Online Marketing: How-to articles covering the latest marketing tactics, tips, and strategies.

• Local Marketing: Promotions Spending Surges as Advertising SlipsLenna Garibian
  In 2007, local business spent 10% more on advertising than they did on promotions (e.g., coupons, discounts, and promotional products); however, in 2012, they spent a stunning 81% more on ...
  Advertising, Digital Marketing, Local Marketing, Marketing Strategy, Online Marketing, Research Summaries, Writing Whitepapers
• Which Genres of Branded Video Work Best?Allan Johnson
  What's the best way to establish connections with video viewers? Storytelling. But a great story does not guarantee success. Your video's genre plays a large role in determining whether you'll ...
  Advertising, Content, Content Marketing, Customer Behavior, Customer Engagement, Direct Marketing, Marketing Strategy, Online Marketing, Videos, YouTube
• Measure and Maximize the Impact of Online Activity on Offline SalesDoug Miller
  Measurability is the battle cry of every digital marketer. The challenge is how to decide which measurements make sense based on campaign objectives. The ultimate challenge is how to optimize ...
  Customer Acquisition, Customer Behavior, Data, E-Commerce, Lead Generation, Market Research, Measurement, Metrics, Online Marketing, Product Marketing
• Marketing Budgets and Staffing Levels Rising WorldwideLenna Garibian
  The outlook for marketers worldwide continues to strengthen, according to new data from Warc's Global Marketing Index. The headline GMI, a metric that combines trends observed in marketing budgets, trading ...
  Marketing Budgets, Mobile Marketing, Online Marketing, Research Summaries, Strategy, TV
• Vine for Events, Social Business Leadership, Pinterest Secret Boards... The Week in Social Media #SocialSkimAngela Natividad
  Find out how Twitter's getting into e-commerce and why Vine may unseat Instagram as the go-to app for live events. Learn how to use Vine for campaigning, how to maximize ...
  Advertising, B2B Marketing, Chief Marketing Officer, Creativity, Digital Marketing, Digital Theory, Facebook, Integrated Marketing, Management, Marketing Strategy
• How to Market Your Book: The Modern Book TourPeg Fitzpatrick
  As publishing evolves, writers need to expand their skill set to succeed. They must "own" the marketing and sales introduction of their books. What used to be done via a ...
  Career Management, Content, Content Marketing, Digital Marketing, Google+, Interactive Marketing, Online Marketing, Social Media
• Lead Nurturing and Marketing Automation: 15 Key Questions Answered (Questions 8, 10)Sid Smith
  This installment answers two questions: "What's the difference between inbound and outbound marketing? (and which is better?)" and "With so much content to create, where do we focus our efforts?"
  B2B Marketing, Blogging, Content, Content Marketing, Customer Acquisition, Digital Theory, Direct Marketing, Inbound Marketing, Lead Generation, Lead Nurturing
• 7 Marketing Lessons (and an Infographic) for Next Year's Super Bowl Advertisers (and You)Jeffrey K. Rohrs
  This year's Super Bowl advertisers' near total failure to engage viewers beyond the TV screen led me to distill seven marketing lessons for any marketer looking to get more ROI ...
  Ad Copy, Advertising, Brand Awareness, Branding, Customer Acquisition, Customer Engagement, Customer Relationships, Digital Marketing, Digital Theory, Direct Marketing
• B2B Benchmarks: Top Tactics for Driving Traffic and LeadsLenna Garibian
  Social media still accounts for less than 5% of total leads to B2B websites, according to Optify's 2012 B2B Marketing Benchmark Report. Among social media, Twitter is the primary driver ...
  B2B Marketing, Facebook, Google, Inbound Marketing, Lead Generation, LinkedIn, Marketing Strategy, Online Marketing, Research Summaries, Search Engine Marketing
• Five Ways to Treat Your Retail Customers Better (and Boost Profits) in 2013Angel Morales
  It's time to get serious about your strategies for 2013. How will you treat your customers? How will you acknowledge their experiences and build their brand loyalty? How will you ...
  Customer Acquisition, Customer Experience, Customer Relationships, Direct Marketing, E-Commerce, Email, Email Marketing, Integrated Marketing, Mobile Marketing, Online Marketing

