Marketing Strategy

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• The Price of Chasing the Next Shiny ToyLaura Patterson
  Marketers tend to race headlong, hell-bent after the next shiny toy. But at what price? I'd suggest at the price of our credibility. Here are five things to consider before ...
  Collaboration, Customer Engagement, Marketing Strategy
• Thirty Ideas to Help You Tackle Blogger's BlockAmanda Maksymiw
  A corporate blog can be a key component of any marketing strategy. It can help generate leads, demonstrate a customer-centric culture, and engage your audience. Here are 30 ideas for ...
  Corporate Blogging, Creativity, Customer-Centric, Lead Generation, Marketing Strategy, Marketing Tips
• How to Build Marketing Content Around B2B Buying Triggers
  There are lots of ways to build your B2B content-marketing strategy. You can write to different buyer types, target stages of a buyer's journey—the list goes on. "We've seen all of ...
  B2B Marketing, Content, Marketing Strategy, Marketing Tips
• How to Hire Your Social Media StrategistVerónica Jarski
  When choosing someone to lead the charge on the social media front, do you want someone who's merely "good at social media" or someone who can achieve business goals? Here's ...
  Creativity, Hiring Outside Resources, Management, Marketing Strategy, Social Media
• Are You Getting Twitter Right?
  "Building a brand through social strategies doesn't happen overnight," writes Maria Pergolino at Marketo's blog, "it requires a sustained commitment using effective strategies for engagement and relationship building." Even as ...
  Marketing Strategy, Small Business, Social Media, Twitter
• Make Better Sense of the Social Landscape: A Quick Reference
  You've heard it said that if you're gonna take the leap into social media, you should go in armed with a strategy—or at least an idea of what you want ...
  Marketing Strategy, Marketing Tips, Social Media
• Brand Beckham: Five Lessons on International Marketing From David and Victoria BeckhamGary Muddyman
  Brand Beckham —the husband-and-wife team of soccer star David Beckham and former Spice Girl Victoria—is worth an estimated £145 million ($226 million). How are they worth so much years after ...
  Branding, International Marketing, Marketing Strategy, Marketing Tips
• You've Got New Visitors at Your Site. Now What?Gretel Going
  Your online marketplace encompasses the vast sprawl of the Web. That means endless opportunity. But it also means that a single, centralized location point becomes more important than ever before. ...
  Content, Customer Engagement, Lead Nurturing, Marketing Strategy, Online Marketing, Websites
• Facebook Marketing: Six Reasons to Approach With CautionDouglas Karr
  What slowly began as a dorm room phenomenon has developed into one of the world's most essential business strategies. But before businesses jump headfirst into Facebook, they might want to ...
  Content, Customer Service, Marketing Strategy, Marketing Tips, Social Media
• Harnessing the Mobile Web: Three Strategy Considerations
  Knotice has produced an elegant whitepaper detailing how you can harness the power of the mobile Web. "Over the next decade, the mobile Web will be a key conduit for ...
  Customer Relationships, Marketing Strategy, Mobile Marketing, Social Media
• Just What Do Marketers Do, Anyway?Barbara Bix, Olga Taylor
  Product value isn't defined by quality or price; it relies on marketing and customer insight. Without them, a $1,000-a-minute violinist is a $32-a-day subway performer. Learn to find your $1,000-a-minute ...
  Marketing Strategy, Pricing, Promotions, Sales, Value Propositions
• KPIs Provide Insight to Influence Success and StrategyLaura Patterson
  Effective marketing-measurement helps companies guide scenario modeling, planning, and investments. Establishing key performance indicators (KPIs) is an integral part of such an initiative. Find your KPIs with these four steps.
  Collaboration, Marketing Strategy, Marketing Tips, Measurement, Metrics
• What Motivates Your Customer Network: Love, Glory, or Money?David L. Rogers
  Whether customers are motivated by curiosity, personal interests, or commercial goals—it's crucial to know why they'd want to collaborate with your business. Here are three motivational forces that drive collaboration.
  Collaboration, Customer Behavior, Marketing Strategy, Social Media
• Five Classic Mistakes to Avoid in a Decentralized Sales and Marketing OrganizationKris Bondi
  As companies embrace the idea of aligning their decentralized sales and marketing teams, they sometimes make counter-productive decisions. To successfully align Sales and Marketing—and, ultimately close more deals—dodge these five ...
  Collaboration, Content, Management, Marketing Strategy, Marketing Tips, Print Collateral
• How to Engage a Tradeshow Audience Year-RoundRob Murphy
  When it comes to tradeshow participation and building brand awareness, having a well-defined communications strategy before, during, and after the event is crucial to maximizing your return on investment (ROI).
  Brand Awareness, Customer Engagement, Lead Generation, Lead Nurturing, Marketing Strategy, ROI, Tradeshows/Events
• The Four Essential Phases of Social Media AdoptionTom Pick
  Using social media as a comprehensive, effective marketing channel for your organization can be met with challenges or seem daunting. It doesn't have to be. This four-phase adoption model ...
  Collaboration, Community, Content, Market Research, Marketing Strategy, Social Media
• Five Marketing-Accountability Resolutions for 2011Laura Patterson
  Marketing accountability was a key topic of the last decade, and as 2011 kicks off—it looks like that's not going to change. Learn the five marketing-accountability resolutions that will improve ...
  Collaboration, Marketing Analytics, Marketing Dashboards, Marketing Strategy, Metrics, ROI, Web Analytics
• How to Implement a Winning Social-Media Function in Your OrganizationAmita Paul
  As social media becomes a strategic communication and marketing channel, the way you manage it must itself become more strategic. This article lays out the four phases of implementing a ...
  Content, Creativity, Marketing Strategy, Measurement, Social Media
• Four Affordable Tools That Can Help You Market Your BusinessSteve Adams
  Small-business owners often feel the cash-flow pinch, especially when they're starting out. Because their resources are limited, they may feel that their marketing efforts have to be limited as well. ...
  Email Marketing, Marketing Smarter, Marketing Strategy, Small Business, Social Media, Videos
• Four Reasons to Revive the Bulky Direct Mail Piece
  "Just a few years ago, I could count on receiving a mailbox-full of direct mail nearly every day, including the crown jewel of direct marketing, the BIG direct mail piece," ...
  Copywriting, Direct Marketing, Marketing Strategy, Small Business