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Marketing Articles: Most Recent

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  • Talk to Me: 10 Tips for Translating PR Results Into the Language of Businessby Diane Thieke
    As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of the business. more
  • Case Story: Boosting Email-Subscriber Satisfactionby Stephanie Miller
    Sometimes doing a little more for your email subscribers can make a huge difference. Tafford Uniforms of North Wales, Pa., faced a challenge to engage email subscribers because of two common but seemingly incongruent realities. more
  • Four Four-Letter F-Words That Stall Your CareerPremium Contentby William Arruda
    If you want to get ahead in your marketing career, stop using four-letter words that begin with the letter "F." No, we aren't talking about THAT word. (Although cursing your boss is probably not going to get you very far, either.) But the F-words here are far more lethal, more destructive, and more devastating to your career and professional fulfillment. more
  • Five Tips for Small B2B Companies That Depend on Big Channel Partnersby Robbie Kellman Baxter
    It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such as Citrix and VMware off the ground is to align closely with a major partner. Building a strong channel, even with just one or two partners, can be much more effective and easier to leverage than trying to develop your own sales team and customer relationships. The following five tips can help B2B companies maintain strong channel partnerships. more
  • Three Essential Market-Research Methods in an Online Communityby John Kembel
    How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to know those things. But relying solely on such information to connect with customers is like trying to strike up a conversation with a cardboard cutout. It just isn't enough. more
  • Ten Essentials of Software-as-a-Service Solution Marketingby Peter A. Cohen
    Here are 10 essentials of software-as-a-service (SaaS) solution marketing. more
  • Five Top Tips on How to Write More-Effective PPC Adsby Nick Usborne
    Contextual ads, whether delivered by Google, Yahoo, or any other company, are not standalone ads in the way that a newspaper classified ad is. In fact, your pay-per-click ad is simply the connector between a desired keyword or phrase and a destination landing page. So while you may have some wonderful things to say about your products or services, your PPC ad is not the place to try to cram your latest sales message into 95 characters. more
  • Achieving Relevance in Direct Digital Marketing: An Introductionby Bryce Marshall
    There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on). more
  • Why Gen Y Is Passing You ByPremium Contentby Kimberly Smith
    What works in enticing a new generation of buyers? Here's why some of your efforts to reach this demographic might be going amiss. more
  • Data-Driven Campaigns: Five Ways to Leverage the Customer Data You Have to Drive Conversions and Salesby Morgan Witt
    As marketers, we are all looking to reach "nirvana": targeting the right person with the right message at the right time. It's the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all are dead and gone. The conversation has changed. We must put ourselves in customers' shoes and target them individually as best we can through data-driven strategies. more
  • Maximizing Lead-Generation Marketing ROI, Part 3: Measuring Effectivenessby Jim Lenskold
    How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will inevitably let Marketing know that (1) Marketing was just a small step in closing the sale so the sales team deserves the credit; (2) the sales team would have found and closed those leads anyway, so there is no incremental value; or (3) the leads are fine, but there is just never enough. We need reliable measurements to both prove and improve our marketing effectiveness. more
  • Use Search Queries to Save Money and Increase Conversionsby Craig Danuloff
    Search queries, the exact word or phrases a person types, are a vital clue into the objectives of the searcher and how valuable that person is to your business. Is each searcher relevant to you? Are all the search queries equally valuable? Can you write a single text ad that matches the intent of each of those queries and inspires searchers to click and convert? The answer, likely, is no. Yet, search queries don't play as prominent a role in paid-search management as they should, especially with Broad-match and Phrase-match campaigns. more
  • Marketing in a Recession: What Do the Studies Really Tell Us?by Christian Shea
    Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's the thing: What research, exactly? more
  • Sweat the Small Stuff: A Counterintuitive Approach to Professional Successby Linda Kaplan
    It might sound counter-intuitive, but "sweating the small stuff" is actually a recipe for success. In fact, it can be one of best weapons in your business arsenal. more
  • The Parasite Economy: Why Leaders Must Reinvest in Their Brands (Not Just Drain Off Profits)Premium Contentby Eric Garland
    It's time to start investing in the future, for real. Brand equity from the old economy is about dead. The financial collapse is a sign of a larger movement that would have us stop draining off reserves, and get us back to the business of making promises to tomorrow's customers. more
  • Retail Survival Tips in a New Economic and Customer Environmentby Adam Boyden
    Retailers did everything possible to attract buyers over the holidays. From educational sessions to discounts and coupons, and special offers, retailers used their ingenuity and marketing smarts to make the best of a dismal season. Nonetheless, numbers were down and every indicator pointed toward an even gloomier 2009. Perhaps the very profile of the retail environment has shifted as consumers settle in for what may be a protracted economic change. Here are some smart, manageable tips on how to survive through the second half of the 2009 buying season and keep your business on track. more
  • Avoid the Five Routes to Strategic Failureby Nilofer Merchant
