• 
  BJ Fogg: Persuading Customers via Social MediaSocial Media
  How marketers persuade customers has changed: Using new technologies, we can now combine interpersonal influence with mass media reach—the biggest advance in persuasion since radio. more
• 
  Stronger Brands Recover From Recession FasterBrand Management
  The world's most valued brands are recovering from the recession faster than the Standard & Poor's 500 as a whole: the BrandZ* Top 100 brands have returned a 28% higher yield than the S&P 500, and are becoming profitable ahead of the market, according to Millward Brown. more
• 
  Social Media Top Online Priority in 2010Strategy
  Most companies plan to invest heavily in social media this year: Nearly three-quarters (73.5%) say social media as part of their overall interactive strategy is either a new priority or more of a focus than it was in 2009, according to a new survey from ISITE Design. more
• 
  First of All, Don't SuckWeb Sites
  "[I]n our quest for ever more hard problems to solve," says Avinash Kaushik at the Occam's Razor blog, "we forget that the number one goal of every website is not to suck. Especially at the really simple and basic things." To illustrate his point, he recounts a recent conference that ... more
• 
  Open Your Fortune Cookie Strategy
  When bloggers make predictions about marketing trends in the coming year, writes Rohit Bhargava at Influential Marketing, they often project what's currently happening onto the next 12 months. "I have done these sorts of blog posts before and the tough thing is to highlight things which will be relevant not ... more
• 
  Social Media Malware, Spam Up 70%Social Media
  The number of business reporting malware and spam attacks by cybercriminals on popular social networks rose sharply during 2009, posing a risk to users and the companies they work for, according to a report from Sophos. more
• 
  All in Good (SEO) TimeSearch Engine Marketing
  "They say an Internet year is … equivalent to seven normal years," says Kevin Gibbon in a post at SEOptimise—meaning that we can witness seven real-world-years' worth of change in one year online. To help search marketers keep up, Gibbon offers seven ways to stay on top of the competition in the ... more
• 
  Now There's an Owl for ThatSocial Media
  Sweet news, hardcore Twitter users! Hootsuite—the Twitter management tool developed with marketers in mind—just released an app for the iPhone. That means you can now access the handy features of Hootsuite in any old roost! We first covered Hootsuite shortly after Canadian company Invoke Media launched the adorable owl-themed service. It made ... more
• 
  'Conversationalists' Climb Social Technographics LadderSocial Media
  Social media is not just for the young: 33% of online adults are Conversationalists—i.e., they post status updates at least once a week to social websites such as Facebook and Twitter—according to a study from Forrester Research. more
• 
  We Just DisagreeSales
  "Several months ago I was meeting with a Director of Marketing Operations and we were reviewing their corporate lead qualification process," says Carlos Hidalgo in a post at the Annuitas Group blog. "As he explained how they qualify leads, I asked him if sales and marketing agreed on the definition ... more
• 
  Mobile Coupons Attract Younger ConsumersAdvertising
  Mobile couponing is still in its early stages, yet nearly two-thirds (66%) of younger adults (age 18-34) who own a mobile phone say they are at least somewhat likely to try receiving and redeeming bar-coded coupons via their mobile phones, compared with 46% of all adults who say the same, ... more
• 
  Facebook Emerges as News-Content ProviderSocial Media
  With users numbering in the hundreds of millions, Facebook is fast becoming an important online news-content provider: In January 2010, it accounted for 3.5% of upstream visits to sites in the News and Media category, surpassing Google News, which accounted for 1.39% of visits, according to Hitwise Intelligence. more
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  HDTVs Could Reach 74% of Homes by 2012Customer Behavior
