I've been around in business quite a long time now, been in the small and the big (AT&T) and have seen enough buzwords and "rules" to sink a battleship, or at least a small cruiser. Of them all the good old 80/20 rule seemed one of the best, it saying simply enough that you get 80% of your business from 20% of your customers (or 80% of the hassle out of 20%, these not necessarily being the same people!).
Simply, put it says that if you concentrate your efforts on that 20% you can't go far wrong. All sounds cool to me, and we use it every day at IOM.
But what is the 40/40/20 rule? Now I may suffer criticism for not knowing this before, but hell, I have broad enough shoulders (and never did pretend to know it all) so will freely admit, that the rules name at least meant nothing to me. So what is it all about and where did I see it?
It came from a fact sheet sent out by Ominture, a pretty vast organisation, to say the least. Now I'm not saying that they invented it, but credit where credit is due and all that.
What they are saying is essentially that if you want to maximise the conversions from your site you have to bear the 40 40 20 rule in mind, it saying that " Response orientated marketing success depends 40% on audience targeting (getting to the right people), 40% on the offer or proposition (how good is it really, a new BMW for £500!) and 20% on creative execution (how good it is put across).
Reading the document it all makes good sense, so if you want a copy yourself, go to http://www.omniture.com/offer/101.
For more information and some of our own home grown advice and articles, please visit our website at www.intelligent-online-marketing.com
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