Search marketing can be a confusing and misunderstood marketing tactic. Many have heard the term but aren't sure what it means; others have an idea of what it's about but need to know how to get started. This article both walks you through the definitions and types of search marketing tactics available as well as indicates how (and when) to best apply them to grow your business. [Read the full story] Marketing Articles: Advertising

An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can be converted into an ongoing experience for both the seller and the buyer. It is such an experience or set of experiences that create what we define as an engagement—or at least the potential of creating one. [Read the full story] Marketing Articles: Advertising

Web analytics tools and pay per click reporting features are becoming more sophisticated, offering savvy marketers vital insights into what's working, what's not, and what needs more effort. But there is so much data available that it can become difficult to determine what to look at and which to ignore. TMI (or Too Much Information) becomes both a blessing and a curse. [Read the full story] Marketing Articles: Advertising

Mobile technology continues to develop. The number of consumers with mobile devices capable of retrieving and viewing email continues to increase rapidly. The early adopters of the Blackberry have given way, in numbers at least, to those using what are fast becoming fully functional internet-ready devices. With multiple mobile platforms on the market and mobile phone companies vying for the sale of not only the devices but also the data plans that supply the bandwidth, these "mini-messengers" are in the hands of millions of consumers. Could your email be more mobile friendly? [Read the full story] Marketing Articles: Advertising

Since many traditional advertising platforms are static in nature, and consumers are becoming increasingly interactive in their preferences, companies must become increasingly adept at using a mix of new interactive tools to reach their audiences. We are living in an interactive, entertainment-oriented society; let that fact guide you as you develop new marketing programs. [Read the full story] Marketing Articles: Advertising

If you saw the last episode of The Apprentice, you know that two teams of celebrity contestants were asked to create a campaign to help launch a new product, Dial Yogurt Body Wash. The task was to come up with a four-page advertorial for Redbook Magazine. Each team took a different approach, but they both missed something critical. [Read the full story] Marketing Articles: Advertising

Every February for the last 50 years, stock car enthusiasts across the country have packed their sunscreen and descended on Daytona. This year, unfortunately, the economy also decided to head south. But fear not, race fans. There is hope for the brand that doesn't want to lose ground in a slowdown. In fact, a lot the same strategies that help NASCAR drivers win on the track can help your company survive the rough recessionary road ahead. [Read the full story] Marketing Articles: Advertising

As a marketing professional, do you proclaim your offerings to be real or authentic? If so, you may find your customers calling them (and you) fake. So stop it: Don't just say you're real; be real. [Read the full story] Marketing Articles: Advertising

How to blog for SEO juice, some killer WordPress plugins, and a Super Bowl Ad wrap-up... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Advertising

General search engines like Google and Yahoo aren't designed for B2B companies, which is why so many experience disappointing results. Recent developments with smaller Vertical Search Engines (or VSEs) are providing a strong alternative. But, as with any growing industry, it's important to research and understand these alternatives before making the plunge. The advantages of vertical search will go a long way toward providing professionals with relevant business results while also helping advertisers and marketers target a very specific and relevant audience. Following these guidelines can help navigate this important industry trend. [Read the full story] Marketing Articles: Advertising

What is viral marketing? Is keyword density still a factor in SEO?—that and some other stuff that we've been testing... in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Advertising

Notoriously private, Warren Buffett doesn't have a lot to say publicly, except for his annual letter to shareholders that usually makes the rounds of the Wall Street Journal, Business Week and other top publications. However, for his marketing programs, and specifically GEICO commercials, Buffett has an open checkbook. [Read the full story] Marketing Articles: Advertising

What will happen when ideas become commodities just like everything else? Some people certainly buy ads from advertising agencies on the strength of the agency's own brand name, but is the value of those brands under threat? [Read the full story] Marketing Articles: Advertising

There's a new air of excitement behind the mobile Web. Initiatives like Verizon's recent announcement to open their network, Google's Open Handset initiative, new wireless auctions, and the iPhone have energized users. For the intelligent marketer the question must be, "Is mobile the right medium to reach my constituencies?" [Read the full story] Marketing Articles: Advertising

Whether or not you completely understand social media or social networking sites, the one aspect you must understand is that they are going to change the way businesses advertise. Facebook, in particular, is constantly evolving and improving its users' experience with new features and applications. As a result, Facebook is trying to change the way businesses market and advertise their products and services to potential consumers. [Read the full story] Marketing Articles: Advertising

Is pay-per-click losing momentum? Are people numbing to pay-per-click ads as they have to banner ads? Is growth in the channel waning, or is it just maturing? Hear Steve Rubel and Alan Rimm-Kaufman debate the issue; Alan is a fan of pay-per-click, while Steve has his doubts. [Read the full story] Marketing Articles: Advertising

Lots of companies create interesting and attention-getting ads with the brand name or major takeaway buried somewhere therein. So what happens? Consumers remember the great ad. But for the life of them, they have no idea what it was for... or who it was by. Don't less this happen to you! [Read the full story] Marketing Articles: Advertising

