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  • How Chick-Fil-A's Email Offer Brought Customers Into Stores
    In a post at the Bronto blog, Julie Waite says you may know Chick-Fil-A recently introduced a Spicy Chicken Sandwich. "What you may not have heard," she notes, "was that they ran a special invite-only event promotion to taste the new sandwich (for free!) well in advance of its launch ... more
  • Social Media Brand Passion Index: Back-to-School Shopping
    When stocking up on back-to-school items, consumers love Target and Old Navy—and are more passionate about those brands than they are about any other major US retailer, according to the NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities. more
  • Three Ways to Tell a Compelling Story With Your Numbers
    "Numbers are the universal language of business," writes Bill Taylor at the Harvard Business Review. "We use them to … win approval for product introductions, to make the case for expanding into new markets or entering new categories. In other words, numbers, when used well, tell a compelling story." Taylor recently ... more
  • On Twitter, Popularity Does Not Mean Influence
    Even though a Twitter user may have a large following, his or her influence on Twitter is more strongly associated with engagement rather than numbers of followers or retweets, according to new research from the Hewlett-Packard Social Computing Lab. more
  • How to Get Inside Your Target Audience's Head
    It's one thing to market to people just like you. But what if you have nothing in common with your target audience? How do you get inside their head? In The Experience Effect, Jim Joseph offers a practical suggestion: "Read a book or go to a movie that depicts the ... more
  • Social-Media SEO: Five Key Tips
    Want to increase traffic to your site? A recent article at the SEO Traffic Spider recommends using social-media optimization (SMO) as a highly effective method for search-engine optimization of any website. As the name implies, you optimize your site by advertising it through social-media sites and online communities. According to the ... more
  • One More New Way to Take Your Business Mobile
    In less than five years, more than 50 percent of users at any given time will be accessing the Internet from a mobile device, according to Morgan Stanley. Frankly, it feels like that number is already being reached in the business world. After all, Internet-ready mobile devices are ubiquitous, and the ... more
  • Three Ways to Improve Your Lead-Generation Efforts
    "Online lead generation requires you to erect just the right-sized barrier," writes Ian Lurie at Conversation Marketing. "Something [just] big enough to keep unqualified, unpromising leads out, while letting interested potential customers, voters or clients in." He offers a 10-point primer on building a solid lead-generation program, and here are ... more
  • Email, Intranet Top Tools for Engaging Employees
    Email and an organization's intranet are the most important communication tools for organizations to engage employees and foster productivity, but a growing number of employers now use social media to distribute company news to their employees, according to a study from the International Association of Business Communicators (IABC) Research Foundation ... more
  • Active Twitter Users Most Influential Online Consumers
    What happens on Twitter doesn't just stay there: Active Twitter users—those who use Twitter on a daily basis—are three times more likely than other online consumers to produce a wide range of influential online content (blog posts, articles, and product reviews) that affect a brand's reputation, according to a survey ... more
  • How Wheat Thins Mined Twitter to Surprise Fans
    The best path to the heart is still the stomach, and Nabisco apparently knows it. The company recently began mining Twitter to find customers who love its Wheat Thins crackers and give a lucky few of them the surprise of their lives. Here's how the company and its agency of ... more
  • Three Key B2B Decision Makers and How to Pitch Them
    "Reps selling into complex organizations need to be enabled with at least three levels of detail," Andy Hasselwander writes in a post at the B2B Marketing Confidential blog: "one for the business lead, one for [the lead's] researchers/support in the deal, and one for the technical folks that will [perform] ... more
  • Tech-Gadget Census: Which States Own What
    The New York metro area has the highest per capita ownership of emerging technologies (iPads, netbooks, smartphones, and Blu-ray players) in the US, whereas the Phoenix metro area has the highest ownership of older gadgets, such as VCRs and CRT (cathode ray tube) TVs, according to a survey from Retrevo. more