  Nearly two-thirds (62%) of US consumers have HDTVs in their home, and another 12% are looking to purchase one within the next two years, bringing the potential market penetration to nearly three out of four households (74%) in the US, according to a new study from ORC. more
• 
  Americans Passionate About Music, OK With AdsAdvertising
  Americans love their music: 72% of consumers surveyed consider themselves passionate about music,* and one-third (33%) say they "would give anything" to meet their music idols, according to a recent survey from Synovate. more
• 
  Twitter Reveals iPad SentimentSocial Media
  Just two hours after Apple's January 27 announcement of the much-anticipated iPad, 71% of circulated tweets analyzed were favorable toward the iPad, up 21 percentage points from the 50% favorability recorded two hours before the announcement, according to a study from Attensity. more
• 
  Time for Tea and TweetsSocial Media
  Remember when we told you about Twitcam, the service that lets you stream live video via Twitter? This is kind of like that, but with more oomph and less lag. Say hello to tinychat, which lets you host live Web meetings, TV shows, music jam sessions—or whatever else you wanna do ... more
• 
  Email Delivery: 20% Don't Reach Inboxes Email Marketing
  Nearly one in five (19.8%) of permissioned commercial emails failed to reach US and Canadian subscribers during the second half of 2009, a slight improvement from the 20.7% recorded in the first half of the year, according to a new study from Return Path. more
• 
  I Wouldn't Do That if I Were YouSocial Media
  We may all have our Things to Do lists that we check off daily, but how about considering some Things to Not Do in 2010? In a recent post at the Anything Goes Marketing blog, Chad Horenfeldt offers his Top Five mistakes that B2B marketers need to avoid making this ... more
• 
  Unclear ROI Impedes Mobile Marketing Advertising
  Though most companies (75%) say mobile marketing is at least somewhat important to their marketing plans this year, many are still unsure about its practicality and ROI: 32% of marketers and business professionals cite not knowing how to make a business case as their biggest impediment to executing a mobile ... more
• 
  Online Searches for Life Insurance Up 15%Brand Management
  Consumers are using the Web more than ever to research insurance policies and request quotes: Searches containing the term "life insurance" grew to a record high of 16.6 million queries in 2009, up 15% from the previous year, according to a study from comScore. more
• 
  Newspaper Sites Draw 37% of Web UsersAdvertising
  Newspaper websites attracted an average monthly unique audience of 72 million visitors in the fourth quarter of 2009––37% of all Internet users––according to the Newspaper Association of America (NAA). more
• 
  Hurry Up or You'll Be Sorry!Email Marketing
  Some companies seem addicted to email campaigns that shout breathless, time-sensitive offers. Each week, it seems, they tell subscribers about special deals that simply can't be missed—only to make a similar offer the following week. In a post at the Email Marketing Reports blog, Mark Brownlow provides a screenshot with 19 emails ... more
• 
  YouTube Top Business Topic of Jan. TweetsSocial Media
  YouTube was the top Twitter conversation topic in the business category in early January 2010, followed by Facebook, and Google, according to a study from Sysomos. more
• 
  Time Spent on Social Media SurgesSocial Media
  Consumers spent an average 5.6 hours on social networking sites like Facebook and Twitter in December 2009, up 82% from the same time last year, when users were spending just under 3.1 hours on social sites, according to a 10-country* study by The Nielsen Company. more
• 
  Top Haiti Relief Search TermsSearch Engine Marketing
  Across all major search engines, the top 10 search terms containing "Haiti relief" accounted for nearly half of the 679 search terms containing "Haiti relief," which itself was the top term, accounting for 12.16% of searches for the four weeks ended January 23, 2010, according to Hitwise Search Intelligence. more

