Marketing Resources: Brand Management

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  Luxury Shoppers Use Social Media to Flaunt Purchases

  Brand Management

  After making a luxury purchase, most Americans (70.8%) "verbally tell someone" about their latest acquisition, while fully three in ten (30.3%) head to social media sites to share the news, according to a survey from Empathica. more
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  Five Tips for Building Brand Fidelity With Tumblr

  Brand Management

  Tumblr has become a go-to spot for building social presence. Fashion brands and others are realizing it's a great medium for quickly and easily spreading content—particularly images. Might Tumblr be the engine to boost your social growth in 2012? Depends on how you answer the burning question: Is Tumblr right for ... more
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  Social Graph Drives Brand Lift, Direct Response Ad Metrics

  Brand Management

  Ad campaigns that target consumers on the basis of their social media activities and interest-based connections—or Brand Graph—perform better than ads without such targeting capabilities, and they generate large gains in brand lift and key direct-response metrics, according to a study by 33Across. more
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  Inc. 500 Social Media Use: Facebook, Twitter Up; Blogging Down

  Brand Management

  Facebook and LinkedIn are now the most popular and most effective social media tools among the nation's fastest-growing private companies, according to a study by the University of Massachusetts at Dartmouth, Center for Marketing Research. Blogging among the Inc. 500 has fallen over the past year, as companies appear to ... more
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  Gen-Y Won't Buy Without User-Generated Input

  Brand Management

  Raised on a diet of interactive and social media, Millennials are a consumer powerhouse who, when considering purchases, tend to value user-generated content (UGC) more than other sources of information, such as the opinions of friends and family, according to a survey from Bazaarvoice. more
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  Blogs Top List of Social Media Investments for 2012

  Brand Management

  Fully seven in ten brands (70%) say they plan to increase their presence across social media platforms in 2012, while 59% plan to boost the frequency of social content publishing, according to survey from Awareness. Many brands plan to focus efforts beyond the big three platforms (Facebook, Twitter, and LinkedIn) ... more
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  Social Media Lessons From the GOP Race

  Brand Management

  Republican presidential candidates have made social media an integral part of their campaign efforts to win the White House in 2012—signing on to various social networks in hopes of reaching key constituents—and marketers can learn a lot by watching the political campaigns at work, according to a study by iContact. more
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  Three Ways to Enhance SEO With Twitter

  Brand Management

  "While Google has ended its Realtime Search deal with Twitter, search engines are still using social media sites for ranking purposes," says Jillian Stira at the Scholes Marketing blog. And Twitter remains a critical part of your search strategy, she notes: "Twitter has pulled ahead of many other social media platforms, ... more
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  Maximizing Your Brand Presence on Google+

  Brand Management

  Recently, Google+ granted companies the ability to launch brand pages. Its stated goal in doing so was to help users build relationships with any company they "care about." As Google's SVP-Engineering Vic Gundotra describes it, "behind every page (or storefront, or four-door sedan) is a passionate group of individuals, and ... more
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  Some Do's and Don'ts of Social Updating

  Brand Management

  It's hard to decide what's appropriate for posting on social networks without an etiquette road map—and harder still when you're doing it as a company, not just as yourself. Amalia Agathou of The Next Web understands. To help marketers get the art of social updating right, she has written an article on ... more
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  Social Media for Beautiful Things: Pinterest Soars

  Brand Management

  Visits to the invitation-only social networking site Pinterest skyrocketed in the second half of 2011, reaching 11.0 million as of December 17, up nearly 40 times the level recorded six months earlier, according to data from Experian Hitwise. more
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  Google+ Pages Gaining on Facebook Among Top Brands

  Brand Management

  More than three-quarters (77%) of the Top 100 global brands had a Google+ page as of December 19, 2011, up 16 percentage points from the 61% that did so a month earlier, according to research by BrightEdge Technologies. more
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  What Marketers Don't Get About Social Media Audiences

