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  • Don't Become a Frenemy
    "Refer-A-Friend campaigns can be tricky territory," says Kristen Gregory in a post at the Bronto blog. "Let's be very clear: just because someone gives you the email address of their friend does not mean you have permission to email [that friend] whenever you want, as often as you like." For ... more
  • Lessons From a Cardboard Box
    Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
  • Stellar Viral Videos, Pt. I
    News flash: mascara is recession-proof! At present, the most popular and recession-resilient videos on YouTube come from the "makeup tutorial" subgenre. Now, don't let those $5 words fool you: this cottage industry is composed of girls barely out of their teens, producing tutorials on everything from applying mascara with a ... more
  • That Is So Last Week
    "How much do you know about your customers right now, at this moment?" asks John Kembel in an article at MarketingProfs. You can't depend solely on the static nature of composite profiles, he argues, when the current downturn has put needs and attitudes in a state of flux. "[Y]ou need ... more
  • Communications Industry Forecast: Slump, then... Growth
    Total communications spending will decline 1% in 2009, to $882.6 billion—its first spending decline since the 2001 recession—according to the latest Communications Industry Forecast (CIF) from private-equity firm Veronis Suhler Stevenson (VSS). more
  • Ready for Your Close-up?
    In a post at the Emma blog, Edwin Acevedo tells the story of VideoLink, a video-production company that wanted to highlight its skills in an email campaign that showed off new features at a redesigned website. "They made a short video [hosted by CEO Gina Chudnow]," he says, "added a ... more
  • Commercial Break: M&M's Blue
    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at M&M's "Blue" commercial. more
  • Peeling This Doesn't Make You Cry
    In an article at the MarketingProfs website,  Mike Volpe explains that SEO is one of the most effective ways to help your customers find you. He compares SEO to a gigantic onion, noting that "there is always another layer you can peel off." For your site to show up first ... more
  • You Can Thank Your DVR
    "Television advertising is finally on the cusp of long-anticipated change," says Daniel Frankel in an article at The Wrap. "The popularity of digital video recorders is making that 60-year-old TV ad standard—the two-minute commercial break—obsolete." In its place, notes Frankel, expect shorter, more frequent ad breaks, sponsorship by single advertisers ... more
  • Take This Plan and Shove It!
    "Lately," says Ken Magill in a post at DIRECT, "I regularly get messages from frustrated email managers whose bosses are trying to prod them into doing something self-destructive." It seems they're dealing with upper management who believe that doubling frequency will double profits, and that anything is fine as long ... more
  • Grab for That Brass Ring!
    "I predicted back in January that 2009 would be the year of the email marketer," says Stephanie Miller in a post at the Daily Fix blog. "Times got rough mid-last year, and executives were scrambling to maintain revenue and keep customers happy." As a result, she thought, the low investment ... more
  • Are You Socially Acceptable?
    One reason social media sites have caught on like wildfire among users is that, by and large, they operate on basic principles of social decency. Now, be honest: Do your social-media skills match the subtle standards set at sites like Twitter and YouTube? Not sure? Well, here are a few site-inspired rules ... more
  • New Breed of Mobile-Media Consumers Emerging
    Avid users of mobile video constitute a unique audience that may not be reachable via other digital media, according to a study of mobile-phone users that measures consumers' reactions and feedback to mobile video advertising and their reliance on mobile for information. more
  • Mind if I Take a Peek?
    In an article at MarketingProfs, Josh Nason suggests you might be letting valuable customer data go to waste. "In every campaign that you send out," he says, "you should have direct links to specific pages on your website, helping you gauge and track what's moving the meter in your emails ... more
  • When Bad Buzz Happens to Good Companies
    It seems almost inevitable these days: You run a search on your company's name or product and a negative review, remark or blog post appears in the top listings. What do you do? "Don't  ... lose your cool and try to retaliate," says Internet Marketing Consultant Jeremy Martin in a recent ... more
  • Stop Repeating Yourself
    "In the world of multi-channel and [multi]-location opt-in and opt-out, how do you keep your lists in sync?" asks Dylan Boyd in a post at the Email Wars blog. "Can you?" To explain what he means, he outlines the ways that one client—a retailer—builds its email list: Customers opt in ... more
  • $55B in Interactive Marketing Spend in 2014
    Interactive marketing spend is expected to reach nearly $25.6 billion in 2009—and nearly $55.0 billion in 2014, when it will account for 21% of all marketing spend, up from 12% in 2009—according to Forrester. more
  • Make it Short and Sweet
    "If you thought saying something useful in 140 characters on Twitter was hard work," says Nick Usborne in an article at MarketingProfs, "good luck with the 95 characters you have available when writing a Google AdWords ad." So how do you convince someone to click through and visit your landing ... more
  • Yoo-Hoo! It's Me Again!
    "Email programs tend to start with slow and cautious frequency, produce easy ROI, and become stars," says Karen Talavera in an article at MarketingProfs. The problems start, though, when management decides that more email would be even better. "[A]s with all good things," she notes, "increased consumption eventually leads to ... more
  • What Banner Ads Can Learn From Billboards
    by Kim Stearns
    Banner ads are tried-and-true forms of advertising that can deliver great results while driving a return on investment. So why are advertisers so hesitant to use them? Maybe it's because they have been overrun with cheesy, annoying, misleading, and downright dumb content, creating an aversion to this otherwise effective form ... more
  • Feeling Left Out? Link Up at Home!
    Does your website feel like a wallflower these days—left out of the online marketing party? Are you seeking in vain those "rich anchor text" links from other websites or blogs that might boost your site into the ranks of the Internet in-crowd? Gaining those much-prized inbound links is an important way to ... more
  • Marketing Budgets Safe for Rest of 2009
    Marketers are optimistic about the economy for the second half of the year. Even in the midst of a recession, 42% of nearly 1,000 global business leaders polled say they plan to increase marketing budgets in 2009, and 43% say they plan to maintain current levels. more
  • The King Is Dead, Long Live the King
    As it files for bankruptcy, the once-mighty General Motors faces a public-relations crisis of tremendous proportion: How does it convince customers, employees, suppliers and the American public that it not only deserves to survive, but can? "Let's be completely honest," says the narrator of the "Reinvention" video GM posted to ... more
  • Overlay the 'Tube, Dude!
    YouTube recently launched a call-to-action overlay ad, which is exactly what it sounds like: a semi-transparent ad that appears over videos, and—get this—enables advertisers to send users to any website they wish. Now, that's a sweet ride! You might be, like, "Didn't that feature already exist?" But the crazy thing ... more
  • Summer: Time to Slice & Dice
    "Building your own opt-in email marketing list is an accomplishment," says Steve Adams in an article at MarketingProfs, "but don't stop there. Once you start reaching out to your list with great content, you can then improve the targeting and relevance of your email marketing campaigns by using segmentation." The ... more

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