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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.

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This is an important question. A tribe is a group of people connected to each other, to a leader and to an idea (Godin). I opened a conversation with direct response professionals in Philadelphia last week by summarizing three timeless imperatives for 1. Cash flow is a 2. Customers 3. Do more with We used to

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While reading an article about Rupert Murdoch's take on the failure of traditional publishing to connect with their readers, my social media furnace almost blew a gasket. (Do furnaces even have gaskets? Probably not. I guess I should stick to social Anyway, I'm reading this article and I start to think about how many people I

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Marketing is the interface a company builds to interact with the marketplace and the customer base. The marketing group, combined with the sales force, is the point in the company where the market understanding resides. This should be the group that drives the company, that sells the marketing vision and message internally, and if that is

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Thinking about launching a company blog? Great, now if you want to avoid being that ," then here's the essential elements that you should incorporate into your 1 - A Why are you blogging? What are you attempting to do with your blog? Establish your company as an industry leader? Boost your brand awareness? Provide customer

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The markets have crashed. Credit is scarce. Consumers are scared. Everywhere, there is fear, uncertainty and doubt. There's a new kind of media that's taking the world by storm, but investments are shrinking And marketers? Their heads are on the chopping Sounds familiar, doesn't it? But I'm not talking about 2008 -- I'm looking back to

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Where R U? In other words, where is your text message strategy? When will your organization begin using text messaging and other mobile messaging services in your marketing, customer care, and collections processes?

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In the two weeks leading up to the November 4 election, email messages came fast and furious from the presidential campaigns of both John McCain and Barack Obama. In the last week, both supporters received at least two emails a day from both campaigns. In evaluating those email messages, I saw commonly held best-practices that should be emulated, practices that should be avoided by marketers, and a few new concepts that may inspire email marketers to take their programs to the next level. Despite the outcome of the election, lessons can be learned from both presidential candidates. Also, some practices simply do not cross over from the relationships that political candidates form with their constituents to the relationships that marketers develop with their customers.