What is advertising's most important word? The simple, innocuous word "like": a nondescript word that carries with it all the conceptualization power you need to create a business identity, to form a brand personality, and to position your product or service in the mind of your audience. [Read the full story] Marketing Articles: Advertising

The MarketingProfs Book Club is back! "Robin Hood Marketing" shows how to sell your cause as successfully as the great marketers of corporate America sell their brands and products. Here's how nonprofits can "steal" tactics from the big brands. [Read the full story] Marketing Articles: Advertising

Out of 18 choices, why does one piece of content get 49% of the vote while another gets 0%? [Read the full story] Marketing Articles: Advertising

Advertising is dead. Consumers have been over-advertised to and over-sold. So what's a marketer to do? [Read the full story] Marketing Articles: Advertising

The fifth-largest advertising organization in the world is Tokyo's Dentsu. Its gross profit of more than $2 billion is largely generated in Japan. Although Dentsu politely declines to name its clients, a little research reveals that its biggest accounts include Shiseido cosmetics and Toyota. Here's a look inside the organization. [Read the full story] Marketing Articles: Advertising

These 18 concepts will give you an edge on your competition—or an edge, period. So if the same old left-brain thinking that everybody else is using just doesn't get you where you want to be, try these creative concepts on for size. [Read the full story] Marketing Articles: Advertising

In this MarketingProfs Classic, Jim Lenskold reminds us that, since the dreaded annual planning and budgeting process isn't going away, it's time to make the effort to get more value out of the process. Jim writes, "Here are four ways to use financial insight to create more profitable strategies and tactical plans while building greater credibility with your executive team." [Read the full story] Marketing Articles: Advertising

Leading consumer-products companies are looking to rebrand, repackage and relaunch... often too frequently. Sometimes, the effort is merely putting a bandage on a deeper sore. It's far less painful to assess lagging sales in a superficial manner than it is to dig deeper into company practices, customer-service issues, and the actual product mix being offered—not to mention how customers are experiencing the brand and whether that brand is delivering on its promises. In fact, companies that really want to dig for the truth ought to seek answers to these questions... . [Read the full story] Marketing Articles: Advertising

Wacom's digital pens and their capabilities are well-known in the business world. To continue growing, however, the company needed to address the consumer market. Here's how it effectively reached a new fan community. [Read the full story]
Marketing Case Studies: Advertising

Marketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second.[Read the full story]
Marketing Case Studies: Advertising

Goodwill Industries receives generous donations of clothing, many in good shape and by popular brands, but is perceived as a purveyor of low-quality, outdated merchandise. With a social-media marketing campaign, the nonprofit was able to change that perception and connect with young professional women who buy vintage clothing.[Read the full story]
Marketing Case Studies: Advertising

Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions.[Read the full story]
Marketing Case Studies: Advertising

Let's face it, more small businesses fail than succeed. Make sure yours is one of the winners with this guide to getting your small business off the ground and solidly on the road to success. [Download] Marketing Downloads: Advertising

Great product, great sales team, great marketing collateral - now what? People to sell to, of course. Put your lead generation tactics under the microscope with this enlightening how-to guide. Get more and better qualified leads, faster today. [Download] Marketing Downloads: Advertising

Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market. [Download] Marketing Downloads: Advertising

If you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible. [Download] Marketing Downloads: Advertising

Trade show marketing is a high-risk, high-reward endeavor. This Template provides a sytematic look at trade show marketing. It walks you through selection and promotion, to follow-up and measurement. This step-by-step guide will insure your trade show marketing is effective, efficient, measurable, and successful. [Download] Marketing Downloads: Advertising

What's the best way to recession-proof your B2B strategies? Might be wise to follow the lead of the man who coined the phrase "direct marketing." Lester Wunderman, founder of Wunderman Inc., is a proponent of seizing the day, even when it's a gray one. Here he shares... [Read the full story]
Marketing Quick Read: Advertising

At his blog Damn! I Wish I'd Thought of That!, Andy Sernovitz discusses something unusual he noticed on the refrigerator at his office. A colleague had gone to the trouble of posting a commercial-services flyer from Lowe's with a coupon promising "$10 off your next $25... [Read the full story]
Marketing Quick Read: Advertising

In a post at his Web Ink Now blog, David Meerman Scott links to this video of Al Gore's recent appearance on 60 Minutes, and opines on the former vice president's mad PR skills. Scott argues we can all learn something from Gore—regardless of... [Read the full story]
Marketing Quick Read: Advertising

"With the right creative, no medium comes close to blog advertising in efficiency, effectiveness, focus or influence," says B.L. Ochman in a post at her What's Next Blog. But she warns that you'll probably see lousy clickthru rates if you approach social media campaigns with traditional... [Read the full story]
Marketing Quick Read: Advertising

When it came time to promote Personality Not Included, Rohit Bhargava had the clever idea of inviting fellow bloggers to send him five questions about the new book. Apparently they liked getting an exclusive interview—at least 55 bloggers took him up on the offer. Some... [Read the full story]
Marketing Quick Read: Advertising