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  • by Harry Hoover
    Companies spend millions of dollars each year developing mission and vision statements, identifying their brand, and then communicating their brand promise through various media. Well, employees are the primary “media” in the majority of brand contacts. But in most companies, employees don’t understand the brand promise well enough to communicate ... more
  • by Guy Smith
    elling is a more complicated process than many companies understand, requiring communication with many different "species" of buyers. The good news is that you *can* master communication with every genotype that your company encounters. The bad news is that like insect species, there are a lot of different genotypes and ... more
  • by David Berkowitz
    ate last month, Scott Adams kicked off the first National Weasel Day in San Francisco as a shameless plug for his new book, "Dilbert and the Way of the Weasel." In a play on Groundhog Day, the new holiday's lore holds that if the weasel entered its cubicle, the economy ... more
  • by Suzan St Maur
    Surely marketing message disasters happen only to sad little mom-and-pops run by two guys and a German Shepherd selling plastic garden furniture to consumers living inside the Arctic Circle. Afraid not, folks. It can happen to anyone. Even you. more
  • by Laurel Delaney
    Face your fears. Be persistent. Learn how to listen. Delaney shares 11 tips to guide you in your life journey, both in your work and in your personal life. In total, they act as a reminder for us all to order and prioritize according to a higher standard. more
  • by Michelle Keegan
    Undeliverable emails--or email "bouncebacks"--are becoming more and more of a challenge for email marketers these days. Why should you be concerned? Because customer acquisition is expensive, and email bouncebacks could mean the loss of customers and prospects that you paid dearly to acquire. more
  • by Jill Konrath
    Most companies have lousy value propositions. They’re weak – often, really weak. Often they’re simply a description of the offering’s features or capabilities. Or they’re filled with self-aggrandizing puffery. more
  • by Scott Buresh
    Most companies that have Web sites have access to traffic statistics. Those that don't look at these files don't know what they are missing -- there is a wealth of information to be found, and reacting to this information can have a positive impact on a company's bottom line. more
  • by Robin Houghton
    Marketing isn't a One-Size-Fits-All proposition. Only when you start at the beginning ("What's the objective? What's the question we're trying to answer?") can you expect to solve the problem and achieve results. more
  • by Laura Mitrovich
    Email's evil twin -- UCE or "unsolicited commercial email" as it’s officially known -- has come to be known as “spam.” Your intrepid gumshoe, always up for a good mystery, went in search of the nefarious beginnings of the stuff from which so many Hotmail accounts runneth over. Just where ... more
  • by Michael Fischler
    It’s been 42 years since Theodore Levitt first introduced the term Marketing Myopia, and our marketing eyesight has not improved much. Even today, most companies don't market their product correctly. At the heart of the issue is focus: Marketing should focus not on product, but on the customer. more
  • by Ben McConnell
    What do Krispy Kreme and Harley-Davidson have in common? They are among the many companies still thriving in the midst of an American economic meltdown. Why? Because they have methodically focused on building the love, enthusiasm and goodwill of their customers. more
  • by Jay Bower
    Want to maximize your ROI? Then understand that it is AFTER your search is completed that the hard work begins. And know that the best relationships with agencies are true partnerships. Here are 11 suggestions from the front lines. more
  • by Dana Blankenhorn
    Contrary to what you read in the newspapers, a lot of e-commerce and content Web sites are finding success in 2002. Each success teaches a different lesson. But all the lessons have some definite elements in common. more
  • by Kim Goodwin
    The usefulness of personas in defining and designing interactive products has become more widely accepted of late. But there are still many misconceptions about how personas are created, and about what information actually comprises a persona. Just what ARE personas? And why should you care? more
  • by Peter Shankman
    When times are crappy, motivation is... well, the same. So how do you avoid stagnating...when everything around you is? more
  • by Jessica Albon
    You've heard the pitch – marketing newsletters are supposed to attract customers. They're sworn to build customer loyalty. And they'll increase profits. All that…and they are incredibly cheap to produce. So why is your newsletter's falling hopelessly short of its potential? more
  • by Stern Dixon
    Trouble is, most web sites are still designed and developed by IT professionals, and ruled by the IT mindset. IT believes that a well-designed web site should allow you to get in, get what you want,and get out quickly. IT thinks web copy should be short and sweet. Oh, really ... more
  • by Lynda Partner
    Previously, Lynda defined viral marketing and suggested why you should consider using it. Now, she offers a list of 13 best practices for successful viral email marketing. more
  • by Lynda Partner
    In the first of this three-part series, Partner defines viral marketing and tells why you should consider it. In her view, email is the ideal viral marketing tool. more
  • by Christine Perfetti
    Mitch McCasland is an expert in brand strategy. He has worked with the big guns--Proctor & Gamble, Dr. Pepper/Seven-Up, and Verizon/GTE. Here, he tells how account planning techniques can benefit the way web sites are designed. more
  • by Andrea Learned
    Lest you naively launch an effort to understand every detail of e-tailing, Lauren Freedman will quickly remind you: “Shopping is not and never will be a science.” more
  • by Paul DiModica
    It's now time to calculate corporate sales numbers and roll them up to senior management to be reviewed and okayed. But are your IT sales forecasts for 2003 accurate? Is your firm still talking technology when customers are buying value? Take a simple test to measure your risk. more
  • by Sean D'Souza
    Is your marketing pouring some serious money down the drain, because you don’t have the cookie factor? But first--just what the heck is a cookie factor anyway? And how can you apply this simple marketing and psychological principle to rake in some big bucks? more
  • by Michael Perla
    Forget the spin and Dilbert-speak. What does it *really* mean to "value-add"? How do you define value? How do you know if you're successfully adding it? And what do you do to response to the values that are changing and/or migrating? more

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