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  • by Laura Patterson
    A good marketing plan is in essence the Cliff Notes version of the company's current status, how it got there and what if anything needs to be addressed. In other words, a good marketing plan has all the elements of a well-told story. more
  • by John Moore
    As marketers, we are always seeking ways to make our products and services more attractive to consumers. When we do it right, we know we've created marketing juju. Consumers are more than just attracted to these businesses. They are downright captivated by them. Each of these brands creates marketing juju ... more
  • by Martin Chorich
    In today's increasingly post-literate culture, the idea of a 10-plus page linear narrative may seem out of date. But not so. The role of the marketing/technical whitepaper is on an upswing as companies recognize their effectiveness in communicating with audiences that demand authenticity and detail when making business decisions. The ... more
  • by Ann Handley
    Chris Maher is president of Fosforus, a business-to-business marketing, media, and interactive design firm based in Austin, Texas. Those of you who have read his writing on MarketingProfs know that Chris is a little different from your average agency guy. He beats a drum about real connections (not just marketing) ... more
  • by Lisa Johnson
    There is an emerging group of business mavens—mompreneurs. Mompreneurs are more than just a great tale of free enterprise. They're a market phenomenon that has emerged for several key reasons. more
  • by Gary Katz
    Companies like Intel, IBM and Adobe are leveraging Marketing Operations to improve performance and ROI as they refine their marketing organizations using an operational focus. But you don't have to be an Intel or Adobe to benefit from this emerging discipline. Here are the seven deadliest marketing sins that plague ... more
  • by Jonathan Kranz
    For many organizations, 'tis the season to shop for talent, especially copywriters. But it's awfully hard to look beyond the exterior to identify the talent who will really work for you. And while there are no fool-proof formulas for finding winners, you can take measures—right at the start of ... more
  • by Hank Stroll
    This week: It's rare to find a fast-food restaurant that doesn't offer a combo that's a better deal than each item purchased separately. Does it make sense for service businesses to offer their customers the same "deal"? more
  • by Linda Schumacher
    Organizations serious about improving their email programs, especially their subscriber opt-in rates, should allocate marketing and development resources toward improving their Web site's onsite registration process. If you're ready to turn your Web site into an email opt-in machine, consider implementing some of the following enhancements. more
  • by Jeff Thull
    Companies everywhere are struggling to differentiate their offerings. They dream of establishing an unassailable market position for their solutions, a position that will enable them to capture a lion's share of the customer's mind and wallet. But to their frustration, no matter how enticingly and expertly their portraits of the ... more
  • by Paul Bruemmer
    With paid search, you pay only for click-throughs to your site. Such accountability is a marketer's delight, but that's only half the story. What about all the people who found the site, saw the pitch but didn't buy? more
  • by Andrea Learned
    Are all the consumer options available today actually serving customers better, or does the exhaustive selection overwhelm (and ultimately discourage) potential buyers? What if all the great new products and models lining the shelves were actually inspiring would-be buyers to decide...well, not to decide? That's where doing your homework of ... more
  • by Gerry McGovern
    The Web is not a great place to win hearts and minds. It is not a great place to convince people to do something they did not come to the Web already intending to do. Traditional marketing techniques, such as brand name repetition and the use of images to communicate ... more
  • by David Warschawski
    You know the truth will set you free. Hopefully, the truth will also help you create great marketing results. Here are three communications myths whose time has come to an end. more
  • by Paras Shah
    In the e-commerce business, securing trust in your company is essential to your success. And an essential element of building that trust, with both customers and partners, is the assurance that your e-commerce operation meets the demanding security standards required of organizations handling sensitive financial information. more
  • by Anthony Cirillo
    Entrepreneurs see the world in a different way. Different perspectives foster innovation. All around a given community, there are hundreds of success stories of mom-and-pop operations that have grown successful enterprises in all types of product and service areas. Seek out and engage these entrepreneurs—they have something to teach us. more
  • by Mike O'Sullivan
    You've heard it many times: If you want your marketing materials to do their job, you have to stress benefits, not features. Ultimately, your target readers don't care about what your product does. They care about what your product does for them. But with all the focus on "benefits," it's ... more
  • by Chanin Ballance
    Consider this: the US is the only place in the world where you can go almost 3,000 miles in one direction without having to change language, currency or culture. Virtually everywhere else in the world, anyone covering such a distance would encounter up to a dozen or more international borders, ... more
  • by Mike McLaughlin
    Professional services marketing literature is full of claims about the quality of offerings and dedication to client results. Without a guarantee to back up those words, though, clients just perceive them as empty promises. If you're serious about service excellence and client results, put some teeth into your assertions. more
  • by Andrew Updegrove
    Obviously, one of the great technical innovations of our time is the World Wide Web, invented by Tim Berners-Lee. Here, he speaks about the launch of the next generation of his creation: the Semantic Web. What is the Semantic Web? It's a "smarter," more useful resource that enables a new ... more
  • by Guy Powell
    You worked hard on developing your strategy and designing great creative. Now you have to go to the CFO and get his approval to start rolling it out. But then he axes 25% out of plan, just because he could. Now you have to spend all night reworking your plan ... more
  • by Hank Stroll
    Whether you are talking Harry Potter books or more complex products, the timing of release dates can be critical to your success—especially if those products or bundled services are being sold to businesses instead of consumers. So when do you announce a new product's release? See what readers have to ... more
  • by Gerry McGovern
    Content management has been a fuzzy, poorly respected discipline within many organizations. Its related discipline, communications, is often seen as peripheral and non-strategic. But the truth is, there are quantifiable benefits that a quality public Web site or intranet can deliver. more
  • by Bob Serling
    Have you ever wondered why a competitor whose product isn't as good as yours always seems to outsell you? It's because either deliberately or by accident, they've discovered an opportunity gap that gives them a powerful competitive advantage. You could easily make up this lost ground by finding your own ... more
  • by Stephanie Janard
    Despite this age of information overload, buyers still need information to help them make the right choices. By incorporating some of these tips, you and your marketing staff can produce pieces that will stand out from your competition's—and guide the buyer to the close of the sale. more

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