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  • Facebook Freebies Demystified
    So you say you're still a bit iffy about investing in Facebook's panoply of paid brand offerings (virtual gifts, banner ads, homepage takeovers)? Not to worry: we've done some legwork for you, and turned up some freebies at the site that could actually serve your marketing plan to a "T." ... more
  • Here's That Email You Requested
    Congrats! You've created a terrific whitepaper, and now you're adding a download link to a free copy of it on your landing page. All your prospects have to do is enter their email addresses, and voila! Instant whitepaper! Perfect B2B lead generation, right? Well, not quite so perfect, says ... more
  • That's Amore!
    Not long ago, a MarketingProfs colleague in Orange County, California, ordered an extra-large pizza from Gina's Pizza and Pastaria—a small, local chain known for its high-quality ingredients. When he went to pick it up, the manager asked, "Do you have a coupon? I see you've purchased three of these pizzas ... more
  • 'Mainstream' Is Not a Target Market
    Mainstream is not a target market. In fact, by trying to blandly appeal to everyone, you wind up not really appealing to anyone in particular. Yet, in many companies, "niche" is a dirty word, right up there with "polarizing." more
  • Pick a Price, Any Price
    When you have customers scrambling to make ends meet, or cutting back on unnecessary expenditures, it might seem foolhardy to let them set prices for your product or service. But Sam Lippert of the Java Street Cafe in Kettering, Ohio, took a chance on that risky strategy. He told diners ... more
  • Keepin' It Real
    With the widespread use of technical lingo—words like segment, list, database—sometimes it's easy for email marketers to forget about the actual human being on the other side of the Send button. "[W]e're not just delivering to inboxes," Karen Talavera reminds us in a MarketingProfs article, "we're communicating [with] individuals." Here ... more
  • Marketing Addictionary: 'Headfake'
    Headfake (noun): A situation in which you are familiar with a person's online avatar picture, which gives you an inaccurate idea of how that person appears in real life. more
  • Slice and Dice with Advanced Segmentation
    In a guest post at the Solutions for Southeast Asia blog, Barbara Pezzi of Swissotel explains how the introduction of advanced segmentation in Google Analytics enables her to group website visitors into highly specialized segments. "We are no longer limited to tracking paid vs organic traffic," she says, "but can ... more
  • Our Friend, the Difficult Customer
    You have a great product or service, and you do your best to create an exceptional customer experience. Despite your efforts, though, you encounter difficult customers with more frequency than you'd expect. What gives? In a post at the Conversation Agent blog, Valeria Maltoni suggests 10 reasons this might be ... more
  • How Much Has Apple Really Made from iPhone Apps?
    It was just a month ago that Apple reached the prestigious mark of 1 billion downloads from its iPhone App Store—a huge milestone. The enormous number of downloaded apps elicits the question: How much money has Apple really made from paid apps? more
  • 'White Swan' Marketing, or How to Focus on What Works
    by Jonathan Salem Baskin
    When the latest marketing answers fail to produce the results you expect, maybe it's time to start asking different questions. You don't need me to tell you that we're in a crisis of confidence: Consumers don't believe or act on the information we give them in the ways we'd hope, so ... more
  • 13 Essential Social-Media 'Listening Tools'
    by Clay McDaniel
    You're a marketer who's hip to the idea of social media: You have a blog, you know Facebook inside and out, and you can Tweet with the best of them. But the big question is, Are you listening as well as talking? Here are some of the top tools for ... more
  • Three Ways to Personalize Your Email Marketing: Remember Who You're Talking to
    by Karen Talavera
    Sometimes we get so caught up in the procedural logistics of email marketing that we forget we're communicating with real people. We think in terms of lists, databases, target audiences, and segments. With email, as with conventional channels, it's important to remember that there are real people on the other end ... more
  • The Pursuit of ROI: Will It Lead You to Rags or to Riches?
    by Sharan Jagpal
    It's no secret that the business world is slow to change. Sure, it has made the evolution from typewriters to computers for word processing, and from snail mail to email for written communication. But in regard to the core of doing business—from the methods and measurements that are used to ... more
  • Case Study: Harnessing Web 3.0 to Pump Up Brand Preference and Loyalty
    by Kimberly Smith
    In this new age of conversation between corporation and consumer, chip-maker Intel and PC-maker ASUS have embraced "crowdsourcing." Allowing consumers to design the ideal PC, they are gaining valuable consumer insight and in the process building not just a PC but customer loyalty. more
  • Spend Less, Get More
    Sad fact: Even if you have an unlimited budget to spend on paid search, you may not always get the number of Google ad impressions you seek. Why? Because, no matter how much money you have, "you're not the only advertiser in the world, and Google is trying to show ... more
  • Shall We Dance?
    It's an average morning at the Liverpool Street train station in London, England, with travelers crossing the main hall on their way to platforms or the street. And then, seemingly out of nowhere, 400 people break into a precisely choreographed dance as a medley of toe-tapping songs blares from the ... more
  • Just Ask the Man Who Owns One
    You've probably made a practice of asking customers to review your products, but are you using their praise to its full advantage? "Recently," says Kelly Lorenz at the Bronto blog, "I have seen an uptick in retailers utilizing customer reviews to sell products in their emails." Why? Because user-generated reviews ... more
  • Entrepreneurs Can Change the World
    A video can empower. It can inspire, creating a moment or a feeling that moves you to sally forth and conquer the world. It can leave you feeling capable and invincible and energized, all at once. Like this one does. more
  • This Packaging Makes Mother Earth Glad
    Especially for those of us trying to reduce our negative impact on the planet, the volume of waste generated by food packaging is discouraging. Cardboard cartons, plastic bottles and vacuum-sealed pouches—a single meal might produce a pile of trash. You can recycle, certainly, but it would be nicer to limit ... more
  • In Content (and Google) We Trust
    Welcome to the inaugural issue of the High-Tech Marketing & Sales Get to the Po!nt newsletter from MarketingProfs. This once-a-week guide is specifically intended for marketing and sales staff in the high-tech field. If you wish to opt out, just click on the link below. But if you like what you read ... more
  • Survey Says ...
    When you receive an invitation to take a survey, are you more likely to click on a link labeled Take a brief survey, or one that says Take a 5-minute survey? Suzanne Norman suspected it was the latter, and decided the hypothesis called for a test. "[A]fter all," she says ... more
  • Commercial Break: Nestle's Sweet Dreams You Can't Resist
    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at Nestle's "Sweet Dreams You Can't Resist." more
  • Baby, You Can Tweet My Car
    Last month, talk of Volvo invaded the blogosphere when the company embedded live Tweets into a YouTube banner ad for its XC60 model. The feed kept viewers abreast of live coverage of the NY Auto Show, then gave them the option to follow Volvo on Twitter. It's a simple enough ... more
  • TLC for the CFO
    As B2B budgets tighten, CFOs are becoming more demanding. Show me the results! Justify the expense! What more can a CMO do? In a recent post at the Marketing Interactions blog, Ardath Albee offers some words of advice on producing the cold, hard facts that CFOs are desperate to see ... more

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