Marketing Smarter

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• Stand Up to Stand Out
  According to Madison Riley and Brooks Kitchel of Kurt Salmon Associates, retailers often respond to sluggish sales by slashing prices and hoping to beat the competition on value. But there's ...
  Customer Engagement, Marketing Smarter, Pricing, Recession
• Is Your Store for Barry or Jill?
  In Competing on Analytics: The New Science of Winning, Thomas Davenport and Jeanne Harris explain how Best Buy used data collected on 60 million U.S. households to create eight customer ...
  Marketing Analytics, Marketing Smarter, Segmentation
• A Match Made in E-Heaven: Twitter and Email
  While vigorous debate continues over Twitter's real business value—and its long-term viability—high-tech executives and marketers are experimenting with Twitter today, using it to nurture relationships and improve their visibility by ...
  Customer Relationships, Email Marketing, High-Tech Marketing, Marketing Smarter, Sales, Twitter
• Take a Deep Breath
  "The business environment is shifting so fast these days that I'm continuously seeing companies jump from one idea to the next in some kind of frenzied attempt to force results ...
  Marketing Plans, Marketing Smarter, Recession
• Stuck In the Middle with SaaS
  Ever since the Web delivered reliable and low-cost connectivity, software as a service (SaaS) has evolved into a formidable business model. Profiting from SaaS, however, continues to challenge the industry. ...
  Collaboration, High-Tech Marketing, Marketing Smarter, Sales
• Take This Plan and Shove It!
  "Lately," says Ken Magill in a post at DIRECT, "I regularly get messages from frustrated email managers whose bosses are trying to prod them into doing something self-destructive." It seems ...
  CAN-SPAM, Email Marketing, Management, Marketing Smarter
• Ready, Steady, Innovate!
  In a post at the Daily Fix blog, Paul Williams poses this question: "If you were to put a few talented musicians or skilled screenwriters into a room and [mandate ...
  Creativity, Marketing Smarter, Small Business
• 'At' Ain't Where It's at Anymore
  Becky Carroll recently engaged in a bit of nostalgia at the Customers Rock! blog—nostalgia for the 2008 MarketingProfs Digital Marketing Mixer last fall. "While there, I spent a lot of ...
  Customer Behavior, Customer Engagement, Marketing Smarter
• It All Comes Down to Process
  We spend a lot of time discussing topics like deliverability and relevance, but rarely touch on another factor that plays a critical role in successful email marketing campaigns. "Process is ...
  Email Marketing, Marketing Smarter, Testing
• When in Doubt, Double Down
  In a piece at The New Yorker, James Surowiecki recounts how two companies—Post and Kellogg—reacted to the Depression. "Post did the predictable thing: it reined in expenses and cut back ...
  Advertising, Economic Crisis, Marketing Budgets, Marketing Inspiration, Marketing Smarter, Recession
• When Problems Arise, Go to the Spot
  In an article at the New York Times website, Michelle Maynard tells the story of Akio Toyoda's secret visit to an Ann Arbor, Michigan, car dealership. The grandson of Toyota's ...
  Creative Briefs, Marketing Smarter, Recession
• We Suck!
  When you think of ways you want customers to describe your product or service, you'd probably want them to avoid that most dubious of superlatives: The Worst. But in a ...
  Marketing Inspiration, Marketing Smarter, Targeting
• Look to Your Own DNA
  Different people have had different reactions to our hobbled economy. Some are heartsick over tough choices made to keep a company solvent; others might thrill to the thought of newly ...
  Marketing Smarter, Recession, Twitter, Word-of-Mouth
• Tell It Like It Is
  We can't escape bad news—story after story about layoffs, closures and falling profits. It's only natural that employees are worried about the safety of their jobs. "Am I next?" they undoubtedly ...
  Collaboration, Management, Marketing Smarter, Measurement, Recession
• Look Beyond the Rear-View Mirror
  "I run into lot of people who confuse web reporting with web analytics," says Anil Batra in a post at his Web Analysis blog. He illustrates the confusion with the ...
  Marketing Analytics, Marketing Smarter, Web Analytics
• Look for the Silver Lining
  A 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 ...
  Ad Copy, Marketing Smarter, Recession
• BTW: We Should Meet IRL
  "For too long, too many marketers have underestimated the value of email's impact on offline retail," say Lisa Harmon and Alex Madison in a post at the Email Experience Council ...
  Collaboration, Email Marketing, Marketing Smarter, Personalization
• No! No! I Didn't Mean That!
  There’s almost nothing worse than sending out an email offer, only to realize a foolish typo or error evaded your eagle eye. It happens to the best of us. And ...
  Email Marketing, Marketing Smarter, Marketing Tips, Writing
• Join the Pep Squad
  As we continue to feel the adverse effects of a global recession, it's only natural to feel a sense of defeat. "Giving up the ghost is a real option," says ...
  Creativity, Economic Crisis, Management, Marketing Smarter, Small Business
• You Need Good, Consistent Analysis. Seriously, You Do.
  "It's hard to get analysis right," says Gary Angel in a post at the SemAngel blog. "[And] even when you do, it's hard to get it consistently right." You increase ...
  Marketing Analytics, Marketing Smarter, Measurement