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  • 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
  • Protect Profitability: Start Each Day With a Mission Statement
    "Many business owners have dutifully written their vision and mission statements, working hard to craft statements with impact and importance," writes Marla Tabaka at Inc. "But what happens to those statements?" All too often, they're shuffled out of sight—and out of mind. In Tabaka's experience, many clients can't articulate a mission ... more
  • Video-Based Email Marketing Growing, Despite Challenges
    Nearly three-quarters of marketers (73%) say integrating video with email marketing increases click-through rates (CTR), and fully one-half are now using video in their email marketing programs, according to a survey from the Web Video Marketing Council. more
  • Case Study: How One Company's Thought-Leadership Content Is Driving New Business, Exposure
    by Kimberly Smith
    Emulate these best-practices for launching a well-trafficked corporate blog, and you'll be well on your way to establishing yourself as a trusted authority in your marketplace. more
  • How to Outbid Bigger Competitors on Google AdWords
    You might think that your small business—say, one with an annual Google AdWords budget of $50,000—has no chance when bidding against larger companies with much deeper pockets. Happily, that just isn't true. "Bidding for keywords on Google is not a straight auction," explains Minda Zetlin at Inc. "Instead, Google multiplies the top ... more
  • Leads: Quality or Quantity? Depends Where They Are in the Sales Cycle.
    As a marketer, you might have noticed a certain ebb and flow in the requests you get from your sales department. "At the beginning of the year when the funnel is looking light and the end of the quarter or year seems far away, eager sales people see their friends ... more
  • Small Biz Report: Social Media Adoption Levels Off
    As small businesses continue to navigate the economic recession, their adoption of innovative marketing technologies such as social media has leveled off, while expectations among those who use social media have changed, according to a study by Network Solutions and the University of Maryland's Smith School of Business. Still, among ... more

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