Most Recent: See all 1234 items

Most Recent articles by the best and brightest in the field

• Five Simple Link-Building Tips by Oliver Feakins
  Link-building services are the most commonly outsourced aspect of SEO. The process involves finding qualified and thematically relevant one-way linking partners who will link to your website. Spammy, automated products often never cultivate valuable links and tend to do more harm than good. Doing it right means link-building by hand. ... more
• Six Keys to Writing a Great Proposal by Doug Stern, Jaclyn Landon
  :ooking for ways to create a proposal that sets you and your company favorably apart? Ways that capture the great things you have to offer? Here are six suggested best-practices intended to not only maximize your chances to stand out and land the job but also manage the risks. more
• Innovation Matters: Balancing Sustained vs. Disruptive Innovation by Eric Zeitoun
  While we struggle to emerge from a full-blown recession, marketers know all too well that advertising and (unfortunately) innovation are the first budgets that are most likely to get cut. So how can marketers continue to innovate? more
• 50% Click-Through Rates? Yes, You Can! by Stephanie Miller
  You'd think that to get half of your subscribers to click through, you might have to give away a million dollars every month. Publishers Clearing House actually does give away millions of dollars, but that wasn't enough on its own to earn a significantly higher-than-average response rate on its email ... more
• Revamp to Revenue: Five Ways to Turn on the Profits With Your Website by Greg Gaskill
  In the current economic climate, more business owners need to evaluate their website and revamp it to turn it into a presales tool, lead-generation machine, or even a revenue-producing cash cow. Can it be done? It just takes a few tweaks to turn on the profits. more
• Problem Solved: How Do I Keep My Website Interesting, and Keep Visitors Coming Back? by Claire Coyne
  We've created a cool website. The bell and whistles are working well—not too little, not too much. We're getting lots of visits from lots of cool folks. But now that we're up and running so well, we're panicked about keeping content fresh! How do I keep it interesting, and keep ... more
• Tertiary Keyword Rankings: Using Your Search-Engine Presence to Power Your Customers by Andy Komack
  In the world of B2B marketing, what would you say your customers want most from you? Some of the obvious things are quality products, great service, reasonable prices, and solutions that increase profits. But what would they really want if they could have anything from you? How about more customers? more
• Achieving Relevance in Direct Digital Marketing: Overcoming Organizational Constraints by Bryce Marshall
  Organizational challenges can be the silent killer to achieving relevance in direct digital marketing, placing constraints on innovation and on the adoption of technology and best-practices, or limiting the manpower to create compelling campaigns and programs. You can do everything else right, but failure to address organizational challenges can torpedo an ... more
• Five Ways to Create More Value in Your Presentations by Joseph Sommerville, PhD
  During challenging economic times, buyers look for value. The more value you provide, the more likely you are to become the provider of choice. Presentations offer you excellent opportunities to provide that value at different stages of the sales cycle. Here are five ways to create more value in your ... more
• Plan B: Seven Back-to-Basics Questions to Ask About Your Buyers to Drive Growth by Kevin Clancy, Peter Krieg
  Plan A, which calls for pouring dollars into advertising, rarely increases profitability. Sometimes it doesn't even boost sales, and it certainly doesn't guarantee improvements in marketing effectiveness or ROI. Enter Plan B: taking a closer look at the basic marketing strategy fundamentals that drive tactical decisions. more
• Five Reasons Why Mobile Marketing Is Prime for B2Bs—And Five Key Questions B2B Marketers Should Be Asking by Christina "CK" Kerley
  In the B2C space there's a lot of buzz around mobile marketing, but in the B2B sector it's more likened to a whisper. B2Bs are missing out on super-sized opportunities for integrating a valuable new brand touch point for their customers and establishing a dynamic new communications channel with professional ... more
• What Stonyfield, Method, and Green Mountain Roasters Know (and You Should, Too)  by Ted Mininni
  New vision and approaches can add significantly more value to brands over their competitors. Some brands can easily become commodities. Unless they choose otherwise. more
