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  • by Chris Dillon
    Media training is hot. With the growing awareness that PR is a potent marketing tool, many companies are using media training to strengthen their communication capabilities. Media training can be a complex, expensive undertaking. But with a little planning, it can make your organization's message clearer and more compelling. more
  • by Matt Blumberg
    There has been a flurry of RSS activity in the last two years, including countless startups that are hitting the new technology from every angle. These companies are doing everything they can to get RSS ready for prime time. Unfortunately, it's not quite there yet, but we're getting closer. What ... more
  • by Jay Bower
    Acquiring new customers is the "show biz" side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of media. There's this problem, though: It costs five times as much to find a new customer as it does to ... more
  • by Jim Stachura, Meg Murphy
    Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power of ethnic Americans who, according to estimates, make up $1.3 trillion or 18.5 percent of all US buying. To appeal to ... more
  • by Jerry Bader
    The sound of the human voice is powerful. It connects to a prospect on a whole different level. Online, it breaks through that liquid crystal barrier and says, "Listen to me, I'm here, I'm human, and I have something real to talk to you about." It's time to bring a ... more
  • by Jim Sterne
    Aside from server logs, clickstream tracking and a host of analytics tools, it's necessary to consider customer experience and customer satisfaction. This is the art of peering into the hearts and minds of visitors rather than simply following them around. It's time to ask them for their opinion. more
  • by Bill Babcock, Bill Rozier
    This is the first in a series of point/counterpoint articles by Bill Babcock and Bill Rozier. Babcock is CEO of a direct and relationship marketing agency. Rozier is on the client side. This week, the pair discuss relevance: How long do you have to convince prospects that ... more
  • by Jay Bower
    Management wants more leads, but you can't get an increase in your budget. To meet their demands, you have to lower your cost per lead. You have to either increase response rates or cut your cost per contact. There are literally dozens of ways to accomplish those goals. Here are 10. more
  • by Matthew Syrett
    Few rules are more widely quoted in marketing today than the 80/20 Rule, which states that 80 percent of your sales come from just 20 percent of your customer base. Intuitively, it makes sense. But this marketing interpretation of the 80/20 rule is actually flawed. more
  • by David Meerman Scott
    Savvy marketing professionals understand that sales and marketing must work together to move prospects through the sales pipeline. This is especially important in the complex sale with long decision making cycles and multiple buyers that need to be influenced. The good news is that Web content drives people through and ... more
  • by Sean D'Souza
    You wouldn't go on a date with the next person that walked through your door, and yet, you have no qualms in accepting any client that comes your way. The result? Your customers will push you around; not pay the invoices on time; and end up being the most pedantic, irritating ... more
  • by Nathan Kaiser
    Excite co-founder Joe Kraus has a new venture, and he likens the technology driving his new business to the Internet in the mid-1990s, when it was still "trapped in the land of the nerds." His new venture is the collaborative publishing tool known as Wikis. Just what is a Wiki, ... more
  • by Kathryn Roy
    Branding is more complicated than it first appears. It is also much more than finding a clever name for something. Here are the key branding points to remember as demonstrated by marketing's branding of a hypothetical company called MidSize. more
  • by Leigh Duncan-Durst
    Evangelizing customer experience is easy; in fact, it's almost impossible to argue against. Preaching sermons on how to improve customer experience is also relatively easy. Engaging in case studies and brainstorming with clients about future possibilities is often a charismatic experience. But the biggest challenge for companies is making innovative, integrated ... more
  • by Robert Kaden
    So many companies spend $25,000, $50,000 or $100,000-plus on a research study, only to give the results a cursory glance before relegating it to the "I'll get to that later" pile. Research studies usually collect dust because they fail to get the attention they deserve in the kind of format that ... more
  • by Nick Usborne
    There are millions of Web pages online that represent the "best guesses" of the marketing and Web experts who created them. A large number of these pages appear to be working just fine. Indeed, many are profitable and clearly deliver good conversion rates. But could they do better? Could the same ... more
  • by Hank Stroll
    You might have the greatest show on Earth, but if no one knows about it, nobody will see it. For marketing many kinds of entertainment — from video games to live theater — here's what works best. more
  • by Gerry McGovern
    In many organizations, corporate communications doesn't get a lot of respect. Why is that? And more importantly: How can you change it? more
  • by Nido Qubein
    What makes a successful salesperson? Is it the right product? The right attitude? A certain mastery of a skill set? All those things help. But they don't go far enough to identify what makes for a truly successful salesperson. more
  • by Mike McLaughlin
    For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients to grow a profitable business. Those days aren't gone, but they're fading fast. more
  • by Julie Rosefsky
    While getting people to enter your site through the home page of your Web site is ideal for conversion, occasionally visitors will enter through a sub-page, not designed for that same means. Marketers need to regularly utilize Web site analytic tools to keep a watchful eye on all pages, to ... more
  • by Veronica Fielding
    Search engine optimizers typically label themselves as "white hat" or "black hat" to identify their basic philosophy, approach and methodology for SEO. As with most things in life, SEO probably isn't as much "black" and "white" as a spectrum of gray. And more importantly to marketers, the question isn't so much ... more
  • by Michael Perla
    At its essence, the marketing funnel is an effective tool to use in evaluating what activities you are successfully executing along your closed loop marketing process—branding, targeting, closing deals, and looking for ways to add incremental value to existing customers. Like most framework tools, it can enable you to identify, ... more
  • by Jeffrey Mucci
    A company's name can command a tremendous amount respect and equity with customers. Likewise, employees who possess a great amount of pride in working for a world-class organization can be a greater asset than sometimes realized. If companies can take these ingredients and begin to change the culture to one that ... more
  • by Kelly Goto
    What do companies like Nordstrom, Jet Blue, Amazon and Dell have in common? They have built their brand value on providing a positive experience for their customers on- and offline. Successful companies match business objectives with customer needs. They combine ongoing testing, feedback and improvement cycles into their daily practices and ... more

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