  Brand Management

  There appears to be a disconnect between what marketers think consumers want from social media and what consumers actually want: Most senior marketers say consumers "want to be heard," but consumers say they want exclusive offers in exchange for interaction, according to a report by the CMO Council. more
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  Social Marketing Going Mainstream, but Experimenting Is Still Key

  Brand Management

  Brand managers are split on the current state of social marketing in their organizations: 50.8% say marketing via social media is already mainstream or will become so by the end of 2012, but nearly an equal proportion (49.2%) say social marketing will likely still be characterized by continued experimentation by ... more
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  Corporate Marketers Shifting Spend to Branded Content

  Brand Management

  More than three-quarters of US corporate marketers say they are aggressively (16%) or moderately (62%) shifting spending from traditional marketing to branded-content marketing, according to a study by the Custom Content Council (CCC) in partnership with ContentWise. more
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  How to Nurture Brand Advocates and Keep Them Loyal

  Brand Management

  John McTigue believes the number of brand advocates you have is more useful than more-easily-accessible metrics like "How many hits?" or "How many likes?" for online marketing. Advocates are those folks who love your brand so much they evangelize it for you, provide detailed feedback, and are often the first ... more
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  Four Ways to Monetize Your Brand Without Charging Your Direct Customers [Slide Show]

  by David Oates

  Brand Management

  Marketers often talk about brand equity and gaining loyal customers. But companies could actually monetize their brands directly and generate revenue from them at no cost to their customers. more
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  'Tis the Season for Holiday Branding

  Brand Management

  Bored with the usual "Seasons Greetings" client postcard? Use a bit of holiday spirit to warm up your social campaigns! Meghan Gargan has made a list of do's and don'ts for sending social holiday greetings with panache. "While you should capture the magic and merriment of this time of year, ... more
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  Branded Facebook Pages 'Liked' by Few Web Users

  Brand Management

  Though more than two-thirds (68%) of surveyed Internet users say they use Facebook, only 21% have "liked" a branded page on Facebook, whereas more than one-third have given a thumbs up to other content such as wall posts (36%), pictures (37%), and comments (37%), according to a survey from Crowd ... more
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  Challenge the Status Quo! Take on a Dominant Market Player [Slide Show]

  by Louis Rix

  Brand Management

  We all learned on the playground in elementary school that it's never a good idea to take on the big kid. But maybe you should! Learn five ways to effectively beat the giant in your industry. more
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  Top US Brands Getting Strategic About Social Media

  Brand Management

  Over the past year, America's top brands have made improvements in how they use online branded communities to reach their customers, but some opportunities for engagement remain untapped, according to a new report by ComBlu. more
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  Radio Ads Boost Brand Affinity, Positive WOM

  Brand Management

  People who are exposed to radio ad campaigns demonstrate high levels of engagement with brands at all stages of the purchase funnel, and particularly across metrics such as brand affinity and advocacy, according to a study by Ipsos OTX MediaCT in partnership with Katz Marketing Solutions. more
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  Fortune 500 Adoption of Social Media Slowing

  Brand Management

  The use of blogging, Twitter, and Facebook among the nation's largest companies has leveled off in 2011, according to a new study by the University of Massachusetts at Dartmouth. more
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  Top Brands on Facebook: Coca-Cola, Hyundai, MTV

  Brand Management

  With a Facebook follower base of more than 34 million fans, and growing some 2.6% each month, Coca-Cola is ranked as the top brand on Facebook among the nation's top 100 advertisers, according to the Covario Facebook Presence Index, which evaluates the competitive performance of Facebook pages. more
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  Twitter Brand Followers More Likely to Recommend, Buy Products

  Brand Management

  People who follow brands on Twitter say they are more likely to buy products from the brands they follow and more likely to recommend those brands to friends, according to a new study by Constant Contact and Chadwick Martin Bailey. more

