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In search, you have a very short window of opportunity for engaging your prospect. The only way to get a solid competitive advantage in SEO is to use techniques that ensure you are giving a prospect exactly what he or she is looking for. Otherwise, your prospect will simply click the back button and visit one of your competitors—a process that takes mere seconds.

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Is your company packaging experiences? Are they sought—or are they sold? And, drilling the concept down one more level: have you ever looked at yourself and considered the package that you offer and the experience you provide? In the current downturn, where layoffs loom large, those with the better shot at developing business or finding a job understand that the complete package and the experience contribute to a brand identity that stands out in a crowded marketplace.

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Recent buzz about personas has created some confusion. If you've tried to develop and deploy personas, you may have experienced resistance from other departments because they don't grasp the value that personas purportedly provide. The reason may be that personas (in the form of customer profiles) by themselves don't offer all that much. But personas are not just customer profiles; rather, "personas" is the title for a complex tool that has four components.

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I've been meaning to post about this since last week, but here you Tomorrow, December 16th, Jeremiah , Senior Analyst for Forrester , and I will collectively present on "Content and Engaging Your Customers Online" in an online seminar scheduled for 2 PM AM PT. The webinar is sponsored by , and my good friend Aaron

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It's that time of year the holidays are upon us, a new year looms, and the pundits polish their crystal balls and make their predictions for what's in the offing. This year, Daily Fix Peter assembled some 13 of us to answer the question, "What will 2009 hold for Social Media and Marketing?" Herein is Peter's

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I remember a time when I slogged through developing a marketing plan that looked rather like a grid. It had sections, objectives, columns for deadlines. It was parsed out into separate pieces - PR, branding, internal communications, client services, business development. Each piece, if you will, plugged in to the larger whole, but they were pieces

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As the economy twists and turns with more layoffs mounting .... having a strong personal brand is becoming ever more important from a career But what does that mean? Do you launch a blog? Do you start a Twitter account? Do you launch your own Vlog? Or maybe some combination of all of the To get

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Every holiday there emerges that one special story, so I hope you'll pardon me for deviating from my marketing beat. This year the tale is not the stuff of Christmas miracles, but about 200 guys who, through fighting to be treated fairly, have inspired an entire If you've not been following the story, 200 workers from

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So how could Nike take its share of all the running shoe business in the U.S. in 2006 and grow that business? The company's marketers may have found the answer in its social marketing Analysts debate whether or not the site is directly responsible for Nike's current share of the running shoe "Nike+ attracts only serious

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When I left the military and enrolled at the University of Florida Journalism School, I did so because the college had a reputation for teaching students how to write. Here was the school's Don't tell, show. Draw a picture for your readers. Thirty-plus years later, I believe that mantra applies double to marketing and communications. Surprisingly,

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On a company web site, the 'About Us' page can be a tricky thing. You need one, Jakob Nielsen , because effectively explaining the company's purpose and what it stands for "provides essential support for all other website goals." Ah yes– but explaining it in a compelling and interesting manner is the tricky The "About Us"

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The CMO title barely existed 15 years ago but it is already undergoing a significant transformation. There are some major shifts in landscape in which they changes in Technology, Consumer Behavior and the Media Landscape. In a recent research report entitled Future the Global published by the Economist Intelligence Unit, I hope to recap some of

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A rat inspired this post. I know that sounds ludicrous. (Actually, if you've read my posts for a while, it may not seem so ludicrous.) While reading The New York this weekend I was taken aback by a and the interesting findings shared by the author. First, I need to excerpt some of the article to

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No doubt, we live in volatile . The complexity, interconnectedness and intricacy of global markets is causing executives around the globe to check decisions once, twice and even delay important decisions because they cannot "peer around the corner." Some marketing executives are asking themselves, "What are the odds of–" to help make tough decisions. Others are

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B2B magazine ran a series of articles which, taken collectively, make a clear and definite statement that good old, tried-and-true, ROI-proven forms of online marketing such as email remain the bastions and that social media is still viewed with a slightly sidewards Here's a roll-up of those Email remains top e-mail E-mail is the most popular

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This focus on "The What" is exacerbated by some search engine optimization techniques intended to drive traffic rather than to brand product, sell services, or convert traffic into customers. Traffic is important, but converting that traffic into paying customers is more important. Even the best and brightest search engine optimizers will tell you that their job is to deliver traffic, not orders—closing the deal is your job, and anybody who tells you that closing can be done by means of some automatic never-touched-by-human-hands method is just plain nuts.

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To weather the current economic storm, companies must take a step back and assess their core business and brand for continued relevance. Dramatic changes in behavior by cash-strapped consumers have had an impact on respected brands ranging from Starbucks (closing 600 stores) to automotive giants, which have announced cutbacks in North American production and are asking the federal government to help save them from bankruptcy. Did these organizations anticipate the downturn and make the necessary adjustments in advance?

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A good opt-in procedure lays the foundation for a strong email program. But a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber.

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Mobile advertising is deemed complex for the same reason online used to be: Standards are murky at best. Online advertising evolved because online dashboards allowed agencies to monitor and optimize their digital campaigns in real time. Why doesn't mobile do this?

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It's sometimes hard to remember this, but corporate social media is still in its relative infancy.  At the Blog Council, we talk with many smart people at large companies who often say something like, "But we are only just get started."  There is good news, I often reply. The reality is that most companies are in