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On a company web site, the 'About Us' page can be a tricky thing. You need one, Jakob Nielsen , because effectively explaining the company's purpose and what it stands for "provides essential support for all other website goals." Ah yes– but explaining it in a compelling and interesting manner is the tricky The "About Us"

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The CMO title barely existed 15 years ago but it is already undergoing a significant transformation. There are some major shifts in landscape in which they changes in Technology, Consumer Behavior and the Media Landscape. In a recent research report entitled Future the Global published by the Economist Intelligence Unit, I hope to recap some of

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A rat inspired this post. I know that sounds ludicrous. (Actually, if you've read my posts for a while, it may not seem so ludicrous.) While reading The New York this weekend I was taken aback by a and the interesting findings shared by the author. First, I need to excerpt some of the article to

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No doubt, we live in volatile . The complexity, interconnectedness and intricacy of global markets is causing executives around the globe to check decisions once, twice and even delay important decisions because they cannot "peer around the corner." Some marketing executives are asking themselves, "What are the odds of–" to help make tough decisions. Others are

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B2B magazine ran a series of articles which, taken collectively, make a clear and definite statement that good old, tried-and-true, ROI-proven forms of online marketing such as email remain the bastions and that social media is still viewed with a slightly sidewards Here's a roll-up of those Email remains top e-mail E-mail is the most popular

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This focus on "The What" is exacerbated by some search engine optimization techniques intended to drive traffic rather than to brand product, sell services, or convert traffic into customers. Traffic is important, but converting that traffic into paying customers is more important. Even the best and brightest search engine optimizers will tell you that their job is to deliver traffic, not orders—closing the deal is your job, and anybody who tells you that closing can be done by means of some automatic never-touched-by-human-hands method is just plain nuts.

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To weather the current economic storm, companies must take a step back and assess their core business and brand for continued relevance. Dramatic changes in behavior by cash-strapped consumers have had an impact on respected brands ranging from Starbucks (closing 600 stores) to automotive giants, which have announced cutbacks in North American production and are asking the federal government to help save them from bankruptcy. Did these organizations anticipate the downturn and make the necessary adjustments in advance?

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A good opt-in procedure lays the foundation for a strong email program. But a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber.

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Mobile advertising is deemed complex for the same reason online used to be: Standards are murky at best. Online advertising evolved because online dashboards allowed agencies to monitor and optimize their digital campaigns in real time. Why doesn't mobile do this?

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It's sometimes hard to remember this, but corporate social media is still in its relative infancy.  At the Blog Council, we talk with many smart people at large companies who often say something like, "But we are only just get started."  There is good news, I often reply. The reality is that most companies are in

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These days many professional services and technology firms looking to differentiate themselves lean on an age old technique of creating thought leadership. But truly differentiated and provocative thought leadership is actually hard to come by. Most of the time, it is just interesting theory without any proof. Moreover, does the thought leadership actually drive the business

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It's fantastic that interest in social media is so high, but I'm alarmed at the number of brands and agencies that are ready to jump into social media to take "advantage" of audience concentration in Facebook, Twitter, and other fast-growth outposts. What's lacking in most social media programs is an actual strategy. If you don't know

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Marketing to women isn't dead - but, with men shopping more and starting to pay attention to the things women have long noticed, it might be time to call it "marketing to feminine brain traits" (a mouthful, I In a recently recorded interview on this , Maria Reitan of Purse Strings Radio and I discussed gender

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After my last post on the Media Budget I got a question out on the Marketing 2.0 by Scott Zosel about how much should you allocate for Social Media in your Great question Scott and you inspired me to write this post. So here it The cost of the technology used for social media is rather

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Some marketers are responding to the current economic downturn and consumer fear, by softening their marketing This isn't anything new, of course. Whenever we've had tough times in the past, marketers have instinctively turned to reviving nostalgic advertising to reconnect consumers with happier days and associations. Or they've sought to comfort us with images of family,

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What if this economic downturn is the time to give up on new thinking, but really provides the opportunity to more freely explore some fresh ideas? Since stressing out does nothing toward increasing, or even maintaining, your numbers... why not use that worry-filled brainwave space, instead, to identify and integrate consumer trends you never needed to

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This is the second part of an article that discusses the importance of good Web site design and the process of streamlining the creation of Web sites.

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Eco-logos are all the rage—but how valuable are they as a marketing tool? Are there some hidden risks that warrant a second look? Let's consider the three ingredients of an effective marketing logo—green or otherwise—and their implications for the savvy eco-marketer.

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Unfortunately, for most marketers, email marketing remains an educated guess predicated on seasonal and industry trends. What most marketers don't realize is that they have an opportunity to send out smart, high-performance campaigns based on true consumer desires. Here's how.

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By now you've heard the news—your paid marketing and advertising efforts are suffering from a loss of credibility with your target market. Marketing authorities Al Ries and daughter Laura have even declared the "Fall of Advertising and the Rise of PR" when it comes to building brands and perceptions in the minds of consumers. In effect, marketers are now dealing with a "credibility gap"—if you were to create an ad tomorrow that was 100% fact, your target audience may not believe the message solely because it came in the form of a paid advertisement. The good news is that you can close the gap significantly for your brand's marketing activities by leveraging PR and marketing together.