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  • Air New Zealand Baring It All
    Airline travel of late has become decidedly less of a joy. Planes are crowded and passengers are nickel-and-dimed at nearly every opportunity—for bottles of water, blankets, checked baggage, and so on. Which makes for a perfect opportunity for an outfit like Air New Zealand. more
  • Why All the Talk About Dog Food?
    by Aaron Strout
    Have you ever heard the expression "eat your own dog food"? It's a concept that essentially means that one is "walking the talk," or leading by example. Many companies have talked about being "customer-focused," but how many really are? Unfortunately, just saying you're committed to doing something is dramatically different ... more
  • My So-Called Marketing Life: How Do I Extend the Reach of My Brand?
    by Sue Duris
    Although she has been successful in promoting and extending corporate brands, the author entered into another chapter of her life a few years ago: re-energizing an acting career. Eventually, she came to see marketing herself as an actor as the same as marketing any other product or service. She revisited ... more
  • Anatomy of a Novel-Sized Landing Page, Part 2
    by Kim MacPherson
    In Part 1 of this article, the author talked a little bit about the necessary components to a successful landing page: You need "bones" to hold it all together; you need to keep the message on track and motivating by maintaining a consistent theme throughout; and you need to stir ... more
  • E-Marketing: Greening the Digital Process
    by Chet Dalzell
    For those of us who were brought up e-marketing, e-shopping, e-dating, e-gossiping—and all things e—we may feel smug that we are truly paperless (are we really?), and thus we are so green in our behavior that who would dare cast a stone at us? Well, it's time to wake up. Direct ... more
  • Case Study: Using Video to Reel in Record High Traffic and Conversions
    by Kimberly Smith
    Supply-chain software provider Kinaxis needed to reel in more customers, so it created a comedy video series, which soon became its most popular online content. The videos drew record site traffic and conversions, as well as doubling RSS subscriptions to the company blog within the first month. more
  • Be Professional: Act Like It's a Cocktail Party
    You might have seen the PSA in which a teenage cyber-bully reads her hateful words from the podium of a school assembly. The absurdity of the scene illustrates a disconnect that often exists between our online and offline behavior—when emboldened by the impersonal buffer of a social network, we might ... more
  • Attitude Adjustment: Proactive vs. Reactive Marketing
    No doubt about it: marketing and selling even the best of solutions in a bad economy is a hard job. On the sales front, cycles are longer, it's tougher to close business and profit margins are thinner. For marketing, the pressure is on to produce better results with less money. ... more
  • Free Resources That Can Pay Off
    While the blogs we highlight are a great resource for email marketers, you might also benefit from the more in-depth guidance of downloadable whitepapers. Companies have discovered the marketing advantage of offering free whitepapers to prospects, and some of those papers are worth a look. ExactTarget's One-to-One Marketing Field Guide ... more
  • Commercial Break: Honda's 'Cog'
    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at Honda's "Cog," which went viral before the term "viral" had gone viral. more
  • Facebook Freebies Demystified
    So you say you're still a bit iffy about investing in Facebook's panoply of paid brand offerings (virtual gifts, banner ads, homepage takeovers)? Not to worry: we've done some legwork for you, and turned up some freebies at the site that could actually serve your marketing plan to a "T." ... more
  • Here's That Email You Requested
    Congrats! You've created a terrific whitepaper, and now you're adding a download link to a free copy of it on your landing page. All your prospects have to do is enter their email addresses, and voila! Instant whitepaper! Perfect B2B lead generation, right? Well, not quite so perfect, says ... more
  • That's Amore!
    Not long ago, a MarketingProfs colleague in Orange County, California, ordered an extra-large pizza from Gina's Pizza and Pastaria—a small, local chain known for its high-quality ingredients. When he went to pick it up, the manager asked, "Do you have a coupon? I see you've purchased three of these pizzas ... more
  • 'Mainstream' Is Not a Target Market
    Mainstream is not a target market. In fact, by trying to blandly appeal to everyone, you wind up not really appealing to anyone in particular. Yet, in many companies, "niche" is a dirty word, right up there with "polarizing." more
  • Pick a Price, Any Price
    When you have customers scrambling to make ends meet, or cutting back on unnecessary expenditures, it might seem foolhardy to let them set prices for your product or service. But Sam Lippert of the Java Street Cafe in Kettering, Ohio, took a chance on that risky strategy. He told diners ... more
  • Keepin' It Real
    With the widespread use of technical lingo—words like segment, list, database—sometimes it's easy for email marketers to forget about the actual human being on the other side of the Send button. "[W]e're not just delivering to inboxes," Karen Talavera reminds us in a MarketingProfs article, "we're communicating [with] individuals." Here ... more
  • Marketing Addictionary: 'Headfake'
    Headfake (noun): A situation in which you are familiar with a person's online avatar picture, which gives you an inaccurate idea of how that person appears in real life. more
  • Slice and Dice with Advanced Segmentation
    In a guest post at the Solutions for Southeast Asia blog, Barbara Pezzi of Swissotel explains how the introduction of advanced segmentation in Google Analytics enables her to group website visitors into highly specialized segments. "We are no longer limited to tracking paid vs organic traffic," she says, "but can ... more
  • Our Friend, the Difficult Customer
    You have a great product or service, and you do your best to create an exceptional customer experience. Despite your efforts, though, you encounter difficult customers with more frequency than you'd expect. What gives? In a post at the Conversation Agent blog, Valeria Maltoni suggests 10 reasons this might be ... more
  • How Much Has Apple Really Made from iPhone Apps?
    It was just a month ago that Apple reached the prestigious mark of 1 billion downloads from its iPhone App Store—a huge milestone. The enormous number of downloaded apps elicits the question: How much money has Apple really made from paid apps? more
  • 'White Swan' Marketing, or How to Focus on What Works
    by Jonathan Salem Baskin
    When the latest marketing answers fail to produce the results you expect, maybe it's time to start asking different questions. You don't need me to tell you that we're in a crisis of confidence: Consumers don't believe or act on the information we give them in the ways we'd hope, so ... more
  • 13 Essential Social-Media 'Listening Tools'
    by Clay McDaniel
    You're a marketer who's hip to the idea of social media: You have a blog, you know Facebook inside and out, and you can Tweet with the best of them. But the big question is, Are you listening as well as talking? Here are some of the top tools for ... more
  • Three Ways to Personalize Your Email Marketing: Remember Who You're Talking to
    by Karen Talavera
    Sometimes we get so caught up in the procedural logistics of email marketing that we forget we're communicating with real people. We think in terms of lists, databases, target audiences, and segments. With email, as with conventional channels, it's important to remember that there are real people on the other end ... more
  • The Pursuit of ROI: Will It Lead You to Rags or to Riches?
    by Sharan Jagpal
    It's no secret that the business world is slow to change. Sure, it has made the evolution from typewriters to computers for word processing, and from snail mail to email for written communication. But in regard to the core of doing business—from the methods and measurements that are used to ... more
  • Case Study: Harnessing Web 3.0 to Pump Up Brand Preference and Loyalty
    by Kimberly Smith
    In this new age of conversation between corporation and consumer, chip-maker Intel and PC-maker ASUS have embraced "crowdsourcing." Allowing consumers to design the ideal PC, they are gaining valuable consumer insight and in the process building not just a PC but customer loyalty. more

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