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"Do more with less." That is the challenge for software marketers today: to get better results from their marketing programs on increasingly smaller budgets. It's important for software marketers to analyze the effectiveness of their programs and determine their return on investment (ROI), because a careful look will reveal that some methods produce better returns than others.

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It's an odd dynamic I see in play today–in today's ever connected environment marketers tell me they feel even more removed from direct customer As a former sale person, I used to schedule "ride-along" time with my sales team just to get out on sales calls and hear how we position ourselves in front of the

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Tweens 8-12 are responsible for $40 billion annually in spending power! They probably know more about current brands than they do about history, current events, or civics. But, at what expense? Have marketers created Brand Just ask parents of tweens today, and I'll bet you'll hear a saga. Marketers have done such a good job that

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In my last blog post we discussed How Social Commerce will lead to Advocacy Based Marketing because of things like Facebook Connect. And if we start to move to Advocacy Based Marketing (ABM) then perhaps a new measurement–the Cost per Advocate model will need to be Cost per Acquisition (the old CPA) has been around since

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Best-selling author and Daily Beast Editor Tina is queued up to keynote this September's Digital Marketing World, and I couldn't be more thrilled about If you were a naysayer, you might be wondering what a writer and magazine editor might have to say to a room full of marketers. Well, if I needed to respond to

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Several interesting research studies about consumer attitudes toward sustainable products and green packaging have been conducted recently. The Grocery Manufacturers Association conducted a study with Deloitte on the topic, "Finding the Green in Today's Sustainability Trends and New Shopper Likewise, IRI issued its own report with its findings CPG Marketing in a Green The consumers have

CONTENT TYPE: Article | TOPIC: Writing

Email marketing has rapidly become all about quality: the quality of the sender's content and the quality of the sender's email addresses. Keeping the content simple and valuable is the key to crafting a quality email message. Trying to cram too much useless information into a message will leave the recipient with little choice but to abandon it with a quick click of the "next" or "delete" button, or even worse—the dreaded spam button. Below, a few tips for boosting quality when creating email marketing content.

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Changes in the way customers receive and process information via social-networking sites, mobile phones, and the Internet, combined with shrinking margins, deteriorating customer loyalty, and increased demand for marketing accountability, suggest the need for a new approach to customer-centricity. A. G. Lafley, CEO of Proctor & Gamble, signaled this reconfirmation best with his resounding cry, "The customer is boss." There are four best practices that stand out regarding customer centricity: passion, reversing value chain, building relationships and experiences, and fostering purchase readiness.

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Deservedly or not, industry these days is accused incessantly of greenwashing. It's not surprising, for several reasons, that industry isn't trusted to make truthful green marketing claims and provide information that is credible, straightforward, and useful. So how do we restore trust in industry's green marketing claims and eco-labels? Can industry get its act together and bolster its credibility on its own? Or does it need help from other groups?

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As the Web has evolved, websites have become diverse, particularly in how they are constructed. A wide variety of programming languages and design techniques are now used to build websites. Some of those coding and design techniques are detrimental to search-engine positioning. And if your website uses any of them, it's probably time to build a new website, or at least rebuild in a format that is better suited for search-engine positioning.

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We all do it. Regardless of how pragmatic, ego-less and open-minded we think we are, none of us are innocent here. We "satisfice." Satisficing is the reason your elevator pitch failed after the first ten seconds, your product positioning was met with glazed eyes in the market and your brilliant idea was quashed by the grizzled