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  • Commentary: The Problem No Bailout Can Solve
    by Andrew Winston
    The current financial meltdown prompts another, larger catastrophe in the works: the change in the earth's climate and what it will do to business and society. Although those two challenges may seem worlds apart, there are three critical attributes of the financial crisis that are eerily similar to those of the ... more
  • Open Letter to the Would-Be CEO Blogger
    by Todd Defren
    Dear CEO: Welcome to the blogoshere! So, umm, how do you really start? How do you get started blogging, and do it well? Let's avoid the technical requirements. (You've got people who can figure that stuff out!) Instead, let's focus on creating the right mindset. more
  • Digital Alchemy: How to Get Gold From the Fusion of Digital Marketing Elements
    by Karen Talavera
    Digital marketing isn't just an ever-growing collection of components anymore (if it ever was). Don't limit your perception of it to adding the latest Web 2.0 gadget to your site or playing in the newest online community. It's not simply about befriending the Johnny-come-lately of the Web 2.0 family, ranging ... more
  • Case Study: How Twitter Helped Save Ford From a PR Disaster
    by Kimberly Smith
    When US Airways flight 1549 landed in the Hudson River, Twitter users broke the news, 15 minutes ahead of mainstream media. The same channel and its immediacy also helped Ford Motor Company's head of social media quell a different kind of disaster--of the PR variety. more
  • Searching for the Searcher
    Many marketers erroneously go about hiring an SEM firm as they would an ad agency. But according to Rimm-Kaufman Group's George Michie, the process is more akin to hiring a law or accounting firm. In a recent Search Engine Land post, Michie suggested your search for the right search firm ... more
  • This Press Release Is Off the Record
    Most of us would agree that the entire point of a press release is getting media outlets to report on its contents. The more coverage, the better. So imagine David Meerman Scott's bemusement when he received a release accompanied by a sternly worded—and counterintuitive—legal notice that forbade its dissemination: "This ... more
  • A Tale of Two Emails
    In a post at the Emma blog, Jim Hitch tells the story of two emails he received within 20 minutes of each other. "They're similar at first glance," he says. "Almost identical, really. Both are very image-heavy, both came from brand-name clothing retailers, both include simple calls to action, both ... more
  • Beware: It's a Social-Media Gold Rush
    Back in December, Geoff Livingston and Beth Harte created a lighthearted blog post entitled "Top 25 Ways to Tell if Your Social Media Expert Is a Carpetbagger." With the wild rush to capitalize on social media, the pair note that "there are many, many companies, agencies and consultants rushing to ... more
  • Love the MIME
    In a wide-ranging video interview with BNET, strategist RJ Talyor of ExactTarget discusses a range of email marketing issues, and provides insight on the best way to handle messages sent to subscribers, whether they're reading email at their desk or on the go. Says Talyor, "You need to develop an ... more
  • I Just Came to Hang Out
    "Social media, like any new marketing channel, is a sticky slope for B2B marketers," says Justin Hitt in a recent blog. "I personally prefer keeping social media 'business social' rather than polluting it with advertisements." But, wait a minute: if ads are out, what else can B2B marketers do to ... more
  • Take a Page from Redbook
    In a guest post at the HubSpot blog, Paul Gillin argues that women's interest magazines like Redbook face the same basic challenge as your online properties: grabbing a distracted person's attention and convincing her to become a regular reader. As he analyzes a sample issue swiped from his gym, he ... more
  • Mobile Marketing Mavens, Oh My!
    Ah, the mobile phone: we know it well as consumers, and as such are in a perfect position to approach it from a direct marketer's POV. Here are a few ground rules for truly covetable mobile marketing: Bait your line. A useful iPhone app could do you right, as could ... more
  • Make Extensions Work for You
    Brand extensions are a popular promotional tactic with marketers. It just feels safe to promote a new product by piggy-backing it with a proven winner. But what type of extension ads work best? Here's an interesting study that might help with your next promo. Researchers ran three experiments to test ... more
  • Know How to Hold 'Em
    "It probably comes as no surprise," say Kara Trivunovic and Andrew Osterday in an article at MarketingProfs, "[that] the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives." This places a high priority on the cultivation of customer loyalty—and, therefore, ... more
  • You Oughta Be in Podcasts
    Gary Vaynerchuk is a podcast natural—the affable, energetic wine aficionado has become an Internet superstar by producing entertaining reviews for his Wine Library series. "Because they give relevant information, the podcasts brand Gary Vee as the resource for wine," says Lisa Formica in an article at MarketingProfs. "As a result, ... more
  • Top Five Rules for Creating a Successful Video Blog for Business
    by Brent Altomare
    Blogs provide rich opportunities for organizations to interact with customers. But now marketers are wondering how to create even more dynamic content and "stickiness." That next level of intimacy has already started to emerge with video blogs, or vlogs. more
  • Benchmarking: A Best-Practice for Improving Marketing Performance (Part 1)
    by Laura Patterson
    CEOs and CMOs are interested in seeing marketing organizations improve their performance in two key areas: effectiveness (the ability to produce the desired result) and efficiency (reducing waste). The economic environment makes these efforts even more top-of-mind. Often the question that remains is how much do we need to improve? Benchmarking ... more
  • Five Small-Business Email Customer Lifecycle Tactics for the New Year
    by Kara Trivunovic, Andrew Osterday
    It's probably no surprise that the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives. The value of growing your customer base is obvious: the potential to sell more products or services. Moreover, increasing customer loyalty will reduce your marketing ... more
  • Green Marketing 'Broke Through' in 2008—What's Next?
    by Jacquelyn A. Ottman
    Wall Street had a stormy 2008, but there is a silver lining: Industry leaders are now turning to all things "eco" as a new source of (genuine?) green. Here are the top 5 green marketing stories from a volatile year—and what they may mean for your business in 2009. more
  • Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting)
    by Kimberly Smith
    For IT company CenterBeam, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead nurtures a smaller quantity of well-qualified prospects. more
  • Too Much of a Good Thing
    A prospective customer does a search for a product your company carries, and your brand appears in the number one, three, five and seven spots. Terrific, right? Not necessarily. As Shari Thurow, author of the forthcoming book When Search Meets Web Usability, wrote in a recent blog, finding the same content delivered ... more
  • Make the Most of Your Spots
    Like most of us, Christina Kerley (a.k.a. CK) will admit that she uses her digital video recorder to whiz past commercials on recorded programs. "So when I find a commercial that I like enough to watch—enough to rewind and re-watch the spot—it warrants a post," she says. One campaign she ... more
  • Who Wants Seconds?
    "One of the little secrets in email marketing is that it's not the same people opening your emails each time," says Mark Brownlow in a post at Email Marketing Reports. "Even if your open rate stays relatively constant, a closer look reveals that it's (usually) different people opening each time." ... more
  • The Blind Tweeting the Blind
    "I've often written about 'NASCAR Blindness,'" says Alan Wolk in an intelligent post at MarketingProfs' Daily Fix blog, "the strongly held belief that if no one in your little bubble of upscale artsy BoBo friends is into something, then clearly no one else could be either—and how it afflicts the ... more
  • Check This Out
    "Do you ever get that nervous feeling when you click to launch your email marketing campaign?" asks Janine Popick in a recent post at the VerticalResponse blog. "You do it, but then you might quickly cancel it because you need to take just one more look at your content." We ... more

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