• Green Marketing Claims: Whom Do You Trust? by Jacquelyn A. Ottman
  Deservedly or not, industry these days is accused incessantly of greenwashing. It's not surprising, for several reasons, that industry isn't trusted to make truthful green marketing claims and provide information that is credible, straightforward, and useful. So how do we restore trust ...
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• Creating Compelling Value Propositions Can Be Fun by Barbara Bix
  It can be hard for companies—especially those that have a steady stream of paying customers—to exert the discipline to explore new markets that may be more profitable. But companies that do invest the effort to hone and validate their value ...
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• Six Irrational Leaps to Avoid in Marketing by Steve Cuno
  Why do people believe things irrationally, in the face of zero evidence? You already know the answer: People who really, really want to believe, will believe... regardless of where the evidence points. Are you managing your marketing program this way?
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• Why Won't Mobile Marketing Learn From Online's Lessons? by Bob Walczak
  Mobile advertising is deemed complex for the same reason online used to be: Standards are murky at best. Online advertising evolved because online dashboards allowed agencies to monitor and optimize their digital campaigns in real time. Why doesn't mobile do this?
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• Do You Need a Social Media Consultant? by Mack Collier
  As blogs, social networks, and social sites explode in popularity and emerge as a low-cost marketing tool in tougher economic times, companies are looking for help in navigating the world of social media. But does your business really need a ...
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• Marketing Champion Q&A: Xerox VP Christa Carone Builds the Brand and Reputation by Roy Young
  During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, when the company's brand and reputation really took a hit. Recently ...
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• Marketing Champion Focused on Customer Analytics: Q&A With Paul Barsch, Marketing Director of Teradata by Roy Young
  Paul Barsch, Marketing Director at Teradata, the business intelligence and data warehousing firm, is responsible for coordinating services engineering teams to define, build, and bring new offers to market. A self-described "information junkie" with over 15 years in marketing for information ...
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• The Four Keys to Referral Success by Michael Beck
  Don't you get tired of hearing about how great referrals are? Especially if you're not getting enough of them? It's worth taking the time to understand why most referral efforts don't work and to understand what keys need to be ...
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• Tackling the 'Too Hard to' Pile of Marketing Accountability by Laura Patterson
  If you're like us, you probably have one of those piles on your desk that keeps being moved from one corner to another. You know, that pile you need to get to but avoid because it will take some real ...
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• Five Marketing-Plan Pitfalls to Avoid by Tim Calkins
  It's hard to do great marketing without a clear plan. Unfortunately, many marketing plans simply don't work very well; they add little value and end up on a shelf, collecting dust. Marketing leaders need to be aware of these five ...
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• Top 10 Challenges Interactive Marketers Face by Aaron Kahlow
  The top 10 challenges facing the interactive marketing community are very much the same as those facing the entire marketing community... in that almost every marketing professional must address the interactive/online marketing medium. When they are asked about top challenges, many ...
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• The Power of Green Lies in the Hands of Marketers by Jacquelyn A. Ottman
  Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to cut down on precious resources' ending up in landfills—lies in the hands of scientists and engineers, or lawyers and legislators. ...
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• Building the New Marketing: Making Marketing Important to the Enterprise (Part 1) by Michael Fischler
  Marketers have become masters of segmentation inside our own organizations. We've segmented ourselves into Lead Generators. Message Makers. Brand Stewards. Useful, of course—in fact, indispensable. But indispensable the way facilities management is indispensable. Or travel management. Or any other organization ...
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• Six Reasons Word-of-Mouth Doesn't Work by Michael Antman
  Is there any form of marketing communications more compelling than word-of-mouth, the enthusiastic and genuine recommendation of a person you like and trust? It's no wonder that virtually every business-to-business marketer prizes this organic, spontaneous, and—perhaps best of all—practically cost-free ...
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• How to Choose and Work With the Best Freelance Copywriters by Richard Pelletier
  Given how critically important effective content is right now and how important copywriters are to the creation of same - it might help the cause of world peace and mutual understanding to shine a little light on things. How do ...
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• Twenty Questions to Ask When Crafting a Search Marketing RFP by Alan Rimm-Kaufman
  Your organization has decided to outsource its search marketing, yet quickly realizes that one size doesn't fit all. In fact, finding the right search marketing vendor depends on your needs, preferences, site and budget. These 20 questions are a good place ...
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• How to Market Your Independent Film to Festivals by Matthew Syrett
  Film festivals have become the prime venue where independent filmmakers launch their works to the public. Festivals offer an excellent place to build buzz about your film, find distribution deals, network, get press coverage, and experience an audience for your ...
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• Seven Infectious Diseases of B2B Marketing - and Their Cures by Kathryn Roy
  There are 7 problems so rampant in B2B companies that they seem infectious, passed along as marketing people switch companies or work with contagious agencies. Treatment, however, is available. Here are the 7 diseases, their symptoms, probable causes, and suggested remedies.
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• Five Tactics for Busting Silos in Your Company by Roy Young
  As a marketing professional, you likely work in a specialized function that may feel like a silo in your company. But you're also best positioned to break down the walls between your function and others (like R&D, sales, finance, and ...
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• Five Ways for Marketers to Effectively Reach CIOs by Sherri Leopard
  Technology marketers have spent decades trying to connect with CIOs. And in an environment where technology is fueling innovation, yet investment capital remains tight, reaching CIOs has never been more important (or more difficult). Here are five proven approaches.
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• 'Mainstream' Is Not a Target Market
  Mainstream is not a target market. In fact, by trying to blandly appeal to everyone, you wind up not really appealing to anyone in particular. Yet, in many companies, "niche" ...
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• Did You Know?
  Did you know that the top 10 in-demand jobs in 2010 did not exist in 2004? Did you know that today's learner will have 10 to14 jobs by the age ...
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Marketing Challenges case studies, deconstructing real life examples and illustrating lessons learned

• How Digital Asset Management Helped a Videogame Manufacturer Efficiently Market Its 1,000 Titlesby Ubisoft
  A developer/distributor of 1,000+ videogames found it overwhelming to keep track of its digital marketing collateral for the huge inventory. A new digital-asset management system was the first step in solving the problem; the second was getting geographically dispersed staffers to use it.
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Marketing Challenges online seminar broadcasts from the best minds in marketing

• Small Business Series: How to Advertise on a Modest BudgetAttendee rating:  - 10/19/2007
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Marketing Challenges marketing downloads for the busy professional

• Benchmark Survey: Search Engine Optimization
  Link directly to the raw (aggregate) data in this 2005 survey on the best practices in search engine optimization. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
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