Brand Management: See all 259 items

Brand Management articles by the best and brightest in the field

• We Are More Than Marketers: Integrating a Human-Centric Approach by Jeremi Karnell
  Do you treat customers and prospects as if they were whole human beings—with hearts, minds, and spirits? You should. Learn six steps that lead to a human-centric approach to marketing. more
• Four Easy Tactics for Becoming a Must-Follow Account on Twitterby Slavik Volinsky
  Twitter is a powerful channel that can help you connect with customers, promote products, and create brand awareness. Learn four tactics for making your Twitter account a social media heavyweight in your industry. more
• A Business Listing Is Your Online Anchor (Five Rules for Ensuring Stability) by Gib Olander
  In today's noisy business listing landscape, it's important that your online anchor be consistent and visible throughout the local search ecosystem. Here are five essential rules to keep in mind when managing your online listing. more
• Seven Tips for Forging an Appropriate Online Apologyby Denise Keller
  Despite best efforts, mistakes happen to every small business at some point. The key is not to panic, but to apologize to customers—the right way—and assure them that you are still worthy of their trust, confidence, and respect. more
• How Not to Craft a Professional Bioby Mike Russell
  How effective is your professional bio at building reputation, gaining clients, and generating income? Here are five detailed critiques of real-life professional bios that'll help you avoid common pitfalls in your own bios. more
• What Every New Business Should Know About Google's Ranking of Namesby Ann Smarty
  Picking your brand name is crucial, and making sure that it's Google-friendly is even more important. Before you choose your brand name, learn three major facts about how Google rates and ranks personal and business names. more
• Six Steps for Rebuilding Your Brand After a Crisisby Larry Berg
  It's amazing how quickly a brand can find itself in a crisis, struggling to salvage its reputation. But your brand doesn't have to suffer. Learn six steps to take—before and after a crisis—that'll help rebuild customer confidence. more
• Are You 'Messaging It Great'?: Five Lessons From Malcolm Gladwell and Morton Grodzins (Who?)by Tim Riesterer
  How did an author make millions writing about a stuffy academic concept someone else discovered? He messaged it great. Here are five key lessons on messaging your ideas, offerings, and strengths to appeal to customers. more
• Marketing Destination: Online Community... How to Survive and Thrive by Ronald Ladouceur, Melissa Fiorenza
  Online communities can deliver outstanding ROI, but they rarely produce value without significant investment, professional management... and consistent, intelligent, and engaging interaction. more
• A Seven-Step Guideline in Crisis Communication (Lessons From the Sony PlayStation Network Breach)by C. Edward Brice
  A crisis can serve as a stage to show the world that your company is either unorganized and uncaring or responsible and human. Learn how to preserve your brand equity—and keep your customers—during a crisis. more
• Is Your 'About Us' Page Effective?by Kevin B. Levi
  For a small B2B business, the second most important page on its website after its homepage is its "About Us" page. Learn a highly effective formula for creating content for your "About Us" page, and how to track its effectiveness. more
• How to Get to the Bottom of Base Sales Driversby Henry Wang
  To significantly boost sales, you've got to understand base sales drivers and marketing's impact on them. Learn from examples that illustrate how factor analysis can help you yield consistently high ROI. more
• Customer Advocacy and the New Purchase Funnelby Michael Brito
  President Obama's 2008 presidential campaign was successful because he created and mobilized advocates. Brands can apply that winning strategy, too—if they invest in and drive customer advocacy programs. more
• How Digital Customer Behavior Is Changing Brand Managementby Jen Evans
  More than ever before, brands today are shaped by customer experiences—including those online. Create positive digital experiences with these four tips that'll help you effectively build and manage your brand online. more
• Screen and Street Appeal: Building a Business to Thrive Online and Offlineby Bill Post
  Many businesses take great pains to build and nurture their offline brand, yet they drop the ball when they take their messages online. Avoid that problem with these five tips to connecting your online and offline identities. more
• The Future of Marketing Is Crowdsourcedby Brandon Evans
  Your customers will soon wield more and more power, becoming the most powerful communications channel. Are you ready for the new world of marketing? Learn the five keys to building a crowdsourced future.. more
• Customer Service Can Make or Break Your Brand: Eight Steps for Successby Barbara Bix
  What's the use in receiving stellar product reviews and making lots of sales if you can't pick up the pieces when something goes wrong? Here are eight ways to protect your brand when tackling customer problems. more
• Embrace Irrationality: A Human- vs. Customer-Centric Approach to Marketingby Jeremi Karnell
  Are you ready for the new marketing paradigm that's emerging? It's human-centric marketing, an evolution of the current customer-centric approach. And it will change the way we are introduced to and form relationships with brands. more
• How to Evolve Your B2B Customer Experience Using Imagesby Chad McCloud
  Do you know why your customers behave as they do? People tend to have difficulty explaining exactly why they like a product, but using images can help you get to the root of the real drivers of customer behavior. more
• The Case for Ongoing Media Relations and 10 Tips and Tools to Help You Spread the Wordby Lana Sansur
  You might think you don't need a media relations program, or don't have the resources for it... but how cool would it be to have the media singing your praises? Use these tactics, and you will soon have a chorus of coverage. more
• How to Avoid Social Media Nightmares: A Cross-Channel Approachby Daniel Ziv
  In today's market, your brand and reputation aren't always safe from the scorn of disgruntled and social-media-savvy customers. Looking ahead is critical to anticipating when something may go awry and taking meaningful action. more
• Why You Should Match a Brand's Marketing to Its Stage of Lifeby Dave Matli
  Like living things, brands pass through life cycles. Marketing approaches that worked well when a company was in its growth phase may not work later in its life. Learn how the four stages of a brand's life dictate its marketing needs. more
• Tradigital Values: Reconciling Traditional and Digital Marketingby Rob McCready
  Respecting traditional branding ideas in the face of an increasingly interactive marketplace may best be described as "tradigital." Here are four ways to marry traditional and digital values at your organization and get results. more
• How to Use Customer Experience to Differentiate Your Brandby Wayne Marks
  Differentiating a brand today requires expanding brand management from a traditional product, price, place, and promotion focus to a focus on customer experience as well. Here are four strategies that'll make your brand shine. more
• Four Facets of Strategic Storytellingby Bill Baker
  The corporate community has recently recognized the potency of using storytelling strategically—to position brands, transform business, and engage and align employees. Here are four distinguishing facets of strategic storytelling that'll help you better understand what it is and how it works. more

