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An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can be converted into an ongoing experience for both the seller and the buyer. It is such an experience or set of experiences that create what we define as an engagement—or at least the potential of creating one.

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As a marketing professional, you likely work in a specialized function that may feel like a silo in your company. But you're also best positioned to break down the walls between your function and others (like R&D, sales, finance, and so forth). It's not an easy task, but the following five tactics can help.

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HTML email marketing is now thriving and widely encouraged for its strong ROI and results. Pundits predict an ROI of $45.65 for every dollar spent on email marketing in 2008. Email was also voted best marketing vehicle for customer retention, according to Jupiter Research. HTML email has come a long way, but there is one major pain point that remains: compatibility across all major email accounts.

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Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today.

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Lots of brands are finding out the hard way that there are plenty of conversations taking place about them online. For good or bad. Many brands choose to ignore this. But hope is not a Since consumers rely heavily on the Web as an authoritative source of information, managing a brand's online reputation has become a

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By raise of hands, how many of you think that Web sites are going to go away? With all this talk of social media on one hand, and the clicks version of bricks on the other, there might remain little appeal for a static, brochure-like online presence. Business directories and aggregators do a better job of

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I attended a conference in Houston this week and I lost count on how many times I heard "I don't know what I'd say" in response to why that person wasn't blogging or on Twitter. But by the end of the conference on Tuesday, I was talking to many of these same people on What happened?

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Rubicon Consulting came out with an interesting earlier this month about the iPhone and how people are using it. There were a number of key findings you can read about there or on . But the one I want to focus on–because I see it happening more and more–is that people are carrying two In fact,

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It seems that department store retailers, faced with sagging sales and a slumping economy, have made what appears to be a logical Re-brand and reposition teen apparel to capture that Of course, this is a tall order. Teens have long eschewed department stores in favor of shopping at hip, trendy specialty stores. After all, do they

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Against the backdrop of incessant about record reductions in newspaper subscriptions and advertising revenue, I read a recent that stated the Pittsburgh is losing about $20 million per This made me wonder about not only newspapers, but also all content publishers in a world filled with information foragers who are more likely to reward link aggregation

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The automotive industry's first Customer Advisory Board (CAB) has arrived. Thanks to Palo Alto, California-based Passenger, a technology company, which created the platform for Chrysler's CAB virtual forum. to invite 2000 consumers as well as Chrysler vehicle owners via a new consumer web , which is being promoted via a Chrysler advertising campaign, according to a

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One of the biggest challenges that marketing departments face is producing marketing tools that actually get used by the sales team. You want to create marketing tools that help sell products, not collateral that sits on a shelf. So how do you do it? How do you create a marketing tool that not only gets used but also can reinforce your marketing messaging so that everyone is speaking the same language?

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You may or may not be using the basic segmentation strategy of RFM (recency, frequency, monetary): dividing your email mailing list into a few buckets based on recency in ordering or visitation to the site, the number of times they've ordered or visited the site, and the lifetime spend. But here's a better approach to segmentation.

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As web marketers seek new ways to boost conversion rates and improve the site experience of their visitors, interest in multivariate testing is on a feverish rise. But those unfamiliar with the techniques are often unclear about where to start, or how to ensure success.

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Ok, here is something I'm wrestling Can a community be successful with low brand awareness? If you are a big tech brand like Dell or Microsoft, you have no problem launching a community. In fact, many of these organizations have several But what if you are a small SaaS vendor? Forget costs for one moment, and

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As America seems to be less and less about values in the eyes of most of my boomer friends, one has to wonder if they matter in business. I call my business a values-based business, because we stated the values that underpin the business in our business plan before the business We share those values with

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Imagine walking down a busy street when suddenly you hear a voice in your head. Is it schizophrenia? The demonic? No, you've been subjected to modulated ultrasound from an advertiser, a beam of sound directed only at you. Is this the beginning of the end of mental Frequent columnist Clive Thompson has an interesting one page

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Dear When we think of our relationships to institutions, we can categorize them in one of several ways. There are brands, and we talk a lot about them here and elsewhere. There are causes. There are memes, ideas, manifestos, and viruses. And then there are All of these are pushed to the innocent listener except the

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White papers and webinars proliferate now, a common lead generation tool for many companies. This week's free download from is an excellent example of viral marketing that uses a free download to gain attention for its advocacy I received the link in an e-mail from a friend in Chicago. With the Passover holiday beginning on Saturday