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  • by Chris Nagele
    Usability testing may not be considered a mandatory stage in the design process, but without it you are releasing the product blindly. Contrary to popular opinion, you don't need a large budget for simple usability testing. more
  • by Mary Brown
    Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century. With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping your eye on the horizon of future trends in branding gives your company the advantage. What trends are already ... more
  • by Lisa Wehr
    In search engine pay-per-click advertising, the unscrupulous use of a competitor's trademarked terms is a murky business and contentious topic. With a seemingly anonymous perpetrator, it's a relatively easy offense—and sets off a torrent of trademark-infringement concerns for many companies. more
  • by Jeff Thull
    If you're competing on price, you'll never achieve maximum profitability. Instead, everyone's job must become value creation. But are you sure that you're providing value to your customers? Even if your answer is an emphatic yes, you might want to take a closer look. more
  • by Tom Barnes
    No business can survive, much less thrive, without building a plan that spells out revenue and earnings targets as well as the way to achieving them. An effective strategic plan requires an expression of the challenges and opportunities that the business faces. It also requires clarity on the methods and ... more
  • by Barbara Bix
    There are many reasons for not closing a sale. In today's climate of information and work overload, an increasingly common reason is that prospects don't think of you when they are ready to buy. A critical challenge faced by any company marketing in this environment is how to elevate its ... more
  • by Lisa Johnson
    Many industries are experiencing major growth, fueled by the purchasing power of the "adventure-seeking woman." This woman crosses all ages, family configurations and fitness levels. She's carving time in her schedule and finding wiggle room in her budget for new adventures that involve everything from rock climbing to Tuscan cooking ... more
  • by Hank Stroll
    This week, add your two cents to the following: Which marketing efforts and methods works best when marketing dollars are scarce? Join the conversation! Also, read your answers to last week's dilemma: How do you go about promoting a product on a global scale? more
  • by Jonathan Kranz
    The columnist, author of "Writing Copy for Dummies," recently joined forces with Jon Warshawsky, coauthor of the newly published "Why Business People Speak Like Idiots." Together, the "dummy" and the "idiot" attacked their archenemy, Corporate Bull. What follows are five practical suggestions for shoveling your way out of the doublespeak ... more
  • by Chris Scott
    Whether distributed via email or printed and snail-mailed, newsletters are a cost-effective way for businesses or organizations to keep in touch with employees, customers, prospects or association members. The trick, however, is to come up with a strategy to keep readers engaged and the publication's production and editorial adjustments in ... more
  • by Ted Page
    Here is a behind-the scenes story that reveals how one B2B marketer used a lot of silliness to increase its Web traffic tenfold and generate thousands of sales leads. How did this viral phenomenon go from wacky idea to revenue-generating success? more
  • by Roger Cauvin
    Don't choose marketing messages based on whim or personal preference. Educate the product team about the three approaches to formulating messages. Work to identify and hone the messages. You'll find that consistently communicating these messages will help brand your product—and, if your product actually delivers its promised benefits, will increase sales ... more
  • by Mike McLaughlin
    You might call it the project from hell, the death march or the one that ended up in the ditch. Most of us have at least one project horror story, though some of us have seen more than our share. If you haven't experienced a project that's gone sideways, consider ... more
  • by Hank Stroll
    This week, add your thoughts to the following dilemma: If you work in a business that sells in bulk, how do customers responsible for purchases go about finding you and ordering online? Also this week, read your answers to the last problem: How do you determine whether or not a webinar ... more
  • by Wendy Comeau
    Marketers everywhere are tasked with finding out about causation: "Is this advertising causing people to buy more of our lemonade?" "Is our new viral marketing effort causing our brand awareness to increase?" "Would having blonde hair cause me to have more fun?" It's virtually impossible to answer questions about causality ... more
  • by Michael Fischler
    Examine your press initiative. Do you know your marketplace, and know how to reach each member of it? Are you continually building trust? Are you delivering only what people need, and only in the way they want it delivered? Or are you shooting words like rock salt from a shotgun—hoping ... more
  • by Matthew Syrett
    Existing brand health measures rely almost exclusively on survey data to gather their findings. While surveys are insightful, they are also prone to collection errors through inaccurate recall and distorted response by surveyed consumers. Marketers can do better by creating more-direct and less-biased approaches. Rather than relying solely on survey ... more
  • by Gerry McGovern
    When it comes to optimizing your site for search and the search engines, it's important not to overcomplicate your design and technical approach with things such as Flash, Java, frames and dynamically built Web sites. Here are 11 tips for design that works. more
  • by Scott Buresh
    A consistent problem with the "ranking-centric" mindset is that it doesn't reflect a powerful rationale for getting involved in SEO. Where is the true business case? What tangible results are desired? More and more frequently, people are getting into SEO for the wrong reasons. Achieving high rankings for targeted keyphrases, ... more
  • by Hank Stroll
    This week, add your own two cents to the following dilemma: How do you go about promoting a product on a global scale? Also this week, read your answers to a previous week's question: What do you do when an initial marketing campaign isn't flying? more
  • by Joseph Benson, Jack Foley
    Not since 1998 has the banking industry experienced the pace of consolidation taking place across the country today. From national mega-deals to local ones, it seems every bank is in the "great game" as a buyer, seller or interested flirt. Should merging commercial banks care about brand? more
  • by Tom Kuegler
    Recently, search engine revenues have rocketed, with pay-per-click advertising providing much of the fuel for growth. The other side of the coin: advertisers have been using PPC keyword advertising to meet their marketing objectives. But even with such heightened competition, there may be untapped, hidden opportunities for online marketers interested ... more
  • by Peter Cohan
    How much of our company's corporate overview presentation should you include in a demo meeting? The answer: as little as possible! Many salespeople and technical staff feel comfortable opening a demonstration meeting with a "brief" overview of their company. Most customers refer to this as "Death by PowerPoint." Instead, ... more
  • by Grace Stoeckle
    Web sites run by small businesses far outnumber the Web sites run by large corporations. This means that most sites are produced and operated on a relatively small budget. Each dollar counts, and must be used carefully. But few small business owners are spending enough time figuring out what constitutes ... more
  • by Robin Stavisky
    Hidden away like some Cinderella before the prince discovered her, online pressrooms do not often attract much attention, much less a second look. But like the fairy tale character, online media rooms can offer a striking example of the power of Internet to transform a humble servant into an essential ... more

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