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Brand Management case studies, deconstructing real life examples and illustrating lessons learned.

• How a Mom-and-Pop Operation Turned Itself Into a Cult BrandCoconut Bliss
  CASE STUDY: Coconut Bliss's grassroots, customer-focused efforts have enabled the company to establish a nationwide presence in just a few short years, while nurturing an incredibly strong and genuine passion among customers. 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
• 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 a Single Modification to a Web Site's Functionality Significantly Upped Natural Search Traffic, SalesDiapers.com
  CASE STUDY: Customer reviews are powerful, held in high regard by consumers—and search engines, which love keyword-rich content. But the technology that serves up reviews on a product page makes them all but invisible to those engines. By getting around that conundrum, Diapers.com scored big. more
• Four Steps to Spurring B2B New-Product Awareness and Sales via TwitterCOOP Ale Works
  CASE STUDY: Twitter isn't the first tool that comes to mind in the B2B marketing toolbox. But COOP Ale Works deftly used it to generate buzz among potential consumers of its specialty brews—creating a level of demand that retail establishments, such as bars, couldn't ignore. more
• How the Obama Presidential Campaign Leveraged Mobile Marketing to Generate Support, Increase Participation and OutreachObama for America
  CASE STUDY: Mobile marketing offers a sense of immediacy and intimacy that few other media can. Such timely connection is what the Obama for America Presidential campaign leveraged to establish deeper relationships with supporters. Here's how. more
• How OfficeMax Helped an Education-Focused Charity Increase Funding and Classroom AdoptionsOfficeMax
  CASE STUDY: OfficeMax teamed with nonprofit Adopt-A-Classroom to create an annual event to recognize and reward standout teachers for their dedication and sacrifice. This year, OfficeMax stepped up its marketing for the program, upping classroom adoptions +800%. more
• How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales ForecastsNHL.com
  CASE STUDY: Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut through the clutter and delivered the brand message. Here's how. more
• How Travel Channel Effectively Engaged More than 2 Million Facebook UsersTravel Channel
  CASE STUDY: Imagine a world in which you persuade your customers to kidnap their friends so that you can then convince them it's in their best interest to visit your Web site. Virtually, it's already happening. And turning out quite well for the Travel Channel. more
• How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked LeadsBabcock & Jenkins
  CASE STUDY: Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response rate. more
• How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp ElectronicsSharp Electronics Corporation
  CASE STUDY: Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook. more
• How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand AwarenessLenovo
  CASE STUDY: Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction. more
• How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand AwarenessGotVMail Communications, LLC
  CASE STUDY: GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey. more
• How a Technology Firm Used Social Media to Build Awareness for Its Web-based Monitoring ProductRadian6
  CASE STUDY - How does a social-media monitoring company build excitement for its flagship product? In the case of Radian6, it leveraged (you guessed it) social media and the medium's inherent word-of-mouth properties. Here's how. more
• How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and MoreXanGo, LLC
  CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts. more
• How a CEO Uses Twitter to Convey the 'Sole' of His CompanyZappos
  CASE STUDY: While others are still hashing out whether their CEO should be Twittering, blogging, or Plurking, Zappos Tony Hsieh has been using Twitter for over a year. Here, he reveals what he gets out of micro-blogging, and why he thinks it's important for his company and others to embrace social media tools. more
• How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and CollateralWeekly Reader
  CASE STUDY: Weekly Reader, a publisher of materials for elementary and secondary schools, needed to improve direct mail renewal rates, which had been trending downward. A simple redesign and copy change worked to increase the response rate and orders for the fall school year. more
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
  Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory Inn
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more

