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  • Hitting the Spot
    We're suckers for any video series that takes an entertaining approach to informative content like the weekly podcasts from HubSpot TV, hosted by the extremely likeable duo of Karen Rubin and Mike Volpe. This episode opens with viewer mail. The first question asks whether a company should add a Twitter ... more
  • Welcome Home!
    "A good opt-in procedure lays the foundation for a strong email program," writes Loren McDonald in an article at MarketingProfs, "but a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber." A proper welcome program speeds up engagement, notes McDonald, and reduces list churn "because ... more
  • The Big Bad Blog Clock
    You've been considering starting a B2B blog. But you're afraid that once you start it up, you won't be able to maintain it. How much do you really have to say in a given week, to keep your copy fresh, and meet the needs of the Big Bad Blog Clock? ... more
  • Nah, That's Not Just an Ad. Is It?
    You learned in school that there's no such thing as a free lunch. But as cable TV's popularity wanes against the force of the almighty Internet, it looks like "free lunch" has become stat quo: nobody wants to pay for TV shows, movies or SNL video clips anymore. They want ... more
  • Time for an ROI Makeover
    In a post at MarketingProfs' Daily Fix blog, Lewis Green ponders an age-old quandary facing marketers: How to prove value to a company's top leadership. "Let's begin by ending the argument regarding ROI," he says. "When we say we can't measure it, we sound like whiners. Our bosses don't want ... more
  • Holiday Appeals? Bah, Humbug!
    It's that time of year when even for-profit companies focus on non-profit giving. For instance, some merchants add an option for charitable giving to their Web sites, or set aside a percentage of holiday sales for a cause. So, what's the best way to get customers to give to a ... more
  • The Long Goodbye
    "Contrary to popular belief among marketers," says a ReturnPath whitepaper, "an unsubscribe request is not necessarily the end of a customer relationship. By executing a well-thought-out, positive unsubscribe experience, a company can extend their brand equity and keep the customer for years to come, even if that customer is no ... more
  • Web Site Content—It's All About the Why
    by Jerry Bader
    This focus on "The What" is exacerbated by some search engine optimization techniques intended to drive traffic rather than to brand product, sell services, or convert traffic into customers. Traffic is important, but converting that traffic into paying customers is more important. Even the best and brightest search engine optimizers ... more
  • A Toolbox for Brand Assessment and Repositioning
    by Bill Nissim
    To weather the current economic storm, companies must take a step back and assess their core business and brand for continued relevance. Dramatic changes in behavior by cash-strapped consumers have had an impact on respected brands ranging from Starbucks (closing 600 stores) to automotive giants, which have announced cutbacks in North ... more
  • Use Welcome Emails to Drive Engagement and ROI
    by Loren McDonald
    A good opt-in procedure lays the foundation for a strong email program. But a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber. more
  • Why Won't Mobile Marketing Learn From Online's Lessons?
    by Bob Walczak
    Mobile advertising is deemed complex for the same reason online used to be: Standards are murky at best. Online advertising evolved because online dashboards allowed agencies to monitor and optimize their digital campaigns in real time. Why doesn't mobile do this? more
  • Case Study: How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales Forecasts
    by Kimberly Smith
    Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut through the clutter and delivered the brand message. Here's how. more
  • Are You Lazy in the Email Department?
    The informality and low cost of email has changed the way we communicate—but not always for the better. In a post at her Marketing Interactions blog, Ardath Albee reminds us that we should craft personalized, thoughtful messages when making initial contact with prospects and journalists. Too often, she says, we ... more
  • Returns? Exchanges? Take It Easy.
    In a post at GrokDotCom, Jeff Sexton puts the winter-holiday quandary in blunt terms: "[Y]ou won't keep profit margins healthy unless you actively take business away from someone—either from direct competitors, or from businesses outside your market/category. If the pumpkin pie gets smaller, you'll have to cut a fatter slice ... more
  • Now, That's a Powerful Presence!
    A Web site has to accomplish two crucial things in its quest for success: to attract customers, and to hold their attention. To achieve both, optimum site design is critical. As David Salinas says in a recent MarketingProfs article, if you design a great-looking, user-friendly site with well-written marketing copy that ... more
  • If You Wanna Play, You Gotta Pay
    In a Pro article at MarketingProfs, Jeanette Kocsis argues that paid search should be a mandatory component of your marketing mix. "Search is one of the most targeted forms of marketing, since the prospect is already looking for what the marketer is offering," she explains. To leverage that built-in connection, ... more
  • Take Two Motrin and Tweet Me in the Morning
    Motrin recently created an online hulabaloo when a video intended for laughs instead raised the ire of its target audience: Mothers. "Wearing your baby seems to be in fashion," begins the female narrator of a 47-second spot. "I mean, in theory it's a great idea." And with a whiff of ... more
  • Put Your Best Face Forward
    You want to explore uncharted territory, but you're also worried about sowing cash on unproven social media ground. Well, here's a way to play it safe: ease, ever so slowly, into Facebook. The facts: It's the largest social networking site in the world. In August '08, users spent an average ... more
  • Don't Wash Your Hands, OK?
    In a recent post at eMagine's B2B Web Strategy blog, Matt Roche warns about the dangers of outsourcing your PPC campaigns—and then washing your hands of them. Oftentimes, when B2B marketers choose to turn things over to outsiders, he says, "they feel they never need to worry about [PPC] ever ... more
  • I Know What You Did Last Summer
    "Online behavior is not limited to purchasing activity alone," says Sheldon Gilbert in an article at MarketingProfs. "To truly understand someone's buying potential, you need to see more than that. You need to know what they are looking at, what they are searching for and what they have recommended to ... more
  • Brand or Get Branded
    "You've heard the branding gurus' mantra," says Jane Schulte, author of Work Smart, Not Hard! "Brand or be branded. Well, it's true. If you don't go about the process of creating a personality for your company, one will be created for you." She outlines this process for ensuring your brand ... more
  • Look to the Future, Scrooge
    As the economy sags, consumers are tightening their purse strings. And that's not good for business. This holiday season, the average customer is looking more and more like Scrooge. What's a marketer to do? Recent research says, it's time to get folks to look to the future. In a recent ... more
  • Let Me Go!
    In a recent blog post, Patrick Byers talks about an email he received from a ski resort announcing the opening dates for each of its mountains. "I don't recall signing up to receive these notifications," he notes, "but I was there last season, and might have provided my email address ... more
  • Blueprint for Online Success: Understanding the Fundamentals of Web Site Design, Part 2
    by Peter Sena
    This is the second part of an article that discusses the importance of good Web site design and the process of streamlining the creation of Web sites. more
  • Eco-Logos: A Double-Edged Sword?
    by Jacquelyn A. Ottman
    Eco-logos are all the rage—but how valuable are they as a marketing tool? Are there some hidden risks that warrant a second look? Let's consider the three ingredients of an effective marketing logo—green or otherwise—and their implications for the savvy eco-marketer. more

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