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Marketers of all stripes are often tasked with forecasting–sales for next quarter or year, inventory levels to meet demand, or marketing budget to meet corporate goals. However, the process of forecasting is often rife with bias, data quality issues, mathematical error, poor planning assumptions. While no forecasting technique is perfect, predictions can be drastically improved through

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The annual Super Bowl buzz-buildup and ensuing flurry of analysis about game day ads is all just part of the entertainment. And it's continuing now, almost a full week later. These attention-getting moments on one fun-filled winter's eve reflect little, if any, true marketing wisdom. Instead, such flash-in-the-pan attempts at reaching millions of eyeballs (whether they

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Okay so you are comfortable with getting your personal brand out there on the web. But periodically you are going to have to monitor, prune and synchronize it to keep it fresh. Here are a few tips for keeping your personal brand clean, organized and bold;" Tons have been written about monitoring technologies for brands and

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There is a great deal of talk these days about social media companies and their need to find a business model. Even my recent PC talked about how Twitter and others will need to find a business model in 2009. This whole discussion seems to be looking for some elusive business model, like there is model

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Score one for ... at the expense of Starbucks and all of the other high-brow coffee shops peddling pricey lattes, cappuccino, espresso and all manner of caffeinated concoctions. Marketing message? You don't have to be a snobbish, artsy type–real or affected–to enjoy a good "cultured" brew. You don't have to spend a lot of money to

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Believe it or not, there's one ride at Disney World that never has a long It features one of the greatest comedic talents alive, Eric It was designed by the most talented "imagineers" on the planet, the ones at And its subject is one we associate with Disney itself -- Yet the ride, Journey Into Imagination,

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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 climate crisis.

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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.

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Digital marketing isn't just an ever-growing collection of components anymore (if it ever was). Don't limit your perception of it to adding the latest Web 2.0 gadget to your site or playing in the newest online community. It's not simply about befriending the Johnny-come-lately of the Web 2.0 family, ranging from YouTube to Twitter to podcasts, blogs, MySpace, Facebook and SecondLife. There is no "connect the dots," because digital marketing is geometric, not linear. What's it all about then? These days, it's about creating fusion.

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Okay, I admit the title is a bit over the top. These ten tips aren't exactly secrets and they won't, in and of themselves, turn you a social media Stated more accurately, these are practical guidelines that will make you a better member of social networking communities in which you participate. (But, if I used that

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In this Marketing Over Coffee we discuss Research with Twitter, Social Media and Healthcare, and Webinar Providers..... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology Direct Link to Show length Using Twitter to solicit feedback. MoC gets

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We live in an age of skepticism about all forms of consumption. The diffusion of our skepticism is accelerated by the Internet and makes the sincerity even more So it's no surprise that the world of business -- specifically in the realms of advertising, branding, and marketing -- has to once again ennoble the concept of

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Registration is now open for this spring's free virtual event, MarketingProfs Digital Marketing . Taking place online, the full-day event is totally free to attend .... and the program (if I do say so) is stellar. So why miss This spring's theme is "Winning Against the Odds," which we think is a fitting title for this

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Customers are quick learners. We've learned, for example, to ignore subscription renewal letters that come months in advance of our actual expiration date; from experience, we know that there's no urgency – plenty of other letters will come in the next few months reminding us to That's why I'm concerned about a prevailing abuse of the

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Maybe it is because I just saw South Pacific at Lincoln Center a couple of weeks ago, but when Anne , Chairman and CEO of told 800 marketers at the American Marketing Association's in Orlando that she was not "a wild eyed optimist," I perked up and listened. You just don't hear the word optimist much

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A well-researched article in Adweek, Noreen O'Leary's Boomers Caught in Squeeze ," ought to make marketers everywhere sit up and take The Consumer reaction to the painful reversals in the economy... particularly that of baby boomers, "who account for more than half of U.S. spending and who traditionally have grown more affluent with age." Due to

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Having taken on this new role of blogging on the Personal Branding , I naturally have been looking at many of the other personal brands that are out there. A few names come to mind very quickly when you think about strong personal Robert Scoble, Guy Kawasaki, Steve Jobs (the only non blogger), Jonathan Schwartz, Gary

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Blogs provide rich opportunities for organizations to interact with customers. But now marketers are wondering how to create even more dynamic content and "stickiness." That next level of intimacy has already started to emerge with video blogs, or vlogs.

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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 is one way to assess your organization's performance and understand what changes to make.

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It's probably no surprise that the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives. The value of growing your customer base is obvious: the potential to sell more products or services. Moreover, increasing customer loyalty will reduce your marketing costs by providing you with a growing number of prospects and customers that can be easily and efficiently communicated with. Accounting for these 5 basic lifecycle tactics for the coming year will help identify areas of focus when laying out your strategy and setting goals.