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  • by Matthew Syrett
    Despite being little known in the North America and Europe, Chance Discovery has groundbreaking implications for Western marketing analytics. It endeavors to solve a longstanding paradox of standard quantitative marketing analysis: how to find new opportunities in our data that have yet to be realized. In other words, Chance Discovery moves ... more
  • by Sandra Clutter
    As the evidence shows, a white paper can be a powerful and persuasive marketing vehicle. Provided, of course, that the reader actually reads it. Here's how. more
  • by Bob Hanson
    While a marketing webinar is the most common use of one-to-many Web collaboration services, it is by no means the only way of leveraging Web events. Webinars, which offer a lower cost-structure than live seminars, can be used in diverse ways to cut marketing, sales, and product development costs and ... more
  • by Rok Hrastnik
    RSS is getting much media coverage. But very little is being said about the full circle of RSS marketing power. The truth is that RSS goes far beyond "simple" blogging or news delivery. RSS can be fully integrated in most marketing activities, having the power to extend them and increase ... more
  • by Gregory Pollack
    Marketers always have to adapt to changing consumer demands, consumer tastes, shifting customer priorities, economic downturns, economic upturns, savvy consumers and buyers just looking for something new. But before marketing can affect a change with either a new product offering, or reinvigorate a new brand, there's one constant that remains. ... more
  • by Garry Upton
    Although companies have for years relied on marketing research to better serve customers and identify new markets, the way they are seeking research today has changed. For those of you who (for better or worse) are becoming involved in research requests concerning customer, employee and/or general marketing issues, consider the following ... more
  • by Jonathan Kranz
    Is there a better way to support sales? Is there something you can leave with prospects that's just a bit more memorable—and more effective—than the standard brochure with its forced march through company "visions," product descriptions, and corporate bios? Yes, indeed. Here are eight suggestions, not as comprehensive answers to every ... more
  • by Rok Hrastnik
    As an alternative to email, RSS is becoming an increasingly important content delivery channel that allows marketers to deliver all of their content, fully upgrade all of their marketing initiatives and establish lasting client relationships. From direct marketing, PR, e-commerce, internal communications and online publishing to SEO, traffic generation and customer ... more
  • by Barbara Bix
    If your sales cycles seem to be dragging, it may be time to revamp your communications plan. Done well, your communications programs can generate demand for your solutions, create a sense of urgency, attract prospective buyers' attention, and keep you high on their radar—all without sales intervention. Your communications ... more
  • by Ted Mininni
    While business executives quite correctly view that innovation built into new products and services is important, few have understood that the cornerstone of groundbreaking innovation is design. And even more importantly, design encompasses far more than the development of innovative features to products. more
  • by Hank Stroll
    Turning online lookers into buyers takes work. You have to ensure the site is intuitive, in that visitors can find what they want and there's a clear path of for them to follow. more
  • by Stephan Spencer
    Link building is arguably the most challenging aspect to search engine optimization. It's anything but straightforward; the process is fraught with landmines; and the outcome is largely outside of your control—since you can't dictate who links to you and who doesn't. Here's where to start. more
  • by Mary Brown
    Never before in history has such a large demographic group as the Baby Boom generation experienced major life-stage transitions en masse. Now in their 40s and 50s, Boomer women are grappling with one of the most challenging stages they have faced to date: the empty nest. A critical juncture in a ... more
  • by Chris Dillon
    Media training is hot. With the growing awareness that PR is a potent marketing tool, many companies are using media training to strengthen their communication capabilities. Media training can be a complex, expensive undertaking. But with a little planning, it can make your organization's message clearer and more compelling. more
  • by Matt Blumberg
    There has been a flurry of RSS activity in the last two years, including countless startups that are hitting the new technology from every angle. These companies are doing everything they can to get RSS ready for prime time. Unfortunately, it's not quite there yet, but we're getting closer. What ... more
  • by Jay Bower
    Acquiring new customers is the "show biz" side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of media. There's this problem, though: It costs five times as much to find a new customer as it does to ... more
  • by Jerry Bader
    In a world of mental clutter, information anxiety and narrow attention spans, your Web voice could become the next big weapon in Web media presentation and marketing. So how do you effectively implement voice on the Web? more
  • by Jim Stachura, Meg Murphy
    Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power of ethnic Americans who, according to estimates, make up $1.3 trillion or 18.5 percent of all US buying. To appeal to ... more
  • by Paul Epstein
    Since its inception, the Do Not Call Registry has had a profound impact on the telemarketing industry, just as it has on individual organizations relying on outbound telemarketing in their marketing strategy. The challenge now facing these businesses is to find creative ways to still make telemarketing work. more
  • by Jerry Bader
    The sound of the human voice is powerful. It connects to a prospect on a whole different level. Online, it breaks through that liquid crystal barrier and says, "Listen to me, I'm here, I'm human, and I have something real to talk to you about." It's time to bring a ... more
  • by Jim Sterne
    Aside from server logs, clickstream tracking and a host of analytics tools, it's necessary to consider customer experience and customer satisfaction. This is the art of peering into the hearts and minds of visitors rather than simply following them around. It's time to ask them for their opinion. more
  • by Hank Stroll
    You're sitting on a hard chair, constantly shifting position, trying to get comfortable. The speaker doesn't keep your mind off your discomfort, since he is reading precisely exactly what's on the slides. Unfortunately, you have to squint to follow along, because he squeezed two pages of content in 10-point type ... more
  • by Bill Babcock, Bill Rozier
    This is the first in a series of point/counterpoint articles by Bill Babcock and Bill Rozier. Babcock is CEO of a direct and relationship marketing agency. Rozier is on the client side. This week, the pair discuss relevance: How long do you have to convince prospects that ... more
  • by Jay Bower
    Management wants more leads, but you can't get an increase in your budget. To meet their demands, you have to lower your cost per lead. You have to either increase response rates or cut your cost per contact. There are literally dozens of ways to accomplish those goals. Here are 10. more
  • by Matthew Syrett
    Few rules are more widely quoted in marketing today than the 80/20 Rule, which states that 80 percent of your sales come from just 20 percent of your customer base. Intuitively, it makes sense. But this marketing interpretation of the 80/20 rule is actually flawed. more

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