Marketing Articles: Content

Access thousands of our content online marketing resources here. Select any of the popular topics below to narrow your search. Get unlimited access to all of our exclusive marketing resources. Go PRO Today

Go PRO Now

Get unlimited access to all of our exclusive marketing resources

The Baggy-Pants Marketing Syndrome

by Suzanne Lowe

Content
The June 20 Wall Street Journal "Page One" featured a laugh-out-loud article, "Perpetrator It's Hard to Run Away In Falling I loved reading the examples about cops catching the bad guys, who keep tripping while running away from the scene of the I'm not the only one who has wondered ... more
Hundreds of Friends, but No One to Talk to?

by Ann Handley

Content
I was talking to my pal " Mike today. In passing he mentioned that a good number of his reader comments come from folks in Europe. "So I can't complain that I'm stuck in Des Moines, Iowa any more. With my blog I'm not stuck anywhere," Mike Contrast Mike's perspective ... more
A Brave New Buzz

by Ted Mininni

Content
Apparently, this is a brave new world, that is, we're boldly going where no man has gone before. more
Mark Cuban Makes His Blog a One-Way Street

by BL Ochman

Content
Tech billionaire Mark , whose forthright communication makes him one of my heroes, has turned off comments on his He that "they have devolved to the point where they add no value." I hope he won't take offense that I am taking one of his quotes out of context, but ... more
Getting Creative with Sponsorship

by Andrea Learned

Content
Philanthropy lingers on my mind after a presentation I gave last week to alumni and development officers from New England So, I took note of new IEG research (as in PROMO magazine) indicating that spending on cause-related marketing is on a steep The * Cause-marketing spending will rise this year ... more
Why Face-to-Face Communication is Best

by Scott Baradell

Content
Emotional detachment makes people cruel. It's easy to turn people into caricatures when you don't really know or care about Take Britney Spears. She's been lampooned by the tabloids, chased down by the paparazzi, and had fingers wagged at her by every so-called child care expert who could find their ... more
5 Questions that Kill Your Brand

by Mike Wagner

Content
Business people are practical. They are reasonable people making reasonable decisions - and that's their problem. Begin with and you kill the brand. A pragmatic point of view can be your worst Following are five pragmatic questions often asked of any new idea. If you are building a new brand ... more
Professional Firm Clients Don't Care Where your Office Is!

by Suzanne Lowe

Content
In the last six months, I've heard from some professional service firms who have asked for my help on choosing new markets in which to pursue When I first hear a request like this, my mind could be the professional services firm that "gets it" about shrewdly analyzing marketplace But ... more
What Does a Blog Award Mean?

by Ann Handley

Content
In the past day, I've gotten 10 emails from various writers asking me and their other friends to ...for them in the current MarketingSherpa Reader's Choice Blog & Podcasting To those nominees who have contacted You know I love you guys. The thing is–I'd vote for you all anyway; you ... more
The Lifespan of a CMO

by Leigh Duncan-Durst

Content
Great article yesterday in Advertising on the average lifespan of a Chief Marketing . The article cites a study by Spencer Stuart, which says that the lifespan of the average CMO shrunk slightly from 23.6 to 23.2 months this The story cites some interesting reasons for the "alarmingly short" CMO ... more
Is Nothing Sacred?

by Lee MarcStein

Content
The other day, my wife and I went shopping for bikes. We knew we wanted "Comfort Bikes" had a price range in mind, but didn't know much else. more
Making Connections

by Ted Mininni

Content
We can't forget that making human connections is what our work as marketers all boils down to. It's really as simple as that. All of the marketing jargon in the world, every marketing theory and concept really comes down to our ability–or inability--to connect on a meaningful, human level. more
Sporting Goods Chain Squashes Good Deeds Recognition

by Jill Griffin

Content
Last week, a major sporting goods chain failed one of its hard-working, 'make-it-happen' front line customer care warriors. And I was a The When I entered the sprawling sporting goods store on Thursday morning, I was on a critical mission for a dear friend, whose 2 year battle with blood ... more
Link Bait Kool-Aid?

by Eric Ward

Content
"Link Bait." Man I hate that term. Like your site's users are nothing more than fish to be hooked. Dangle a tasty little piece of content, any content, and BAM, got another If you haven't heard the term yet, you may be shocked to see over 20,000 references to Link ... more
Big Words, Bad Copy

by Elaine Fogel

Content
Using big words in marketing copy is for the lawyers and academics. But if there's no legalese, liability or certification to worry about, why not stick with plain old words that most people can Because I write for a living, I'm always curious to see how businesses and organizations position ... more
Cars Don't Rule, Women...

by Laurel Delaney

Content
...Rule. At least in the global marketplace, they tend to fair better than men. Here are five reasons 1. We are more attentive and supportive toward We are socialized to give care and support to the people close to us and we often extend this caretaking impulse to people outside ... more
US Airlines: Brands or Commodities?

by William Arruda

Content
I was reading in the Globe and about the International Air Transport Association (IATA) meeting in Paris this past The attendees were the leaders of many of the world's major airlines. One of the key topics was branding. Here's what Peter Knapp from Landor said to these "If an airline ... more
The Greatest Skill of the 21st Century

by Gerry McGovern

Content
In an age when technology is everywhere, those who understand how technology works are easy to Those who understand how people work are much harder to Let's say 20 years ago you had an organization of 1,000 people. Let's say that over those twenty years 500 of those people were ... more
Access for All

by Joseph Jaffe

Content
Mini-epiphany time. Last week I was sitting on a call with Aldo Castaneda and " Eric discussing Digital amongst other I brought up the idea of "Abundance" (Hat Tip to Sanford Streim for pointing me to Musings of a VC in ") as a primary differentiator between the "offline" and ... more
Happy Bloomsday!

by Jonathan Kranz

Content
In honor of the anniversary of Bloomsday, June 16, 1904, the day on which the novel is set, I pose the following ...What does the novel tell us about what it means to be an advertising or marketing Here's an answer from an unexpected source, an overview of James Joyce's ... more
Spam Phone Calls

by Roy Young

Content
Are you up in arms about the increasing number of unsolicited and pre-recorded telephone calls you I am. It may work -- why would they do it if it did not? -- but it gives marketing a bad Just this morning, I had two come in to my business phone. ... more
Help, I'm Drowning!

by Sara Holoubek

Content
I just spend the entire month of May documenting all of my internal and external communication just to see how cluttered my life Ok, so not all of it, but I did look at all my snail mail, one email account and my cell phone. Just logging the information was ... more
Talking Brands & Building Buzz

by Ted Mininni

Content
Apparently, this whole idea of "talk track", attempts to relate the amount of "talk share" to growth in "market share". Interesting concept. more
Sonic-Identity: A New Brand Differentiator?

by Andrea Learned

Content
For a few brands that are turning up the sensory side of their customer experience, what you see isn't necessarily all you What you hear may be part of what you get, Certainly, youth-oriented brands have long-since known the power of including just the right tune in their ad campaigns, ... more
2-5-7-8...How We Gonna Differentiate?

by Lee MarcStein

Content
In a world where everything is commoditized, the key to success becomes DIFFERENTIATION. That's becoming more difficult to achieve... more