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  • Four Ways to Use SlideShare to Boost Your Reach Online
    It's the social weapon you just don't hear enough about: SlideShare. At first glance, it comes across as a mere archive for uploading presentations, but oh—it's so much more than that! When used correctly, SlideShare can help you cleverly boost your messaging, your brand, your very corporate presence online. Consider these four ways ... more
  • Target Your Marketing Content to Each Stage of the B2B Buying Cycle
    "Marketing doesn't fully understand how buyers use content," warns Paul McKeon in a Pro article at MarketingProfs. "B2B marketing is no longer just in the business of brand management and lead generation," he states. "It must serve a huge demand for content that spans buyers' needs, from pre-awareness to post-sale." ... more
  • In Email Integration, Social Media Tops Mobile
    Though the adoption of sophisticated mobile devices continues to climb, the integration of mobile marketing into email and online programs is still low: Less than one-third of marketers say mobile-optimized experiences are relevant to their email audiences, but nearly two-thirds say they are integrating social technologies into their email efforts, ... more
  • Why 'Spray and Pray' Email Marketing Doesn't Work
    Your B2B email marketing program might have a good reason for sending a steady stream of one-size-fits-all messages to prospects. "The idea being that by keeping these folks exposed to your company's name and logo, you'd stay 'top of mind,'" notes Ardath Albee at Marketing Interactions. "That process is now ... more
  • Email, Facebook, Twitter: How Users Engage With Brands
    More than 90% of consumers who are a fan of, or "like," at least one brand on Facebook also receive at least one permission-based marketing email per day, and roughly 75% of consumers who follow at least one brand on Twitter subscribe to at least one brand's email marketing, according ... 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
  • 2010 US Ad Spend Forecast to Grow
    Tentative growth in the US advertising market has begun to propel the global ad recovery, prompting a revised forecast of global ad expenditure, now projected to grow 3.5% in 2010, up from the 2.2% forecast in April, 2010, according to projections by ZenithOptimedia. more
  • Use Freewriting to Brainstorm in Three Easy Steps
    Whether you've run out of inspiration or simply want to refine a good idea, a freewriting session might be the best way to get your best thoughts on the page. "I've seen people use it to create a strategic direction for their company, brainstorm ideas for a personal branding campaign, ... more
  • Matching Search Strategies to Business Goals: Here's Some Help
    "The true test of pursuing either an SEO campaign or pay-per-click (PPC) advertising (or both)," writes Scott Buresh in a recent Pro article at MarketingProfs, "is knowing that it all boils down to your company philosophy, return on investment (ROI) objectives, budget, and numerous other monetary and marketing factors." To help ... more
  • Email Metrics: Open and Click Rates Decline
    Email open and click-through rates declined sharply in 2009, especially in the latter half of the year, with performance levels varying dramatically by industry and email list size, according to a study by MailerMailer, which also found that open and click rates tended to be highest on Sundays. more
  • 4 Billion Web Video Ads Viewed in June
    More than 177 million US Internet users watched video content in June, also viewing more than 4.3 billion video ads, with Hulu generating the highest number of ad views at 566 million, according to Video Metrix 2.0 data from comScore, Inc. more
  • Three Ways to Stink at SaaS Marketing
    SaaS [software as a service] companies typically spend more on sales and marketing as a percentage of revenues than their on-premise software counterparts; and for most SaaS providers, customer acquisition is the single largest expense on the income statement. But what is the right amount to spend? SaaS companies ... more
  • You Can Calculate the Value of a Customer Tweet
    Ever wonder about the true long-range value of a tweet? Now you don't have to guess. Just plug a link, phrase, hashtag or screen name into TweetReach.com to get a sense of the reach it's achieved via tweets and retweets. The cool part: TweetReach doesn't just reveal how many users ... more
  • Four Tips for Making Chatter Into a CRM Power Tool
    Salesforce.com has released a beta of Salesforce Chatter, its "real-time collaboration cloud" that offers sales teams "a brand-new way to collaborate with people at work." So what exactly does Chatter offer? "Updates on people, groups, documents, and your application data come straight to you in your real-time feeds," the Chatter ... more
  • Marketing and Sales Alignment Pays Off in Recession
    Companies with strong alignment between marketing and sales departments have fared better during the economic recession, reporting higher levels of new customers, revenues, and customer retention than those with low alignment, according to a study by Miller Heiman and Northern Illinois University. more
  • Strategies for Keeping a Positive Outlook
    People kept asking consultant Tom Peters how they should cope with the negative effects of the economic downturn. He responded with a free, downloadable list of action points offered at his website. Called Forty-six 'Secrets' and 'Clever Strategies' For Dealing with the Recession of 2008-XXXX, the list includes common-sense items ... more
  • Beware the Danger of Strategic Shortages: Hot ≠ Loved
    In a recent article in the Harvard Business Review, Uzma Khan discusses the results of a study she and her colleagues conducted that examined the difference between consumers' wanting a product and actually liking it. The researchers awarded an electronics store gift card to people who completed a word puzzle. ... more
  • Digital, Direct Marketing Hiring Softens—Less so for B2B
    Weakening economic signals are having their effect on the employment outlook for digital and direct marketers in the third quarter (Q3), according to the latest quarterly employment report by Bernhart Associates Executive Search, LLC. more
  • Two Key Ways Email Can Boost Results in Other Channels
    "[O]nce you've created a regular email-communications program, or developed your smart auto-responders, are you remembering to strategically use email to strengthen and encourage relationships with your list members in other channels?" Karen Talavera asks in a Pro article at MarketingProfs. There's a simple reason why it's important to facilitate cross-channel interaction ... more
  • A Four-Part Plan for Harmonious Customer Service
    "I've recently come across a communication and knowledge management model called DIKW that is about how we act at our jobs," writes Paul Williams at the MarketingProfs Daily Fix blog. "The acronym represents: Data, Information, Knowledge, Wisdom. [And it] expresses how we process information—starting with raw data and mastering it ... 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

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