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Marketing Articles: General Management

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  • Join the Pep Squad
    As we continue to feel the adverse effects of a global recession, it's only natural to feel a sense of defeat. "Giving up the ghost is a real option," says John Baldoni at Harvard Business Online, "but if you are a manager in a declining business or even a flat ... more
  • Up, Up, and Away!
    We may be in a recession, but that isn't stopping marketers from spending on search. According to the new 2008 annual survey and forecast from the Search Engine Marketing Professionals Organization (SEMPO), spending on search engine marketing in North America is expected to hit $26 billion by 2013, up from $13.5 ... more
  • This Space For Rent
    Your e-newsletter is an excellent tool for maintaining customer relationships. But it can also generate income if you offer cool ad space in it.  In a recent article at MarketingProfs, Drew Adams explains how to make it more appealing to select advertisers: Make it relevant. Adams offers an example: "For a newsletter ... more
  • Think Ahead While Cutting Back: Marketing Priorities in a Recession
    by Pat LaPointe
    Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of cut, cut, and cut some more? Here are some ideas on what to cut... and (just as critically) what not ... more
  • Tips for CMOs: Five Ways to Keep Your Team off the Chopping Block
    by Robbie Baxter
    For most CEOs, good marketing is a bit like pornography—it's hard to define precisely, but they know it when they see it. Still, it's clear that one of the problems is that most CEOs cannot put their finger on what Marketing isn't getting done—but they can envision that nothing much ... more
  • Words, Words, and More Words
    A new trend uncovered by Hitwise reveals that search queries on all major search engines are starting to get longer and longer. In a recent study, the measurement firm found that searchers are typing four or more words at an increasing rate to find what they're looking for. Searches using ... more
  • Time to Clean Out Those Pipes
    Are your sales pipelines feeling a bit clogged lately? Well, welcome to the recession, says Scott Gillum in a recent MarketBridge blog post. "With customers delaying and/or postponing decisions altogether, the ol' pipeline ain't what it used to be," he notes. But, lucky for us, he then offers 7 Pipeline ... more
  • Tell Me More, Tell Me More
    Under normal circumstances, Dylan Boyd believes email copy should be clear and concise. He explains his straightforward rationale in a post at the Email Wars blog: "[I]f I get 500-700 emails a day in my inbox, then I need to know WHO, WHAT, WHY and What's in it for me. ... more
  • GM's Biggest Strategic Blunder
    by David A. Aaker
    GM's CEO, Rick Wagoner, has opined that the automaker's biggest blunder was to walk away from the electric car. But GM's biggest strategic blunder might have been its failure to view Saturn strategically—and as a consequence not allowing it to fulfill its destiny as a domestic competitor to Toyota, Nissan, and ... more
  • Hold the Halo
    When a company does something extremely well, it's only natural to analyze its leadership and culture in search of best practices. If we become too enamored of Wall Street's latest darling, though, it might cloud our ability to identify what truly drives performance. "[I]s Google successful because of its distinctive ... more
  • 10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 1)
    by Jonathan Kranz
    When the going gets tough, the tough get... cheap. Today, a good marketing idea has to be as inexpensive as it is clever. In this first of a two-part series are five inexpensive suggestions that can lead to productive results. more
  • Win Through a Social Contract: Use Teamwork to Create Value, Develop New Strategy, Iterate Quickly, and Implement
    by Nilofer Merchant
    People succeed together because they share a unified sense of purpose and a common vision for what they need to do. This unified sense of purpose comes from core beliefs. Core beliefs help a team to create together because they share a common worldview that helps people filter their observations, establish ... more
  • Case Study: How a Franchiser Automated Its Marketing Support to Improve Efficiency, Profitability
    by Kimberly Smith
    Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a centralized marketing resource center, upping efficiency and increasing profitability. more
  • Are You Ready for Total Recall?
    It's hard to believe, but only fifteen years ago almost no one used email in the course of a business day. Today, meanwhile, we can't imagine life without a mobile device that gives us instant access to multiple email accounts, wherever we might be. Now it's time for a new ... more
  • 2009: The Year of 'Light Green'
    by Andrew Winston
    Over the past two years "green" has become part of nearly every serious business discussion. But what will happen now in this damaged economy? Some of the green pressure on companies will lessen, but the underlying forces driving the green wave will continue over the coming years—from volatile commodity prices ... more
  • Try the Escape Hatch
    "Surviving or Escaping? This is a discussion I've been having with a lot of my friends in online lead gen and B2B sales," reports Bill Rice in a recent Better Closer blog. "The survival attitude is definitely in the air. My theory? That is the number one killer of businesses." ... more
  • Cut Back, but Don't Cancel
    In a post at Harvard Business Online, John Baldoni worries about the impact budgetary cutbacks will have on corporate meetings this winter. "I hear from colleagues in the communication business [that] meetings are being scaled back or canceled to a large degree," he reports. "Scaling back makes sense; canceling meetings ... more
  • Commentary: The Problem No Bailout Can Solve
    by Andrew Winston
    The current financial meltdown prompts another, larger catastrophe in the works: the change in the earth's climate and what it will do to business and society. Although those two challenges may seem worlds apart, there are three critical attributes of the financial crisis that are eerily similar to those of the ... more
  • Open Letter to the Would-Be CEO Blogger
    by Todd Defren
    Dear CEO: Welcome to the blogoshere! So, umm, how do you really start? How do you get started blogging, and do it well? Let's avoid the technical requirements. (You've got people who can figure that stuff out!) Instead, let's focus on creating the right mindset. more
  • Searching for the Searcher
    Many marketers erroneously go about hiring an SEM firm as they would an ad agency. But according to Rimm-Kaufman Group's George Michie, the process is more akin to hiring a law or accounting firm. In a recent Search Engine Land post, Michie suggested your search for the right search firm ... more
  • Beware: It's a Social-Media Gold Rush
    Back in December, Geoff Livingston and Beth Harte created a lighthearted blog post entitled "Top 25 Ways to Tell if Your Social Media Expert Is a Carpetbagger." With the wild rush to capitalize on social media, the pair note that "there are many, many companies, agencies and consultants rushing to ... more
  • Know How to Hold 'Em
    "It probably comes as no surprise," say Kara Trivunovic and Andrew Osterday in an article at MarketingProfs, "[that] the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives." This places a high priority on the cultivation of customer loyalty—and, therefore, ... more
  • Benchmarking: A Best-Practice for Improving Marketing Performance (Part 1)
    by Laura Patterson
    CEOs and CMOs are interested in seeing marketing organizations improve their performance in two key areas: effectiveness (the ability to produce the desired result) and efficiency (reducing waste). The economic environment makes these efforts even more top-of-mind. Often the question that remains is how much do we need to improve? Benchmarking ... more
  • Bear Market? Change Your Tune!
    Last year, Google and MediaVest reported on a brainwave-tracking study about banner ads. According to the ad giants, banner ads rated a 6.3 in effectiveness—which was said to be a "very encouraging score." But combined with overlays, the effectiveness of banner ads increases to 6.6. This is because users find ... more
  • Sometimes, Less is More
    When your subscribers cut back on spending, you might be tempted to compensate for lost revenue by stepping up your email campaigns. But be forewarned: It's a potentially hazardous strategy. "Instead of being financially rewarded for emailing more," says Barton Schaefer, PhD in an article at MarketingProfs, "you may be punished ... more

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