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  • Cut the Hype. (Some).
    As demonstrated in past issues, consumers often make choices based on their feelings. We also know that their decisions about what to buy may be based on how they think a given product will make them feel. Simple formula: promote it with a positive hype, and they'll love it. Right? Not so fast. Now ... more
  • Who Knew??
    In late August, eROI released the results from its latest email marketing survey. The figures might surprise you. What the competition is and isn't doing could help you identify missed opportunities—or reinforce your own best practices. Here's a roundup of eROI's findings: "From" Names: Of the survey's total respondents, 50% use a company name ... more
  • Maximizing Lead Generation Marketing ROI (Part 1): Lead Quality Counts
    by Jim Lenskold
    Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, and building strong alignment with the sales organization. As presented in the MarketingProfs' research report, "B-to-B Lead Generation: Marketing ROI and ... more
  • Kodak Clicks With Social Media Success
    by Amber Naslund
    Kodak has invested people, energy, and two years of dedicated effort into building its social media program, and has met with great success. Here, Amber Naslund talks to the people behind Kodak's efforts to find out why their social media program is so valuable to their business, and how they've ... more
  • Fundamental Design Rules for Email Marketing Success
    by Winston Bowden
    Good email design is a critical part of ensuring a high response rate. A major frustration within the industry is the lack of standards to guide designers when creating HTML email. Though there isn't one email-marketing design bible, there are fundamental design rules that should be applied. This article reviews some ... more
  • Microconnecting With Your Customers via Microblogging: Q&A With Connie Reece
    by Mack Collier
    There's a new kid on the social media block that's starting to garner a lot of attention from companies. Microblogging sites, such as Twitter, are increasingly becoming a companion to an existing blog—or a standalone strategy for businesses that are using social media to connect with their customers. But many companies aren't ... more
  • Case Study: How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp Electronics
    by Kimberly Smith
    Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook. more
  • Scratch That Niche
    Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your target market already wants. Say you have a rock band with a quirky sound, and people who like your music also ... more
  • Are Your Customers Happy?
    Get behind the wheel of any luxury car today, and you'll face a dashboard and console packed with buttons that run elaborate climate control, stereo and navigation systems. On paper all these options sound great—in practice, though, attempting to operate increasingly complicated electronics might leave many drivers frustrated and annoyed, ... more
  • Make Your Viral Dreams Come True
    As it becomes easier than ever to produce and distribute online videos, you probably see how the medium can serve as a key marketing tool. And in a guest post at HubSpot's Inbound Internet Marketing Blog, Eric Guerin explains how to give your DIY efforts the competitive edge: Start with a ... more
  • On-the-Fly Creativity
    You spend most of your day trying to be creative, but do you ever stop to ask yourself what creativity is? With a white board, a few markers and a techno soundtrack, Tate Linden uses the written word to express and modify his thoughts on the subject. And because it's ... more
  • On-the-Fly Creativity
    You spend most of your day trying to be creative, but do you ever stop to ask yourself what creativity is? With a white board, a few markers and a techno soundtrack, Tate Linden uses the written word to express and modify his thoughts on the subject. And because it's ... more
  • Build It and They Will Come
    The key to getting your site to the top of a B2B keyword search list isn't just content, says Galen DeYoung: "Proper site architecture is also critical," he insists. So it's not just how you say it that counts in SEO; it's how you build it, too. With that in mind, ... more
  • Singing the Budgetary Blues
    Most email marketers know the frustration of trying to secure adequate funding for their online efforts. "Direct mail is so expensive that mailers can often justify a marketing database and top-notch analytics team to help manage costs," says Elana Anderson. "Unfortunately, email is so cheap that online marketers struggle to ... more
  • Widget for Dollars
    You know investing in widgets can improve brand recognition and site traffic. So what's holding up execution? Well, you protest, I’m not very tech-savvy. Breaking news: widgets have evolved. Sites like,, Google Gadgets and make building them as easy as disseminating RSS feeds. Dampen your toes at a ... more
  • The Five Dumb Mistakes
    Running a small business can be a risky endeavor, but you don't have to reinvent the wheel when it comes to marketing. Taken from The Reach Group's Free Agent Formula—created by Cheri Hanson, Lisa Johnson and Cassie Pruett—here are the top five mistakes made by entrepreneurs: Creating a business that follows ... more
  • Target Jim and Mary
    Research has uncovered quite an interesting effect that guides customer brand choices. They call it the "name letter branding effect." The NLB effect shows that customers are more likely to choose a brand name that has the same letters as their first name than they are other, equally attractive, brands. ... more
  • When Less is More
    You've crossed all your marketing t's and dotted all your best practices i's with a relevant, enticing offer sent only to subscribers who opted in to your campaigns. You're anxious to see how well the offer performs, but then you learn a major ISP has blocked your IP address because ... more
  • Getting 'Social' with Social Media—Q&A With Rohit Bhargava
    by Mack Collier
    Rohit Bhargava is a well-respected marketer and blogger and frequent speaker at conferences, including the upcoming MarketingProfs Digital Marketing Mixer. Here, he shares advice on how to get the most from the conference experience and discusses where social media is headed, as well as how businesses can make the most ... more
  • Three Ways to Improve Your Lead-Nurturing Strategy
    by Kathy Rizzo
    Although more than 80% of high-tech marketers say they have a lead-nurturing strategy, 64% say their strategy needs improvement, according to a February 2008 survey by TeleNet Marketing Solutions. As for which areas of overall lead-generation strategy tech marketers would like to improve in the next year, nurturing of long-term leads ... more
  • Top 10 Challenges Interactive Marketers Face
    by Aaron Kahlow
    The top 10 challenges facing the interactive marketing community are very much the same as those facing the entire marketing community... in that almost every marketing professional must address the interactive/online marketing medium. When they are asked about top challenges, many marketers say things like "social media" or "search engine optimization" ... more
  • The Power of Green Lies in the Hands of Marketers
    by Jacquelyn A. Ottman
    Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to cut down on precious resources' ending up in landfills—lies in the hands of scientists and engineers, or lawyers and legislators. But the real power of green lies in the hands ... more
  • Case Study: How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand Awareness
    by Kimberly Smith
    Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction. more
  • All in the Execution
    The success of videos posted at your Web site or YouTube depends in no small part on the quality of execution, and those made in-house are most vulnerable to amateurish production values. Not to worry: In a guest post at the HubSpot blog, Catie Foertsch offers her best tips for ... more
  • An Apple a Day
    "At some point just about every marketer is bound to look at something that Apple is doing and wish they could have done it for their own brands," says Rohit Bhargava in a post at the Influential Marketing Blog. But, he argues, the company's success relies on more than the ... more

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