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  • Get Choosy Moms to Choose You
    Merchants are hard at work these days trying to influence customer choice. Here's some new research that might help. Specifically, these researchers looked at how assortment size influences whether shoppers choose indulgent or practical products. In one experiment, two groups of participants were shown pictures of ice cream, and were ... more
  • This Space For Rent
    Your e-newsletter is an excellent tool for maintaining customer relationships. But it can also generate income if you offer cool ad space in it.  In a recent article at MarketingProfs, Drew Adams explains how to make it more appealing to select advertisers: Make it relevant. Adams offers an example: "For a newsletter ... more
  • You Need Good, Consistent Analysis. Seriously, You Do.
    "It's hard to get analysis right," says Gary Angel in a post at the SemAngel blog. "[And] even when you do, it's hard to get it consistently right." You increase your chances, he argues, with a good process that prevents common pitfalls like these: Failing to ... more
  •  Y U Trippin'?
    There's no question that the advent of online communication has lowered our expectations for proper grammar and spelling—in the casual environments of instant messages, email and blogs, we forgive the occasional flub or "where r u?" without giving it a second thought. But what if you're exchanging tweets or emails ... more
  • Four Key Components of E-Newsletter Advertising
    by Drew Adams
    How do companies reap solid advertising ROI from email newsletters? They incorporate four key marketing tactics into their campaigns: relevancy, list quality, design, and tactical landing pages. And then they apply them, like this.... more
  • How to Measure Engagement on Twitter—and Savor the Tweet Smell of Success
    by Jim Sterne
    If you are on Twitter to represent your company, your boss will probably soon ask you to prove the value that your tweets have to your business, if he or she hasn't already asked. So how do you know whether your followers are listening or whether you're just tweeting in the ... more
  • Think Ahead While Cutting Back: Marketing Priorities in a Recession
    by Pat LaPointe
    Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of cut, cut, and cut some more? Here are some ideas on what to cut... and (just as critically) what not ... more
  • Tips for CMOs: Five Ways to Keep Your Team off the Chopping Block
    by Robbie Baxter
    For most CEOs, good marketing is a bit like pornography—it's hard to define precisely, but they know it when they see it. Still, it's clear that one of the problems is that most CEOs cannot put their finger on what Marketing isn't getting done—but they can envision that nothing much ... more
  • Case Study: How One Company's Content Marketing Improved Qualified Lead Generation, Boosted Revenue 38%
    by Kimberly Smith
    Good content can position your company as an expert in its field, delivering more and better-qualified traffic to your door. Here's how one company leveraged its vendor-neutral whitepapers, podcasts, and more to increase leads, conversion, and (ultimately) revenue. more
  • Words, Words, and More Words
    A new trend uncovered by Hitwise reveals that search queries on all major search engines are starting to get longer and longer. In a recent study, the measurement firm found that searchers are typing four or more words at an increasing rate to find what they're looking for. Searches using ... more
  • Take the Twit out of Twitter
    In a post at his blog, David Reich recounts the story of a PR executive who wasn't exactly thrilled about traveling to Memphis for a meeting with clients. Unfortunately, the exec decided to announce his disdain in a very public forum known as Twitter: "True confession but I'm in one ... more
  • Don't Make This Harder Than It Is
    "I am still unsubscribing from lots of emails in an email account that I no longer wish to use," writes Tamara Gielen in a post at BeRelevant!  "While doing so, I've come across a couple of practices that make me want to scream." In truth, she has encountered more than a ... more
  • Orange Crush
    When Tropicana unveiled entirely new packaging for its Pure Premium orange juice early this year, the company received an unexpectedly vocal response from a small cadre of customers. According to Stuart Elliot, writing at the New York Times, they didn't mince words—using adjectives like "ugly" and "stupid," the unhappy shoppers ... more
