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  • Take Two Motrin and Tweet Me in the Morning
    Motrin recently created an online hulabaloo when a video intended for laughs instead raised the ire of its target audience: Mothers. "Wearing your baby seems to be in fashion," begins the female narrator of a 47-second spot. "I mean, in theory it's a great idea." And with a whiff of ... more
  • Put Your Best Face Forward
    You want to explore uncharted territory, but you're also worried about sowing cash on unproven social media ground. Well, here's a way to play it safe: ease, ever so slowly, into Facebook. The facts: It's the largest social networking site in the world. In August '08, users spent an average ... more
  • Don't Wash Your Hands, OK?
    In a recent post at eMagine's B2B Web Strategy blog, Matt Roche warns about the dangers of outsourcing your PPC campaigns—and then washing your hands of them. Oftentimes, when B2B marketers choose to turn things over to outsiders, he says, "they feel they never need to worry about [PPC] ever ... more
  • I Know What You Did Last Summer
    "Online behavior is not limited to purchasing activity alone," says Sheldon Gilbert in an article at MarketingProfs. "To truly understand someone's buying potential, you need to see more than that. You need to know what they are looking at, what they are searching for and what they have recommended to ... more
  • Brand or Get Branded
    "You've heard the branding gurus' mantra," says Jane Schulte, author of Work Smart, Not Hard! "Brand or be branded. Well, it's true. If you don't go about the process of creating a personality for your company, one will be created for you." She outlines this process for ensuring your brand ... more
  • Look to the Future, Scrooge
    As the economy sags, consumers are tightening their purse strings. And that's not good for business. This holiday season, the average customer is looking more and more like Scrooge. What's a marketer to do? Recent research says, it's time to get folks to look to the future. In a recent ... more
  • Let Me Go!
    In a recent blog post, Patrick Byers talks about an email he received from a ski resort announcing the opening dates for each of its mountains. "I don't recall signing up to receive these notifications," he notes, "but I was there last season, and might have provided my email address ... more
  • Blueprint for Online Success: Understanding the Fundamentals of Web Site Design, Part 2
    by Peter Sena
    This is the second part of an article that discusses the importance of good Web site design and the process of streamlining the creation of Web sites. more
  • Eco-Logos: A Double-Edged Sword?
    by Jacquelyn A. Ottman
    Eco-logos are all the rage—but how valuable are they as a marketing tool? Are there some hidden risks that warrant a second look? Let's consider the three ingredients of an effective marketing logo—green or otherwise—and their implications for the savvy eco-marketer. more
  • Six Steps to Instant Revenue: Successful Email Marketing Is Right Under Your Nose
    by Sheldon Gilbert
    Unfortunately, for most marketers, email marketing remains an educated guess predicated on seasonal and industry trends. What most marketers don't realize is that they have an opportunity to send out smart, high-performance campaigns based on true consumer desires. Here's how. more
  • Closing the Marketing Credibility Gap
    by Geoff Dillon
    By now you've heard the news—your paid marketing and advertising efforts are suffering from a loss of credibility with your target market. Marketing authorities Al Ries and daughter Laura have even declared the "Fall of Advertising and the Rise of PR" when it comes to building brands and perceptions in ... more
  • Case Study: How a Nonprofit's Web Site Redesign Increased Functionality, Public Interest, and Donations
    by Kimberly Smith
    For nonprofits like the Acumen Fund, which uses philanthropic capital to help finance foreign entrepreneurs, the human story is key for capturing the attention of would-be volunteers and investors. Here's how a site redesign helped in a big way. more
  • Testify!
    "Testimonials are critical to any website that's marketing or selling products or services," says Rick Sloboda of Webcopyplus. To make his point, he cites the Robert Cialdini book Influence: Science and Practice, which posits that "we determine what's correct by finding out what other people think is correct." Customers feel ... more
  • I Will Gladly Pay You Today for a Hamburger on Tuesday
    Once upon a time, when customers didn't have enough money to make an immediate purchase, they would put it on layaway. Laya-what? you ask facetiously. "Doesn't that involve some kind of a system where you pay for the merchandise BEFORE you take it home?" notes the Direct Dispatch blog. "We ... more
  • All You Need is Patience
    If you're considering a site redesign for the new year, you'll want to optimize it for search engine results. What's the best way to optimize? Jody Nimetz at SEO Space says that designing a site to generate revenue through search takes a good amount of planning and, most importantly, patience. ... more
  • Stacking the Deck
    If you use Twitter the way Mack Collier does, you might feel overwhelmed as you try to keep up with the constant stream of conversation, and stay connected with actual friends and colleagues. In an attempt to get a handle on his situation, Collier decided to cut back on the number ... more
  • Surprise: You've Been Upgraded!
    Let's say you've been working around the clock on an improvement for your product, service or online interface. Because you know all about your upgrade, why it's needed and how much value it offers, you might forget that it will be a completely new concept to your customers. A post ... more
  • Sorry, I Have to Grab That
    Things are going great with your new customer. She's interested in that fabulous product you just showed her. You're about to go into a sales pitch to get her to upgrade to a pricier model, but just as you begin, the phone rings—and you have to grab it. Drat! Sale ... more
  • Look at What They Went and Did!
    "In the two weeks leading up to the November 4th election, email messages came fast and furious from both campaigns," writes Morgan Stewart in an article at MarketingProfs. "I saw … commonly held best practices to be emulated, other [elements] that should be avoided … and a few new concepts ... more
  • Mobile Marketing: What is UR txt msg str@tegy?
    by Alan Berrey
    Where R U? In other words, where is your text message strategy? When will your organization begin using text messaging and other mobile messaging services in your marketing, customer care, and collections processes? more
  • Email Marketing Insights From Obama and McCain
    by Morgan Stewart
    In the two weeks leading up to the November 4 election, email messages came fast and furious from the presidential campaigns of both John McCain and Barack Obama. In the last week, both supporters received at least two emails a day from both campaigns. In evaluating those email messages, I saw ... more
  • Effective Online Marketing in a Recession
    by Adam Boyden
    Marketers navigating these tricky economic waters need to stay focused on profitable expansion rather than contraction. If you can grow, even in these times, you will emerge on the other side of the economic crisis ahead of the competition. Creativity, combined with on-demand marketing tools, will help. When budgets are tight ... more
  • Blueprint for Online Success: Understanding the Fundamentals of Web Site Design, Part 1
    by Peter Sena
    Good site design starts with an idea—not with a technology. In today's internet obsessed world, far too many people are becoming more focused on the latest and greatest Web 2.0 buzzwords than on the fundamental purpose of the Web site. Whether that purpose is to provide information or allow for ... more
  • Case Study: How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales Goals
    by Kimberly Smith
    In tough economic times, one company set out to care for its people in a unique way. Toshiba America Medical Systems efforts to align and nurture its sales team means the team is now on track to exceed sales goals. more
  • Time to Audit Your Ambition
    "During your annual planning ritual do you study and analyze the current situation in your market and then move on straight to setting your goals?" asks Dan Herman in an article at MarketingProfs. "Common practice—but a big mistake!" According to Herman, this practice actually encourages underachievement by placing artificial limits ... more

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