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Marketing Articles: Most Recent

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  • by Bill Morton
    Successful sites don't happen by chance. A compelling online experience geared toward women is developed with care and the understanding that she has to be considered from the very beginning of the process. To help your site take up residence in her bookmarks, here are suggestions for developing a Web ... more
  • by William Arruda
    More and more, we need to be connected to a network of resources for mutual benefit and growth. And although you need these contacts to support your success, the approach to building a valuable network involves giving—not taking. The more you give to your network colleagues, the more they will be ... more
  • by Dan Herman
    From time to time, the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These marketing "hits" are products or services, entertainment locales or vacation spots, shopping malls or specialty stores that enjoy puzzlingly immediate popularity. Believe it or not, there's actually a formula for these ... more
  • by Jeff Thull
    Rapid commoditization of products and services is exasperating even the most skilled professionals. The solution provider is struggling to differentiate its unique products and services. Simultaneously, customers are putting the squeeze on margins and driving unique value to the lowest common denominator—price. How is this happening? Why is the trend ... more
  • by Matthew Syrett
    Advertisers spend much effort psychoanalyzing consumers, trying to understand why consumers make the decision they do. It is rare that they turn those same analytical tools on themselves—to understand why they make their own decisions, especially when those decisions have led to trouble. more
  • by Jack Covert
    You want to keep up with your marketing reading. But there's so much out there that you don't where to start. Here are four of our favorites from '04. And these recommended titles are as good a place to start as any. more
  • by Hank Stroll
    This week, add your two cents to the discussion: What should companies consider when deciding whether to launch a blog? What benefits do blogs offer? Also this week, read your answers to last week's query: What's the best way to reach decision-makers? more
  • by Jonathan Holiff
    With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at celebrity product placement. Here are three common approaches and a description of what steps you can take to encourage results. more
  • by Jared McCarthy
    Developing a great logo is a strange mix of art, science, psychology and (in most cases) a good amount of luck. In this, the first of a two-part series, we'll explain what a logo really is (and isn't!), suggest how to start development, and ask a few questions you'll need ... more
  • by Mike McLaughlin
    Many wonder how a rainmaker reels in so much business while others can only shake their heads in amazement. Some suggest that rainmaking is a genetic predisposition and therefore beyond reach for all but a select few. Nothing could be further from the truth. Rainmaking is part skill and part ... more
  • by Scott Buresh
    While price can (and should) certainly be a factor in the SEO decision-making process, it should not be the primary factor. Unfortunately, many companies that think they are saving money when making SEO decisions find out later that the actual costs of doing SEO wrong can make the "savings" pale ... more
  • by Sean D'Souza
    Apple's iPod is a necessity with travelers, teenagers, fitness fanatics, students, business executives and, yes, even grandmas and grandpas. So did the iPod break the rules of staying with one target audience? How can you argue with one billion dollars in sales? Find out how the iPod looked at "target audience" ... more
  • by Michel Néray
    Regardless of whether you are in the service business or sell a tangible product, everyone needs to establish credibility, especially with prospective clients. But if you're a consultant, adviser or coach, then it's harder for your clients to evaluate the value of your advice and recommendations. more
  • by Jonathan Kranz
    If you have clients (or bosses) who want you to write about who they are, you probably witness them thrusting a list of attributes in your face. On the list, you'll find the usual suspects: quality, commitment to service, out-of-the-box this and proactive that. But such vague attributes have little ... more
  • by Amanda Ayles
    Companies who are excited about developing a corporate Web site and are gung-ho to get started is a beautiful thing. But, oddly enough, many companies falling into this category seem to be missing out on other essential branding fundamentals. There are several keys to developing a winning brand for ... more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: What makes for an effective media kit? What works and what doesn't? Also this week, read your answers to last week's query: How do you prevent email newsletters from being perceived by filters as Spam? more
  • by Raj Khera
    The next time you broadcast a permission-based email to your customers, members or newsletter subscribers, monitor your response for the next 48 hours. That's when the vast majority—80%—of those who would open your message will actually open it, according to the results of our recent study. What's more, 95% of ... more
  • by Gabriel Steinhardt
    The role of a product manager is challenging, complex and often misunderstood. But properly defining and structuring the roles and responsibilities of the product management team enables the team members to be more efficient and productive, leading to better revenues and higher-quality products that meet customer needs. more
  • by Gerg Quigley
    The Fantasy: Your marketing budget is packed to the brim with money to help build your dream marketing team. You hire nothing short of the best. Life is good. The Reality: Your staff is overworked, your budget's tight and you complete about half of the projects on your to-do list. What's ... more
  • by Len Gingerella
    Marketing management is often relegated to communication, advertising and promotion efforts. It's hard to convince senior management that Marketing can produce moneymaking results. But that's what marketing managers need to do if they want to be recognized. more
  • by Suzan St Maur
    With our focus on bold, blunt, "write-as-people-speak" prose in business, we no longer have any fancy phrases to lurk behind. We're on our own. Why has business writing become so much more direct in the comparatively short period of two generations or so? more
  • by Gerry McGovern
    We have wonderful tools today that will tell us the value of the physical things in our factories and offices. Now we need to create wonderful tools and disciplines to measure all our information assets. more
  • by Tom Kuegler
    Web site performance is a critical and underappreciated component of Web marketing and e-commerce. In other words: it doesn't matter how well you design and market your site unless it delivers. more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: How can we quickly reach decision-makers? Also this week, read your answers to: What's the best way to collect and compare data? more
  • by Sylvie Sadarnac-Studney
    Have you watched too many well-meaning interviewees torn to bits on 60 Minutes? Heard your peers reel from being misquoted in the local paper? Do you worry that the media won't "get it" when it comes to your business? Working with the media is no picnic. When done strategically, however, ... more

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