Strategy

• Get Them All a-TwitterDetails
  They email, they blog, they text, they chat. And now, they twitter. Yikes. Twitter.com offers a real-time service for "friends, family, and co-workers" to communicate what they're doing (in 140 characters or less)—"between emails and phone calls." Great. Do you really need to add this to your... [Read the full story] Marketing Quick Reads: Strategy
• Passengers: Your Captain Has Screwed UpDetails
  You probably know the approach pattern at your home airport very well. So what would you think if your plane were about to touch down when it suddenly jerked skyward, overshot the runway and headed out toward the ocean? Even non-nervous flyers would know something was wrong.... [Read the full story] Marketing Quick Reads: Strategy
• Recession-Proof Your B2B MarketingDetails
  What's the best way to recession-proof your B2B strategies? Might be wise to follow the lead of the man who coined the phrase "direct marketing." Lester Wunderman, founder of Wunderman Inc., is a proponent of seizing the day, even when it's a gray one. Here he shares... [Read the full story] Marketing Quick Reads: Strategy
• The SEO RapperDetails
  When we heard a YouTube channel about online marketing was getting tens of thousands of hits, we had to take a look. And so should you. Its host Charles Lewis is an online marketer for Pop Labs whose alter ego—the Poetic Prophet—likes to rap about his subject... [Read the full story] Marketing Quick Reads: Strategy
• Be a Super DelegatorDetails
  There are plenty of reasons not to delegate. Maybe you can complete a project more quickly than those working beneath you,  or you're convinced you'll achieve better results than your subordinates. But do you take work home on a regular basis? Or are deadlines an issue? ... [Read the full story] Marketing Quick Reads: Strategy
• How to Stand Out When Your Product Doesn'tDetails
  When your product or service is loaded with proprietary extras, it isn't difficult to differentiate yourself from the company down the street. But how do you stand out if your product shares many features and benefits with competing products? Jonathan Krantz has a three-step solution: Personalize: Says Krantz,... [Read the full story] Marketing Quick Reads: Strategy
• How to Avoid Ticking Off the (Ever-Sensitive) BlogosphereDetails
  Ever worry about what happens when you annoy the million-headed monster known as the blogosphere? Well, worry no more. After hosting a lively panel at this year's SXSW conference with the entertaining title "10 Easy Ways to Piss Off a Blogger," Rohit Bhargava posted... [Read the full story] Marketing Quick Reads: Strategy
• Get in the Mood to ShopDetails
  Stores invest a great deal of time and attention in determining the best way to design floor space and shelving to create the optimal customer experience. Research shows that understanding customers' motivation for visiting your store should affect its design. Customers who see shopping as... [Read the full story] Marketing Quick Reads: Strategy
• Placing Yourself in the Hot SeatDetails
  In a recent post at his Web Strategy by Jeremiah blog, Jeremiah Owyang discusses three conversations most companies would rather not have with their customers. Though uncomfortable, he argues, these are actually some of the most important dialogues you can initiate: Ask for feedback. "Take... [Read the full story] Marketing Quick Reads: Strategy
• Hitting the Pay-Per-Click PlateauDetails
  Did you start to abandon your natural search efforts, which gained your site favorable placement in a Google search, when pay-per-click advertising seemed to offer better results? It's not uncommon. And if you no longer have a balanced mix, Tom Lindmeier says it's time to... [Read the full story] Marketing Quick Reads: Strategy
• Using Tricks of the Journalistic TradeDetails
  In a post at his Web Ink Now blog, David Meerman Scott says that one of the best ways to generate exceptional marketing content for the Web is to hire a journalist. His prime rationale is that they are often attuned to the content an... [Read the full story] Marketing Quick Reads: Strategy
• Time for a Sit and Chat?Details
  Considering our nearly limitless online and wireless communication options, you'd think at least one of them might be the best channel for soliciting useful feedback from your customers and co-workers. But in a post at his Lonely Marketer blog, Patrick Schaber raves about a... [Read the full story] Marketing Quick Reads: Strategy
• Get Serious About Being SillyDetails
  We're creatures of habit. We have daily routines. We like it when the barista at Starbucks has already started on our usual order when we reach the counter. Yet our tendency to get comfortable with the familiar can have a negative impact on the way... [Read the full story] Marketing Quick Reads: Strategy