Online Marketing: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Marketing Strategy for Colleges and Universities: 'Social Works' Author Michael Stoner Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Michael Stoner shares insights he gained from compiling 25 case studies in higher education marketing, and how marketers can build integrated marketing plans that maximize audience reach using traditional channels, social media, and emerging platforms.
  Instagram, Integrated Marketing, Marketing Communications, Marketing Smarts, Marketing Strategy, Online Marketing, Public Relations, Services Marketing, Social Media
• Did You See That? EyeTrackShop's Jeff Bander Talks Eye Tracking on Marketing Smarts [Podcast]by Matthew Grant
  Before we can effectively communicate with our customers, we need to get their attention. According to Jeff Bander of EyeTrackShop, this means that when evaluating the effectiveness of our ads or calls-to-action or emails or whatever, we need to answer ...
  Benchmarking, Customer Behavior, Digital Marketing, E-Commerce, Marketing Analytics, Marketing Smarts, Measurement, Online Marketing, Research, Web Analytics
• How to Save Marketing From Itself: Ian Lurie and Geoff Livingston Talk LIVE to Marketing Smarts [Podcast]by Matthew Grant
  In this week's episode of Marketing Smarts, Ian Lurie, CEO of Portent Interactive, and Geoff Livingston, author and marketing strategist, offer unique perspectives on how to rescue marketing from itself.
  Career Management, Marketing Challenges, Marketing Smarts, Marketing Strategy, Online Marketing

Online Marketing: Online seminar broadcasts from the best minds in marketing

• Five Tools for Creating a Social Media Plan and Forecasting Its ImpactBroadcast on 11/29/2012 with Rex Briggs
  In this seminar, you'll discover why social media beats traditional media in terms of ROI, how to deliver the impact you need to, and how to forecast and plan your campaigns.
  Forecasts, Interactive Marketing, Marketing Analytics, Measurement, Online Marketing, Relationship Marketing, Social Business, Social Media
• MarketingProfs University: Campaign Planning and Management FundamentalsBroadcast on 11/1/2012 with Jon Miller
  In this PRO seminar, we will go over the basics of campaign planning and management to help you create the framework for a successful campaign.
  Interactive Marketing, Management, Marketing Automation, Marketing Budgets, Marketing Inspiration, Marketing Strategy, Online Marketing
• Landing Page Tips to Lift Your Conversion RateBroadcast on 9/20/2012 with Chris Goward
  This PRO seminar will teach you how to get the most out of your landing pages' design, copy, and layout.
  Digital Marketing, Inbound Marketing, Landing Pages, Marketing Strategy, Marketing Tips, Online Marketing
• The Next Generation of Landing Pages: What's New, What's Hot, What's PerformingBroadcast on 11/10/2011 with Scott Brinker
  Take a whirlwind tour of state-of-the-art landing page strategies and tactics, and update your Web marketing repertoire with a new set of best practices that you can put into action.
  Advertising, B2B Marketing, Inbound Marketing, Landing Pages, Lead Generation, Measurement, Metrics, Online Marketing, PPC Campaigns, Social Media
• Eight Critical SEO MetricsBroadcast on 7/21/2011 with Stephan Spencer
  Uncover which SEO metrics enable you to maximize your website optimization efforts during this PRO seminar with Stephan Spencer. Learn how to expand your keyword list, increase your rankings, and prioritize your efforts.
  Measurement, Metrics, Online Marketing, Search Engine Marketing, SEO, Websites
• The Seven Deadly Sins of Landing Page DesignBroadcast on 11/11/2010 with Tim Ash
  Learn how to avoid the most common landing page sins and increase conversions in this fast-paced and entertaining session with noted conversion expert and bestselling author Tim Ash.
  Landing Pages, Online Marketing, Web Content, Website Design, Writing
• Don't Be a Report Monkey: Three Steps to Optimizing Online MarketingBroadcast on 9/16/2010 with Jim Sterne
  Discover what it takes to make the most of the tools and data you have to become an indispensable source of business insight for your organization.
  Marketing Tips, Measurement, Metrics, Online Marketing, Web Analytics
• Multi-Channel Analytics: Tackling the Toughest Measurement ChallengeBroadcast on 6/3/2010 with Avinash Kaushik
  Learn how to run multi-channel analytics to measure your non-line impact. You'll get practical tips that will help you identify how to measure your campaigns (and hence claim as much of the credit as possible for your hard work!).
  Channel Marketing, Marketing Analytics, Marketing Strategy, Marketing Tips, Measurement, Online Marketing, Web Analytics
• High-Performance Landing Pages that Boost Your Bottom Line (FREE)Broadcast on 11/19/2009 with Michael Goodman, Anna Talerico
  Getting them there isn't enough. Here's how you can improve the odds of converting a Web visitor into a customer.
  Advertising, Branding, Email Marketing, Landing Pages, Marketing Tips, Online Marketing, PPC Campaigns, Segmentation, Website Design, Websites
• YouTube for Business, Part 1: Making YouTube Part of Your Online Marketing StrategyBroadcast on 12/11/2008 with Michael Miller
  With 60 million viewers out there, have you been wondering if — and how — your business could be reaching customers via YouTube?
  Marketing Strategy, Online Marketing, Social Media, Videos, YouTube

