What do Krispy Kreme and Harley-Davidson have in common? They are among the many companies still thriving in the midst of an American economic meltdown. Why? Because they have methodically focused on building the love, enthusiasm and goodwill of their customers. more

Want to maximize your ROI? Then understand that it is AFTER your search is completed that the hard work begins. And know that the best relationships with agencies are true partnerships. Here are 11 suggestions from the front lines. more

Contrary to what you read in the newspapers, a lot of e-commerce and content Web sites are finding success in 2002. Each success teaches a different lesson. But all the lessons have some definite elements in common. more

The usefulness of personas in defining and designing interactive products has become more widely accepted of late. But there are still many misconceptions about how personas are created, and about what information actually comprises a persona. Just what ARE personas? And why should you care? more

When times are crappy, motivation is... well, the same. So how do you avoid stagnating...when everything around you is? more

You've heard the pitch – marketing newsletters are supposed to attract customers. They're sworn to build customer loyalty. And they'll increase profits. All that…and they are incredibly cheap to produce. So why is your newsletter's falling hopelessly short of its potential? more

Trouble is, most web sites are still designed and developed by IT professionals, and ruled by the IT mindset. IT believes that a well-designed web site should allow you to get in, get what you want,and get out quickly. IT thinks web copy should be short and sweet. Oh, really ... more

Previously, Lynda defined viral marketing and suggested why you should consider using it. Now, she offers a list of 13 best practices for successful viral email marketing. more

In the first of this three-part series, Partner defines viral marketing and tells why you should consider it. In her view, email is the ideal viral marketing tool. more

Mitch McCasland is an expert in brand strategy. He has worked with the big guns--Proctor & Gamble, Dr. Pepper/Seven-Up, and Verizon/GTE. Here, he tells how account planning techniques can benefit the way web sites are designed. more

Lest you naively launch an effort to understand every detail of e-tailing, Lauren Freedman will quickly remind you: “Shopping is not and never will be a science.” more

It's now time to calculate corporate sales numbers and roll them up to senior management to be reviewed and okayed. But are your IT sales forecasts for 2003 accurate? Is your firm still talking technology when customers are buying value? Take a simple test to measure your risk. more

Is your marketing pouring some serious money down the drain, because you don’t have the cookie factor? But first--just what the heck is a cookie factor anyway? And how can you apply this simple marketing and psychological principle to rake in some big bucks? more

Forget the spin and Dilbert-speak. What does it *really* mean to "value-add"? How do you define value? How do you know if you're successfully adding it? And what do you do to response to the values that are changing and/or migrating? more

Listen up, all you direct marketers now relying on email to deliver your messages. As with any campaign, you need to plan carefully and adhere to best practices. more

Most recently, the art of serial storytelling has taken root in TV -- where we tune in to The Sopranos or Six Feet Under each week to watch the story unfold. There are some valuable lessons in the art form that can also apply to email marketing. more

Products fail. Especially technology-based products. We marketers need to understand how customers deal with product failures, to be sure they are happy and satisfied even when the unthinkable happens. more

Companies that do well during an economic crisis are proactive, not reactive. They seek out new opportunities and respond quickly to changes in the marketplace. Here are five recession-proof tips to use in your global marketing effort. more

Previously, the author talked about everything you always wanted to now about securing customer testimonials. But once you have them in hand, it’s what you do with them that really counts. more

our email marketing messages are competing with every other message appearing in a customer's inbox. Here’s a simple test to see if your message will get the mindshare it needs. more

From the Olympic Games, to the London Symphony Orchestra, to local dog shows... there seems to be no limit to what companies can sponsor in an effort to build their brand. The real challenge executives face is to devise sponsorship strategies that are on-target, cost-effective and (most crucial) do the ... more

In the first half of this two-part series, the author examined what has changed in the realm of technology spending, and studied factors that motivate different companies to buy during depressed economic cycles. In this final installment, find out how to exploit these motivators to pry dollars out of tight ... more

In the introduction to "Business: The Ultimate Resource," author Daniel Goleman makes the case for including "business intelligence" among other forms of intelligence that are now studied, ranging from Howard Gardner's breakdown to the work that Goleman furthered in emotional intelligence. How does business intelligence differ from other identified intelligences? more

Here's the secret recipe for a case study that packs a punch but is digestible enough to appeal to an online reader. more

Here’s the thing about the RIGHT small agency – it can get your work done, it can think big, and it can deliver improved ROI or reduced acquisition cost. At least...that's the opinion of some. more