Marketing Smarter

Topics » Articles » Marketing Smarter

• The Little Shavers That Could
  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 ...
  Marketing Smarter, Social Media, Word-of-Mouth
• Achieve (Compelling) Visual Coherence: Build a Brand Identity Toolkit That's Flexible, Durable, Shareable—and YoursRoger Sametz
  Creating your visual brand mosaic requires a toolkit different from the one used by earlier corporate ID practitioners––one based more on shared thinking and approaches and less around rules, one ...
  Branding, Creativity, Logos, Marketing Smarter
• Just Say No
  Thought leaders in the email marketing industry are just about unanimous on the subject of randomly purchased lists. Their advice to marketers? Avoid them like the plague. You may, however, still ...
  Email Lists, Email Marketing, Marketing Smarter
• Articulate to Resonate: Crafting and Communicating Messages That MatterEric Norman
  How can you articulate your ideas, qualities, and capabilities in ways that connect to, and engage, your communities? Messaging, or communicating with a rigorous focus on a system of key ...
  Brand Positioning, Branding, Content Marketing, Copywriting, Market Research, Marketing Smarter
• From Bad to Worse to Good
  If you can't figure out where the economy is heading, you're not alone. "News stories bounce from bad to worse to hope to despair, leaving rare moments of optimism and ...
  Economic Crisis, Marketing Smarter, Recession
• The Two Laws of Branding From the Inside OutArie Opps
  If your unique brand attributes aren't all bubbling to the surface vying to be the No. 1 attribute, then you don't have a branding problem, you have a business problem. ...
  Brand Equity, Brand Positioning, Branding, Marketing Smarter
• You're Fired!
  "I had a customer who made my blood pressure spike as soon as I heard she was on the phone," writes Scott McKain in a Pro article at the MarketingProfs ...
  Customer Relationships, Marketing Smarter, Recession
• Video Microsites—The Brand-Story Campaign SolutionJerry Bader
  Everyone has a website stuffed with content ranging from the important to the useless. But marketing initiatives aimed at a highly targeted audience require their own space and identity if ...
  Marketing Smarter, Taglines, Videos, Websites
• A Five-Step Guide to Take Your Campaign GlobalDina Paglia
  How can you ensure that your translated campaign carries the impact of the original? More important, how do you avoid the enormous cost (new creative, photography, design) of having to ...
  Hiring Outside Resources, International Marketing, Local Marketing, Management, Marketing Smarter
• The Value of SaaS Isn't Just Lower CostPeter A. Cohen
  Build a value proposition for your SaaS solution that's supported by multiple legs, because there's danger in relying on a single strategic advantage over your competitors. In other words, it's ...
  Collaboration, Hiring Outside Resources, Marketing Smarter, Product Marketing, Value Propositions
• Marketing Process as Art—Not!Mitchell Goozé
  Some marketing activities or processes (in reality, many business activities) require "artists" to produce the desired output. However, that by itself does not make the output art. The distinction is ...
  Collaboration, Management, Marketing Smarter, Metrics
• Innovation Matters: Balancing Sustained vs. Disruptive InnovationEric Zeitoun
  While we struggle to emerge from a full-blown recession, marketers know all too well that advertising and (unfortunately) innovation are the first budgets that are most likely to get cut. ...
  Branding, Marketing Smarter, Product Management, Recession
• Selling Like Billy Mays: Five Essential Character Traits That Make a Product Easy to SellBarry Densa
  Billy Mays, who, sadly, passed away at age 50, was a potbellied, black-bearded Atlantic City carnival barker who wore a blue long-sleeve shirt and a white undershirt. And direct marketers ...
  Marketing Smarter, Marketing Tips, Product Marketing, Sales
• Is Your Sales Team Creating Real Differentiation?Tom Roth
  Salespeople rely on strategies such as "sell the value" or to "value-add"—neither of which produces sustainable advantage. They do so because it's hard to achieve genuine differentiation based on something ...
  Customer Engagement, Customer Experience, Marketing Smarter, Sales
• Keep Calm and Carry On
  It's hard to maintain a positive attitude as the recession's negative impact continues to challenge businesses like yours. "The relentless tide of bad news may tempt those in charge to ...
  Management, Marketing Smarter, Recession
• Headshot or Not?
  We've written before about Anne Holland's addictive Which Test Won?—a site where readers compare marketing pieces from actual A/B tests and vote for the one they would guess is more ...
  Marketing Analytics, Marketing Smarter, Testing
• The Stuff of 2009: The Most-Read, Most Downloaded, Most Watched at MarketingProfsAnn Handley
  You know that saying about how you can't understand where you're going unless you understand where you've been? That's the reason we've pulled together this list of the top stories ...
  Digital Marketing, Marketing Budgets, Marketing Smarter, Recession, Social Media
• Lying Liars and the Lies They Lie
  "Every once in a while," writes Ardath Albee at the Marketing Interactions blog, "I get a bit irked at the irresponsible email practices of companies that play fast and free ...
  Email Lists, Email Marketing, Marketing Smarter
• Hey, Batter, Batter, Batter!
  If you've ever pitched the idea of creating an email preference center to your team, you know what a tough sell it can be. "I had a meeting this morning ...
  Customer Relationships, Email Marketing, Marketing Smarter
• We Don't Need Another Hero
  "Some of the most popular features in business magazines, in general, and entrepreneurship magazines, in particular, are the success stories—the articles that describe how an entrepreneur or a company achieved ...
  Marketing Inspiration, Marketing Smarter, Recession