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Advertising articles by the best and brightest in the field

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Creative Redeemed: How to Achieve Measurable Difference in Online Marketingby Scott Brinker
The power of great creative is that it over-delivers. It exceeds expectations. It signals that you care about and respect your audience—and it affects your brand when you need it most: the formative moment of a prospect's first impression of you. Measure precisely how much of a difference this makes. [Read the full story] Marketing Articles: Advertising
Top Lessons Learned in Consumer-Generated Advertisingby Neil Perry
Marketers have recognized the immense creative talent that resides outside of Madison Avenue. They've recognized that, with Consumer-Generated Advertising, properly executed, they can generate quality, consumer-relevant content at a fraction of the cost of conventional agency productions. And these commercials break through the clutter with their "real" feel and relevant messaging. [Read the full story] Marketing Articles: Advertising
Six Reasons Word-of-Mouth Doesn't Workby Michael Antman
Is there any form of marketing communications more compelling than word-of-mouth, the enthusiastic and genuine recommendation of a person you like and trust? It's no wonder that virtually every business-to-business marketer prizes this organic, spontaneous, and—perhaps best of all—practically cost-free method of bringing in business. But some businesses, especially on the B2B side, rely far too heavily on organic word-of-mouth strategies and, specifically, on acquiring new customers primarily through referrals. [Read the full story] Marketing Articles: Advertising
Eight Fast-Acting, Low-Cost Marketing Tactics That Can Make a Difference NOWby Michael A. Goodman
Effective marketing campaigns don't necessarily require big-company budgets. By being smart in the up-front planning stage, you can maximize the greatest value from your budget, regardless of its size. Here are eight low-cost tools you can use immediately to give your marketing program an instant shot in the arm. [Read the full story] Marketing Articles: Advertising
Warning to Direct Marketers: Asking These Questions Will Kill Your Conversionsby Barry Densa
Can asking a question in an ad increase sales? Some will argue vehemently that the use of a question is a non-starter, a pre-ordained copywriting disaster. Craig Huey, founder and president of the award-winning Creative Direct Marketing Group, froths at the idea of a question in sales copy. Nevertheless, a question is a tool. And as with any tool, any copywriting strategy or tactic, if a question is not formulated and handled with proper caution it could indeed do immeasurably more harm than good. Well, let me correct that: If you're a direct marketer who tests, you can measure precisely how much harm a poorly phrased question will do... or how well a good one will convert. [Read the full story] Marketing Articles: Advertising
Five Paid-Search Best-Practicesby Jeannette Kocsis
Most companies should be using paid search as a mandatory component of their marketing. And with search engine marketing spending expected to reach $25 billion by 2012, it's obvious that a good share of marketers understand its potential. But first, understanding best-practices is essential to success. [Read the full story] Marketing Articles: Advertising
Digital-Marketing Series: 9 Ways to Reach Digital Natives (and the Rest of Us, Too)by Ann Handley
New media and technology have inherently changed the way the newest generations experience the world: how they learn, live, play, and communicate. So what's this mean for marketers, specifically, who want to reach digital natives... and the rest of us, too? [Read the full story] Marketing Articles: Advertising
Extending and Enhancing Closed-Loop Marketing via the Mobile Channelby Stephan Dietrich
While mobile marketing can be invasive on its own, integration with the larger marketing campaign mix and proper tracking of customer response can ensure that customers are drawn in, rather than turned off, by mobile messages. The mobile medium has achieved staying power as a gateway for marketers to reach customers in motion. For example, SMS can serve as the initial point of contact with customers, with the intention to drive the customer somewhere (to a store, kiosk, Web site, and so on). [Read the full story] Marketing Articles: Advertising
Two Reasons Why SMS Should Be on Your Shortlistby R.J. Talyor
Should SMS be used for every marketing message? No, definitely not. Your company must consider whether or not your intended message is urgent and determine if subscribers will appreciate receiving it in a mobile form. With that said, there are certainly are two major reasons SMS should be on your shortlist. [Read the full story] Marketing Articles: Advertising
How to Generate Marketing Leads Efficiently and Increase Marketing Returnsby Zephrin Lasker
Marketers are under pressure to generate returns. Cost-per-lead lead-generation advertising allows online marketers to pay only for leads—not for clicks and impressions that might never convert. Here are four steps to generate leads and increase your returns. [Read the full story] Marketing Articles: Advertising
Operation Beijing: What PR Is Doing Wrongby Martin Lindstrom
There's a lot that China could do better, like every country in the world. But the Beijing Olympics PR machine is failing badly to put a positive spin on anything. So, what are they doing wrong? [Read the full story] Marketing Articles: Advertising
Twenty Questions to Ask When Crafting a Search Marketing RFPby Alan Rimm-Kaufman
Your organization has decided to outsource its search marketing, yet quickly realizes that one size doesn't fit all. In fact, finding the right search marketing vendor depends on your needs, preferences, site and budget. These 20 questions are a good place to start... [Read the full story] Marketing Articles: Advertising
TransPromo Is Bornby Sandra Zoratti and Mark Weishaar
What's this new buzzword "TransPromo" all about? The term is heard more and more frequently in industry circles today, at conferences, trade shows, and even in boardrooms. So just what is TransPromo? [Read the full story] Marketing Articles: Advertising
Seven Infectious Diseases of B2B Marketing - and Their Curesby Kathryn Roy
There are 7 problems so rampant in B2B companies that they seem infectious, passed along as marketing people switch companies or work with contagious agencies. Treatment, however, is available. Here are the 7 diseases, their symptoms, probable causes, and suggested remedies. [Read the full story] Marketing Articles: Advertising
The Engagement Gameby Martin Lindstrom
Your media plan likely contains all the usual, well-known media options: TV and radio ads, print ads and outdoor advertising. We've all been going with these options for years, decades in fact. We've always known we wouldn't be fired for nominating them. Just like an IT guy wouldn't be fired for installing an IBM solution. But this security is fast disappearing. One day soon, you might be fired for limiting yourself to these options. [Read the full story] Marketing Articles: Advertising
A Primer: What Is Search Marketing?by Alan Rimm Kaufman
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
Engagement—A New Information-Based Form of Advertisingby Lester Wunderman
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
Top 10 Things You Should Be Monitoring in Your PPC Reportsby William Leake
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
How to Make Email Marketing More Mobile-Friendlyby Andrew Osterday and Chris Lovejoy
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
Blurring the Lines Between Advertising and Entertainmentby Ted Mininni
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