    Disconnects are a big cause of strategy failure. You think you've communicated well, then find out you have—just not to your target audience. Or maybe at the end of a long research session, you realize that input from colleagues in the company's Ohio office was critical to your strategy, yet was overlooked in favor of input from more-assertive colleagues in the New York office. There are five major disconnects that consistently trip up strategy implementation. more
  • Man Bites Giraffe II: A Return Visit With Email Subject Lines From Real Companiesby Josh Nason
    When it comes to email subject lines, the Golden Rule hasn't changed: Tell what's inside, don't sell what's inside. If you have something to sell or a message you want to get across, that subject line better be good... or else your prospects might head to a different neighborhood. more
  • Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1by Shaun Ryan
    If you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing efforts. For example, did you know that you can use data from your site-search solution to create emails with lists of popular products that match your customers' preferences? The result: stronger brand visibility, higher conversions, and a more engaging customer experience. more
  • Nine Email Tactics That Can Put You Out of BusinessPremium Contentby Gwen Moran
    As the technology and the legal issues around email evolve, so should your email marketing programs. Otherwise, you could misstep, and that could cost you opportunities to communicate with your customers or constituents as well as damage credibility. Here are nine pitfalls to avoid, that can put you out of business. more
  • Managing Email Addresses in B2B: How to Increase Email Coverage of Your Customer Baseby Ruth P. Stevens
    Everyone's looking to do more with less these days. After comparing the cost of postal mail (about a dollar apiece) with the cost of email (about a penny apiece) any B2B marketer is going to prefer using email as the medium for staying in touch with current customers and inquirers. No-brainer, right? But here's the rub: Most B2B companies have email addresses for only a fraction of their customers. And, even worse, if their privacy policies call for opt-in, only a fraction of that fraction are emailable. So, what are the options for business marketers to increase their customer coverage via email? Here are four approaches that can work. more
  • How Do I Love Thee...? Ten Tips for Using Web 2.0 to Give Back to Your Professional Networkby William Arruda
    Effective networking is all about giving. One of the best ways to give to your network members is to help them build their personal brands. And if you help them build their brands on the Web, you demonstrate how savvy you are about the new Web 2.0 world we live in. And, for marketers, being savvy about social media is essential! Here's a list of 10 free or very low-cost Web 2.0–focused personal-branding gifts. more
  • Deliver a One-Two Punch: Tap the Synergy Between Email and Social Mediaby Ross Kramer
    There are many similarities between social-media marketing and email; but they are two distinct marketing channels, and they should be used separately to enhance or magnify, not just promote, each other. Think of it this way: Social media is for awareness; email is for retention. more
  • Boost Your Business With Seven Easy Digital Marketing Techniques for Lead GenerationPremium Contentby Yael K. Penn
    Growing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects. Though organic list growth may take time and effort, you will love the rewards. Consider the following techniques to acquire new leads and grow your list with success. more
  • Leapfrogging for Success: Change the Game via Innovationby Evan Gerber
    Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, people are looking for ways to change the game altogether. more
  • Anatomy of a Novel-Sized Landing Page, Part 2by Kim MacPherson
    In Part 1 of this article, the author talked a little bit about the necessary components to a successful landing page: You need "bones" to hold it all together; you need to keep the message on track and motivating by maintaining a consistent theme throughout; and you need to stir emotions... pique curiosity... and so on. Once a prospect's heart (and all those emotions that go along with it) gets in the game, you're pretty much home free. Well... almost. more
  • Why You Are Unpopular Online: Six Ways to Doom Your Community-Building EffortsPremium Contentby Mack Collier
    Companies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can do to improve your own efforts to build online communities. more
  • E-Marketing: Greening the Digital Processby Chet Dalzell
    For those of us who were brought up e-marketing, e-shopping, e-dating, e-gossiping—and all things e—we may feel smug that we are truly paperless (are we really?), and thus we are so green in our behavior that who would dare cast a stone at us? Well, it's time to wake up. Direct mailers can actually be very responsible environmentally—and perhaps e-marketers need to pay closer attention to the environmental life cycle of digital commerce. more
  • Why All the Talk About Dog Food?by Aaron Strout
    Have you ever heard the expression "eat your own dog food"? It's a concept that essentially means that one is "walking the talk," or leading by example. Many companies have talked about being "customer-focused," but how many really are? Unfortunately, just saying you're committed to doing something is dramatically different from actually doing it. There is no place where this idea is truer than in the world of social media and online communities. more
  • My So-Called Marketing Life: How Do I Extend the Reach of My Brand?by Susyn Duris
    Although she has been successful in promoting and extending corporate brands, the author entered into another chapter of her life a few years ago: re-energizing an acting career. Eventually, she came to see marketing herself as an actor as the same as marketing any other product or service. She revisited common-sense ideas on how to extend a brand. These common-sense ideas, usually known but put on the marketer's back burner, should always be top of mind to help you get noticed and extend your brand. more

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