Well, not exactly. A 2018 article reported companies’ plans over the next three years increase from 5.8% to 17.3% the allocation of their marketing budget to analytics. Impressive. Yet this same article goes on to report that the impact of analytics on company-wide performance is modest, and has been that way over the past five years. Talking to member companies at the Marketing Science Institute, data used in the analytics and talent doing the analytics were the culprits. I would like to add a necessary antecedent to the data argument. Marketing […]

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Bottom lines: Our views on recent news

Here are our bottom-line views about a few items of note in the Crossroads Business Journal region: • Keep an eye on the general assemblies, particularly in Maryland and West Virginia as the lawmakers push toward their finish lines this spring. • Congratulations to Akonni Biosystems, a Frederick, Md., firm that has received a $3 million, three-year Small Business Innovation Research contract from the National Institute of Allergy and Infectious Diseases at the National Institutes of Health. • Tip of the cap to Philip Fague, William Happel, Nancy Meyers and Cheryl Plummer. The four, from Summit Health in Franklin County, […]

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How does the last mile delivery work for e-commerce in 2040?

Retail is getting digitized as we speak. The tide of e-commerce and digital management of brick-and-mortar stores has been enormously fast. Supplies that, five years ago, were carried by customers from retail store to home now have to be transported the “last mile” to homes by suppliers. The optimization of last-mile delivery is gaining more prominence as customers are placing smaller orders and expecting increasingly swift deliveries. The ability to successfully manage that delivery is becoming the ultimate factor in making or breaking a business. The characteristics of delivery areas are defining the challenges of the last-mile delivery. In big […]

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The significance of supervision

In most organizations, everyone is accountable to someone. Line staff report to first line supervisors, first line supervisors report to the next level of authority and so on, up the organizational chart. A challenge that organizations may wrestle with is, “If we hire the right people, with the right skills, is ongoing supervision essential to the success of the organization?” Let’s begin with the premise that organizations exist to fulfill a promise they make to their customers, clients, stake holders, etc. That promise is based on the organization’s mission and the service, product, or other activities that represent the fulfillment […]

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Entrepreneurship: Learned or inherited?

Researchers and policymakers have long recognized the impact of entrepreneurship on the economic prosperity and development of countries. To paraphrase William Baumol, the eminent American economist, entrepreneurs are the usual suspects for both slowdowns and great leaps in economic growth of nations. Given the positive consequences in both economic development and social change, entrepreneurship is a key variable for developed and emerging economies. Thus, it is not surprising that a deeper understanding of the drivers of entrepreneurship is a significant stream of research. Among the most interesting questions in this field is why individuals in some societies engage in entrepreneurial […]

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