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  • The State of the B2B Marketer in Social Media: 3 Trends From SocialTech 2010
    by Ann Handley
    SocialTech 2010 wrapped up yesterday. Here are four quick takeaways from the one-day event, which brought 221 B2B high-tech marketers to San Jose, Calif. (and another 467 attended virtually, online) to learn social media marketing tips, tactics and strategy specific to the business-to-business marketer. more
  • Next-Generation Media Consumers Tougher to Reach
    Next-generation media consumers, or "Off the Gridders," are young, educated, and affluent, and they spend less time viewing live TV but more time viewing online and time-shifted premium video content, according to a study by SAY Media. Such tech-savvy consumers are also difficult to reach via traditional broadcast media and ... more
  • Caution: Aggressive Survey Reminders Can Backfire
    When comedian Michael Ian Black ignored a guest satisfaction survey from his stay at a Doubletree hotel, he didn't expect a nagging reminder. "We noticed that you did not have time to complete the survey," advised a second email on the topic. "We are concerned that you may not have ... more
  • Small-Biz Search Ad Growth Slows in 3Q10
    Small-business advertisers spent on average $2,373 on search advertising in the third quarter of 2010, up 43% from the $1,658 spent in the same period a year earlier, and up 6.4% from the $2,231 spent in the second quarter of 2010, according to a WebVisible study based on its small-biz ... more
  • How to Identify Brand Loyalists on Your Email List
    by Karen Talavera
    On any email list, there will be three populations: those who love you, those who like you, and those who are just hanging in there. This article focuses on by far the most appealing sector: the people who love you. So how do you figure out who's who? Here are ... more
  • 'If You Want This Choice Position…': Seven Virtues of the Perfect Social Media Leader
    by Maria Ogneva
    Your social-media manager or director is a critical and strategic hire who will be responsible for formulating and executing your strategy, as well as educating your whole organization and aligning it with that strategy. How can you sift the wheat from the chaff? Here are the seven virtues of a ... more
  • How to Avoid Online Advertising's $1 Billion Mistake
    by Russell Glass
    Although most online campaigns seek to drive conversion-based goals, many still use the click or CTR as the primary metric—mainly because it has been traditionally used to measure success and because it's easy to measure. But that's no excuse for making a mistake that's costing marketers $1 billion a year. more
  • Questionnaire Auditing: The Quality-Control Step You Cannot Afford to Skip
    by Carey V. Azzara
    The value of strong questionnaire design is all too often not fully appreciated in the market research community. But the fact is, you can never fully recover from a poorly written and designed questionnaire—no matter how great you are at data analysis, manipulation, interpretation, and presentation. more
  • How to Change When It's 'Change or Die'
    In a post at Harvard Business Online, Bill Taylor reflects on the influential article "Change or Die," published five years ago by Fast Company. "It was a bracing reminder of how hard it is for people to make deep-seated changes in their habits, even when they know the price of ... more
  • Wal-Mart, Target Among Top 25 Brands for Women
    Female consumers are a powerful force that shape how billions of marketing dollars are spent yearly, and among the most important brands for women are Wal-Mart, Target, and eBay, according to the Women at NBCU Brand Power Index, which measures the top 25 brands most important to women. more
  • Google Instant 101
    Still wondering how Google Instant—the new enhancement that shows results as you type—changes search marketing? Well, Google promises to shave 2.5 seconds off each user's search, with the end result of 10-percent faster searches. In a recent post at the Daily Fix blog, David Felfoldi cites the benefits of this change, ... more
  • Opinions Shared on Social Media Valued
    Though most Americans prefer to interact with their friends and acquaintances face-to-face, rather than via social media, 60% of adults who use social media say they value the opinions others share on social media sites, and 41% say they feel important when giving feedback about brands, products, and services in ... more
  • Four Ways to Optimize Your Digital Marketing Spend
    The recession has provided even more momentum to the ongoing shift to digital. Tech marketers are expected to increase their marketing budgets on average 3.7% in 2010, according to IDC. Significantly, spending on their digital programs is projected to climb 53% while traditional ad spending falls 43%. In a recent ... more
  • Brand Campaigns Drive Most Facebook Likes
    Though search plays an important role in triggering a Facebook user to "like" a brand, fully three in four Facebook fans say they have joined a brand's Facebook page because of a brand invitation or advertising campaign, according to a study by DDB Worldwide and Opinionway Research. more
  • How Tippex Scored a YouTube Hit
    In August, correction-tape brand Tippex launched an attention-grabbing YouTube campaign. Colorfully labeled "NSFW. A hunter shoots a bear!," it shows footage of a reluctant hunter faced with shooting a bear creeping up on his camping gear. At video's end, you're left with one of two buttons to push: should he shoot, ... more
  • Four Ways to Go B2B-Social on Twitter
    "For some B2B marketers, Twitter isn't intuitive," notes Ardath Albee in a recent post at the Marketing Interactions blog. "I could come up with a list of reasons why not, but you can probably do that on your own," she adds. But here's the good news: Albee has been working with ... more
  • Smartphone Election: Which States Own What?
