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  • A Brand Is the Sum of All Touchpoints

    Article

    CONTENT TYPE: Article | TOPIC: None

    Your brand is the sum of all interactions with your company. A lousy experience with one touchpoint can negate all the brand equity you build in other touchpoints.

  • SWOT Team: Effective Customer Retention Programs

    Article

    CONTENT TYPE: Article | TOPIC: None

    This week: What kinds of loyalty programs are most effective? Also this week: Tired of the same ol', same ol'? What marketing methods can a company use to increase exposure and gain market share?

  • Kill the Clichés

    Article

    CONTENT TYPE: Article | TOPIC: None

    Clichés are grammatical abuse of the worst kind, because they're worthless.

  • Seven Reasons Why Businesses Should Blog Now

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    For any organization, a blog should be part of a long-term customer evangelism strategy.

  • Back to School: Connecting With College Students

    Article

    CONTENT TYPE: Article | TOPIC: None

    Marketing to the college crowd is taking on a new urgency.

  • Q&A: Still More Strategies to Improve Your Web Site Conversion Rate (Part 3 of 3)

    Article

    CONTENT TYPE: Article | TOPIC: None

    In this final part of this series, we'll be looking at where traffic arrives from and how that affects conversion, specific search engine queries, pay-per-click issues and more.

  • SWOT Team: Increasing Email Open Rates

    Article

    CONTENT TYPE: Article | TOPIC: None

    This week, share your most effective ways for increasing email newsletter open rates. Also: where do you turn when you are in over your head?

  • The Tragedy of the Advertising Commons

    Article

    CONTENT TYPE: Article | TOPIC: None

    What's missing in any discussion of advertising's future is a deeper analysis of the forces at work.

  • What to Look for in an Email Services Provider (Part 2 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: None

    What should happen when you hit the send button?

  • Five Steps to a New Job

    Article

    CONTENT TYPE: Article | TOPIC: None

    If the message describing your abilities and the benefits you bring to a prospective employer isn't compelling and clear, another candidate will slip in ahead of you.

  • Dear Editor, Please Write About My Company

    Article

    CONTENT TYPE: Article | TOPIC: None

    Media relations is known for being both an art and a science. But sadly, many public relations professionals come across as if they're using a 99-cent watercolor set and grade school chemistry kit.

  • What Jazz Taught Marketing (or Should Have)

    Article

    CONTENT TYPE: Article | TOPIC: None

    Like jazz musicians, only those marketers with the talent, experience and discipline to innovate will succeed in this competitive world.

  • The Secret of Sequence in Selling

    Article

    CONTENT TYPE: Article | TOPIC: None

    What do airlines do to stir up intense emotion in us?

  • What to Look for in an Email Services Provider (Part 1 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: None

    It's important to get your money's worth when hiring an email services provider.

  • How to Avoid New-Product Pricing Traps

    Article

    CONTENT TYPE: Article | TOPIC: None

    Most companies are missing a significant opportunity to maximize revenue and profits due to dysfunctional pricing strategies.

  • Trust Tools for Tough Times

    Article

    CONTENT TYPE: Article | TOPIC: None

    Your company needs to show its customers, through both word and deed, that it always acts in their interest.

  • SWOT Team: What To Do When the Well Is Dry

    Article

    CONTENT TYPE: Article | TOPIC: None

    This week, add your two cents to: What methods can a company use to increase exposure, other than the same ol', same ol'? Also: What marketing and selling activities will help an organization play in a tough niche field?

  • Straight Talk About Blogs: Do You Really Need One?

    Article

    CONTENT TYPE: Article | TOPIC: None

    Blogs aren't for everyone. Consider both the advantages and the caveats.

  • The Holistic Approach to Search Engine Marketing

    Article

    CONTENT TYPE: Article | TOPIC: None

    Although "holistic" is often used to describe a particular approach to medicine, it is also appropriate to apply it to other disciplines, including search engine marketing.

  • Which Half of Your Budget is Working?

    Article

    CONTENT TYPE: Article | TOPIC: None

    "Marketing response modeling" is specifically designed to tell you which half of your ad budget is working, and which is not.