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  • 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
  • by Gerry McGovern
    The days of having an intranet just because, well, it's a good idea are over. As a manager, you need to deliver hard data that justifies investment in your intranet. You need to show that a dollar spent on your intranet will deliver more value that a dollar spent elsewhere. ... more
  • by Christopher Kenton
    This economic "rinse cycle" offers an opportunity to shore up your organization's fundamental strengths. Happily, for anyone responsible for a budget, pursuing the fundamentals doesn’t require cash as much as it requires wit and persistence. In part one of this two-part series, Christopher Kenton underscores five low- or no-cost initiatives ... more
  • by Paul Schulz
    Scan the search results page of any portal, and it’s easy to see why Internet search is such a tricky maze for some direct marketers to follow. With “Sponsored Links,” “Direct Web Matches” and “Featured Sites” beckoning consumers, knowing which of these hot strategies is most effective at capturing attention ... more
  • by Paul DiModica
    Look critically at IT's current operating cycles and its approach to business. Paul has, and he's identified five specific reasons why high tech firms will continue to be stuck in a downward spiral. To survive, high tech has to adapt to the current business climate. more
  • by Cliff Atkinson
    Maybe you can’t judge a book by its cover. But you sure can tell a great deal about prospective vendors by the quality of their PowerPoint presentations. Here's what to look for, and what it will tell you. more
  • by Nancy Peponis
    Technology is full of differing approaches. But Microsoft v. Linux goes beyond a simple disagreement. It’s a Hatfields-and-McCoys feud, a drama of honor and justice, a fight for the way things ought to be. more
  • by Sean D'Souza
    Have you mistakenly trained your branding to fall over and play dead? Do you know how to use psychology to create branding that lights up with the voltage of a thousand neon bulbs? And can you play Scrooge with your budget, yet get huge branding mileage? And if so, how? more
  • by Gerry McGovern
    There is a classic saying in management: If you can't measure it, you can't manage it. So what's it take to measure the value of your content? You need to understand knowledge and information. You need to articulate the objectives you have for your content. You need to compare how ... more
  • by Kim MacPherson
    What's new and cool in the email space? Animation? Flash? Video and voiceovers? Some other hip and sexy technique to grab eyeballs? Put the glitz aside. Would you believe...there's nothing more effective than really knowing your audience? In email marketing, it's more effective than anything else -- even the ... more
  • by Mitch McCasland
    Many brands see advertising as an effort to draw attention to themselves and away from competitors. But the approach that builds relationships most requires that brands listen, too. If advertising is the talking part of this dialog, then brand research and testing is the listening part of the conversation. more
  • by Eran Livneh
    hat is your most important marketing tool? Your spreadsheet application should be high at the top of the list. These days, running your marketing department without constant attention to the numbers is simply irresponsible. more
  • 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

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