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  • When Do You Have Enough Data?
    Scott Anthony recently spent a week visiting four Fortune 100 companies with combined revenues of $300 billion. And in each of his discussions he noticed a common theme: how to support innovation with data. "I was particularly struck by this question: 'How do I know when I have too much ... more
  • How to Implement a Winning Social-Media Function in Your Organization
    by Amita Paul
    As social media becomes a strategic communication and marketing channel, the way you manage it must itself become more strategic. This article lays out the four phases of implementing a social-media management system in your business and outlines the 20 steps necessary for running a successful social-media function. more
  • Why Customer Satisfaction Doesn't Mean Customer Retention—and What You Can Do About It
    by Sean Geehan
    Most organizations try to predict retention rates based on customer-satisfaction scores. The reality is that in B2B, user satisfaction does not equal customer retention. Remember, most customers who leave a company leave satisfied. Here's why... and what you can do about it. more
  • Stop Selling and (Instead) Help Your Customers Buy
    by Steven Van Yoder
    The latest recession has profoundly altered consumer behavior. As home values plummet, stock portfolios shrink, and company profits erode, prospects are less likely to make purchases, and thrift is back in vogue. Time to stop selling; instead, become a trusted adviser and start helping your customers. more
  • Three Reasons Long-Term Domain Registrations Make Sense
    by Brant Kelsey
    If you market your business online, chances are you've bought more than one domain name over the years. It's important to periodically review all your domains, even the old ones pointing to an old microsite promotion. If you don't, you may be losing out on traffic or money—or, even worse, ... more
  • How to Get Your Whole Company Blogging
    "Maintaining a blog that's consistently interesting and relevant isn't an easy task," writes Ann Handley at MarketingProfs. "It's a challenge to create consistently awesome blog posts, and it's a challenge to earn the attention of an audience." The solution, she argues, is a group blog that taps the expertise of ... more
  • One-third of Brands Converting via Social Media
    With most companies focusing their social media marketing efforts on Facebook, Twitter, and LinkedIn, over one-third (36.1%) say they've been able to make a conversion from initial connection to sale via such social channels, according to a new survey from R2integrated. more
  • Three Ways to Give Your Blog the SEO Treatment
    "Sometimes I hear the sound of crickets when I stumble across certain blogs written by small-business owners," writes Samantha McCormick at the OrangeSoda blog. "At first glance, the content is good, thorough, and up-to-date, but the page rank is 0 and there are a dozen signs leading me to believe ... more
  • Content Marketing Isn't One-Size-Fits-All
    Different customers shop for products and services in different ways—even when they're looking for the same thing. And that's why your lead-generation efforts should address various buyer personas. "A buyer persona [represents a] distinct group potential customers, an archetypal person whom you want your marketing to reach," writes David Meerman ... more
  • Twitter Use Higher Among Women, Minority Groups
    Some 8% of online adults—or 6% of the US adult population—say they use Twitter, but adoption levels are higher among online African-Americans (18%) and online Latinos (13%), according to a new survey from Pew Research. more
  • Social Media Top Priority for PR in 2011
    More than two-thirds (67%) of senior-level public relations (PR) professionals say their companies are now engaging in social media on some level and 69% say social media will be a top priority for PR in 2011, according to a survey from Vocus. Fully 80% of PR professional say social media ... more
  • Using Twitter to Calm Complaints
    With an article proclaiming "the democracy of fine dining," USA Today recently covered a growing trend of restaurants using Twitter to improve diner experiences and expectations. Among companies like Chipotle and Pei Wei (which have full-time social-media staffers) and Chicago-based Graham Elliott (whose Twitter is run by the MasterChef judge himself) ... more
  • Three Expert Tips for Boosting Your B2B Social-Media Outreach
    You have the website. You have the blog. You're on Facebook. Some of your sales people even tweet. But where's the magic? Frankly, you often feel like your social-media outreach consists of—just going through the motions. Well, take heart: You're not alone. As Ann Handley notes in a recent post ... more
  • Social Media Brand Followers Hunting for Deals
    Six in ten consumers (60%) say they follow at least one brand a social networking site and 40% say when they interact with brands via social media they do so primarily to find coupons and special promotions, according to a survey from Empathica. more
  • Four Ways to Handle Inactive Subscribers
    Every email list is going to have subscribers who sign up and then apparently vanish. "They may have opted in to a specific offer, then disengaged once they obtained the coupon, free content or other benefit you promised," writes Karen Talavera at MarketingProfs. "Or they joined your list while in the ... more
  • E-reader Brand Passion: Kindle Has It in the Bag
    When chatting online, consumers have the most to say about the Apple iPad, but they are more passionate about the Amazon Kindle, according to the NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities. more
  • Why You Should Run Your Website Like a Magazine
    by Ken Gordon
    How do you avoid the deep deadly pit of uninspired corporate content? Simple. If you want people to come to your site, and stay there, your content should be as rich and varied as that of a good consumer magazine. Offer that kind of variety, and you'll really build a ... more
  • Customer Experience Leadership Survival Guide, Part 2
    by Jeanne Bliss
    To make customer experience stick as part of your operation, you need to have an organized and phased approach for integrating it into your organization. Here, based on working with scores of clients from around the world, is the real-world approach for how to integrate customer experience into your operation. more
  • Four Affordable Tools That Can Help You Market Your Business
    by Steve Adams
    Small-business owners often feel the cash-flow pinch, especially when they're starting out. Because their resources are limited, they may feel that their marketing efforts have to be limited as well. Yet what they may not realize is that they already have some powerful marketing tools at their disposal. more
  • Five Reasons Why App-vertising Is Right for Your Business
    by Adam Boyden
    Simply put, "app-vertising" is the use of applications to deliver branding, messages, content, or functionality to reach target audiences. And if you're looking for a tool that offers affordability, ease of use, and significant return on investment (ROI), then app-vertising may well be right for you. more
  • Three Ways to Influence Your Influencers
    "In simplest terms, businesses are no longer in complete control of their products, brands and messages," writes Susan Gunelius at "End-users are now in control." And those end-users are largely influenced by so-called prosumers—brand and product advocates who use blogs, social networks and forums to shape opinions. "To stay competitive ... more
  • Groupon Leading Pack in Social Deal-Making
    Fast-growing Groupon is enjoying prominence in the social deal-making market, accounting for 79% of US Internet traffic to group coupon sites for the week ended November 27, 2010, while second-ranked LivingSocial received just 8%, according to Experian's Hitwise Intelligence. more
  • Two Key Ways to Optimize for Local Searches
    "When you perform a search at Google or Bing, the results are significantly influenced by your physical location, even on queries where you don't specify a location," writes Ray Comstock at Search Engine Watch. "So if you're in New York and you search for [pizza], or [hot tubs] or [DMV], ... more
  • Ad Recovery Picking Up Over Next 3 Years
    Global ad spending is forecast to reach $449.6 billion in 2010—up 4.9% from a year earlier—and continue to grow between 4.6% and 5.2% over the next three years, fueled by digital media and strong ad growth in developing markets, according to projections by ZenithOptimedia. more
  • Organic Search Drives Software-Buying Decisions
    Most high-tech companies understand that SEO is a critical channel for driving new clients, revenue and brand exposure. Organic search results are used widely by software buyers to find and evaluate products. New research from iProspect finds that organic search, more than paid search and online display advertising, offers the ... more

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