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  • 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
  • by Andrea Learned
    Are all the consumer options available today actually serving customers better, or does the exhaustive selection overwhelm (and ultimately discourage) potential buyers? What if all the great new products and models lining the shelves were actually inspiring would-be buyers to decide...well, not to decide? That's where doing your homework of ... more
  • by David Warschawski
    You know the truth will set you free. Hopefully, the truth will also help you create great marketing results. Here are three communications myths whose time has come to an end. more
  • by Paras Shah
    In the e-commerce business, securing trust in your company is essential to your success. And an essential element of building that trust, with both customers and partners, is the assurance that your e-commerce operation meets the demanding security standards required of organizations handling sensitive financial information. more
  • by Anthony Cirillo
    Entrepreneurs see the world in a different way. Different perspectives foster innovation. All around a given community, there are hundreds of success stories of mom-and-pop operations that have grown successful enterprises in all types of product and service areas. Seek out and engage these entrepreneurs—they have something to teach us. more
  • by Chanin Ballance
    Consider this: the US is the only place in the world where you can go almost 3,000 miles in one direction without having to change language, currency or culture. Virtually everywhere else in the world, anyone covering such a distance would encounter up to a dozen or more international borders, ... more
  • by Mike McLaughlin
    Professional services marketing literature is full of claims about the quality of offerings and dedication to client results. Without a guarantee to back up those words, though, clients just perceive them as empty promises. If you're serious about service excellence and client results, put some teeth into your assertions. more
  • by Andrew Updegrove
    Obviously, one of the great technical innovations of our time is the World Wide Web, invented by Tim Berners-Lee. Here, he speaks about the launch of the next generation of his creation: the Semantic Web. What is the Semantic Web? It's a "smarter," more useful resource that enables a new ... more
  • by Guy Powell
    You worked hard on developing your strategy and designing great creative. Now you have to go to the CFO and get his approval to start rolling it out. But then he axes 25% out of plan, just because he could. Now you have to spend all night reworking your plan ... more

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