  • Behold the Golden Channel
    If you're new to digital marketing, you're not alone—and it's never too late to start making an online impact. This especially holds true with email—which, for many marketers, has proved to be the Golden Channel. Case in point: Seiko. "Two years ago," writes Dianna Dilworth in an article at DM ... more
  • When the Crowd Attacks
    On Friday 2/27, Skittles surrendered itself to the Zeitgeist. Visits to Skittles.com led users directly to Wikipedia (later changed to a Twitter search for "skittles," then to the official Facebook fan page), and attempts to explore the site navigation—little more than a pop-up—guided users elsewhere still: flickr, YouTube, Summize. The ... more
  • Time to Clean Out Those Pipes
    Are your sales pipelines feeling a bit clogged lately? Well, welcome to the recession, says Scott Gillum in a recent MarketBridge blog post. "With customers delaying and/or postponing decisions altogether, the ol' pipeline ain't what it used to be," he notes. But, lucky for us, he then offers 7 Pipeline ... more
  • The Right Way to Join the Fray
    In a post at the MarketingProfs Daily Fix blog, Mack Collier tells the story of Alison Heath, the director of marketing for a small company that received favorable coverage from the Washington Post. "That's good," he says. "Unfortunately, [though], commenters were attacking the business, based on the information contained in ... more
  • I Just Need to Know You Care
    What's the key to keeping customers loyal during the downturn? A new report from Forrester Research says it all comes down to showing that you care. "Customer experience" is the top determinant of customer loyalty right now, the research says. Bruce Temkin, VP and principal analyst, customer experience, at Forrester, ... more
  • Tell Me More, Tell Me More
    Under normal circumstances, Dylan Boyd believes email copy should be clear and concise. He explains his straightforward rationale in a post at the Email Wars blog: "[I]f I get 500-700 emails a day in my inbox, then I need to know WHO, WHAT, WHY and What's in it for me. ... more
  • Don't Call Me Average
    In a post on Key Performance Indicators (KPI) at the Occam's Razor blog, Avinash Kaushik facetiously asks readers to raise their hands if they think they're average. "No one is 'average' and no user experience is 'average,'" he argues. That's the reason he believes averages—despite their ubiquity—often serve to muddy ... more
  • Throw the Curve!
    In his roles as a successful blogger and an executive at Ogilvy, Rohit Bhargava works on both sides of the public-relations equation. The juxtaposition gives him a unique perspective on how the worlds of PR and media relate to one another, and he used a recent post, "What All PR ... more
  • How Hyundai Uses Behavioral Segmentation to Take the Bull by the Horns and Send the Bear Packing
    by Michael Barr
    Hyundai took the bull by the horns in this bear market and scored big. It used behavioral segmentation to identify what was keeping prospects from buying and then developed a strategy that made it easier for customers to part with their hard-earned dollars. What can you learn from its example? In ... more
  • How You Lose Sales With Bad Search Marketing Decisions Based on 'Best-Practice' Web Analytics
    by Todd Miechiels
    One of the most dangerous trends emerging is that B2B marketers, and their extended search-marketing resources, are regularly making bad decisions based on "solid analytics data." All too often, marketers are deciding to spend either more or less money based solely on the conversion rate of how a certain search phrase, ... more
  • GM's Biggest Strategic Blunder
    by David A. Aaker
    GM's CEO, Rick Wagoner, has opined that the automaker's biggest blunder was to walk away from the electric car. But GM's biggest strategic blunder might have been its failure to view Saturn strategically—and as a consequence not allowing it to fulfill its destiny as a domestic competitor to Toyota, Nissan, and ... more
  • Your Marketing Stimulus Package: Invest Now in Building Brand
    by Kevin Randall
    Every day we are bombarded with bad news about the economy: dismal corporate earnings, budget cuts, advertising gone dark, clients and agencies and people coming and going, and a sense of turbulence, malaise, and timidity. What can marketing do? Today's brand leaders should follow these 7 Ps of branding as ... more

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