Vol. 2 , No. 34     December 10, 2002


In this Newsletter:

  1. Branding: The Third Wave Is Here
  2. 5 Things To Know About Users
  3. Monitoring Buzz: Do You Know What Your Customers Are Saying?
  4. Secrets To Optimizing An Online Campaign
  5. Au Contraire: B2B Branding Does Get Results
  6. Stuck with a Zero Marketing Budget for Client Gifts?
  7. Dear Tig: Content Development Rates, Dissing Competitors, and Do Brands Have a Shelf Life?


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Kristine Kirby Webster
Branding: The Third Wave Is Here

For brands to be successful, they must not only accept but cultivate the input consumers offer to the brand. Savvy brands will realize that the consumer can be “ingredient X” in the recipe for a successful and long-lived brand. They must seize the opportunity to make the consumer “work” for the brand.

Get the full story.

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Jared M. Spool
5 Things To Know About Users

"Know Your Users" is the mantra of any good designer. But what should you actually know about your customers and visitors? Jared offers five important things you should consider.

Get the whole enchilada.

William J. Comcowich
Monitoring Buzz: Do You Know What Your Customers Are Saying?

The Internet has emerged as an effective tool for marketing professionals to gather news, market intelligence and buzz about companies, products and business issues.

Here's how to use the tool effectively.


A Note to Readers

There Is A Season

Winter solstice, taking place here in the northern hemisphere in another week or so, always encourages some reflection on the year passed and times ahead. Living as I do in New England, where the time lapsed between sunrise and sunset is a mere 9 or so hours, the solstice has a special resonance for me.

This year, we here at MarketingProfs are applying some introspection on a professional as well as personal level. We are looking hard at ways to improve the quality of the newsletter arriving in your inbox each week, and we are searching for ways to better meet the needs of you, our audience.

As part of that, we are including some of you in a short reader survey this Thursday. Tell us what features you like (as well as what you don’t). Clue us in on what authors you read (and which you despise).

We are asking you to do some reflecting of your own. As with any feedback, it’s more useful when it’s honest. So please -- be brutally honest.

Really. We can take it. Ultimately, it’ll improve the newsletter for us all.

This week, especially, your feedback is both welcome and encouraged!

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Top Tips for Taglines That Engage First-Time Visitors
  2. Re-Positioning Positioning
  3. Dear Tig: The Difference Between Marketing and Branding, Product Managers Vs. Product Marketing Managers, and Grouping Brands
  4. The Dignity of Discount
  5. The Soccer Marketing Syndrome

Search Engine Mktg. Top 5

  1. Your Web Traffic and Your Bottom Line
  2. Why Internet Search Is A Valuable Marketing Tool
  3. Which Keywords Lead to Conversions?
  4. Top 10 Link Building Strategies
  5. Search Engine Marketing: Why Broad is Flawed

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Melissa Honabach
Secrets To Optimizing An Online Campaign

Online advertising is not like television, radio, print or even direct mail advertising, and cannot be approached the same way. To take full advantage of its strengths, marketers must be proficient with the analytics of the medium and the concept of campaign optimization.

Here is a look at the basics.

Jeff Kaumeyer
Au Contraire: B2B Branding Does Get Results

An article a few weeks ago claimed that money spent by B2B marketers on branding is wasted because business customers know a great deal about supplier products and companies. Au contraire, says Jeff.

Read his argument.


Winning on the Web: The Executive Pocket Guide to Smarter Marketing

Myth: The Web is not a significant piece of the media mix. Wrong! Create an integrated marketing plan that maximizes online opportunities. Get smarter on how the Web changes marketing principles you already know. Separate myth from fact with this free guide from NetIQ WebTrends.

Sean D’Souza
Stuck with a Zero Marketing Budget for Client Gifts?

Would you really dare to give each of your clients a gift of $500 each this Christmas? What about something worth $2000? Or maybe $5000?

Preposterous? Not entirely. Read on.

Tig Tillinghast
Dear Tig: Content Development Rates, Dissing Competitors, and Do Brands Have a Shelf Life?

This week, Tig talks about going rates for content development, weighs in on whether it helps or hurts to mention competitors in your advertising, and asks: Do brands have a shelf life?

Read Tig's take.


Publisher:Allen Weiss

Content: Ann Handley


Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com

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