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Harnessing the power of customer insights throughout your organization produces a powerful, ongoing interactive connection with key constituents that competitors can't duplicate. Beyond the clever words and attention-getting visuals, the connection with the customer truly engages. When the product has been reviewed, when the ad is over, it's the feeling that remains that makes the sale and keeps the customer. If your marketing is based on customer insights, it's likely that your customers are going to feel understood—and therefore good about themselves. That's the feeling that will build the brand and drive sales.

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Creativity is hard Sure, an idea can strike out of the blue, but very few of us are paid for ideas alone. If you are like me, it is in the alchemic work that follows ideation where the true rewards are to be Shepherding an idea through various checkpoints and turning it into something tangible takes

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By Kevin Horne Several iconic brands of note such as Heinz and Bumble Bee have recently revived once-memorable taglines, for nostalgic purposes or maybe because the newer ones weren't any good. Among them is Nationwide Insurance, who is bringing back its "on your side" theme. (If you're as old as I am, those three words will

CONTENT TYPE: Article | TOPIC: None

By Kevin Horne Several iconic brands of note such as Heinz and Bumble Bee have recently revived once-memorable taglines, for nostalgic purposes or maybe because the newer ones weren't any good. Among them is Nationwide Insurance, who is bringing back its "on your side" theme. (If you're as old as I am, those three words will

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No one's got a big budget these days, but we've all got big goals. For email marketers, the pressure is high to build the file, despite the lack of resources. Get actionable tips from three direct marketers on what works * * * * The high attendance and palpable energy at the Marketing Profs Digital Marketing

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Business Week published its 50 Best in the magazine's April 6th issue. The caption, "Our 13th annual ranking of the top-performing companies in America shows innovation remains a powerful engine of success." No surprise Consumer product companies have long known that continually filling the pipeline with innovative new products is one of the keys to success.

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Before you ask me to go to work for you, go to work for yourself. When you've implemented the suggestions above, I'm more receptive to helping you connect with your next job opportunity. But I don't have time or inclination to work with job-seeking networking spammers. Heed the lesson of the online social networkers: "It's the relationship, stupid." You won't stay unemployed forever. But the work you put into documenting your accomplishments online and taking an interest in others in your field is a long-term investment in yourself.

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Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the modern consumer. Just what do these terms mean? Mainly, they mean that consumers have too many choices—multiple brands, brand extensions, and sub-brands—and too much stimulation, especially online, making it nearly impossible to predict their next move. And yet, marketers continue to spend hundreds of millions of dollars on segmentation analysis and other research, hoping to understand and predict the behavior of these fickle consumers. It's as though they're still chasing June Cleaver when neither her modern counterparts nor today's consumerism as a whole bear any resemblance to the past. So what can marketers do? They can start by grasping the profound societal and technological changes that define today's new consumerism.

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A good landing page should tell a story. But filling the page with fluff isn't going to sell your product or service. There is a method to the madness behind the creation of a great splash or jump page. And it's a pretty systematic, organized, and detailed method, at that.

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Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one. Practitioners of knee-jerk planning rely on emails to bolster a sagging month or fill in the holes left when other marketing techniques miss their mark. Even though it works (which is why it is abused), there is a price to be paid. Customers become disenchanted when they receive numerous emails promoting one sale after another or one product over and over. Everyone's threshold is different. Some may opt out after a week, others a month, and still others a year or more. (Note: there tends to be a jump in opt outs at the start of the New Year. People want to start fresh, so they do some housekeeping. If you saw a jump in opt outs in January, then you desperately need to review your email strategy.) The best way to avoid a mass exodus from your subscriber list is to have an email strategy that works with the rest of your marketing.

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Social Marketers beware. Tapping in to highly vocal, critical, loyal, active and chatty network on Twitter may seem like a great opportunity - but it isn't for the faint of heart. Further, you can't just take traditional marketing tactics, throw stuff at the wall and see what sticks - or you may wind up with egg

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I recently registered for a business summit that includes a year's subscription to a national business publication. If I don't want to receive this magazine, I need to send a copy of my registration e-mail to a third-party fulfillment company in order to get $12 refunded. What would you do? What do you think of this

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By DJ In the midst of a recession, most marketers are preoccupied with keeping their current job. Unemployment continues to rise and job opportunities are That's why you must take full advantage of any opportunities to improve your job prospects. The tips below illustrate ways for you to easily optimize job opportunities during a I know

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In Western countries where internet and social media marketing is the hot topic, some marketers have called a time of death for the traditional . And while marketers in Western countries debate whether the are pertinent in their markets, Chinese retailers are discovering that the traditional 4Ps are as relevant and applicable as In the United

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Having done my time in the online reputation management trenches, I would like to share some of what I've learned. I'm sure a lot of folks out there have insights to add to this discussion and I heartily invite you to do Lesson Research Before You I handled communications for a temp agency that was very

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I am officially up and running now in my 6th week here at Avaya and loving my new role. And what has been really interesting for me to see was the difference between organizations when it comes to things like social One of the things I was pleasantly surprised to find in the first few days

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An interesting article in the Wall Street Journal caught my eye recently. On the surface, it doesn't look like much. But like most things, if we dig deeper and connect some dots, we'll see a major new trend The article, Campbell Soup Looks Outward For New Products, ," speaks of the company's launch of a new

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By Dan Personal branding is about unearthing what is true and unique about you and letting everyone know about it. As a brand, you are your own free you have the freedom to create the career path that links your talents and interests with the right position and the ability to move both vertically and horizontally,

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On company Web sites everywhere, community sections are popping up—both a cause and an effect of a climate in which more and more marketing directors and brand managers are being asked by their companies, "Why don't we do something 2.0?" Although an online community can bring innumerable benefits to a brand, launching one is a project that should be considered carefully, to ensure that your efforts will have the desired results.

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Do video ads work to turn viewers into buyers and passionate brand advocates? For starters, measurement of the effectiveness of video ads gets bogged down by syndication, viral distribution, viewing via social networks, and many other factors. So how can you find out if your video ad "worked"—an even more important question in tough economic times when marketing budgets are tight?