Quick Reads: Marketing Strategy

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When Plain is GoodEmail Marketing
If we were to suggest plain text for your next email campaign, you'd probably laugh in our faces. "The superiority of HTML email to plain-text email for driving response has ...
Freaky FridaySmall Business
The editors of Fortune came up with a fun idea for the magazine's "Best Companies to Work For" issue: Invite the CEOs of two employee-friendly retailers to trade places for ...
High-Tech Webinar SuccessHigh-Tech Mktg & Sales
Looking for ways to introduce a new product or solution—or generate business leads? Hosting a webinar is a relatively easy and inexpensive option, provided your goals are defined at the ...
It's OK to Count Me In for NowEmail Marketing
"Responsible consumer marketers have adopted an 'opt-in' email policy for determining who receives their marketing messages," writes Ruth Stevens at the Harvard Business Review blog. Unless customers give ... permission ...
It's an iWorld After AllMobile Marketing
Time to start thinking "i" again—this time for the iPad. Like it or not, it's a mobile device, and 120,000 were preordered in the first 24 hours of its release ...
It's Different, but the SameLead Generation
The social-media revolution has undoubtedly altered the way you generate leads. On a given morning, for instance, you might write a compelling blog post, tweet about it, summarize the contents ...
Ask the Magic QuestionB2B Marketing
Is there a sure-fire way to generate interest from each and every B2B lead you contact? There sure is, says Neil Baron, writing at the Fast Company blog: Just ask ...
Frankly, You're a DisappointmentEmail Marketing
As a longtime reader of GQ magazine, Dylan Boyd subscribed to The Hound—the magazine's recently launched email newsletter—with high expectations. "So as I opened the email and took a gander," ...
Stepping out (of Your Comfort Zone)High-Tech Mktg & Sales
It's hard enough to keep up with new technology, so when it comes to selling IT, you might find yourself stuck using familiar tactics, even when business challenges signal otherwise. ...
Guaranteed to Make You SmileMarketing in a Downturn
"Recently," writes Mark Riffey at the Business is Personal blog, "you've seen a number of major car companies offer to buy your car back if you lose your job—and that's ...
It's All in How You Present YourselfEmail Marketing
"The basic method of gaining a subscriber is simply asking someone to sign up for your mailing list," writes David Godot in a Pro article at MarketingProfs. "If a customer ...
IM as Team SportMobile Marketing
The Blackeyed Peas' will.i.am recently raised eyebrows during a concert in Florida when he freestyled, in real-time, anything users sent to his BlackBerry. You're thinking, "Whoa, that's a lot of people ...
You Can't Phone It InLead Generation
"A lot of marketers say they are 'nurturing' their prospects when in reality all they are doing is sending out nice brochures or marketing copy focused on product releases or ...
Why Must You Be So Difficult?B2B Marketing
The Brooks Group, where Tony Smith serves as national accounts manager, recently analyzed more than 12,000 sales interactions and concluded: "Selling is like being blindfolded, everything is pitch-black, and you ...
Around Here, Everybody's a PlayerSearch Engine Marketing
It's no secret that link-building can help boost your bottom line and make your SEO efforts a whole lot easier. So, here's a thought: To help improve your site's organic visibility, ...
Wade in These Waters With CareSocial Media
In March, MarketingProfs ran an article about brand flubs in social media, starring Southwest Airlines and Heinz. Read the tale. Now we discuss a third brand's stormy social life: Nestle. Recently, ...
Make Them Want to Talk About YouB2B Marketing
"If you're only focused on designing your marketing content to make an isolated connection with a specific persona, you're not stretching your content strategy far enough," warns Ardath Albee in ...
It's a Tip, Not a CommandmentEmail Marketing
Just because something is currently labeled a best-practice doesn't mean it's written in stone, says DJ Waldow in an article at MarketingProfs. "[W]e can find and spit back best-practices for ...
Go Mobile or Go AwayB2B Marketing
"With 4.6 billion current mobile subscriptions projected to surge to 6.5 billion mobile connections by 2014, there's no denying it, marketers: Mobile has arrived—and it's changing how (and where) business ...
It's the Same, but DifferentSmall Business
If you want customers or members to fill out a form or volunteer their time, writes Roger Dooley at the Neuromarketing blog, "you will be more successful if you describe ...
Gotta Have It: Web Registration FormHigh-Tech Mktg & Sales
Now that you have your marketing-automation system in place, is it really necessary to use those sorry Web registration forms when collecting leads? After all, you already know who these ...
The Little Shavers That CouldSocial Media
How much does a new pack of razors cost you per month? Eight dollars? Ten? More than those little blades are worth? Well, Pierre de Nayer recently decided people should ...
Not so Fast!B2B Marketing
In the rush to grow leads, B2B marketers are often tempted to use "quick-fix" lead-generation tactics, says Jep Castelein in a post at the Connected Marketer blog. Bad idea, he ...
The Devil in the DetailsSmall Business
Since October of 2009, the menus of 1,500 Denny's restaurants have invited customers to join the social-media conversation at Twitter. So far, so good. But there's a serious problem: The ...
Messaging Through Earbuds, Pt. IIMobile Marketing
Last time, we explained how podcasts present a great opportunity to bring brand awareness to on-the-go users. But how can the average marketer produce a winner in the podcast-sphere? Here ...