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Five Ways to Get Unique, Keyword-Relevant Content on Your E-Commerce Site by Adam J. Thompson
E-commerce sites can be particularly challenging for search-engine optimization (SEO) because they tend to lack unique, relevant content. The challenge can be easily (though not necessarily quickly) overcome with these five content techniques that can help you search-optimize e-commerce websites. more
Two Survey Questionnaire Flaws to Avoid: Scary Matrix Questions and Unbalanced Scales by Carey V. Azzara
Poorly designed questions and scaling problems can derail your research efforts faster than you can say "the cat in the hat"! To help you avoid a few of the more common and onerous problems, this article explores two separate but related questionnaire-design issues: matrix questions and unbalanced scales. more
Shattering Five Branding Myths by Maria Ross
When people think of branding, they often think of just a logo or business card. Or they think of the opposite extreme, such as Apple, and so assume they will never have the resources to "brand effectively." But branding on a budget is more than possible, and dispelling these five ... more
Gone Phishing: Why eBay Emails Can Be Hard to Trust by DJ Waldow
People tend to open an email based on the two things they can see in their inbox: the From name and the Subject line. If recipients receive an email from a sender they do not recognize or trust, they are less likely to open it. If an email with a ... more
Six Questions to Answer Before You Launch a Mobile SMS Campaign by Robert Sanchez
Organizations need to understand the logical progression of leveraging mobile short-message service (SMS) technology in enterprise environments. Here are some common questions and concerns companies have when considering SMS—and some answers to help them jump over the hurdles. more
Marketing Lesson From the Grateful Dead: Loosen Up Your Brand by David Meerman Scott, Brian Halligan
The Grateful Dead teaches us to show our brand's playfulness and to trust that our customers will recognize our brand even if it looks a little "different." By loosening up your brand, you allow your company to show its personality—and, by extension, its ability to roll with the punches. more
How to Achieve Direct Digital Marketing Relevance: Take an Incremental Approach (Part 4 of 5) by Bryce Marshall
Previous installments of this article series have describe the importance of relevance in direct digital marketing and three of the five keys to achieving a relevance-centered approach. This article looks at the fourth key: taking an incremental approach to creating more relevant, valuable communications every day. more
When Competing With Your Own Customers Is OK—Vibram FiveFingers and Eigen Values by Stephen Denny
Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how we launch our websites, train our customer-service people, and hire our employees. Want to see how an eigen value plays ... more
How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 3 by M. P. Friedman
Part 1 and Part 2 of this article covered the first 10 of the 13 worst marketing mistakes. Here are the rest of the top 13 marketing mistakes you should avoid at all cost. more
Don't Let the Medium Supplant the Message: Two Paths to Optimal Messaging by Niren Sirohi
The right message, even if delivered via a suboptimal media mix, can have significantly more impact on a campaign's returns than the most effective media mix delivering a suboptimal message. more
Three Good Reasons for Marketing Automation (and Three Bad Ones) by Jep Castelein
Marketing automation—one of the new buzzwords in marketing—bridges the gap between lead generation and the sales force. Its goal is to improve Sales and Marketing alignment by passing over only sales-ready leads. There are really good reasons why you should be interested in marketing automation. There are really bad ones, ... more
Why You're Always Wrong and Your Customers Are Always Right by Allen Weiss
If you're like most people, you live in a world where blame often happens in a systematic and predictable way. People simply have a tendency to believe the fault lies with someone else—and that someone else can be you. Of course, the process can work in the opposite direction, too... ... more
Content Curation: Engage Your Customers in Three Simple Steps by Pawan Deshpande
Most marketers are eager to achieve a level of engagement with current and prospective customers, but the majority stop dead in their tracks when they consider this question: Where am I going to find the time to develop all the content necessary to do it? But here's a little secret: ... more
How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 2 by M. P. Friedman
This article originally addressed the seven worst marketing mistakes. But seven wasn't nearly enough. The list grew until it reached unlucky 13. Here is the next batch of marketing mistakes you should avoid at all cost. more
How to Create a Lead-Scoring System by Justin Gray
What is the process at your organization for leads that come in through a Web form via your website? Do you give them to a sales rep for follow-up? And do your sales reps sometimes complain that those leads aren't qualified? If your organization is like most, the answer is ... more
How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 1 by M. P. Friedman
This article originally addressed the seven worst marketing mistakes. But seven wasn't nearly enough. The list grew until it reached unlucky 13. Here are the first four. more
Five Reasons Virtual Support Will Supplant Human by Mark Gaydos
The robots are here to help. Whether in the future you'll be tucked into bed by a robot is uncertain, but what is certain is that sometime in the next five years you're going to interact with a virtual agent on the Web, if you don't do so already. more
How to Get Your Message Heard in a Crowded Market by Kathryn Roy
Many companies in crowded markets continue to go head to head against vendors with similar (or better) products. It's scary to narrow your focus to a smaller set of prospects, but if you address their needs—the "jobs" they want done—before your competitors do, you can boost wins, revenues, and morale. more
Three Key Investments for Improving Marketing Effectiveness and Accountability by Laura Patterson
Over half of the responding companies to a recent survey indicated that the biggest barrier to an effective measurement strategy is a lack of budget and other resources; fewer than one-third selected any other issue. How can we break out of the vicious circle and improve our effectiveness and accountability? more
Leading for Sales Performance: Can Your Managers Answer These Five Critical Questions? by Michael Leimbach, PhD
To achieve top performance from the sales team, a manager needs the skills and tools to provide clear answers to five simple but profoundly important questions. Together, those questions offer a road map for effective management and a guide to the key skills a high-performing sales manager needs. more
The Fallacy of Search Engine Marketing Only by Scott Buresh
There has been much debate in the search community about whether it is proper or even hypocritical for a search engine marketing company to use other forms of advertising unrelated to Internet marketing. The naysayers generally have a common argument: A quality SEM company "shouldn't need" to engage in any ... more
Why Do People Write Like That? (And How You Can Avoid Doing the Same) by Ernest Nicastro
Those who write in corporatese love a paradigm, whether it's new, shifting, or otherwise. And they would never think of simply using something when they can leverage it. But there's a better way. more
How Scotts Miracle-Gro Uses Its Email Newsletter to Nurture In-Store Sales by Stephanie Miller
Scotts Miracle-Gro Company, like many consumer packaged goods companies, has no direct online sales channel—but it finds that email-newsletter subscriptions boost purchases on average 1.5 times annually. Perhaps the reason the Scotts Lawn Care Update email newsletter is so successful is its commitment to the roots of the program—customer service. more
Your Launch Strategy and Beyond—at Cyberspeed by Barbara Bix, Olga Taylor
When used systematically, market research is an ongoing two-way communication between your business and its target audience. Treated as such, market research becomes a constant source of information about opportunities for improvement and innovation. And via the Web, you now have a direct round-the-clock link to every potential customer. more
Seven Key Metrics for Rebalancing Your Social Strategy by Liza Hausman
The key questions businesses should ask are, What am I doing to optimize my own site to drive social participation and socially referred traffic? and, How do I measure success? more

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