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• Marketing Dashboards: Great Investment or Huge Expense?Mitchell Goozé
  Marketing dashboards are all the rage. Perhaps because every other management function has a dashboard, VPs of marketing feel they need to have one, too. Or maybe because dashboards ...
  Collaboration, Marketing Dashboards, Marketing Smarter, Marketing Tips, Measurement
• Marketing Lesson From the Grateful Dead: Loosen Up Your BrandDavid Meerman Scott, Brian Halligan
  The Grateful Dead teaches us to show our brand's playfulness and to trust that our customers will recognize our brand even if it looks a little "different." By loosening up ...
  Branding, Creativity, Google, Logos, Marketing Smarter
• When Competing With Your Own Customers Is OK—Vibram FiveFingers and Eigen ValuesStephen Denny
  Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how ...
  Brand Positioning, Branding, Case Studies, Collaboration, Creativity, Marketing Smarter
• Three Good Reasons for Marketing Automation (and Three Bad Ones)Jep Castelein
  Marketing automation—one of the new buzzwords in marketing—bridges the gap between lead generation and the sales force. Its goal is to improve Sales and Marketing alignment by passing over only ...
  Collaboration, Lead Generation, Marketing Smarter, Newsletters, Sales
• Tips for Building a Hot Mobile App
  In April, Morgan Stanley analyst Mary Meeker issued her report on this year's Internet trends. It included this revelation: Mobile is a hit, and in the next five years, people will ...
  Marketing Smarter, Mobile Marketing, Smartphones
• Four Ways to Kill Off Unproductive Aspects of Your Business
  If you're like most small businesses, you don't spend much time on internal seek-and-destroy missions that identify and kill unproductive elements. That, says Auren Hoffman at the Summation blog, is ...
  Management, Marketing Smarter, Small Business
• Brand and Marketing Audits—The Forgotten NecessityBrett Milne
  A brand audit enables a firm to lay a solid foundation for management and oversight. The following approach to brand auditing is based on a robust audit methodology that focuses ...
  Brand Equity, Branding, Customer Engagement, Marketing Smarter
• Get Some Family Values
  Your B2C business might ignore anyone who doesn't fit the profile of your usual customer. Why, for instance, would you target recent graduates when you normally sell your product or ...
  Demographics, Marketing Analytics, Marketing Smarter
• Effective Customer Listening Requires More Than KeywordsAlex Lustberg
  Is it your job to listen to and analyze social-media messages and direct customer feedback about your product, brand, or service? Effective listening and insights analysis allow you to ...
  Keywords, Marketing Smarter, Social Media, User-Generated Content
• Debunking Top PPC Myths
  A few years ago, John W. Ellis wrote the post, "If Paid Search Isn't Working, Then You're Doing Something Wrong" at the Search Engine Land blog. Recently, now at his ...
  Advertising, Marketing Smarter, PPC Campaigns, Search Engine Marketing
• In an Age of Free Advice and Liberal Sharing, Is It OK to Ask for Something in Return?DJ Waldow
  With social media a hot ticket item and social networking sites like Twitter, Facebook, LinkedIn, and YouTube making it easy to share, people are spending a lot of time offering ...
  Community, Customer Engagement, Email Marketing, Marketing Smarter, Social Media
• When Plain is Good
  If we were to suggest plain text for your next email campaign, you'd probably laugh in our faces. "The superiority of HTML email to plain-text email for driving response has ...
  Email Marketing, Marketing Smarter, Marketing Tips
• Social-Media Listening vs. Social-Media Monitoring: Truly Connecting, or Merely Collecting?Dan Neely
  Most companies know they need to pay attention to social media, because it provides the richest data sets of consumer information that have ever existed. So brands know there's an ...
  Advertising, Keywords, Marketing Smarter, Social Media
• Give 'Em the Third Degree
  "Like good little Reporting Squirrels we collect and stack metrics as if preparing for an imminent ice age," opines Avinash Kaushik at Occam's Razor, before quickly noting that it isn't ...
  Marketing Analytics, Marketing Smarter, Metrics
• Secure Your Prospect Base—Send in the MarinesKathryn Roy
  You must be realistic about the size and characteristics of your target market. So what do you do when your prospects are few in number and elusive? You face the ...
  Brand Positioning, Lead Generation, Marketing Smarter, Targeting
• Un-Advertising: The Power of Testimonial Video in the Post-Advertising EraTed Page
  Mad Men-style advertising, based on interrupting entertainment or news, is still with us—but most marketers recognize that it's unsteady on its feet. The reality is that people are tired of ...
  Advertising, Marketing Smarter, Referrals, Testimonials, Twitter, Videos, Websites
• 7 Key Steps to Turning Your Big Idea Into a Big SuccessMike Sprouse
  If you're passionate about something and you have an idea that just won't go away, now is the time to explore it and to make something remarkable happen. Here are ...
  Benchmarking, Creativity, Marketing Smarter, Marketing Tips
• The Key to Effective Advertising? Use Analytics to Make It PersonalDr. Michael Haydock
  Analytics are especially useful in the burgeoning field of interactive ads delivered to shoppers' smartphones and other portable devices. The immediacy of those ads—their ability to spark impulse purchases—can be ...
  Advertising, Marketing Analytics, Marketing Smarter, Sales, Television
• Seven Score and Seven Years Ago: Writing Lessons We Can Learn From Lincoln's MasterpieceErnest Nicastro
  As marketing professionals, business owners, and salespeople, our livelihood depends in large part on our ability to communicate. And as we prepare for our next marcom project, marketing campaign, sales ...
  Creativity, Customer Engagement, Marketing Smarter, Writing
• Do You Flickr?
  Most small businesses haven't figured out how to promote themselves on Flickr—and that means you can get an edge on the competition. And in a recent post at the Influential ...
  Brand Awareness, Marketing Smarter, Small Business