  • Three Ways to Get the Most From Triggered Messages
    It's been a long time coming, writes Dylan Boyd at Email Wars, but with "new systems of marketing automation we are finally gaining ground to creating trigger-based campaigns on actions, behavior and timing." Boyd provides a thorough rundown on various trigger-based campaigns you might employ. Here are a few highlights to ... more
  • Mobile Social Networking Takes Hold
    Smartphones have become an integral part of Twitter and Facebook use: 33% of smartphone owners who use Twitter say they read tweets primarily via their smartphone, and 33% of such consumers send tweets primarily via their mobile device, according to a survey from Compete. more
  • Focus on 'Job,' not Customer Segment, for Product Success
    In 2005, the Harvard Business Review published the influential article "Marketing Malpractice: The Cause and the Cure." Its authors—Clayton M. Christensen, Scott Cook and Taddy Hall—argued that we often set ourselves up for failure by focusing on customer types rather than customer needs. "To develop and promote products that make headway ... more
  • Customer Acquisition Top Marketing Priority
    Large reductions in marketing budgets contributed to dismal sales performance in 2009, but companies are fighting back: Over three-quarters (72.5%) say they are increasing their marketing budgets in 2010, and over 9 in 10 cite customer acquisition as their top marketing objective in the next 12 months, according to a ... more
  • Four Common SEO Blunders and How to Avoid Them
    In a post at the Online Marketing blog, Lee Odden notes that one of the biggest fears for website owners is a sudden drop in search-engine rankings. Case in point: Google's recent 'Mayday' algorithmic change affecting long-tail searches (see Google Webmaster Matt Cutts' video explanation). It left many webmasters up-in-arms ... more
  • Women Dominant on Social Networks
    Social networking sites reach a higher percentage of women than men worldwide, and across leading social sites, such as Facebook, women are more engaged—consuming more pages and spending more time—according to a new study from comScore. On average, women spend 30% more time on social networking sites than men; moreover, ... more
  • Dive Deep Into Your Customer's Vertical
    Tech companies still find it difficult to design, market and deliver actual solutions to their customers' business problems. Though execs talk internally about solving customer problems, they often come at it from the wrong angle—i.e., a technology-centered mindset. In his recent issue of Under the Buzz, Philip Lay of TCG ... more
  • Twitter Ruled by Personal Voices, Not Brands'
    Though many brands now use Twitter to drive sales, improve customer service, and enhance brand loyalty, Twitter is a consumer-dominated medium: 91% of tweets are by consumers and only 8% are by marketers, according to a study by 360i. Brands are moreover rarely a topic of conversation: Only 12% of ... more
  • Facebook Users: Four Key Stats
    It's easy to get lost in the Facebook hype. Everybody's on it—but is "everybody" relevant to you? Here's a quick way to find out. Check out Research Spotlight: Facebook, a new report from MarketingProfs that offers a cheat sheet on the social site, breaking down vital user data for marketers. ... more
  • Solving B2B Challenges Through Social Media
    As online business communities flourish, the exchange of expert opinion and advice is expanding at a rapid pace. Marketers who once felt isolated can now gain insights from colleagues in similar situations around the world. One example is the phenomenal growth of MarketingProfs' Know-How Exchange. Initiated just a few years ... more
  • Forrester: Location-Based Social Network Users Influential, Few
    Like many aspects of mobile marketing, location-based social networks (LBSNs) offer interactive marketers the promise of connecting consumers with places and points of sale. Most marketers, however, should wait to adopt the nascent channel until larger industry players, such as Facebook and Yahoo, offer location-based services at a sufficiently large ... more
  • Go Shopping: It's a Cool Way to Check Out the Competition
    You spend a lot of time ensuring the best-possible experience for every customer purchasing your product or service. You've trained a friendly, knowledgeable staff, and you use customer feedback—both positive and negative—to shape the sales process and provide ongoing support. But do you know how your customer experience compares with that offered ... more

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