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  • Does It Come in a, You Know, Box?
    In post at the Neuromarketing blog, Roger Dooley says, "U.S. consumers have been conditioned to believe that proper wine comes in a 750ml glass bottle with a natural cork. Artificial corks and screw cap closures are suspect, to say the least. And box wines are traditionally suited only for penniless ... more
  • We Don't Need No Stinkin' Rules
    Rich Baker and Gary Levitt want you to know a few things about your customers: They are wise; they are intrinsically special; and they'll think you're special even if they don't hear or read your special script. In other words, canned customer service content doesn't work. With that in mind, ... more
  • Get off Your Island, Gilligan
    "I'd love to be able to describe a blog as an all-powerful 'magic wand,' which will single-handedly solve all your marketing woes," says Mark White. But of course he can't. "Any company thinking of running [a blog] in splendid isolation is just guilty of actively stopping it from fulfilling its ... more
  • Go for the Gold
    New Media Monetization Series, Part I: Web Advertising Online advertising spend continues to increase, but the process remains fraught with doubt. This year, NBC paid $894M for the programming rights to the 2008 Beijing Olympics. This "most ambitious single media project in history" will deliver 3,600 hours of coverage over ... more
  • You Lookin' at Me?
    We know that consumers' choices in retail stores are affected by what they see on the shelves or racks. But now come reports that their choices are also affected by how they are seen themselves. In other words, shoppers behave differently in the presence of other people. We all know ... more
  • Let Everyone in on the Launch
    Before you introduce a new product or service, it goes through a lengthy design process and rigorous testing. You spend untold hours on a marketing strategy, getting everything just right. Launch day comes, though, and you realize you forgot something: Nobody told your customer-service department about the company's latest and ... more
  • Don't You Forget About Me
    In a post at the Bronto blog, DJ Waldow recounts receiving an email from Adam Gautsch entitled What's Cooking at OrangeCoat? While Waldow considered the subject line pleasingly catchy, he also thought the message was spam—and flagged it as such. Only after reading its preheader, which explained why he received ... more
  • Operation Beijing: What PR Is Doing Wrong
    by Martin Lindstrom
    There's a lot that China could do better, like every country in the world. But the Beijing Olympics PR machine is failing badly to put a positive spin on anything. So, what are they doing wrong? more
  • Building the New Marketing: Making Marketing Important to the Enterprise (Part 1)
    by Michael Fischler
    Marketers have become masters of segmentation inside our own organizations. We've segmented ourselves into Lead Generators. Message Makers. Brand Stewards. Useful, of course—in fact, indispensable. But indispensable the way facilities management is indispensable. Or travel management. Or any other organization that an enterprise relies on, but cannot be easily shown ... more
  • Are You Committing the Marketing Sin of Assumption?
    by Sharon Ernst
    It's an ugly truth, but a truth nonetheless: Marketers are sinners. We're not talking lying or cheating or stealing or coveting here. We're talking about the sin of assumption. And many of us commit that sin on a regular basis, from assumptions about what to say to assumptions about how ... more
  • Three Uncustomary Customer Service Mindsets That Deliver
    by Gary Levitt, Rich Baker
    You've wolfed down lunch in record time and have seven minutes before your next meeting—time enough to Google "customer service tips," which brings up terabytes of platitudes on friendliness, knowledge, going the extra mile, blah, blah, blah. You know these cookie-cutter best-practices probably work, but they're too obvious and stale to ... more
  • Case Study: How a Technology Firm Used Social Media to Build Awareness for Its Web-based Monitoring Product
    by Kimberly Smith
    CASE STUDY - How does a social-media monitoring company build excitement for its flagship product? In the case of Radian6, it leveraged (you guessed it) social media and the medium's inherent word-of-mouth properties. Here's how. more
  • Hello? Is There Anybody Out There?
    There's almost nothing more frustrating than receiving a business email that says, "Please do not reply to this message as replies to this email address are not read," but offers no other options for those who want to respond. "If it's important enough for you to send to me," says Seth ... more
  • Suck on This
    "So I'm flipping through Entertainment Weekly and I come to an ad for some kind of beverage that waylays me with the headline 'SUCK ON THIS,'" writes Julia Rubiner in the Editorial Emergency newsletter. "The copy was so arresting that I was compelled to read on. Imagine my surprise when ... more
  • I'm Rubber, You're Glue
    Imagine you're Alissa Bayer—owner of the upscale milk + honey day spa in Austin, Texas—and a client has directed you to the Church of the Customer Blog, where a post by Jackie Huba takes your business to task for selling gift certificates with a $1.50 "handling fee." You scan through ... more
  • What You Can Learn From Starbucks' Mistakes
    Comedians used to make jokes about cities with a Starbucks on every corner. It seemed ridiculous at first, but we've gotten so used to their ubiquity that the closure of 600 stores came as a surprise to many customers. And in a post at Harvard Business Online, John Quelch argues ... more
  • Why Are You Asking Me This?
    Josh Nason knows why someone who clicks on your subscribe button—with every intention of joining your list—has a tendency to disappear a few seconds later. "It starts rather simply," he says. "You're setting up fields for your email signup form and instead of grabbing just the [basic]…information, your mind starts ... more
  • Don't Move That. Seriously.
    Beyond key words, beyond placement tactics, there is one unchangeable Golden Rule of SEO for content, according to Ray "Catfish" Comstock: Once you create online content, don't move it. "I used to think that this was obvious," Comstock says. "… But I found that there are many clients that still do ... more
  • The Third Screen's the Charm
    As video continues its great migration from the television set to the Web and smartphones, advertisers face a new challenge: how to reach customers in three places at once. The so-called "three screens" (TV, PC, and wireless devices) require different ad strategies to engage audiences. The 'lean back' TV viewer's focus ... more
  • Who Says You're So Hot?
    Marketers may try to distinguish their products from those of their competitors by engaging in comparative advertising. (X Detergent cleans 25% more loads than the leading brand!) But be careful when you pull out those comparisons: make sure you don't denigrate your competitor. Research is showing that consumers become quite sensitive ... more
  • Make Failure Your Friend
    There is no question that we have entered a period of economic uncertainty. And, especially as individuals and companies begin to tighten their financial belts, fear of failure might make you less inclined to implement innovative business and marketing strategies. But in a post at Marketing Safari, Hjörtur Smárason argues that ... more
  • CAN-SPAM and Permission: Boosting Deliverability
    Last week, we discussed some of the common CAN-SPAM pitfalls detailed in an ExactTarget whitepaper. Now, we're switching our focus from meeting minimum requirements to actually raising the deliverability bar. Here are a few of ExactTarget's suggestions: Play by the ISP rules. According to ExactTarget, "Senders who deploy high quantities ... more
  • by Roy Young
    Matt Strain is director of worldwide relationship marketing at Adobe, where after just three years he is recognized as a Marketing Champion who adds financial value to the company. He has had a distinguished career in technology marketing. He recently took time to share his thoughts about what makes him ... more
  • How to Avoid TMI in Email: When Less Is More
    by Josh Nason
    It starts simply. You're setting up fields for your email signup form and instead of grabbing just the basics for information, you start to wander: What if I got all the information I want up front? So then it begins: name, address, home number, work number, mobile number, bag phone ... more
  • Six Reasons Word-of-Mouth Doesn't Work
    by Michael Antman
    Is there any form of marketing communications more compelling than word-of-mouth, the enthusiastic and genuine recommendation of a person you like and trust? It's no wonder that virtually every business-to-business marketer prizes this organic, spontaneous, and—perhaps best of all—practically cost-free method of bringing in business. But some businesses, especially on the ... more

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