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Cookie cutter marketing: Efficient or effective?

I recently needed to use the New Jersey Motor Vehicle Bureau Web site to get some information and was confronted with a strange looking Web navigation that could be explained by only one thing: the dreaded standard template. If your company allows cookie cutter Web site templates to override what your customers need, it’s time to dump the templates. Read more about this in my new post on Small Business Answers, “Cookie Cutter Marketing: Efficient or Effective?

Some Simple Cut Out Cookie Cutters

Image via Wikipedia

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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  1. Avatar nick

    you website is there to serve your customers if anything is getting in the way of that they it has to go .

  2. Are you referring the cookies that are related to internet OR Are you referring the biscuits?

  3. Avatar Mike Moran

    I’m referring to real baked cookies cut with a cookie cutter.

  4. Avatar Simon

    at start I though it was internet cookies 🙂 but nice post you have

  5. Avatar Web Templates

    I think its important that you don’t try to force a site to fit a template. You should be able to find a flexible enough template that can be expanded or condensced. Avoid graphical navigation and that will make it much easier!

  6. Avatar anime258

    so you can use to create form templete flexibility for your site.

  7. Avatar Delaware Drug Rehab

    O! lol I thought you were talking about cookies, like chocolate chip cookies

  8. Avatar Delaware Drug Rehab

    O! lol I thought you were talking about cookies, like chocolate chip cookies

  9. Avatar Delaware Drug Rehab

    O! lol I thought you were talking about cookies, like chocolate chip cookies

  10. Avatar Traverse City Web Design

    Sometime these kind of templates work and other times they wont.Like has already been said it depends on the flexibility of the template.

  11. […] and so-called “cookie cutter” email campaigns certainly have no place within the fast-paced digital world. These […]

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