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  • You Don't Know I Want to Go
    In a post at the Email Wars blog, Dylan Boyd discusses the tricky status of permission-based email lists following a corporate merger or acquisition. "[H]ow does a company go about changing permissions from one brand to another?" he asks. Boyd got a front-row view of one such hand-off when a ... more
  • Six Free Tools for Online Reputation Management
    by Daniel Schawbel
    Gems of 2008: Online reputation management means tracking your brand and reacting when necessary. Brand monitoring can save you from a potential disaster when someone cites your name in an article that misrepresents you. What's more, it can help you proactively join conversations around your topic area, helping to get ... more
  • Email Marketing Disobedience: Six laws of proper e-Newsletter creation, and why you should ignore every one of them
    by Gary Levitt
    Gems of 2008: You need an e-newsletter and you know it. But before rolling up your sleeves, please review the following six bromides from a recent how-to article phoned in by a reigning email-marketing magnate. After each, I'll explain how to do the exact opposite so that you can avoid polluting ... more
  • Marketers, It's Time to Hop Off the 'Time Management' Treadmill
    by Stephan Spencer
    Gems of 2008: Ever sigh to yourself, "There just aren't enough hours in the day!"? You're not alone. Most marketers are overloaded and under-resourced. But it doesn't have to be that way. And managing your time more efficiently isn't the answer. more
  • Top 5 Legitimate SEO Techniques That Will Help Your Business Get Found
    by Mike Volpe
    Gems of 2008: People have not stopped buying things, so how are they researching and purchasing products since they have made themselves immune to old marketing techniques like banner ads and direct mail? The answer is with search engines and Google. According to comScore, Americans conducted 11.5 billion searches in June ... more
  • Case Study: How a Viral Campaign Gave OfficeMax Brand Recognition, Drove Shoppers
    by Laurie Lande
    Office supply chain OfficeMax also sells digital cameras and other products popular as holiday gifts—but its customers didn't think of it as a holiday-shopping destination. What's more, it was often confused with its chief rival. A wildly popularly web-based viral marketing campaign helped OfficeMax distinguish itself and encourage shoppers. more
  • You Know You Want Me
    If you offer an upscale product or service, you probably have "aspirational" customers who take a mix-and-match approach to luxury goods. In an article at MarketingProfs, Suzanne Hader describes some typical personas: "[T]he affluent stay-at-home mom who plans five-star vacations and Target shopping trips with equal enthusiasm; the student who ... more
  • Smart Phones, Smarter Marketing
    "To date," writes Rob Hof in a post at BusinessWeek's Tech Beat blog, "mobile advertising hasn't taken off partly because it's a hassle for advertisers to create special campaigns for mobile devices, most of which so far use stripped-down browsers that don't display standard Web pages very well." This will ... more
  • Cool Cloaking Device!
    Is your website invisible? If it's not designed to be found by search engine spiders, it might as well be. The key to visibility? Keeping content clear and simple. An untold number of expensive Web sites out there are beautiful to behold, but rarely seen by searchers. To help clarify ... more
  • Show Me the Way
    You know its time for your company to enter the realm of social media, but perhaps you're unsure of how to get started, or where to concentrate your efforts. You probably require outside help. And in a Pro article at MarketingProfs, Mack Collier provides an in-depth primer on hiring a ... more
  • Market Like a Native
    If you were to talk to a sixth grader about blogs or social networks or streaming video, you'd be having a conversation with a first-generation "digital native." While the rest of us learn new media as a second language—with varying levels of skill and comprehension—this emerging segment speaks Web 2.0 ... more
  • Time to Get Practical. (Kind of.)
    It's a recession, folks. They've brought out the "R" word. And everybody's pulling back. Turning in. Acting just plain scared. Gone are the days when a B2B team could take risks, push creative boundaries. It's time to get practical. But, hey, that doesn't have to be all bad. In a ... more
  • You Belong in Pictures, Baby
    "In 2007, 9 million digital picture frames were sold, about 1 million of them Wi Fi-enabled," writes Katy Bachman in an article for Brandweek. "By 2010, that's expected to jump to more than 42 million, with the vast majority of them Wi-Fi equipped, according to data from IDC." Can advertisers ... more
  • No C Left Behind
    A new whitepaper from ExactTarget—cheekily titled No Executive Left Behind—argues in its subtitle that there are 10 things your C-Suite must know about email. "You cannot assume that your C-Suite understands the critical role played by email in facilitating sales and maintaining strong customer relationships," ExactTarget's Jeffrey Rohrs says. "You ... more
  • Text Appeal
    "While US consumers are fully embracing text messaging," says Alan Berrey in an article at MarketingProfs, "very few enterprises have followed suit." And when you consider that 80 percent of Americans own mobile phones, and send over one billion test messages each day, it makes sense to develop a strategy ... more
  • I Need My Spicy Nutty Latte Grande
    Once hubs for consumers seeking a little indulgence on a busy day, many specialty coffee shops are now searching for ways to keep customers coming back. Does this mean the days of the Half-Caff Iced Mocha Latte Grande with Whipped Crème and Sprinkles are behind us? In other words, should ... more
  • Why Don't You Click With Me?
    Chances are good that fewer than 15 percent of your list clicked on at least one link in your last email. "Think about that," says Mark Brownlow in a post at Email Marketing Reports. "We have over 85% of subscribers not clicking on email they explicitly asked to receive. Over ... more
  • Shopper Marketing vs. the Asteroid
    by Mitch McCasland
    In a genre of disaster movies, there's a dramatic moment when an asteroid is plummeting toward Earth. Amidst a flurry of intense heroics, the asteroid is redirected... and tragedy is averted. But shouldn't the scientists be working sooner to change the asteroid's path? Which brings us to the relationship between ... more
  • Using Differentiators in Keyphrases: What Every Search Engine Optimization Effort Should Do
    by Scott Buresh
    In search, you have a very short window of opportunity for engaging your prospect. The only way to get a solid competitive advantage in SEO is to use techniques that ensure you are giving a prospect exactly what he or she is looking for. Otherwise, your prospect will simply click the ... more
  • How Packaging Your Offering Enhances Your Brand
    by Anthony Cirillo
    Is your company packaging experiences? Are they sought—or are they sold? And, drilling the concept down one more level: have you ever looked at yourself and considered the package that you offer and the experience you provide? In the current downturn, where layoffs loom large, those with the better shot at ... more
  • Four Parts to Valuable Personas
    by Angela Quail
    Recent buzz about personas has created some confusion. If you've tried to develop and deploy personas, you may have experienced resistance from other departments because they don't grasp the value that personas purportedly provide. The reason may be that personas (in the form of customer profiles) by themselves don't offer ... more
  • Case Study: How OfficeMax Helped an Education-Focused Charity Increase Funding and Classroom Adoptions
    by Kimberly Smith
    OfficeMax teamed with nonprofit Adopt-A-Classroom to create an annual event to recognize and reward standout teachers for their dedication and sacrifice. This year, OfficeMax stepped up its marketing for the program, upping classroom adoptions +800%. more
  • Make Your Campaigns More Presidential
    As voters went to the polls on election day, Seth Godin decided to outline what we can learn from a presidential campaign that took marketing sophistication to entirely new levels. His first key takeaway: Narratives resonate with customers. "[L]ike most marketers, you're obsessed with [features]" says Godin. "Forget it. The ... more
  • Chew on This
    What do kids—and, maybe, you—like about Bazooka bubble gum? It could be the flavor, or perhaps the size of its bubbles, but we'll bet it has more to do with the Bazooka Joe comic strip contained in each wrapper. You open it up, hope for a strip you haven't yet ... more

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