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  • Time to Get Engaged
    In a post at the Neuromarketing blog, Roger Dooley discusses the book Sway, by Ori and Rom Brafman, and explains a key takeaway from their study of unorthodox demographic segments: That investing your time in customer engagement is one of the best investments you can make. These "customers" might not sound ... more
  • Go Where the Current Leads
    John McCain got people talking when he aired an ad that compared Barack Obama to style-over-substance celebrities like Paris Hilton; but the conversation really picked up when Hilton shot back with an entertaining rebuttal at the comedic website Funny or Die. Reclined on a chaise lounge—and attired in high heels ... more
  • The Very Definition of Social Media
    OK, you're supposed to be in-the-know about Social Media and B-to-B outreach. You can define "mashup," and report how it can best serve your clients, in 25 words or less, right? Yeah. Thought so. Here's a short list of terms, from a recent E-Commerce Times article, that might help. Hide it ... more
  • The Freeconomics of Online Media
    Phil Bronstein, San Francisco Chronicle editor-at-large, said during the 2008 AlwaysOn media summit at Stanford that if he "could collect a buck every time anyone says 'monetize,' I wouldn't need any more money." But Internet users have come to expect free content. So, how will online media companies transform "free" into ... more
  • Mary, Mary, Quite Contrary
    "Nobody loves email marketing more than I do," says Gary Levitt. "But even I admit that within the grand taxonomy of consumer touchpoints, e-newsletters hold a sorry position." Regardless of how we feel about them, the fact remains: e-newsletters do a consistent job of moving product and building loyalty. So if you must ... more
  • Can You Hear Me Now?
    "Are you listening [to your customers]?" asks Todd Defren in a post at the PR Squared blog. "Great. But are you also empowered to act effectively on [their] behalf?" In other words, any company worth its salt can listen to its customers—what you do with the information is what sets ... more
  • Help Me Out, Here.
    Customers often want advice when making decisions—particularly if they involve an emotional element. So, they seek the opinions of friends, colleagues, and marketers. Now research is showing that they also may seek a more personal connection with a salesperson when facing an emotional decision. This researcher says that sales professionals ... more
  • Average, Schmaverage
    In a post at the Email Insider blog, Jordan Ayan writes that he inevitably receives a basic query when he speaks at conferences: "What is the average [fill in the blank]?" The usual concerns relate to click rates, open rates and delivery, but Ayan claims to be more interested in ... more
  • Email Marketing Disobedience: Six laws of proper e-Newsletter creation, and why you should ignore every one of them
    by Gary Levitt
    Within the grand taxonomy of consumer touchpoints, e-newsletters hold a sorry position. They're the longwinded busybodies who never get invited to the cool parties. Porcelain-skinned print campaigns turn up their perky, sans-serif noses at e-newsletters' frumpy templates and canned copy. Super Bowl spots kick sand in e-newsletters' bespectacled faces. Yet, these ... more
  • Five Steps to Building Brand Equity for the Small Business
    by Mike O'Toole
    Everyone wants brand equity. But building it, when you are more likely to qualify for the Inc. 500 rather than the Fortune 500, can be a puzzle. Particularly when the role models for brand equity are global icons like Coca Cola, Volvo, or Sony—hardly your peer set. The good news is ... more
  • Why Google's New Web Browser Chrome Matters to You
    by David Felfoldi
    Last week Google released Chrome, its new standards-compliant Web browser. But what does that mean to you? Though Google offers a great comic that explains the big changes, it is a bit jargon-heavy and, frankly, long at 32 (comic) pages. Here's an introduction of Chrome for the layman. more
  • Lincoln, Mark Twain & Lightning: Choice Words on Word Choice
    by Ernest Nicastro
    Clearly, Abraham Lincoln knew the difference between the almost-right word—and, the right word. A distinction famously defined by Mark Twain some 25 years later as "the difference between the lightning bug and the lightning." With that thought in mind, here are a few choice words on word choice to help you ... more
  • Case Study: How a Controversial Book Became a Bestseller via an Aggressive Web Campaign
    by Kimberly Smith
    When the current POTUS is the villain of your book, it doesn't matter that you're a best-selling author... because the mainstream media will find it too hot to touch. So what do you do? You go to the Web. more
  • How to Avoid Stumbling on StumbleUpon
    In a Web 2.0 world packed with online voting/referral tools like Digg and Sphinn, DJ Francis of the Online Marketer Blog has decided that there's one he likes best: StumbleUpon. Though he acknowledges the quality of the traffic isn't always the greatest, the volume more than makes up for ... more
  • Floating Tiger
    In a post at her Conversation Agent blog, Valeria Maltoni praises a fun YouTube video created by EA Sports as a response to one posted by a gamer called Levinator 25, who discovered an unexpected, and likely unintended, feature in Tiger Woods PGA Tour 08. Dubbed "Jesus Shot," his brief, ... more
  • Are You a Leader to Follow?
