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- Six Smart Tactics for Dealing With the Economic Downturn
by Michael BarrThis is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead ...More articles on Ad Copy, Advertising, Channel Marketing, Customer Engagement, Customer Retention, Marketing Tips, Recession, Targeting - Use Search Queries to Save Money and Increase Conversions by Craig DanuloffSearch queries, the exact word or phrases a person types, are a vital clue into the objectives of the searcher and how valuable that person is to your business. Is each searcher relevant to you? Are all the search queries equally ...
- Endurance Training: Five Brand-Building Exercises by Kimberly SmithWhen the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn.More articles on Ad Copy, Branding, Customer Relationships, Marketing Tips, Thought Leadership, Twitter
- Most Super Bowl Ads Aimed at Males; Most Money Spent by Females by Gerry MyersA few basic thoughts advertisers should consider for the 2010 Super Bowl: • Who watches the Super Bowl? Approximately 100 million viewers, with more than 40 percent of them women. • Who spends the most money as a consumer? Women spend approximately ...
- Code Blue: A First Aid Kit to Revive a Failing PPC Campaign by William LeakePerhaps your spending has spiraled out of control and your conversions haven't budged. Or, like many of us, maybe your performance is fine but your budgets have been slashed, forcing you to produce the same results with less spend. Before you ...
- Make Your Marketing Budget Work - Halve It by Martin LindstromWhat's the trick to starting afresh? Be prepared to seriously start over and establish strategies to keep your brand from falling into that rut to nowhere. Here are some ideas to kick-start your new approach.
- Present the Unexpected but Stay on Purpose: Lessons From The Apprentice by Kathy ParsankoIf you saw the last episode of The Apprentice, you know that two teams of celebrity contestants were asked to create a campaign to help launch a new product, Dial Yogurt Body Wash. The task was to come up with ...
- Unreal Marketing: Violating the Axioms of Authenticity by James H. Gilmore, B. Joseph Pine IIAs a marketing professional, do you proclaim your offerings to be real or authentic? If so, you may find your customers calling them (and you) fake. So stop it: Don't just say you're real; be real.More articles on Ad Copy, Advertising
- MarketingProfs 'Classic Truths': Sex! Why Getting Your Attention Isn't Always Enough by Debbie MacInnisLots of companies create interesting and attention-getting ads with the brand name or major takeaway buried somewhere therein. So what happens? Consumers remember the great ad. But for the life of them, they have no idea what it was for... ...
- What Is Advertising's Most Important Word? by Jerry BaderWhat is advertising's most important word? The simple, innocuous word "like": a nondescript word that carries with it all the conceptualization power you need to create a business identity, to form a brand personality, and to position your product or ...
- Breaking News: Advertising Is Dead! by Barry DensaAdvertising is dead. Consumers have been over-advertised to and over-sold. So what's a marketer to do?
- Marketing to Women—We've Come a Long Way Baby... (Maybe) by Marti BarlettaSavvy companies like Dove, Ponds, and Nike know that women are empowered, and those companies have shown us how powerful the images and stories of real women are. What's next on the Marketing to Women horizon?
- Have We Lost the Ability to Write Comprehensible Copy? by Michael AntmanEveryone has heard the common complaint that America is becoming less literate, but the onus for this alleged circumstance is nearly always placed on the reader (or, rather, non-reader) instead of where it often belongs: the writer. Many professional writers seem ...
- Truth Is the New Lie by Mark ShipleyIn the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not anymore. Today, if you want consumers to pay attention, you had better be truthful. And if you want them to ...
- The Demystification of Idea Generation by Mike HeronimeNumerous people have studied the process that creative people go through to develop their ideas. Most of these students of creativity agree that ideas come from a subconscious process that takes two relatively unassociated thoughts and combines them together to ...
- Why a Killer Videogame Is the U.S. Army's Best Recruitment Tool by David VerklinBefore it was released on July 4, 2002, many expected the $7.3 million game would join the ranks of the $436 hammer and $640 toilet seat as a study of excess. Few predicted "America's Army" would become the artillery's most ...
- The Five (Wrongheaded) Complaints Against Advertising by Jerry KirkpatrickThe complaints against advertising are seemingly endless, limited only by the creativity of its critics. But advertising is fundamentally benevolent, the author says. Advertising is a communication technique that attempts to influence the behavior of others—no more nor less so ...
- The (Shiny and New) Way to a Woman's Heart by Marti BarlettaMother's Day is almost here, a day filled with fresh flowers, delicious dark chocolates, fancy fragrances, and gem-filled jewelry. But is that really the way to a woman's heart? What'll really make her swoon is sleek, metal, shiny, and fast. ...
- Creativity at Work: Why It's Important and What It Takes by Brian BeattyCreative accounting is certainly an ill-advised proposition, but in most other areas of business, from manufacturing to marketing to management, creative thinking often represents your most valuable, viable opportunity to differentiate your company from the competition. With indistinguishable offerings saturating ...
- Advertisers Continue to Miss the Mark With Women by Gerry MyersLet's review: Women make 80 percent of all purchases. They buy more electronic equipment, vehicles, and home-improvement products than men do. Women hold nearly 50 percent of all jobs. In dual-income families, more than 30 percent out-earn their husbands. They ...
- Google's News: Hope for Online AdvertisingGoogle's announcement of its third-quarter results sounded a welcome note of hope for everyone in this recession—and for online marketers in particular.
- Know What Happens When You Don't Advertise? Google Knows.It's safe to say the first batch of post-dot-com-bubble brands have come into their own. Brands like Google, eBay, and Amazon. The one thing that sets them apart? They became ...
- Marketing Addictionary: 'Badvocate'Badvocate: (noun): People who passionately criticize or detract from companies, brands, or products.More articles on Ad Copy, Creativity, Customer Behavior, Customer Experience, Customer Relationships, Customer Satisfaction, Writing
- Look for the Silver LiningA recent television spot for a major insurance company—set to the wistful tinkling of a piano—opens with evocative images from the Great Depression. "1931 was not exactly a great year ...
- Bandage, PleaseAll marketers have the same goal for their paid search campaigns: increase conversions while keeping costs down. So when the opposite occurs and a marketer finds him or herself spending ...
- Some Extremely Bad WordsIn a post at Entrepreneur.com, Susan Gunelius identifies ten words marketers should avoid in the coming year. "I think her list will surprise you," says Drew McLellan at his Marketing ...
- You Want to Cut What??It’s no secret that when the economy goes south, the first cuts companies often make are from marketing. That could mean "bye-bye search budget" if you don’t take steps now ...More articles on Ad Copy, Copywriting, Economic Crisis, Search Engine Marketing, Web Analytics, Website Design
- The Angel in Red Speaks to UsAccording to Drew McLellan, there exist only a few rules for outdoor advertising—for instance, use provocative visuals and less than seven words. But in a blog post, he recalls a ...
- Whoa! You're Scaring Me.Careful how you say that! When introducing a new product whose usage may involve a slight risk, research is showing that a positive message is paramount. Many new products carry ...
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