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Marketing Articles: General Management

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  • Double Your Fun
    In today's challenging economic environment, marketers are seeking better ways to maximize ROI. One way is to leverage insights from both SEM and email to drive greater success across channels. In a recent article at Inside CRM, Ram Krishnamurthy and Brad Neelan offer up five strategies for using such a twin ... more
  • I Predict a Sunny Day
    "Predictive analysis has a long and profitable history with direct mail," says Arthur Middleton Hughes in a Pro article at MarketingProfs. "Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested." Only recently, though, have ... more
  • Ready, Steady, Innovate!
    In a post at the Daily Fix blog, Paul Williams poses this question: "If you were to put a few talented musicians or skilled screenwriters into a room and [mandate that they] write a Grammy-winning song or Oscar-winning blockbuster, could they do it?" They could try, obviously, and some ... more
  • Knowing How to Cut
    When spending must be cut, and it's just a matter of determining where, you face a process fraught with potential pitfalls. Here's some help. In a post at Harvard Business Online, Rita McGrath highlights key takeaways from a workshop on avoiding the traps that companies often encounter when trying to ... more
  • You Had Me at 'Recession-Proof': The Hispanic Market
    by Blaire Borthayre
    The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom. Foreign-born Hispanics in the US have been historically unaffected by economic downturns. Why? And how can you tap the market effectively? more
  • Execs: Need to Overhaul Risk Management
    The vast majority (85%) of surveyed corporate executives agree that they need to overhaul their approach to risk-management if the lessons of the economic crisis are to be used to improve business results, according to results of an Accenture study released today. more
  • Keep Your WOM Roots Healthy
    The dreaded phrase "word-of-mouth" keeps a lot of company execs awake at night. It's that feeling of helplessness: How can any company apply quality assurance to something that is so out of their control? Well, a recent post at the Church of the Customer Blog says the secret to ensuring ... more
  • It All Comes Down to Process
    We spend a lot of time discussing topics like deliverability and relevance, but rarely touch on another factor that plays a critical role in successful email marketing campaigns. "Process is such a basic thing that is so often ignored," says Kevin Senne in a post at the Email Experience blog. ... more
  • Talk to Me: 10 Tips for Translating PR Results Into the Language of Business
    by Diane Thieke
    As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of ... more
  • Take a Deep Breath. Do a Brief Test.
    "Do you know what attracts your readers? What headlines they respond to most? Do they respond to pictures? Do they know what your offer is?" asks Peter Da Vanzo in a recent SEObook.com post. Testing will give you answers, but it can be tedious and costly. Da Vanzo offers the following ideas for quick-and-cheap, ... more
  • Matchmaker, Matchmaker, Make Me a Match
    Anyone can claim to design websites. So before you hire a designer, it's important to ask a few key questions. Oliver Feakins of WebTalent recommends starting with a request to see past work. "Reputable firms have a gallery or portfolio of websites that they have designed," he says. "Take the ... more
  • When Problems Arise, Go to the Spot
    In an article at the New York Times website, Michelle Maynard tells the story of Akio Toyoda's secret visit to an Ann Arbor, Michigan, car dealership. The grandson of Toyota's founder—and the man who will soon take charge of the company—was there to inspect the undercarriage of a Tundra pickup ... more
  • Serving Up a Perfect SEO Sandwich
    To make an in-house SEO effort successful, you must first gain buy-in from the three main "layers" in most large organizations: executives, management, and everyone else. So says Duane Forrester in a recent post at Search Engine Land. He likens working with these groups to making a layered sandwich. To ... more
  • Yes You Can: Bridge That Sales & Marketing Divide
    Squabbling or lack of coordination between sales and marketing teams can lead to longer sales cycles and increased costs—or it can scuttle deals. With so much at risk, why can't these two groups just get along? They can, says Rebekah Donaldson in a post on the Red On Marketing blog. ... more
  • Look to Your Own DNA
    Different people have had different reactions to our hobbled economy. Some are heartsick over tough choices made to keep a company solvent; others might thrill to the thought of newly identified opportunities; most of us are probably experiencing a mix of concern and optimism. Whatever your perspective, it's likely you've ... more
  • Marketing in a Recession: What Do the Studies Really Tell Us?
    by Christian Shea
    Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's the thing: What research, exactly? more
  • Deciphering the Vendor Mating Call
    "Finding a good search engine marketing vendor is a bit like finding a compatible mate," writes Katie Deatsch in a recent Internet Retailer article. To be successful, marketers "first need to know what they want, and second, need to make sure their choice can provide it," she says. After establishing ... more
  • Get Them to Give a Hoot
    "Very few executives give a hoot about opens and clicks," says Stephanie Miller in a post at the Daily Fix blog. "In fact, very few marketers even look at their email system reports (I can't make this stuff up!)." The problem, she argues, is that these types of data cannot ... more
  • Avoid the Five Routes to Strategic Failure
    by Nilofer Merchant
    Disconnects are a big cause of strategy failure. You think you've communicated well, then find out you have—just not to your target audience. Or maybe at the end of a long research session, you realize that input from colleagues in the company's Ohio office was critical to your strategy, yet ... more
  • The Case for Persuading the Lawyers
    "Many marketers like to blame their lack of innovation on their lawyers," says Rohit Bhargava in a post at the Influential Marketing Blog. They're an easy target, he notes, because the more groundbreaking a marketing concept, the more likely it is that a lawyer will tell you why it can't ... more
  • Summer's Coming: Make Lemonade
    "The economic downturn spells bad news to most marketers," says Jack Trout in a post at the Branding blog, "but a slump also presents an opportunity to build brands." He takes a back-to-basics approach to his brand-building, and recommends a few down-home strategies that might help turn your lemons into ... more
  • The Foolishness of Fencing in Facebook
    In a post at the Acidlabs blog, Stephen Collins points to the results of a recent survey that found a whopping 55 percent of Australian employers blocked workplace access to social networks like Facebook; the proportion is smaller elsewhere—20 percent in Britain, 12 percent in France and 10 percent in ... more
  • Leapfrogging for Success: Change the Game via Innovation
    by Evan Gerber
    Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, people are looking for ways to change the game altogether. more
  • Put Sociability in B2B Sales
    If you haven't embraced some form of social networking in your B2B sales organization, chances are you're wondering how to start. Not surprisingly, sales experts have different viewpoints on how field managers should most effectively adopt social media. In an article on The Ultimate Sales Executive Resource, sales guru Christian ... more
  • Let the Sun Shine In
    When hunkering down to face a challenging economic climate, you might become so focused on survival that you don't notice when the storm begins to weaken. In an article at BusinessWeek, Gene Marks explains how to spot true signs of a recovery: Pay attention to the Consumer Confidence Measure, released by ... more

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