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  • One Thing Most Viral Campaigns Know Up Front
    As our recessionary hangover drags on, you're probably thinking of evermore-creative ways to engage customers. But Drew McLellan of the Marketing Minute blog offers this caveat: "As you are crafting a new campaign or gimmick that you hope will go viral—always ask yourself, is the juice worth the squeeze for ... more
  • Two Ad-Design Rules to Make Your Brand Message Stick
    "Brand identifiability is under the advertiser's control and is a key consideration in ad design," note the authors of a recent research report on the effectiveness of visual ads. But because of rising "media noise" due to competing advertisements and "active ad avoidance by consumers," it has become challenging for ... more
  • Five Ways to Improve Deliverability
    "Even in an increasingly real-time Web, email remains a critical channel to embrace for B2B marketing success," says Maria Pergolino in a post at the MarketingProfs Daily Fix blog. "However, it's a channel that's poorly treated due to our excitement at the extreme ROI potential." Sloppiness can impair deliverability and damage ... more
  • Social Media Use Growing Among Microbusinesses
    Nearly eight in 10 of the nation's smallest companies (79%) say marketing is a major success factor for their business and nearly one-half (46%) of such firms, or microbusinesses, say they are using some type of social media for marketing, according to a survey from Vistaprint. more
  • Don't Commission Market Research Without an Action Plan
    It's a given that market research will come in all shapes and sizes. "We see custom research that reaches into the six figures in cost," writes Mike Sweeney at the Marketing Trenches blog. "We see simple user research that can be executed for as little a few hundred dollars. We ... more
  • How to Build a Content Time Bomb
    When we write for company blogs, we tend to focus on timely information that's meant to be read sooner rather than later. But Rohit Bhargava suggests the creation of "content time bombs" that linger in your archive, just waiting for someone to find them and set them off. "Content Time Bombs ... more
  • B2B Marketers Using Social Media to Boost Search
    As B2B marketers shift resources and marketing budgets to social media, many have begun to align their social-media efforts with search-engine marketing, using the social channel to drive search referrals and conversion rates among Web visitors, according to a study by BtoB Online and Business.com more
  • Five Reasons to Make Social Media Part of Your SEO Strategy
    It's well known in SEO circles that most links created through social media are "nofollow"—and therefore don't help sites rank higher with search engines. Some SEO professionals believe there's no SEO benefit to developing social-media profiles at all. Not so, counters Derek Edmond in a recent post at the Komarketing Blog. To ... more
  • Flipboard for iPad: How to Use It
    With all the gizmos, apps, real-time updates and life-changing articles strewn in your path, nothing's more complicated than sorting through and finding time for everything you want to read. Tougher still if you're a first-gen iPad user. What's iPad about, anyway? How long will it take to master it, you may ... more
  • Don't Get Linked Out on LinkedIn
    LinkedIn is "one heck of a community for getting to know your prospects and customers," writes Ardath Albee at Marketing Interactions. "[But it] can also expose a lack of integrity and authenticity in a heartbeat." So if you're using LinkedIn as a lead-generation tool—or for any other purpose—consider this cautionary ... more
  • Signs of Recovery in Industrial, Tech Marketing
    Despite dismal economic news overall, some business sectors are showing signs of improvement: Fully one-half of industrial-sector companies are expecting annual revenues in 2010 to be higher than they were in 2009, compared with the 24% of companies that reported the same a year earlier, according to a survey from ... more
  • Google Leads in Explicit Core Search in August
    Google Sites led the US explicit core search* market in August 2010, accounting for 65.4% of total searches conducted during the month, down 0.4 percentage points from July, according to data from comScore qSearch. more
  • How Jimmy Choo Boosted Its Brand With CatchaChoo
    From April to June, luxury shoe vendor Jimmy Choo leapt into tennis-shoe production and social media with a splash: It dreamed up CatchaChoo, a "trainer hunt" that united the real and digital worlds on a quest to capture free sneakers. Inhabitants of London were invited to follow CatchaChoo on Facebook, Foursquare ... more
  • B2B Marketers to Boost Spending on Social Media, Digital
    B2B marketers continue to shift their marketing mix away from traditional marketing vehicles toward social media and digital channels: 67% plan to increase spending on social media over the next two to three years and 64% plan to increase spending on digital and online marketing over the same period, according ... more
  • Four Steps to Writing B2B Promos That Actually Work
    In a recent post at Rick Short's B2B Marcom Blog, Short recounts receiving two useless B2B email promotions. The first never explained what the writer's business actually did; the second repeatedly used an acronym Short simply couldn't identify. He deleted the first, and sent a cryptic reply to the writer ... more
  • Content Marketing Vital to B2B Marketers
    Content marketing is now a well-established, core marketing strategy in the B2B marketplace, with B2B marketers considering content integral to their marketing mix: fully 9 in 10 organizations say they market with content, according to a new study from MarketingProfs and Junta42. more
  • Why You Might Want To Send an Email on Sunday
    While most experts will say there's no such thing as the perfect time to send your email offer or newsletter, conventional wisdom holds that Tuesday—generally speaking—is the best day for a campaign, and Friday the worst. "The theory behind the rule of thumb makes sense," notes Caroline Ruggiero at the Marketo ... more
  • Marketers to Double Spending on Digital Data by 2012
    US marketers are expected to more than double their investments in online-derived data sources by 2012, allocating a projected $840 million to information about digital audiences, transactions, and clickstream behaviors, according to a study by the Winterberry Group. more
  • Three Brilliant Lessons From Gilt.com
    "To say that Gilt.com is on fire may be something of [an] understatement," says Rohit Bhargava at the Influential Marketing Blog. "The site, which features daily special sales of luxury products at discount prices is on track by some estimates to pull in $400 million in sales for the 2010 ... more
  • US Ad Spend Increases 5.7% in 1H10
    Led by television media spending, total measured advertising expenditures reached $63.6 billion in the first half of 2010, up 5.7% from the same period a year earlier, according to data from Kantar Media. Ad spending during the second quarter of 2010 grew 5.4% over the same period in 2009. more
  • Four Ways to Optimize Your E-Commerce Website
    "E-commerce sites can be particularly challenging for search-engine optimization (SEO) because they tend to lack unique, relevant content," writes Adam J. Thompson in an article at MarketingProfs. "Most e-commerce websites contain mostly navigational pages (with little content) and product pages (with mostly duplicate content)." So how can you improve results for ... more
  • Three Steps to Highly Qualified Prospects
    "If yours is like a lot of sales organizations," write Ed Tittel and Carl Eidson in a PRO article at MarketingProfs, "it may have intensified prospecting efforts lately as old customers downsized, cut spending, and, in some cases, went out of business." And if you follow traditional prospecting advice, your team ... more
  • Brand Marketers Not (Yet) Sold on Social Media
    With brand awareness cited as their primary brand-management goal in 2010, most corporate brand executives say online communications and traditional public relations—not social media—are still the most effective channels to reach their audiences, according to a survey from MiresBall and KRC Research. more
  • Warning: This May Electrify the Engineer Geeks in Your Audience
    Engineers are smart, competitive, time-constrained, and of course geeky. So how does a high-tech marketer connect with such a consumer segment? Give them what they want: smart, funny content that not only informs them, but gets them thinking and makes them laugh. A recent post at the Deep Tech Dive ... more
  • Google Instant Means 5 Big Changes for Search Marketers
    by David Felfoldi
    Google recently unveiled Google Instant, which displays search results to a user as they type. The benefits of these changes, according to Google, are (a) Predictive Typing: as you type, a prediction is made of what you are seeking; and (b) Instant Results: as you type, the results appear. Every ... more

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