• Selling Like Billy Mays: Five Essential Character Traits That Make a Product Easy to Sell by Barry Densa
  Billy Mays, who, sadly, passed away at age 50, was a potbellied, black-bearded Atlantic City carnival barker who wore a blue long-sleeve shirt and a white undershirt. And direct marketers loved him. According to Mays, to be great and an easy sell, a product must have these five essential character ... more
• Ten Steps to Clear a Passage Through Today's 'Frozen' Economy by Michael Dotson
  We are facing economic challenges the likes of which many of us have not experienced before. As professionals, how do we break away from this stagnation and take advantage of opportunities to grow your business? more
• How to Be Successful With New Web Initiatives by Christian Shea
  One of the traps that many organizations fall into when launching a new Web initiative is putting the focus of the project on new technology or new functionality. Instead, you need to start your project with the end result in mind. This article outlines project phases that you need to ... more
• How a B2B Company Went From Zero Brand Awareness to 190 Leads With Its First-Ever Direct-Mail Effort by Pete Savage
  With Q4 looming, along iwth company revenue targets for the year ahead, this company faced the perennial dilemma common to B2B marketers: how to fill the sales funnel with quality leads now to get a jump on sales-cycle activity in January. A classic direct-mail package and a brilliantly simple strategy ... more
• Defining Market Opportunity—You Be the Judge by Kevin Horne
  At its core, market opportunity is your sizing forecast for a specific product or service, now and over the next several years. At a minimum, you should know that information in terms of sales dollars. A solid understanding of opportunity will guide you to the best markets and warn you ... more
• Is Your Sales Team Creating Real Differentiation? by Tom Roth
  Salespeople rely on strategies such as "sell the value" or to "value-add"—neither of which produces sustainable advantage. They do so because it's hard to achieve genuine differentiation based on something the customer values. But suppose salespeople were able to create highly differentiated offerings that provide real value that competitors can't ... more
• Why You Should Fire (Some of) Your Customers by Scott McKain
  Don't indiscriminately get rid of people paying you for your goods and services. But identify that 20% from the old 80/20 rule and get rid of some of those who meet the four points described here. Your goal should not be to "please" customers. Studies show only 6% of "satisfied" ... more
• Problem Solved: How Do I Turn a Touch Into a Relationship? by Claire Coyne
  "Relationships don't just happen, they are built—one experience at a time," says Joel Book of ExactTarget. And lucky for us, Joel has mapped out the process of doing just that via email marketing. more
• The Top Five Ways to Attract and Keep Customers in Any Economy by Barry Densa
  The economy still stinks. But only if during the long-gone good times your business was on cruise control and you saw your customers as dollar signs and not people. Some marketers are suffering far less than others, because they cared to look deep into their customers' eyes and not just ... more
• Five Paid-Search Tips to Boost Quality Score (and Drive Higher ROI) by Matt Lawson
  By using new campaign-management techniques, smart marketers can gain a sizable and lasting advantage over the competition in the auction for keywords—ensuring their ads show up high in search results without dampening ROI. more
• Is Your Homepage Overwhelming and Underperforming? by Kathryn Roy
  Are your website visitors like tourists strolling through Times Square on their way to a matinee with little time to spare, or are they a captive audience willing to watch and absorb all you hope to communicate? Websites increasingly appear to assume the latter, but Web-analytics data prove the former. more
• The Stuff of 2009: The Most-Read, Most Downloaded, Most Watched at MarketingProfs by Ann Handley
  You know that saying about how you can't understand where you're going unless you understand where you've been? That's the reason we've pulled together this list of the top stories of 2009. more
• How Brands Are Becoming the Media (and Why Your Brand Should Probably Do the Same) by Gordon Plutsky
  The hottest trend in brand marketing right now is the very thing that has fueled traditional advertising's ongoing evolution: Brands are bypassing traditional media outlets in favor of creating their own private media platforms. That's right, brands are becoming the media. more

