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  • 10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 1)
    by Jonathan Kranz
    When the going gets tough, the tough get... cheap. Today, a good marketing idea has to be as inexpensive as it is clever. In this first of a two-part series are five inexpensive suggestions that can lead to productive results. more
  • Win Through a Social Contract: Use Teamwork to Create Value, Develop New Strategy, Iterate Quickly, and Implement
    by Nilofer Merchant
    People succeed together because they share a unified sense of purpose and a common vision for what they need to do. This unified sense of purpose comes from core beliefs. Core beliefs help a team to create together because they share a common worldview that helps people filter their observations, establish ... more
  • Terms, Shmerms! Why Business Can't Afford to Get Distracted by Facebook's Usage Policies
    by Crosby Noricks
    There's been a lot of brouhaha of late about Facebook's ill-fated attempt to change its terms of service to maintain licensing rights of terminated accounts—and understandably so. The issue of customer data ownership is an important one. However, many businesses with an active presence on the social site are now fearful ... more
  • The Top 4 Ways Smart Marketers Use Digital Branding Applications to Operate More Efficiently
    by Allen Adamson
    As part of the research I did in preparation for my recent book, BrandDigital, I interviewed some of the best and brightest people in the fields of marketing and digital technology, and they provided incredible insight on how digital tools and tactics can be used to not simply increase operating ... more
  • Case Study: How a Facebook Game Attracted 10 Times the Traffic, New Fans, Real Sales
    by Kimberly Smith
    Here's how a single Facebook game application attracted more than 11,500 plays, 10 times the usual traffic, 5,500 new fans, and more.... more
  • Have You Considered Analysis?
    There are some great free resources to help with keyword research. Overture's Search Term Suggestion Tool, for example, can provide useful insight. But as Keyword Research Analysis expert Valerie DiCarlo points out in a recent online article, these types of tools should just be a starting point. "The free tools ... more
  • Embrace the Rebuke
    If you've ever been to Fort Collins, Colorado, you've likely ventured to the outskirts of its historic district to sample popular beers like Fat Tire and 1554 at New Belgium's tasting room. The brewer has long touted its green-production policies—a stance popular with its customers—but recently found itself at the ... more
  • Monday, Wednesday, Happy Days
    Is it better to send an email on Monday or Wednesday? What about Tuesday or Friday? If you wonder about each day's pros and cons, a post at the 60 Second Marketer has some practical advice. Here's a sample of their wisdom: Sending a message on Monday has the advantage ... more
  • Give Away the Good Stuff
    "If you want to create something very good," says Tom Peters, "it takes time, energy, and sometimes money." That, he argues, is exactly why you should give away your finest know-how for free. Before you beg to differ, consider his ten-point business case, which includes reasons like these: It increases ... more
  • Do What I Say AND What I Do
    When David Greiner decided to redesign the Campaign Monitor newsletter—rather than give it a simple facelift—he first studied the advice his company gave to customers. "Turns out we were breaking a number of the recommendations we'd been advocating for so long," he notes, "and it was time to remedy that." ... more
  • Dare to Go Viral, Part Two
    Last week, we offered tips to help you determine your authentic corporate voice. Now that you've collected some cool insights, here's our second set of tips, to help you in your final phase of daring to go viral. Think hard on the data you've collected, and imagine scenarios where you can ... more
  • You Come Here Often?
    "Blogs, wikis, podcasts, vodcasts, social networks, mobile[s] … webinars, e-newsletters, print magazines, trade shows, RSS feeds, industry websites …" These are just some of the channels now available for meeting and greeting B2B prospects and customers, reports Stacy Whisel in a post at the B2B Insights Blog. So, with the ... more
  • Kickin' it Old School
    "Digital marketing has become the way to communicate in the 21st century," says Elaine Fogel in a Pro article at MarketingProfs. "Social media, email, search engine marketing, interactive marketing, blogs, wikis, and knols—the list goes on … to include mobile marketing, podcasting, videos." But in your rush to marketing's online ... more
  • What Am I, Chopped Liver?
    It looks like companies may talk the talk of customer service, but not that many walk the walk. That's the finding of a recent study by the CMO Council. As reported by Internet Retailer, the study's results show that, "Despite overwhelming agreement on the importance of the customer experience and ... more
  • Hey, Pop! We Can Do This!
    According to Kara Trivunovic and Andrew Osterday, most mom-and-pop businesses can't do much with email marketing advice that concentrates on sophisticated topics like multivariate testing, dynamic content development and data integration. For those who need entry-level advice, they created a 10-point Do-It-Yourself Primer that includes handy tips in plain English. ... more
  • Put Away Your Unreliable Mirror
    If you're looking for good business advice, says Drew McLellan, don't look in the mirror. "I know what you're thinking," he says. "You are the one in a million business owner who can in fact, be objective. Don't fool yourself. That's like asking someone who's had 10 shots ... more
  • 10 Email Marketing Tips for Small Business Owners
    by Kara Trivunovic, Andrew Osterday
    Email is a medium for economically and effectively marketing your small business. But most everything out there that provides guidelines, best-practices, and advice on the application of the channel to your marketing efforts are largely geared toward bigger businesses. Until now, that is, because here are 10 tips you can leverage ... more
  • The Dark Side of Twitter: What Businesses Need to Know
    by Michael Stelzner
    As companies tighten their ad spending, inexpensive social media is clearly the next marketing frontier. As with any new craze, there are enormous opportunities. And with them come giant pitfalls that must be avoided. more
  • What's the 'Return on Sound'? Build Long-Term Emotional Equity by Applying Sound Strategically
    by Noel Franus
    What's your Return On Sound? Budgets may be tight and long-term planning may feel out of reach, but a few simple principles can help lay the groundwork for long-term brand value for "sonic identity." Music and sound create significant long-term brand power. That effect comes by design, and it starts ... more
  • A Lesson from Sears: Creating Relevance in Email Marketing
    by Stephanie Miller
    Sears performed a courageous email-marketing act in mid-December. Like every retailer, Sears was surely eager for additional sales and revenue as the worst holiday season in memory reached a crescendo and the sale window started to close. Despite that pressure, the Sears team had the discipline to hit the pause button on ... more
  • Case Study: How a Franchiser Automated Its Marketing Support to Improve Efficiency, Profitability
    by Kimberly Smith
    Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a centralized marketing resource center, upping efficiency and increasing profitability. more
  • Have Your Cake and Eat It, Too
    Marketers may think they have to sacrifice site usability to maximize their rankings with the search engines. But the truth is, the most efficient strategy is finding a balance between the two strategies. As Netconcepts' Stephan Spencer said in a recent MarketingProfs article, "SEO, when done right, enhances the usability ... more
  • Come As You Are
    A recent McDonald's ad sets a scene many of us see every day, but throws in a twist. Two cultured-looking men are reading at a table in a highbrow coffee house when the first friend—neck wrapped in a scarf—mentions that McDonald's now sells cappuccino. His goateed compatriot greets the news ... more
  • That Bounce Ain't So Soft
    "Most email marketers do not view soft bounces as being a major cause for concern," says Dela Quist in the UK DMA Email Marketing Council newsletter, "so rarely, if ever, have any specific strategies been in place for dealing with them." According to Quist, this erroneous belief is based on ... more
  • Are You Ready for Total Recall?
    It's hard to believe, but only fifteen years ago almost no one used email in the course of a business day. Today, meanwhile, we can't imagine life without a mobile device that gives us instant access to multiple email accounts, wherever we might be. Now it's time for a new ... more

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