Brand Management: See all 64 case studies

Brand Management online seminar broadcasts from the best minds in marketing

• Optimizing the Customer Journey: Strategy and Case StudyBroadcast on Feb 7, 2012
• The State of the Thank You EconomyBroadcast on Sep 22, 2011
• Winning with Speed: 4 Ways Speed Can Topple the Goliath in Your IndustryBroadcast on Jun 23, 2011
• Seven Keys to a Successful BlogBroadcast on Apr 28, 2011
• Growing Your Fan Base and Engaging Effectively on FacebookBroadcast on Jan 20, 2011
• The Seven Deadly Sins of Landing Page DesignBroadcast on Nov 11, 2010
• Scaling Social Business: How Brands Can Build Their Business Now (and Position for What's Next in Social Media)Broadcast on May 13, 2010
• Turning Social into Local: Generating Local Leads and Customer EngagementBroadcast on May 6, 2010
• 7 Steps to Take Your Brand Social ... and Still Be in ControlBroadcast on Apr 22, 2010
• Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You ThinkBroadcast on Dec 10, 2009
• The New Consumer and Social Media: Energizing Your BrandBroadcast on Sep 10, 2009
• Building and Sustaining Brand Communities: This Ain’t Your Mama’s Discussion ForumBroadcast on Aug 13, 2009
• Twitter Power: How to Dominate Your Market One Tweet at a TimeBroadcast on Jul 2, 2009
• What Matters Now in Branding: Ten Ideas to Get RefocusedBroadcast on May 21, 2009
• Using Facebook to Market Your Offering, Enhance Your Brand, and Develop CommunityBroadcast on Jun 26, 2008
• Harnessing a Portfolio of Brands: The Harrah’s StoryBroadcast on Feb 21, 2008
• Jack Trout on Worldwide Positioning: An Encore PresentationBroadcast on Nov 28, 2007
• Creating Profitable Marketing Partnerships with NonprofitsBroadcast on Aug 23, 2007
• Brand Metrics: Three Pathways to Measure ROIBroadcast on Apr 5, 2007
• Killer Web Content: Make the sale. Deliver the service. Build the brand.Broadcast on Dec 6, 2006

