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Marketing Articles: Most Recent

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  • by Hank Stroll
    This week: How does a business determine how much to devote to its marketing budget? Unfortunately, there's no magic number or formula. The most common answer is, "It depends." more
  • by Joshua Baer
    Deliverability is overwhelmingly the greatest email marketing challenge. What can you do to make sure your marketing campaigns avoid the obstacles and get delivered for the highest possible ROI? more
  • by Gerry McGovern
    To maximize value on your Web site, focus on your killer content. Delete the filler content. Yes, it's that simple. more
  • by Chetan Saiya
    Compliance, corporate governance and recent legislation such as Sarbanes-Oxley are nothing new to corporate executives who run the risk of exorbitant fines and even jail time for failing to conform to recent mandates. But what's new is this: Accountability for corporate compliance and risk—areas that were once reserved for the ... more
  • by Robert Kaden
    After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones. In other words, the majority of questions asked are irrelevant. That is, they don't result in answers that lead to ... more
  • by Lisa Johnson
    Pets are the new people. We've all seen celebrities prancing around with tiny dogs in tutus, or we've read a magazine spread featuring actors and their four-legged companions. Pets are an increasingly important part of the family, and giving them treats, services or special gifts is a fun way to ... more
  • by M.L. Hartman
    Generating leads is easy. There, we've said it. Pick a decent list, say something meaningful, toss in an offer, and plenty of folks will respond. Plenty. If you want more, do it again. But if you want qualified leads—people that can can progress from being prospects to becoming customers and ... more
  • by Huiping Iler
    German Chancellor Willy Brandt once said, "If I am selling to you, I speak your language. If I am buying from you, dann müssen Sie in meiner Sprache sprechen." (Translation: then you must speak my language.) Local-language content can help deliver a more culturally relevant experience to your site visitors. ... more
  • by Helen Ching
    Customer acquisition directly contributes to your bottom line. Use the following five strategies to help you improve subscriptions to your content—print or online. more
  • by J. Brent Frost
    The truth is that most company interactions with customers take place via phone or email, so a single event may be your one critical shot. It may determine 99% of the perception that a customer or prospect holds about a company. Despite the importance of events, many companies waste ... more
  • by Hank Stroll
    Direct mail remains a successful way to reach customers. The trick, of course, is getting customers to act on the mail. How can a marketer increase response rates? more
  • by Ken Lauerer
    Far too often, agencies and companies alike unwittingly focus on tactics—rather than strategy—in their marketing and communications activities. It's not always easy for companies to pause, step back, and review where they are going. However, if you don't have a clear marketing roadmap, you'll likely be going in circles, ... more
  • by Paul Barsch
    Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts. But the truth is that great marketing starts with the "who." It starts with finding the right people and putting them in the right jobs. Indeed, the "whats" are important, but only in context ... more
  • by Gerry McGovern
    Simple is a lot harder than it looks. Indeed, to achieve simplicity, an organization needs to be genuinely customer-focused. Extra investment will be required, as well as a special commitment from designers and management. Is it worth it? Certainly, organizations such as Apple and Google are showing that simplicity can become ... more
  • by Laura Patterson
    A good marketing plan is in essence the Cliff Notes version of the company's current status, how it got there and what if anything needs to be addressed. In other words, a good marketing plan has all the elements of a well-told story. more
  • by John Moore
    As marketers, we are always seeking ways to make our products and services more attractive to consumers. When we do it right, we know we've created marketing juju. Consumers are more than just attracted to these businesses. They are downright captivated by them. Each of these brands creates marketing juju ... more
  • by Martin Chorich
    In today's increasingly post-literate culture, the idea of a 10-plus page linear narrative may seem out of date. But not so. The role of the marketing/technical whitepaper is on an upswing as companies recognize their effectiveness in communicating with audiences that demand authenticity and detail when making business decisions. The ... more
  • by Ann Handley
    Chris Maher is president of Fosforus, a business-to-business marketing, media, and interactive design firm based in Austin, Texas. Those of you who have read his writing on MarketingProfs know that Chris is a little different from your average agency guy. He beats a drum about real connections (not just marketing) ... more
  • by Lisa Johnson
    There is an emerging group of business mavens—mompreneurs. Mompreneurs are more than just a great tale of free enterprise. They're a market phenomenon that has emerged for several key reasons. more
  • by Gary Katz
    Companies like Intel, IBM and Adobe are leveraging Marketing Operations to improve performance and ROI as they refine their marketing organizations using an operational focus. But you don't have to be an Intel or Adobe to benefit from this emerging discipline. Here are the seven deadliest marketing sins that plague ... more
  • by Jonathan Kranz
    For many organizations, 'tis the season to shop for talent, especially copywriters. But it's awfully hard to look beyond the exterior to identify the talent who will really work for you. And while there are no fool-proof formulas for finding winners, you can take measures—right at the start of ... more
  • by Hank Stroll
    This week: It's rare to find a fast-food restaurant that doesn't offer a combo that's a better deal than each item purchased separately. Does it make sense for service businesses to offer their customers the same "deal"? more
  • by Linda Schumacher
    Organizations serious about improving their email programs, especially their subscriber opt-in rates, should allocate marketing and development resources toward improving their Web site's onsite registration process. If you're ready to turn your Web site into an email opt-in machine, consider implementing some of the following enhancements. more
  • by Jeff Thull
    Companies everywhere are struggling to differentiate their offerings. They dream of establishing an unassailable market position for their solutions, a position that will enable them to capture a lion's share of the customer's mind and wallet. But to their frustration, no matter how enticingly and expertly their portraits of the ... more
  • by Paul Bruemmer
    With paid search, you pay only for click-throughs to your site. Such accountability is a marketer's delight, but that's only half the story. What about all the people who found the site, saw the pitch but didn't buy? more

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