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Marketing Articles: Most Recent

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  • by Rob Murphy
    Your credit card company invites you to attend a meet-and-greet with your favorite rock band before the upcoming concert. Your financial institution offers you a private golf lesson from one of the professional golfers in a PGA tournament. Your airline offers you the chance to attend spring training for your ... more
  • by Mike Schultz
    Services marketing efforts are moving online not because a few marketing consultants and strategists say they are—but because your clients and prospects are online, and their online experiences are influencing all buying decisions. Here are four arguments you can use to help your firm boldly enter the new world of ... more
  • by Robbie Baxter
    Marketing partnerships can be one of the cheapest, fastest and easiest ways to grow your business and test new market opportunities. It can also be a black hole for resources. During the Internet heyday, it was enough to identify a potential partner and a cool idea, sign a contract and ... more
  • by Joe Tedesco
    If infrastructure-focused IT departments want to stop seeing themselves cut out of the conversations with their own companies' marketing departments, they've got to start speaking the language of business. Until IT departments are willing to make changes, their power will continue the steady decline that began with the ... more
  • by Gerry McGovern
    Search optimization is about getting links. The more links you get to your Web site, the more likely you are to get into the first page of search engine results. In other words, killer Web content gets killer Web links. Last week, we covered the basics. Here, we continue the ... more
  • by Hank Stroll
    Online communities have been around for years, but we now have more tools for building them. The options include Weblogs (blogs), wikis, forums (bulletin boards), email discussions and online chats. Each has its strengths and weaknesses. Which one best suits your needs? Also this week, read your suggestions for the previous ... more
  • by Ian Durrell
    Today's customers perceive themselves as having unique needs and interests, and they demand that businesses understand and meet those individual needs. To satisfy these customers, major marketers must shift from casting a wide marketing net over a vast crowd to selling to millions of individual customers. more
  • by Gerry McGovern
    Search optimization is about getting links. The more links you get to your Web site, the more likely you are to get into the first page of search engine results. In other words: Killer Web content gets killer Web links. Here are some guidelines to follow. more
  • by Jonathan Kranz
    Correctly executed, the written word can be a powerful means of establishing your business in the hearts and minds of your potential customers. Many of us are inhibited, however, by popularly held—yet largely mistaken—ideas of what good business-to-business copywriting should be. Here are five of the most common and destructive ... more
  • by Sean D'Souza
    Clients come to you every single day asking you to give them a choice. A choice between yes and yes. Instead, all you're giving them is a choice between yes and no. Your bank account would see far better days if only you'd step back and use the immense power ... more
  • by Hank Stroll
    This week, add your two pesos to the SWOT Team dilemma: When inventing brands, what works and what doesn't? Also this week, read your answers to last week's query: What approaches work best for holiday campaigns? more
  • by Pat LaPointe
    No matter how much we advocate the science of marketing, its art has not disappeared. Take the balanced scorecard, for instance. In the tradition of marketing creativity, a graphical document—the balanced scorecard—translates marketing strategy to operational terms and sows the seeds for marketing accountability as measured and highlighted on the ... more
  • by Ernest Nicastro
    Any salesperson worth his or her commission check will tell you that landing worthwhile new business takes a repeated and concerted effort—and lots of contact with the decision maker. This is all the more true with salesmanship in print (or across the airwaves, phone lines and other forms of modern ... more
  • by Hank Stroll
    This week, add your two cents to the following dilemma: What can a business do to determine which marketing tools are best for a particular project? Also this week, read your answers to the previous problem: How do you market without an advertising budget? more
  • by Stephan Spencer
    If you haven't heard of podcasting yet, I am not surprised. It's a brand new term—just invented earlier this year, in fact. Podcasting refers to the technology used to pull digital audio files from Web sites down to computers and devices such as MP3 players. It's a significant departure from traditional ... more
  • by Gerry McGovern
    If you want to succeed with search engines in the long term, you should not primarily focus on how the search engine works. Rather, you should focus on how the brain of the searcher works. Because if you understand how people search, you're halfway there to getting found when they ... more
  • by Michael Fischler
    Of all the slams on marketing, one of the biggest is that it is, in a word, guesswork. That distinctly pejorative view of our shared business discipline is that it is without any discipline at all. We protest that this is an uninformed, tainted view of us. We insist marketing ... more
  • by Debbie Weil
    If ever there were a perfect tool for the job hunter, blogging is it. Think of a blog as the 3D version of your resume: in it, you provide context and meaning to the work experience and educational background you've so carefully wordsmithed in your resume. So let's talk ... more
  • by Andrea Learned
    What do Target, iPod and Hoover have in common? These brands have learned how to catch a woman's eye. I know. Enough already about Target and iPod, you say! Still, for those of you interested in the women's market in particular, the connection between increasing sales with your female customers ... more
  • by Mark Brownlow
    When you're in the campaign trenches and knee-deep in metrics reports, it's easy to lose sight of some broader issues concerning your approach to email marketing. Here are some reminders to help you step back and reevaluate your email marketing efforts. more
  • by Mike McLaughlin
    Clients and consultants alike usually dread fee discussions. Here are six strategies to help you preserve your profit margins and your client relationships as you work through pricing discussions. more
  • by Hank Stroll
    This week, the SWOT Team asks: What holiday marketing programs have worked for you? Are some holidays better than others to reach customers and prospects? Join the conversation! Also this week, read your answers to: Is a blog is right for your business? more
  • by Matthew Syrett
    Although we cannot completely trust the psychology that underlies our advertising decision making, we can work to make it more reliable by lowering stress, institutionalizing skepticism, living in the moment, and training and preparing for friction. more
  • by Hank Stroll
    This week, add your two cents to the question: How can a poor marketing employee promote a product with little budget available? Also this week, read your answers to last week's dilemma: What makes for an effective marketing kit? more
  • by Laura Patterson
    For marketers in the services industry, it's important to understand the key factors that enable us to profitably acquire and keep customers. Here are four factors that represent best practices for marketers. more

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