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  • The Art and Science of Web Analytics: Going Beyond the Status Quo
    by Chris Golec
    Companies are realizing that in today's competitive business environment, marketers must go beyond the status quo of a Web site that acts like a brochure if they are to induce user behavior and enter the world of opportunity outside of counting visitors and click-throughs. The trick is to combine both art ... more
  • Case Study: How a Single Modification to a Web Site's Functionality Significantly Upped Natural Search Traffic, Sales
    by Kimberly Smith
    Customer reviews are powerful, held in high regard by consumers—and search engines, which love keyword-rich content. But the technology that serves up reviews on a product page makes them all but invisible to those engines. By getting around that conundrum, scored big. more
  • Friends Help Friends Boost Rankings
    "I get by with a little help from my friends." The words of that old Beatles song could well be applied to today's search marketers. After all, there's nothing like a good link-back among friends to boost search rankings. And in a recent guest post at the MarketingProfs Daily Fix blog, ... more
  • The Golden Rule of Networking
    "For several months," says Lori Feldman in an article at MarketingProfs, "I've been asked almost weekly to help someone who's just lost a paycheck to find their next one." Sound familiar? When it first happens to our friends and family, we're very sympathetic—after all, we may be next on the ... more
  • Where Did They Go?!
    If you've noticed an unusual drop in open rates for messages sent to Gmail accounts—and for B2C companies, this could represent a large percentage of subscribers—it's probably not your fault. "There's growing evidence that Gmail is disabling images for senders that users had previously whitelisted and enabled images for. Near-term, ... more
  • Selling Pork in the Age of Swine Flu
    The MarketingProfs customer-service team received an interesting message recently from a pork producer in Mexico. "At this moment we are suffering the worst crisis ever in the national pork industry... [and] we have no further blood to bleed out," wrote Carlos, a pork processor and retailer. He asks: Could marketing ... more
  • Tornado Warning
    You may have seen the YouTube video: a pair of Domino's employees gleefully preparing food in a shockingly unhygienic manner. Much to the horror of the pizza chain, the video went viral a few weeks ago. Even several days after the story broke, the first page of a Google search for "Domino's" still ... more
  • Why Didn't I Think of That?
    Whether creating content for email campaigns or newsletters, you might experience writer's block. Hey, it happens to the best of us. Sometimes, you just run out of ideas. But consider this: in a post at the Vertical Response blog, Janine Popick says you might be sitting—unaware—right on top of some great ... more
  • Commercial Break: The Softer Side of Sears
    In this new Daily Chirp feature, personal-branding guru William Arruda digs into his vast collection of classic TV advertisements and teases out a related lesson for modern-day personal branding. First up: a 1993 Sears campaign. more
  • Put a Bug on That WOM!
    Clearspring Technologies, which has helped everybody from WaPo to UCSF bring their branded wares to the mainstream, has put out a new tool that tells you how popular your widgets are on social networks. The ConnectedAds tool can follow the movement of your branded widget across 80 different social networks, ... more
  • Your ROI's Sick? Don't Blame the Downturn.
    Jon Miller wrote an interesting article for MarketingProfs last summer that deserves a second look. Its title: "The Definitive Guide to B2B Marketing in a Recession." ('Nuff said?) One point that stands out in the article is this: a downturn is no time to be faint of heart. Instead, Miller ... more
  • The Second Life of Marketing Copy
    Getting your Web site's marketing copy just right takes time, effort and money. "But before you amortize your investment," says Rick Sloboda of Webcopyplus, "consider how those carefully crafted words can work for your business in other places." By repurposing your content, he argues, you can:  ... more
  • Did You Know?
    Did you know that the top 10 in-demand jobs in 2010 did not exist in 2004? Did you know that today's learner will have 10 to14 jobs by the age of 38? Did you know that we are now preparing students for jobs that don't yet exist and will use ... more
  • Recession Marketing II: <br>What NOT to Cut
    In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a look at a few line items you should probably keep intact—or even fund a bit more. According to Pat LaPointe ... more
  • I'm Worth My Weight in Gold
    We all know it: your best customers love it when they are made to feel special. New research that demonstrates just how important status tiers are in loyalty programs. The researchers ran a variety of tests to determine what resonated best with customers in terms of loyalty-status designations. For instance, ... more
  • Time for Some Spring Cleaning
    Spring is here, and Karen Talavera wants to clean house. "[N]ow is the perfect time for us to critically re-examine our programs, campaign processes, and messages with a fresh, unbiased eye," she says in an article at the MarketingProfs site. "Time to sweep away the cobwebs of inefficiency or neglect ... more
  • Marketing Addictionary: 'Mobsmacked'
    Mobsmacked: (adjective) That stunned feeling you get when your marketing efforts worked TOO well, and you can't keep up with customer demand. more
  • Simplify, Simplify.
    In a post at the Istobe blog, Chris Herrick reports on key takeaways he picked up at the Predictive Analytics World and eTail West conferences held earlier this year. In his view, the lessons include simplicity and restraint. Here are two of his recommendations: Zero in on the metrics that matter. ... more
  • I'm Satisfied. Now Make Me Loyal.
    Think about a product or service that does everything it's supposed to do, rarely breaks down and comes with a reasonable level of support. For Rohit Bhargava, his cable service, which he bundles with Internet access, falls into this category. Though he wouldn't call the package price a bargain, it's ... more
  • Do You Have Good Facebook Manners?
    The social-media world can be a landmine. Luckily, it's fairly easy to be schooled in good Facebook manners. Check out this video on proper etiquette on Facebook, the "electric friendship generator." more
  • Knowing What Matters—Your Success Criteria—Is a Guiding Light in the Dark
    by Nilofer Merchant
    Here's a scenario many of us have experienced: The CEO sets the revenue goals in the annual business plan; the plan is handed down; and the business units scramble to make the numbers. Only one thing is wrong: We don't know how the decision was made about what matters. Deciding what ... more
  • Spring Is Here: Time to Unclutter Your Email Marketing
    by Karen Talavera
    Here are five essential areas of any email marketing program that are worth poking around in. Turn over some rocks, and don't hesitate to dump anything you discover underneath that shouldn't be there. In the spirit of spring, let's do some email cleanup. more
  • What to Do When Growth Stalls
    by Steve McKee
    As much as we would all like to believe that we're masters of our own destiny, the unfortunate truth in business is that growth stalls. Over the course of a decade, more than half of companies stall... and that's in normal economic times. Given what we're facing now, how should ... more
  • Maximizing Lead-Generation Marketing ROI, Part 2: Insight, Alignment, and Action
    by Jim Lenskold
    The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel. There's no doubt that alignment is good, but what must you ultimately ... more
  • Case Study: How a New-Product Launch via Facebook Resulted in Immediate Sales, Ongoing Consumer Relationships
    by Kimberly Smith
    At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about its target market and forged long-term relationships with consumers. more

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