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Advertising mini articles distilling bite-sized advice (from our Get to the Point newsletters)

It's Brewing on the HorizonNew Media
The possibilities for mobile marketing grow with each new smartphone introduced. For marketers, it's best to keep on top of the latest iterations—to better design mobile campaigns that dazzle. The...
In-Game Ads: Real, Not Virtual, ROINew Media
Gaming is no longer the sole domain of geeky guys with programmer's pallor: 44% of online gamers, and 40% of gamers in general, are women. Over half are between 18...
Knock It Off!Email Marketing
"I subscribe to a wonderful Web-based entity that sends me a weekly newsletter, which I enjoy very much," begins an entry in the Editorial Emergency newsletter. "But a while back...
Might as Well Jump!Search Engine Marketing
To do search marketing right, it's best to send potential customers who click on your search-engine-generated links to a "jump" or landing page. This page is the gateway to your...
Playing TagNew Media
Even if you've never heard the term tag cloud, you've likely seen them in your online travels: clusters of keywords relevant to a site's content, rendered in varying font sizes...
Get Fresh! Go Organic!Search Engine Marketing
According to comScore, Americans conducted 11.5 billion searches in June 2008, 61.5% of those searches using Google. This is living proof, if we still needed it, that marketers should not...
You Look Mahvelous!Customer Behavior
Let's face it: as consumers, we're not that good at judging the volume of a product (eg, how much liquid is actually in that bottle or glass of juice). Moreover,...
Try Some Nonprofit Holiday 'Retail'Email Marketing
"In these stressful economic times, it is more important than ever to build messages that resonate with your audience," says Winston Bowden in an article at MarketingProfs. "Like retailers, nonprofits...
I Like 'Em Small and FocusedSearch Engine Marketing
Numerous studies have shown that when it comes to finding business information online, the big search engines may fail to deliver. Outsell, for example, found a 31.9 percent failure rate...
Cast Your Fate to the iPodNew Media
It can be tough and costly to win sympathetic ears for your life-changing service. But the Net—and a wildfire proliferation of iPods—have conceived a powerful ally for you: the podcast....
OMG, that looks good!Email Marketing
If the popularity of the 3G iPhone is any indication—Apple sold over one million units during its first weekend on the market—the smartphone is here to stay. According to Loren...
Cut the Mystery Man ActCustomer Behavior
Is it more effective to tell customers your brand name right away in advertising? Or is it better to create a little mystery, and reveal the brand name only at...
Treat, Don't Trick, Search EnginesSearch Engine Marketing
While good SEO boosts site traffic, not all tactics used these days are above-board. Some, designed to "trick" search engines, are not only bad business: they can get your site...
Text Your Vote to ...Email Marketing
In late August, 2.9 million subscribers learned the identity of Barack Obama's running mate with a 26-word text message delivered via SMS (Short Message Service). The announcement joined a trend...
Application NationNew Media
When Apple unveiled its first iPhone in 2007, most reviews highlighted features that skewed to personal—rather than business—use. You could use the iPhone for many things, but you surrendered a measure...
End on a High NoteCustomer Behavior
Whether customers come back and buy your product again may likely depend on whether they remember it fondly or not. So, how do you promote positive product memory? Well, research...
Cool Open-Rate StatsEmail Marketing
Even if your email campaigns meet goals and deliver great ROI, you probably wonder how you compare to industry standards. If so, you’re going to love the spreadsheet in a...
Sidle Up to the LiveBarNew Media
If you dropped everything and followed the leader every time a social media tool went live, you'd never have time to do real work. Right? Not this time. Chin up:...
You're the Top, You're the Louvre MuseumCustomer Behavior
No doubt about it: corporate images are important, and many companies work very hard to cultivate them. But how do specific corporate images (eg, an image of being innovative, trustworthy,...
Loaf RunMarketing Inspiration
A recent television ad from Britain's Hovis has gotten as much press for its cinematic scope as for the bread it markets. Shot with 750 meticulously costumed extras over a...

Advertising: See all 83 quick reads

Advertising marketing downloads for the busy professional

Lead Generation How-To Guide
Learn how you can generate leads, qualify and track them through the sales cycle!
Small Biz How-To Guide: Avoiding Key Pitfalls
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.
Lead Generation How-To Guide
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.
B2B Direct Marketing How-To Guide
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.
Paid Search Advertising Template
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.
Trade Show Marketing Template
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.

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