See all Marketing Articles

Most Recent case studies, deconstructing real life examples and illustrating lessons learned.

• How Pioneer Achieved a Whopping 60%+ Click-Through Rate for Its Online AdsPioneer Electronics (USA) Inc.
  CASE STUDY: Here's how Pioneer Electronics earned amazing click-through rates on its targeted online ads. (Note: this case study will revert to Pro access—i.e., paid content—in 14 days.) more
• Lessons From Martin Guitars: Three Ways to Survive a DownturnC. F. Martin & Co.
  CASE STUDY: C. F. Martin & Co. survived the Civil War, the Great Depression, and both World Wars. Inspired by its past, the guitar maker thrived in 2009. more
• SEO and Sex: A Recipe for SuccessDr. Helaine Smith, DMD
  CASE STUDY: How does an SMB owner run a business day to day, do his/her own marketing and promotion, and make sure the biz keeps going and growing? Just maybe, SEO+Sex=Success! more
• How a B2C Website's Landing-Page Tests Increased Conversions 67%BabyCenter
  CASE STUDY: What do you do when the landing page for your most popular search term converts some 30 percent less frequently than your general landing page? more
• How AAA Went to Where Its Members Needed Help: Social Media SitesAmerican Automobile Association (AAA)
  CASE STUDY: With an increasing number of its members talking about the American Automobile Association via social media, the company decided it needed to monitor and respond. more
• How a Small Company Went Global (Without Breaking the Bank)Lingo24.com
  CASE STUDY: In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it. more
• How Domino's Managed a Viral Video NightmareDomino's Pizza
  CASE STUDY: What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight? more
• How IBM Offset the Impact of a Down Economy on Event AttendanceIBM
  CASE STUDY: How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners. more
• How Getting Personal Helped Spur Renewals for the Golden State WarriorsGolden State Warriors
  CASE STUDY: So maybe your organization hasn't had a stellar year. (Really, how many have?) But you still have fans. How can you reach out, in a more personal way, to keep the customers you have? more
• How One Website Doubled Its Ad RevenuePlanningFamily.com
  CASE STUDY: Even in the midst of a recession, when advertising spend has been drying up, this website doubled its ad revenue. How, exactly? Take a gander... more
• How a New, Low-Cost Offline Channel Generated Surprisingly Stellar Results for SamsungSamsung Electronics Canada
  CASE STUDY: When your product competes with the iPhone, you have to get creative. Which is just what Samsung did. more
• A Facebook Experiment in Ad TargetingOne Day, One Job
  CASE STUDY: Here's how One Day, One Job—an online company that helps college students find entry-level jobs—grew its Web traffic and visibility via targeted ads on the social network. more
• How Low-Cost Conversation Starters Built Community, Generated LeadsOpen Kernel Labs
  CASE STUDY: How do you build a thousand-strong online community when your entire global audience is just 20,000 people? Easy! (Not really, but it's possible.) more
• How a User-Focused Website Boosted Sales at Jelly BellyJelly Belly Candy Company
  CASE STUDY: How Jelly Belly earned double-digit growth in Web traffic, conversions, and sales. (And you can, too.) more
• How to Spark Fanatical Engagement and Advocacy by Heroically Tapping Into User InterestsCisco Systems
  CASE STUDY: Forget the norms. For Cisco Systems, reinvigorating its security line and authenticating its leadership spot meant something truly heroic. more
• Twitter + Coffee = A Delicious Elixir for Customer Acquisition and SalesCoffee Groundz
  CASE STUDY: The Houston-area coffee shop was just one among many, until it found Twitter. Today, the Coffee Groundz is ground zero among local social-media fans—and sales have soared. more
• A Fresh Way to Use Email as an Interactive ToolGarden Fresh Restaurant Corp.
  CASE STUDY: Garden Fresh had more than half a million customers on its email list. But it wanted customers to do more than print out coupons. It sought to build customer loyalty by using email as an interactive tool. more
• Reviving the Dead List to Grow Email RevenuesPerricone MD
  CASE STUDY: All your opt-ins won't stay loyal forever: Interests change, as do expectations about messaging and frequency. Even as your list grows, so will the number of unopened emails. So you should cut off the "dead weight," right? Not so fast, there might still be money to be made. more
• Generating Serious B2B Buzz With Dead Bugs... and VideoGrasshopper.com
  CASE STUDY: Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in. more
• How an Interactive Game Stimulated Product Awareness and SalesSony United
  CASE STUDY: To differentiate itself in a crowded consumer-electronics market, Sony Electronics leveraged a bond—James Bond—with sister company Sony Pictures. A Bond-themed interactive game and sweepstakes resulted in 45,000 clickthroughs to product pages—and a 12-15% increase in sales of those products. more

Most Recent: See all 144 case studies

Most Recent online seminar broadcasts from the best minds in marketing

• Go Beyond Google: How to Gather Free B2B Competitive IntelligenceAttendee rating:  - Feb 4, 2010
   
• Brand Detractors and Brand Evangelists: How to Connect with Influential Citizen MarketersAttendee rating:  - Jan 28, 2010
   
• Demolish the Roadblocks on Your Website: Clearing a Path for Customer Action, Sales and LoyaltyAttendee rating:  - Jan 21, 2010
   
