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  • Can You Party Too Much?
    These days, everybody's touting the importance of engaging clients through social media. Form communities! Get talking! Create buzz! It's all good! But is it? Can B2B companies go overboard in their quest to attain a vibrant community online? In other words, is it possible to party too much? Well, Francois ... more
  • It's Not Me, It's You
    Good PR doesn't come cheap, and if you're not seeing results from your agency, it's only natural to consider other options. But before firing your agency, Todd Defren at the PR Squared blog asks whether you've lost faith in its senior management, or in the team handling your account. Your ... more
  • That Is So Yesterday
    Important Notice: Your Customer Behavior newsletter will continue to bring you the kinds of articles you've come to expect and enjoy—but now, with a new name! Beginning with this edition, we've renamed it Customer Insight, to better reflect its broad intent and scope. See you next week. Seeking to grab ... more
  • The Easy Way to Slice and Dice
    Even a small company can benefit from email messages tailored to a recipient's specific wants and needs. "Using segmentation," says Michael Clark in an article at MarketingProfs, "customers only get notified of new products, specials, and offers based on past buying patterns, knowledge of the customer and what they've clicked ... more
  • Quantitative Conversion Data Isn't Everything
    "I'm finding that 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, ad creative, or banner ad performs," says Todd Miechiels in an article at MarketingProfs. "[I]n other words, the percentage of people who ... more
  • Join the Pep Squad
    As we continue to feel the adverse effects of a global recession, it's only natural to feel a sense of defeat. "Giving up the ghost is a real option," says John Baldoni at Harvard Business Online, "but if you are a manager in a declining business or even a flat ... more
  • Four Best-Practices for Renovating Your Brand—Before It's Too Late
    by Fred Geyer
    Why do brand leaders wait until their brands are at the breaking point, at risk of joining the likes of Radio Shack and 7Up? Instead, renovate your brands while it is strong and growing. Spot changing market dynamics and address them as opportunities... before they have time to develop into ... more
  • Five Ways to Supercharge Your Mobile Marketing
    by Iain McCready
    At this year's Consumer Electronics Show (CES), the Consumer Electronics Association announced it expects mobile phone unit sales in 2009 to grow some 31 percent in North America, with global unit sales reaching approximately 1.2 billion. The announcement validates the mobile market as a wellspring of untapped potential, but it also ... more
  • Speaking Their Language: How to Localize Your Message for Global Customers
    by Chanin Ballance
    Many companies already recognize the value of translations for reaching that vast worldwide audience. They've been having product information, press releases, and marketing and advertising copy converted into the languages of their current and potential customers for years. But smart companies realize that to strike a chord with more buyers, they'll ... more
  • Improve Your Email Marketing Through Segmentation
    by Michael Clark
    Not all customers are alike, and what appeals to one may not interest another. Therefore, it is important that you connect the message you are sending to your customers' differing interests. Email messages that are segmented, targeted, and relevant to the recipient are much more likely to be opened and acted ... more
  • Case Study: How Mobile Text Marketing Is Increasing Ancillary Revenues, Room Upgrades, and Customer Loyalty
    by Kimberly Smith
    Cutting-edge customer service that relies on mobile texting has helped an alliance of hotels to retain customers among the thinning number of business travelers—and avoid disaster during the economic downturn. Read on to see how. more
  • Up, Up, and Away!
    We may be in a recession, but that isn't stopping marketers from spending on search. According to the new 2008 annual survey and forecast from the Search Engine Marketing Professionals Organization (SEMPO), spending on search engine marketing in North America is expected to hit $26 billion by 2013, up from $13.5 ... more
  • You Two Wrestle Online, OK?
    You've seen others do it, and maybe you're wondering how to create your own two-person video for social-media channels. Ben McConnell, who blogs with Jackie Huba at Church of the Customer, offers a helpful primer for those who'd like to give it a try. There's only one catch—since the word-of-mouth ... more
  • Why Can't We Still Be Friends?
    In a recent post at her Flooring the Consumer blog, C.B. Whittemore discusses the frustrations of transferring newsletter subscriptions from one email address to another. "It's really easy to unsubscribe," she says. "But, it's really, really difficult to change your email address. Don't believe me? Go try it out." Among ... more
  • The SXSW Cheat Sheet
    "This will be my third year [at SXSW]," says Aaron Brazell in a post at Technosailor, "but I'm a bit surprised, in a down economy, how many people are going for the first time." Because of that, he decided to offer some advice for the newbies, and kicks off with ... more
  • Great. More Spam Jargon.
    When you read about spam in email marketing blog posts and articles, you probably notice writers rarely pause to define industry-specific lingo. While you undoubtedly know what block, bounce and tag mean, less common words and phrases might leave you scratching your head. Fortunately, Spamhaus fills in the blanks with ... more
  • Textbook Text Marketing
    As marketers continue to see good ROI from finely tuned mobile strategies, the humble text message has acquired newfound cachet. And in a recent video posted at the CenterNetworks blog, Allen Stern interviews Tatango CEO Derek Johnson, whose one-to-many SMS service enables instant mobile communication with an entire list of ... more
  • No Shrinking Violets Allowed
    Shrinking economy? Time to shrink that ad budget. That's the knee-jerk reaction being witnessed at quite a few B2B companies these days. And it may be the exact wrong thing to be doing. In a recent blog post, Justin Hitt makes a compelling case for not only maintaining your ad ... more
  • We're Not in Kansas Anymore
    If you're new to the world of social networking, or can't understand why it's not working, you might not realize that online communities—like those at Facebook and Twitter—don't care for traditional marketing tactics. In a post at the MarketingProfs Daily Fix blog, Paul Chaney serves up his top-ten tips for ... more
  • 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

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