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  • by Kim MacPherson
    Email marketing is a process. It is, among other things, about moving people through a cycle of events. The challenge is to optimize your message at each stage of the process in order to enhance response. more
  • by Michael Fischler
    What's your own company's "hogwash" factor? How much damage are you doing to your company credibility by making unsupportable claims? more
  • by Malcolm Wicks
    You’ve spent weeks “negotiating” the marketing budget and you have finally received approval. But then -- business is not going as planned and cuts have to be made. Again. What now? more
  • by Chris Maher
    Imagine that your company is a magazine. To be a little clearer, you're still in whatever business that you're in, but there's an important magazine component to what you do. more
  • by Stephen Shaw
    After two years of deep slumber, the CRM market is about to re-awaken. What have we learned from the past few years? How can those lessons be applied going forward? more
  • by Sean D'Souza
    Santa Claus Inc. is well and profitable, right through recessions, depressions and just about any economic scenario. The reason why his marketing works better than yours is because he uses solid, dyed-in-the-wool psychology. more
  • by Dana Blankenhorn
    Santa is all about customer relationships. Borrow a page from Santa's playbook to boost credibility, strengthen customer bonds, and -- ultimately -- grow your brand. more
  • by William J. Comcowich
    The Internet has emerged as an effective tool for marketing professionals to gather news, market intelligence and buzz about companies, products and business issues. more
  • by Melissa Honabach
    To take full advantage of the strength of online advertising, marketers must be proficient with the analytics of the medium and the concept of campaign optimization. more
  • by Jared M. Spool
    "Know Your Users" is the mantra of any good designer. But what should you actually know about your users? more
  • by Jeff Kaumeyer
    An article a few weeks ago claimed that money spent by B2B marketers on branding is wasted because business customers know a great deal about supplier products and companies. Au contraire. more
  • by Sean D'Souza
    Would you really dare to give each of your clients a gift of $500 each this Christmas? What about something worth $2000? Or maybe $5000? more
  • by Michael Fischler
    The act of positioning is a core element of a successful marketing strategy. This is a change — a healthy one — from the days when it was considered simply a tactic. Today, handled correctly by smart strategic marketers, it informs, identifies and lays the foundation for the relationships with ... more
  • by David M. Klein
    Have you ever seen little kids playing organized youth soccer? Without fail, they swarm like bees to wherever the ball is--sideline to sideline, end to end. Some companies market this way and others aren't sure of their position in the market, or are constantly changing it, or believe their position ... more
  • by Mitch McCasland
    Want to bolster consumer confidence, increase purchases and foster loyalty? Retailers should provide consumers with the opportunity to practice frugality in a way that doesn’t seem frugal, while lifting the perception of their quality of life. There are some retailers out there providing consumers with a dignified shopping experience at ... more
  • by Corey Rudl
    The clock is ticking: Now IS NOT the time to start trying to do things like setting up an affiliate program or optimizing your search engine rankings. Instead, what many online businesses need right now are some quick and easy ways to get their sites ready for the holidays. more
  • by Allen Weiss
    We thought it would be good to balance out some recent talk on the web about what is marketing. Here's our view. more
  • by Bruce Kasanoff
    Sometimes, less is more. That's especially true in this business climate. If you want to grab a customer’s attention and lock in their loyalty, the key is to save them time, money and effort. And that won't necessarily happen with simply more advertising. more
  • by Ben McConnell
    Continual improvement of products and services is an effective approach to maintaining existing customers and winning new ones, especially if your goal is to create strong word-of-mouth. Strong word-of-mouth tends to create customer evangelists, those passionate advocates who tell others about your products and services. To truly understand what your ... more
  • by Stern Dixon
    The economic downturn of the past two years has put marketers on the defensive. As budgets have been reduced and reduced again, marketers have stepped up efforts to find the Holy Grail of marketing--the formula, the software, even the general rule of thumb that enables marketers to measure the effectiveness ... more
  • by Dana Blankenhorn
    Once you have a product or service, you have to set a price for it. This may be the most misunderstood exercise in all of marketing. Lucky for you, Dana is prepared to clue you in. Ready? more
  • by Christopher Kenton
    If you’re at a loss for how to plan your marketing programs in the current economy, take a clue from nature. In natural systems, chaos and destruction are always followed by rebirth. If you’ve been burned by the recession, now is the time to start planting seeds. Here's five initiatives ... more
  • by Michael Fischler
    Are you a B2B company, putting (or considering putting) significant effort and significant resources into developing a coherent brand for your product? Researching the marketplace and analyzing competing brands? Establishing strategy sessions to review and select the best brand identity? If you are, you're probably wasting a lot of time ... more
  • by Jeremy Bachmann
    Do you have a lot of customers, but you haven't done a good job of assembling an email list? Here's five techniques for growing your email list as a marketing tool. more
  • by Jared M. Spool
    How do you clue your users in to your site's particular benefits? If you offer something that is unique to your organization (and chances are that you do--that's why you're in business), then how do you make the users aware of these benefits? As with life, the secret is in ... more

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