• The Naked Truth: Insights from Our Social Media Marketing ResearchAttendee rating:  - Jan 14, 2010
   
• What Matters Next: Doing Business in 2010, with Seth & GuyAttendee rating:  - Jan 7, 2010
   
• A Killer Facebook Fan Page: Building It, Keeping It Fresh, and Integrating It into Your MarketingAttendee rating:  - Dec 17, 2009
   
• Choosing Your Facebook Marketing Tactics: Fan Pages, Groups, Ads ... or All of the Above?Attendee rating:  - Dec 16, 2009
   
• Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You ThinkAttendee rating:  - Dec 10, 2009
   
• Summer Social Media Series: The Rewind (FREE)Attendee rating:  - Dec 3, 2009
   
• High-Performance Landing Pages that Boost Your Bottom Line (FREE)Attendee rating:  - Nov 19, 2009
   
• Monetizing the Long Tail of Search: Rethink Your Keyword StrategyAttendee rating:  - Nov 12, 2009
   
• Love or Marketing? How Word-of-Mouth Will Save Your BrandAttendee rating:  - Nov 6, 2009
   
• The Anatomy of Buzz: Real Life Marketing Lessons, with Emanuel RosenAttendee rating:  - Nov 5, 2009
   
• Word Perfect: Rewrite Your Website to Engage Customers and Inspire Their TrustAttendee rating:  - Oct 29, 2009
   
• Kicking Butt with Twitter: Guy Kawasaki's Marketing Tips and ToolsAttendee rating:  - Oct 15, 2009
   
• Social Media in the B2B Universe: What's Working NowAttendee rating:  - Sep 23, 2009
   
• The New Consumer and Social Media: Energizing Your BrandAttendee rating:  - Sep 10, 2009
   
• Create Once, Deliver Twice: Spreading Content Across Social NetworksAttendee rating:  - Sep 3, 2009
   
• Engage or Die: The Insider’s Guide to Social Media for Marketing and PRAttendee rating:  - Aug 27, 2009
   
• Getting Buy-in with Social Media Measurement: Don't Sweat the Small StuffAttendee rating:  - Aug 20, 2009
   

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Most Recent marketing downloads for the busy professional

• Mobile Marketing Success Stories
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• Facebook Success Stories
  When it comes to social networking sites, Facebook boasts the most loyal visitors on the Web. So it's easy to see why successful brands are embracing it as a platform to connect with customers. Facebook Success Stories gives you the real scoop on how 21 companies, including Adobe and Dunkin' Donuts, are pushing the social media marketing envelope using Facebook's tools and apps.
• A Step-by-Step Guide to a Social Media Program: Everything you need to know about establishing your strategy, policy and team
  The adage “think before you speak” has now become “think before you write.” In this age of instant messaging, businesses need to wield their online words thoughtfully. Check out MarketingProfs “A Step-by-Step Guide to a Successful Social Media Program” to learn how to create your social media strategy, policy and team.
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• Twitter Success Stories: How 11 Companies are Achieving Their Marketing Objectives—140 Characters at a Time
  Twitter’s brief tweets let you communicate with friends and family. But did you know that those 140 characters can also build your business? Read Twitter Success Stories: How 11 companies are achieving their marketing objectives, 140 characters at a time.
• The Obama Playbook: How Digital Marketing and Social Media Won the Election
  Want to create a veritable army of customer-advocates to champion your brand? The Obama Playbook: How Digital Marketing and Social Media Won the Election shows you how the Obama campaign masterfully used new media to build awareness, engage prospects, and start a movement. It takes you step-by-step through the new media strategies of the campaign and provides actionable guidance on how you can modify each to benefit your business. Both entertaining and useful, it's an invaluable resource for the savvy marketer who wants to take full advantage of the amazing powers of new media.
• Benchmark Research: Marketing in the Economic Crisis
  These economic times have everyone concerned and asking, "How does this effect marketing?". Well we surveyed our very own members to help give marketers a sense of how others are dealing and adapting to these tough times.
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Most Recent: See all 57 downloads