'At' Ain't Where It's at Anymore
Becky Carroll recently engaged in a bit of nostalgia at the Customers Rock! blog—nostalgia for the 2008 MarketingProfs Digital Marketing Mixer last fall. "While there, I spent a lot of ...
Why Businesses Should Podcast
"What's the deal with podcasting, anyway?" Kyla Cullinane asks Christopher S. Penn in this most recent video produced by MarketingProfs. Kyla gets to the heart of the issue immediately, and ...
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The Customer Lens: An Approach to Customer Touch-Point AnalysisBarre Hardy
Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet ...
You Had Me at 'Recession-Proof': The Hispanic MarketBlaire Borthayre
The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom.
Foreign-born Hispanics in the US have been historically unaffected by ...
It All Comes Down to Process
We spend a lot of time discussing topics like deliverability and relevance, but rarely touch on another factor that plays a critical role in successful email marketing campaigns. "Process is ...
When in Doubt, Double Down
In a piece at The New Yorker, James Surowiecki recounts how two companies—Post and Kellogg—reacted to the Depression. "Post did the predictable thing: it reined in expenses and cut back ...
When Problems Arise, Go to the Spot
In an article at the New York Times website, Michelle Maynard tells the story of Akio Toyoda's secret visit to an Ann Arbor, Michigan, car dealership. The grandson of Toyota's ...
When you think of ways you want customers to describe your product or service, you'd probably want them to avoid that most dubious of superlatives: The Worst. But in a ...
Look to Your Own DNA
Different people have had different reactions to our hobbled economy. Some are heartsick over tough choices made to keep a company solvent; others might thrill to the thought of newly ...
Avoid the Five Routes to Strategic FailureNilofer Merchant
Disconnects are a big cause of strategy failure. You think you've communicated well, then find out you have—just not to your target audience. Or maybe at the end of a ...
Tell It Like It Is
We can't escape bad news—story after story about layoffs, closures and falling profits. It's only natural that employees are worried about the safety of their jobs. "Am I next?" they undoubtedly ...
Look Beyond the Rear-View Mirror
"I run into lot of people who confuse web reporting with web analytics," says Anil Batra in a post at his Web Analysis blog. He illustrates the confusion with the ...
Think and Act Like a Nonprofit to Deepen Connections and Build RelationshipsRoger Sametz
For decades, the prevailing wisdom was that nonprofits should learn from for-profit enterprises how to become "more businesslike." Many nonprofits thus embraced best practices in branding, marketing, service delivery, money ...
Look for the Silver Lining
A recent television spot for a major insurance company—set to the wistful tinkling of a piano—opens with evocative images from the Great Depression. "1931 was not exactly a great year ...
Email Marketing Success Is All About the Value of ContentSteve Adams
A great-looking email template is important for establishing credibility and brand recognition with readers; but, as the old saying goes, never judge a book by its cover.
The same mentality should ...
Win/Loss Analysis (Part 2)—A Process for Taking Revenue up a NotchLaura Patterson
Part 1 of this article series examined the purpose, definition, and metric associated with win/loss analysis. This final part discusses getting started, questions to include in the discussion, when and ...
BTW: We Should Meet IRL
"For too long, too many marketers have underestimated the value of email's impact on offline retail," say Lisa Harmon and Alex Madison in a post at the Email Experience Council ...
No! No! I Didn't Mean That!
There’s almost nothing worse than sending out an email offer, only to realize a foolish typo or error evaded your eagle eye. It happens to the best of us. And ...
Join the Pep Squad
As we continue to feel the adverse effects of a global recession, it's only natural to feel a sense of defeat. "Giving up the ghost is a real option," says ...
You Need Good, Consistent Analysis. Seriously, You Do.
"It's hard to get analysis right," says Gary Angel in a post at the SemAngel blog. "[And] even when you do, it's hard to get it consistently right." You increase ...