Brand Management: See all 26 seminars

Brand Management Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Add a Facebook Like Box to Your WebsiteReleased on May 13, 2011
• Take 10: Using LinkedIn Company Pages for Networking and ProspectingReleased on Nov 26, 2010
• Take 10: Crank Up Conversions With Your Facebook Welcome TabReleased on Nov 12, 2010
• Take 10: How to Use Google Analytics Filters to Clean up Your DataReleased on Oct 29, 2010
• Take 10: Everything You Need to Know About LinkedIn PollsReleased on Oct 8, 2010
• Take 10: Everything You Need to Know About LinkedIn EventsReleased on Oct 8, 2010
• Take 10: Tips for Building Your Online Profile and Advancing Your CareerReleased on Sep 3, 2010
• Take 10: Should You Have a Facebook Group, a Fan Page or Both?Released on Sep 3, 2010
• Take 10: Everything You Need to Know About LinkedIn GroupsReleased on Jul 16, 2010
• Take 10: Everything You Need to Know About LinkedIn AnswersReleased on Jul 16, 2010
• Take 10: Optimize Your LinkedIn Profile in 11 Easy StepsReleased on Jul 16, 2010
• Take 10: How to Market Your Products and Services on LinkedInReleased on Jul 16, 2010

Brand Management: See all 12 Take 10 Webcasts

Brand Management marketing downloads for the busy professional

• Influencer Marketing Success Stories
  Influencer Marketing Success Stories features 13 companies that have leveraged the influence of outspoken opinion-makers and ordinary online reviewers to achieve their marketing objectives. With examples including Forbes Digital and Virgin America, this new Case Study Collection will show you how use influencer to boost brand awareness, introduce new products, increase sales, and more.
• Social Media Integration Success Stories
  Twitter. Facebook. LinkedIn. While these social media tools are all effective on their own, they work best when part of other marketing programs. See how 10 companies have maximized results by integrating social media into traditional marketing efforts.
• LinkedIn Success Stories
  LinkedIn is used by 55 million professionals as a place to network, trade advice, and demonstrate business expertise. See how 11 companies, including PR firms, advertising agencies, and software companies, are using LinkedIn to show expertise, generate leads, and conduct research.
• Mobile Marketing Success Stories
  Mobile marketing campaigns can be inexpensive, easy to execute, and very profitable. See how 8 B2B and 11 B2C companies are using SMS, mobile websites, mobile ads, Smartphone applications, and Bluetooth marketing to achieve huge results.
• 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.
• Customer-Centric Innovation: How Companies Engage Customers in Product Development and Radical Innovation
  Engaging your customers can help increase satisfaction, loyalty, and brand awareness. This research report will help you understand the role of customers in product development.
• 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.
• Small Biz How-To Guide: Positioning, Naming & Taglines
  Spot-on positioning leads to names that attract customers and taglines that sing. Get your small business on the track to marketing success.
• SWOT Analysis How-To Guide
  This comprehensive, step-by-step how-to guide will help you assess the position in the market of your product or firm, by identifying the product's Strengths and Weaknesses, by considering the potential Opportunities the product has in the marketingplace, and by assessing the potential Threats posed by either the competition or the marketplace.
• 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.
• Market Forecasting Template
  This guide will give you a mini-seminar on the art and the science of forecasting. Learn the four different ways to create forecasting models and choose the ones that best suit your needs. Then follow these easy-to-follow steps to creating a model where you too can predict the future.
• Benchmark Survey: Voice of the Customer
  Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are incorporating the voice of the customer into their marketing, their product development, and their management. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
• 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.
• Competitive Analysis Template
  A thorough competitive analysis is a critical component of a solid marketing plan. It is an exercise that will provide you with valuable insights to guide the development of your business strategy. This 20-page template will make the project quick and easy, and you can end up with a leg up on your compeition.
• Branding and Brand Equity
  There isn't a single marketing topic that has dominated the last decade of the field of marketing than Branding. And, although it's certain you have at the very least put your toe in the water of the great Branding Lake, you will get nothing but good advice, confirmation of your strategies and tactics, and probably even some new ideas from this Marketing Guide.

Brand Management: See all 19 downloads