What is Marketing?
This is a very good question and answers on the web typically ends up being a lot of tactics, like advertising, brand management, sales, service, pricing, email marketing, etc. That's a good start, but far from complete.
And that's one of the problems with the web. If you go to search engines like Google and type in "marketing expert", you'll come up with over 27,000 web pages! When you've got that many people claiming to be experts in marketing, it's difficult to even know what marketing means.
Want to find out what is really means? Go here...
Maintain a Consistent Voice
Keep the language of emails consistent with your other messages. And make it personal.
In the offline world, the disciplines and processes have long been in place to ensure a consistency of message. But often this isn't the case online. The online environment, still in its infancy, is home to some terrible discord between different messages from the same company.
As a case in point, here are some of the messages put out by Victoria's Secret.
Do we have your interest?...read the story
Kristine Kirby Webster
Relationship Branding: Fulfilling the Promise of a Brand
The other day I was speaking with a colleague, and I was quite surprised to hear him say that while he knew what a brand was, he didn't really know what a brand was, why some brands were stronger than others, the deep purpose of the brand concept, and why some consumers are so brand loyal. This got me thinking, and made me consider the following…
Simply put, a brand is a promise, an expectation waiting to be fulfilled. But the promise of the brand isn't always fulfilled the moment the product is purchased.
So how is the promise of a brand fulfilled?...go here to find out.
A Note to Readers
The Best Of MarketingProfs
Greetings discerning readers!
...and welcome to the special holiday issue of MarketingProfs.
Sometimes the best gifts are the small ones, those that are easily overlooked. In that same spirit, you'll find reprinted in this issue some of the less widely read bits of content from our archives.
These pieces, which didn't break any readership records at the time of publication, nevertheless represent some choice bits of content by some of the most articulate writers in our industry.
Enjoy! We'll resume our regular Tuesday publishing schedule after the first of the year, on January 7.
All our very best for a healthy, safe and restful holiday season.
Chief Content Officer
The Six Costliest Mistakes You Can Make in Marketing to Women
If you've been paying attention lately, some companies are marketing to women very effectively, while others are not.
Tired of Mars & Venus?
Go here for some down to earth answers...
When Times Get Tough, the Tough Keep Talking
During tough times, is it appropriate to continue advertising? Is it smart? Do your customers want to hear from you?
Can you afford to keep talking? Read more.
Get more clicks + increase conversion to sales
… just with words. Revamping your site or newsletter in 1st quarter 2003? Avoid costly mistakes. Learn from before & after home page copy makeovers, search engine no-no’s & more.
Get your copy today.
$5 off coupon: 4MktProfS
Songs in the Key of Success
Contrary to what you read in the newspapers, a lot of e-commerce and content Web sites are finding success in 2002.
Each success teaches a different lesson. But all the lessons have some definite elements in common. Read them here.
The Origin Of Spam: As Mysterious as the Meat Product Itself
Email's evil twin -- UCE or "unsolicited commercial email" as it’s officially known -- has come to be known as “spam.” Sent by the same fiendish folks who call during dinner or send “you may have already won” missives, spam enjoys a pedigree as shrouded in secrecy as valid “return to:” addresses.
Your intrepid gumshoe, always up for a good mystery, went in search of the nefarious beginnings of the stuff from which so many Hotmail accounts runneth over. Just where does spam come from anyway...?
Content: Ann Handley
go here or contact jim@MarketingProfs.com
Subscribe to our Future Newsletters
Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you free without the hype and self-promotion found elsewhere.
Reach a professional
advertising and marketing audience. Go
here to get our contact info. and our current media kit.
You received this
newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com,
or because you subscribed to our newsletter. You can easily change the newsletter
format to text or html, change your email address by going
|Helping marketers from all industries succeed online through highly effective email technology and professional services.|
To leave our mailing list, please send us a blank e-mail here:
Copyright © 2002 MarketingProfs.com. All rights reserved.
We protect your privacy
All logos and names are the copyrights of the respective owners