    The "gadgetoral" votes are in: The great state of California has the highest per capita ownership of iPhones in the US—casting 83 gadgetoral votes in favor of the device—whereas New Jersey has the highest ownership of Androids, according to a survey from Retrevo. more
  • Three Ways to Market Nostalgia in Social Communities
    You've no doubt noticed it: Products from the past are making a comeback. Coke and Pepsi have recently introduced throwback versions of their soft drinks. Mrs. Butterworth, Strawberry Shortcake, Atari (the list goes on) have all returned. And advertisers like Bumble Bee Tuna are reviving their old jingles. Marketers of products ... more
  • Turning Thought-Leadership Content Into Cash
    In June, The Wall Street Journal reported a surge in social-media use by law firms interested in connecting with potential class-action plaintiffs. But if you take a closer look, you'll see that many of the approaches used provide viable marketing lessons for businesses of all types. more
  • Email Marketing in the Age of the 'Ultra Managed Inbox'
    For years, writes Stephanie Miller at the Deliverability blog, marketers have enjoyed the linear nature of the email inbox—your newsletters and offers sitting cheek-by-jowl with personal correspondence from a subscriber's friends. But you shouldn't get too comfortable with this privileged arrangement. "The world is changing," Miller says. "A new set of ... more
  • Ownership of Untethered Gadgets Continues to Grow
    Far beyond the desktop, the digital world has expanded to an array of untethered devices: US consumers' adoption of laptop computers, cell phones, and other mobile gadgets continues to increase, while the ownership of desktop computers is gradually declining, according to Pew Research. more
  • Ask an Imprecise Question, Get an Imprecise Answer
    When you write survey questions, it's important to ensure the information it elicits will produce meaningful analysis. "Data from mixed-mode questions are hard, if not impossible, to interpret accurately," explains Carey V. Azzara at MarketingProfs. To make his point, he uses this sample survey question: Please rate the effectiveness in achieving ... more
  • 14 Ways to Improve Conversion Rates of Online Forms
    by Jo Roberts, Anne Yastremski
    Online Web forms that capture customer data in exchange for content—or another kind of information or service—are often the first point of contact customers have with your business. So, why are they so awful? Or overly ambitious? more
  • Bring Your Fans Home: How to Capitalize on Facebook Fatigue
    by Jessica Shieh
    Is the buzz around Facebook fading? That is just what a couple of recent studies suggest, so perhaps it's time to bring your fans home—back to your website. Marketers should give serious thought to supplementing their social-media strategies with a strong content-driven website. more
  • Digital-Media Terms: How Do You Translate That?
    by Chanin Ballance
    Interactive media platforms are a global phenomenon, occurring in all markets regardless of their level of economic, social, and cultural development. Therefore, when translating content into other languages, it's critical to define terms clearly. But what is the best approach? more

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