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  • by William Arruda
    The ladder is the most enduring metaphor for career advancement, yet it is no longer constructive to think of your career progression as climbing a ladder. In today's dynamic knowledge economy, this sporadic, effortful approach to career management isn't the most effective. Instead, you have to kick over the ladder and ... more
  • by Loren McDonald
    Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the offer. The third has great content and great design—but gets not-so-great results. Our third entrant—by all accounts the creative "winner"—in fact ... more
  • by Mark Shipley
    In the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not anymore. Today, if you want consumers to pay attention, you had better be truthful. And if you want them to fondly remember your brand, you'd better be emotional. more
  • by Gail Martin
    PR success isn't mysterious. It comes down to a mix of old-fashioned research, savvy trend-watching and good people skills. It is the age-old talent of telling a good story. That's really the essential difference between PR and advertising. Here's the "secret recipe" for telling your business story through public relations. more
  • by Jacquelyn A. Ottman
    In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales languished. more
  • Case Study: How a Manufacturer Increased Sales 30% by Using the Right Vertical Search Engine
    by Laurie Lande
    A Web site isn't much of a marketing tool if your target audience can't find it. Officials at RUD Chain, a manufacturer of high-end industrial chains, discovered that access to a quality vertical search engine was the missing link to getting its Web site in front of key customers. Until a ... more
  • by William Arruda
    Professional success today requires that you change the way you think about your career—by treating career management as an ongoing activity. Creating your personal brand helps you do so—with the ultimate goal of distinguishing yourself. But before you start working on building your brand, you need to adopt a new mindset—the ... more
  • by Peter Cohan
    We often complain that we have too few success stories or lack examples in specific verticals, or in specific geographies, or find that the customers' quotes are bland and lack specific metrics of success. Even worse, all success stories age. Those that are a few years old may cease to ... more
  • by Tim Riesterer
    Do your marketing and sales communications perpetuate the head-to-head competitive bakeoff? Or does it equip and enable your sales people to participate earlier and more effectively in the customer buying cycle? There is an easy way to tell. more
  • by Dave Lewis
    New postal rates were implemented last month. But the rate hike is not just a normal increase across the board. Instead, there is a tangle of new regulations that will affect how mail is classified and how rates are applied. Direct marketers: take note. more
  • by Martin Middlewood
    Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that's the case, why do so many customer success stories and case studies fall short? Here are 10 things that blunt case study ... more
  • by Whitney Wood
    As today's markets consolidate and become increasingly competitive, and as buyers become more sophisticated and demanding, customer references gain even greater importance. But many customer reference programs are stuck in outmoded thinking, and that could be significantly holding your company back. So how can your reference program evolve to meet today's ... more
  • Case Study: How an Established Dot-Com Used Interactive Email to Increase Its Click-Through Rate and Cut Unsubscribe Requests
    by Laurie Lande, an established online staffing firm, needed new ways to reach its core audience of busy corporate human resources professionals. In the third quarter of 2006, Monster revamped its main email marketing campaign to make it more interactive and personal. Monster representatives now send their contacts a short text email ... more
  • by Joel Cere
    How long will the Second Life media frenzy last? And if not for PR, what is the value of investing time and money with avatars when marketing budgets are under renewed pressure to deliver real returns from real consumers? Joel argues that there is more than meets the eye in Second ... more
  • by Deborah Rapacz
    Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique, brand-differentiating content—should re-think their approach. Progressive brands are making advances in their approach, tightening the focus of their relationship marketing, and now filling newsletters with more unique-to-the-brand content. more
  • by Nilofer Merchant
    Can you make money by giving away your product? Absolutely—and companies like Adobe (PDF Reader) and Macromedia (Shockwave Player) have proven it. With Web 2.0, consumers have gotten a lot of things at no cost due to various monetization practices—and that's good. But should you give away your product? That's another ... more
  • by Lisa Johnson, Cheri Hanson
    Podcasts are an excellent way to share your latest findings and juiciest developments in a medium that's engaging, fun, and portable. If you're thinking about podcasting, here's the second installment of an insider's peek at the creation of a podcast series, complete with professional tips from a talented audio team. more
  • by Loren McDonald
    by Loren McDonald Email is the most-used tool in the marketer's arsenal—but there's a pretty good chance your CEO just doesn't understand its contribution to the bottom line. Unfortunately, that's because most marketers don't get it either. And, as long as we don't get it, we also won't get the ... more
  • by Marti Barletta
    Let's give it up for Unilever! This company has not made any false moves on the marketing-to-women front, and the "presenting" sponsorship for its Pond's brand is another smart strategy in a long line of savvy business decisions. With its sponsorship of "The Starter Wife," Pond's gets its name linked ... more
  • Case Study: How a Nonprofit Developed Marketing Materials That Spoke to Its Culturally Diverse Audience, Bringing in New Members
    by Jennifer Natsu
    A nonprofit health-plan provider serving lower-income San Francisco residents was designed for and by the residents it served. The health plan said it took "pride in speaking the language" of its local residents—but the community has large Hispanic, Vietnamese and Chinese populations, as well as other ethnic groups. more
  • by G.A. 'Andy' Marken
    The major problem with blogs is that they are a relatively new—albeit rapidly growing—Web phenomenon. As a result, they constitute a more or less uncharted realm for companies, with few official policies or guidelines. more
  • by Su Doyle
    Here's to you! You just got deputized to handle demand generation. You're not sure if you should reach for the champagne, or the antacid... From this point on, you're a metric-driven marketer; your success is measured by the number of leads you generate. Just don't take your eyes off the end ... more
  • by Mike Heronime
    Numerous people have studied the process that creative people go through to develop their ideas. Most of these students of creativity agree that ideas come from a subconscious process that takes two relatively unassociated thoughts and combines them together to produce a new thought—a new idea. more
  • by William Arruda
    It's no longer the world of work you knew when you graduated from college. The tried and true career management techniques you've been using just don't work in today's marketplace. Working hard, writing a compelling resume, staying connected to head hunters are all so... 20th century. To achieve the highest level ... more
  • by Nick Wreden
    If you are flying from Los Angeles to Tokyo, you can learn how to say "how are you" in Japanese. The lesson is provided as part of the JAL in-flight entertainment in four language categories: numbers, dates, words, and dialogue. Other airlines also offer interactive audiovisual language programs, including Virgin ... more

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