Online Marketing: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: Striking The Balance Between Merchandising and Branding for Your Ecommerce WebsiteReleased on 6/7/2013 with Brent Niemuth
  In just 10 minutes, learn how to appeal to basic human instincts and create an online experience that will delight anyone who visits your site while encouraging sales.
  Brand Positioning, Branding, Customer Behavior, Digital Marketing, E-Commerce, Online Marketing, Take 10, Websites
• Take 10 Video Series: Five Things to Consider Before Taking Your Social Efforts GlobalReleased on 11/16/2012 with Jane Price
  In just 10 minutes, Jane Price will help you weigh the pros and cons of a global social media plan. You'll also learn five important things to consider before going global.
  Marketing Strategy, Marketing Tips, Online Marketing, Social Media, Take 10, Take 10 Video Series
• Take 10: How to Design a Website That Resonates With Your UsersReleased on 9/21/2012 with Jon-Mikel Bailey
  In just 10 minutes, you'll learn how to design a user-centric website that performs better and gets the response you’re looking for from your audience.
  Customer Behavior, Digital Marketing, Online Marketing, Website Design
• Take 10: How to Increase Website ConversionReleased on 8/17/2012 with Sherice Jacob
  In just ten minutes, you'll learn how to optimize your website to increase your conversion rate right away!
  Digital Marketing, Keywords, Landing Pages, Online Marketing, Take 10, Web Copy, Website Design, Websites
• Take 10: How to Create Home Page Content That Engages VisitorsReleased on 10/28/2011 with Heather Lloyd-Martin
  In just 10 minutes, learn how to create killer home page content that engages your visitors and invites them to take action.
  Content, Customer Engagement, Marketing Tips, Online Marketing, Take 10
• Take 10: How to Monitor Conversations with Free Online ToolsReleased on 3/25/2011 with Douglas Metzgar
  In this short webcast, community marketing principal Douglas Metzgar demonstrates how you can monitor conversations online for free.
  Brand Equity, Marketing Tips, Online Marketing, RSS, Take 10, Word of Mouth
• Take 10: How to Future-Proof Your Marketing TodayReleased on 3/11/2011 with Michael Miller
  In this short webcast, Michael Miller, author of The Ultimate Web Marketing Guide, will give you a glimpse of the changes we can expect to see in six fields of digital marketing.
  Digital Marketing, Digital Theory, Forecasts, Marketing Tips, Mobile Marketing, Online Marketing, Social Media, Take 10
• Take 10: How to Set Up an A/B Experiment in Google Website OptimizerReleased on 3/4/2011 with Janet Driscoll Miller
  In this Take 10 webcast, optimization expert Janet Driscoll Miller walks you through how to set up an A/B experiment in Google Website Optimizer. She demonstrates each step in the process.
  Google, Landing Pages, Marketing Tips, Online Marketing, Take 10, Testing, Website Design
• Take 10: How to Prioritize and Budget for Your Online ActivitiesReleased on 2/18/2011 with Michael Miller
  This 10-minute webcast gives a quick rundown of the top online marketing activities, then helps you decide which ones your business should use.
  Creativity, Marketing Budgets, Marketing Strategy, Marketing Tips, Online Marketing, Take 10

Online Marketing: Marketing downloads for the busy professional

• Online Research How-To Guide
  Set clear objectives and a realistic scope to online research projects. These are just two of the steps that this comprehensive, step-by-step planning guide will help you to accomplish to insure your online research results in the most relevant and useful information possible.
  Market Research, Measurement, Online Marketing, Surveys, Testing
• Benchmark Survey: Marketing to Hispanics
  Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are targeting their marketing efforts, and adjusting their business processes, for the lucrative Spanish-speaking segment. 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.
  Advertising, Customer Service, Online Marketing, Segmentation, Targeting, Website Design