• No More Boring ConferencesDetails
  At this year's Online Marketing Summit (OMS), Rohit Bhargava observed a number of key lessons you can apply to your next event. Here are a few: Choose a good host. OMS host Aaron Kahlow was visibly involved in the entire event. In... [Read the full story] Marketing Quick Reads: Strategy
• Riding on the Green WaveDetails
  As environmental awareness goes mainstream, it's worth considering the impact that things like elaborate packaging and other wasteful practices have on your company's image. Your customers are noticing things that would not have mattered to them a few years ago. And there's no guarantee they'll tell you that the... [Read the full story] Marketing Quick Reads: Strategy
• A Permission Marketing Primer: Crystal Persuasion Details
  In the second installment of this three-part series, Karen Talavera, president of Synchronicity Marketing, continues citing "The Six C's of Permission Email Marketing." This week she explains why being honest and forthright is in the marketer's best interest: Clarity When requesting permission to send... [Read the full story] Marketing Quick Reads: Strategy
• What's Your Specialty?Details
  Marketers choose to position a product on either a single feature or a combination of features. Which strategy you use can materially impact how consumers perceive the item's value and performance. Consider three different brands of toothpaste—one claims to whiten teeth, another claims to freshen... [Read the full story] Marketing Quick Reads: Strategy
• Four Ways to Encourage Word of MouthDetails
  In a post at MarketingProfs' Daily Fix blog, Andy Sernovitz discusses some takeaways from a recent experience in which he told an office manager that the $239 Dell monitor he purchased for his PC would work with her Mac. "She said she had been saving up... [Read the full story] Marketing Quick Reads: Strategy
• How to Leave Your Imprint on the BlogosphereDetails
  Writing about newsworthy events is a great way to generate traffic at your blog. And in a post at his Social Media Marketing Blog, Scott Monty discusses takeaways from his entry on Microsoft's recent bid for Yahoo: Be timely. Monty, who noticed the Microsoft-Yahoo story at 6:30... [Read the full story] Marketing Quick Reads: Strategy
• A Permission Marketing Primer: Picking and ChoosingDetails
  Permission email marketing has morphed from best practice to legal requirement in several countries. In the next three issues we'll explore what Karen Talavera, president of Sychronicity Marketing, refers to as the "Six Cs of Permission Email Marketing." Here are the first two: Conscious consent[Read the full story] Marketing Quick Reads: Strategy
• Nickel and Dime on the Not-So-SlyDetails
  In a post at his Living Light Bulbs blog, Ryan Karpeles talks about the wrong way to make a buck. And he offers a prime example: Dollar Rent a Car, which recently introduced a $2 "topping off" charge to any vehicle returned with a full tank... [Read the full story] Marketing Quick Reads: Strategy
• Who Can Resist a Bargain?Details
  Many marketers believe customers are attracted to discounted prices. Yet this assumption may be wrong. While a lowered price might make people more inclined to buy your product, they may also be less satisfied with their purchase. Researchers at Stanford, INSEAD and MIT found that consumers who... [Read the full story] Marketing Quick Reads: Strategy
• Setting Your Evangelists on TrackDetails
  In a post at the Church of the Customer Blog, Jackie Huba asks a question you've probably faced at some time: How do you handle a customer evangelist who is misrepresenting your company? Even though the offender's facts may be correct, his or her stance... [Read the full story] Marketing Quick Reads: Strategy
• Social Security ShenanigansDetails
  Everyone knows you're supposed to guard your social security number like a state secret. After all, those nine digits are the open sesame for criminals who want to run up huge tabs on credit accounts opened in your name. They get new computers, Caribbean holidays and... [Read the full story] Marketing Quick Reads: Strategy
• Taking the Email PlungeDetails
  We know that email marketing can add punch to a company's marketing efforts. Yet selling the solution to small business owners (SBO) can be a difficult task. Josh Nason of SendLabs identifies three major obstacles when pitching email's value to the SBO: 1) budgetary... [Read the full story] Marketing Quick Reads: Strategy

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