Collaboration

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• Should You Launch a Brand Community?Nancy Strauss
  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 ...
  Collaboration, Customer Engagement, E-Commerce, Search Engines, Web Content, Websites, Word-of-Mouth
• Think Ahead While Cutting Back: Marketing Priorities in a RecessionPat LaPointe
  Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of ...
  Brand Positioning, Collaboration, Customer Relationships, Management, Marketing Budgets, Measurement, Recession, Value Propositions
• Tips for CMOs: Five Ways to Keep Your Team off the Chopping BlockRobbie Baxter
  For most CEOs, good marketing is a bit like pornography—it's hard to define precisely, but they know it when they see it. Still, it's clear that one of the problems ...
  Career Management, Chief Marketing Officer, Collaboration, Management, Marketing Inspiration, Measurement, Metrics, Recession
• Win Through a Social Contract: Use Teamwork to Create Value, Develop New Strategy, Iterate Quickly, and ImplementNilofer Merchant
  People succeed together because they share a unified sense of purpose and a common vision for what they need to do. This unified sense of purpose comes from core beliefs. Core ...
  Collaboration, Creativity, Marketing Strategy, Word-of-Mouth
• Dare to Go Viral, Part Two
  Last week, we offered tips to help you determine your authentic corporate voice. Now that you've collected some cool insights, here's our second set of tips, to help you in your ...
  Blogging, Collaboration, Feedback, Interactive Marketing, New Media, Social Media, Twitter, Videos
• Put Away Your Unreliable Mirror
  If you're looking for good business advice, says Drew McLellan, don't look in the mirror. "I know what you're thinking," he says. "You are the one in a million business ...
  Collaboration, Small Business
• Dare to Go Viral, Part One
  There's a school of thought that asserts going "viral" is a random occurrence. There is no formula, algorithm or logic that dictates what does and doesn't become a mainstream hit ...
  Brand Awareness, Collaboration, Interactive Marketing, New Media, Social Media, Twitter, Word-of-Mouth
• Case Study: How OfficeMax Helped an Education-Focused Charity Increase Funding and Classroom AdoptionsKimberly Smith
  OfficeMax teamed with nonprofit Adopt-A-Classroom to create an annual event to recognize and reward standout teachers for their dedication and sacrifice. This year, OfficeMax stepped up its marketing for the ...
• Case Study: How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales ForecastsKimberly Smith
  Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut ...
• Marketing Champion Focused on Customer Analytics: Q&A With Paul Barsch, Marketing Director of TeradataRoy Young
  Paul Barsch, Marketing Director at Teradata, the business intelligence and data warehousing firm, is responsible for coordinating services engineering teams to define, build, and bring new offers to market. A self-described ...
  Collaboration, Marketing Challenges, Marketing Smarter, Value Propositions
• Case Study: How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand AwarenessKimberly Smith
  Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and ...
• I Need My MP3
  Over 50 percent of music downloaders consider iTunes the best fee-based digital music service. And a growing legion of iTunes users are implementing Coverflow, which lets you scroll through a ...
  Collaboration, Interactive Marketing, New Media, Social Media
• Case Study: How a Small Internet Publisher Doubled Its Email Database & Reduced Marketing Spend With Cost-per-LeadKimberly Smith
  Earlier this year, when online travel publisher Tripmela was in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going ...
• A Three-Step Product Commercialization Insurance Policy: How a GM Can Overcome the OddsMichael Barr
  Bringing a new product to market is one of the most costly and risky activities that any GM faces. Voice-of-the-customer research and stage gate reviews have improved the odds of achieving ...
  Collaboration, Marketing Smarter, Product Marketing, Voice of the Customer
• How to Avoid Six Common Pitfalls of the Launch ProcessJ. Mark Carr
  Launching new products, services, or segments is the lifeblood of growth for most organizations. Yet, despite its importance, the launch process is often mishandled or assigned inadequate resources. Many of the ...
  Collaboration, Customer Engagement, Marketing Smarter
• Online Customer Communities Power Routine InnovationJohn Kembel
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater ...
  Collaboration, Creativity, Customer Advisory Programs, Customer Engagement, Thought Leadership
• Five Tactics for Busting Silos in Your CompanyRoy Young
  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 ...
  Collaboration, Marketing Challenges, Marketing Smarter
• How to Create Marketing Demos That Sell ProductsAmy Gesenhues
  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, ...
  Collaboration, Marketing Tips, Print Collateral, Product Marketing, Public Speaking
• Five Ways for Marketers to Effectively Reach CIOsSherri Leopard
  Technology marketers have spent decades trying to connect with CIOs. And in an environment where technology is fueling innovation, yet investment capital remains tight, reaching CIOs has never been more ...
  Collaboration, Marketing Challenges, Marketing Tips, Targeting
• What Is the Future of Marketing?Paul Barsch
  Buffeted by globalization, regulation, politics, technology and other market forces, "marketing" stands ready to reclaim its rightful role as the voice of the customer and generator of business value through ...
  Collaboration, Content