    In a post at Harvard Business Online, John Baldoni says true leadership has little to do with your position on an org chart. Just because you have an executive title, that doesn't mean the people you manage consider you a leader. Earning that respect entails a number of different factors, ... more
  • The Angel in Red Speaks to Us
    According to Drew McLellan, there exist only a few rules for outdoor advertising—for instance, use provocative visuals and less than seven words. But in a blog post, he recalls a 1989 campaign devised by Crowley Webb for Garcia's Irish Pub in Buffalo, New York, that ignored this conventional wisdom. "[This] ... more
  • When the Big Boss Blogs ...
    Is this the beginning of the end for the CEO blog as client outreach? A report by Forrester Research seems to think so, according to a recent article by Christine Kent at "Blogs read like tired, warmed-over press releases," Kent quotes Forrester's Laura Ramos as saying. "Corporate bloggers [just] ... more
  • The Revolution Will Be Widgetized
    Imagine you've got a great product, and you've opened your first boutique. You're drumming up customers, but getting traffic through the door is tough. Then you think, What if I could license other vendors to carry my product? In one deft motion, you multiply your brand ambassadors and significantly broaden ... more
  • Can You Do a Split?
    If you don't use A/B-split testing to analyze the results of your email campaigns, you probably aren't getting the full picture. According to a whitepaper from L-Soft, "Results can show how your newsletters or email campaigns are performing, why they are performing as they are, and what factors are affecting ... more
  • Give to Receive
    "There's still something to be said for a free sample of a product," says Mike Essex, who has made a sport of seeing how many he can receive in return for promising an online review at his blog. While the premise of his activities fall outside the marketing mainstream, his ... more
  • Whoa! You're Scaring Me.
    Careful how you say that! When introducing a new product whose usage may involve a slight risk, research is showing that a positive message is paramount. Many new products carry some degree of risk. For example, most new drugs are risky, as they involve potential short- or long-term side-effects. Or ... more
  • You Bored Me at Hello
    In a post at the Marketing Interactions blog, Ardath Albee discusses the potentially calamitous effects a bad first sentence can have on your email campaigns. She highlights typical errors with some actual examples: Presuming a recipient knows—and respects—you : "I wanted to share with you the ... more
  • Every Blue Ocean Will Eventually Turn Red; Create an Unfair Advantage Instead
    by Dan Herman
    The vast red and blue oceans of the marketing world tsunamied into our awareness and vocabulary a few years ago, when two professors, W. Chan Kim and Renée Mauborgne, claimed that competition can be rendered irrelevant. Their book, Blue Ocean Strategy, heralded the news to marketing managers and CEOs all over ... more
  • Has Your Telephone Become Your Sales Prevention System?
    by Todd Miechiels
    Is your company guilty of throwing dollars at campaigns to increase Web traffic, only to turn around and squander sales opportunities due to poor telephone and email handling? Make sure that your telephone system isn't preventing prospects from reaching out and touching someone at your company. As soon as you finish ... more

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