Marketing Strategy

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• Senior Marketers Rethinking Customer Engagement
  As customers take a more active role in brand conversations, engagement is fast becoming a critical strategy and metric for marketers, but many CMOs and other senior marketing executives are ...
  Customer Engagement, Marketing Strategy, Metrics, Research Summaries
• Twitter 101: Seven Tips for Effective MarketingRobert Gourley
  To be an effective marketer on Twitter, you must first stop thinking like one... because marketing on Twitter requires a shift in your mindset: Twitter is all about simple conversations; ...
  Brand Ambassadors, Brand Positioning, Links, Marketing Strategy, Marketing Tips, Twitter
• Who Drives the Demand—A Critical Concept in Services Marketing StrategyMike Schultz
  There's no shortage of advice about which strategies work or don't work for services marketing. Yet they seem to conflict with each other regularly. So what's the scoop? Which ones ...
  Marketing Strategy, Marketing Tips, Sales, Services Marketing
• Where's That Lemonade Recipe?
  Even in the best of times, most of us would like to pretend a failed project never happened. And when something goes wrong in an economic downturn, there's an even ...
  Creativity, Marketing Strategy, Recession
• Ginger or Mary Ann?
  In a post at Copyblogger, Sonia Simone put an interesting twist on the perennial question "Ginger or Mary Ann?" by asking whether your blog is the sexy-starlet or the wholesome ...
  Blogging, Marketing Strategy, Small Business
• Establish Credibility and Persuade Customers via Contributed ArticlesFord Kanzler, Bob Peterson
  This is the strategy: Get company executives or yourself published in an editorial context for significantly greater marketing credibility than self-publishing another whitepaper that just sits on your website.
  Brand Positioning, Marketing Strategy, Print Collateral, Public Relations, Targeting, Thought Leadership
• The Blue Ocean and Business Models: How to Go Blue and Stay BlueLen Gingerella
  Even if you business can carve out a Blue Ocean spot—avoiding the cutthroat, backstabbing bloody Red Ocean by making the competition irrelevant rather than trying to beat it—how do you ...
  Marketing Plans, Marketing Strategy, Positioning, Segmentation
• Social, Mobile, Video Marketing ROI Tough to Measure
  As marketers struggle to find the marketing mix that delivers the greatest impact for their businesses, most have yet to fully adopt emerging channels: Only 14% say they now use ...
  Forecasts, Marketing Strategy, Mobile Marketing, Research Summaries, Social Media, Videos
• Shopper Marketing—So What's Keeping You?Alison Chaltas
  In today's consumer-goods industry, manufacturers and retailers alike are recognizing the value of developing an integrated understanding of the consumer and the shopper. Combining the voice of the shopper into ...
  Collaboration, Customer Experience, Marketing Strategy, Measurement, ROI, Surveys
• DIY PR
  If you can't afford to pay for a big-time publicist, or aren't seeing the results you'd like from your own very expensive publicity "expert," blogger Nettie Hartsock recommends seven smart ...
  Marketing Strategy, Public Relations, Small Business
• Failing to Prepare in Web Analytics Is Preparing to FailRobert F. Hogeboom
  Far too often, Web-analytics initiatives fail to provide the insight that most businesses need and want. Companies are so eager to obtain immediate value from newly implemented Web-measurement systems that ...
  Marketing Strategy, Marketing Tips, Metrics, Web Analytics, Website Design
• Social Media Important, Not Always Profitable
  Though most company decision-makers view social media as essential to their business, most also say they have not made money from it: 54.2% of marketers and business professionals surveyed say ...
  Marketing Strategy, Research Summaries, Social Media
• The Power of Web Analytics: Top Four Tips for MarketersRam Krishnamurthy
  With the right strategy and execution in place, digital media has proven very cost-effective. It scales and caters to a larger volume with faster go-to-market capabilities. Which brings us to ...
  Marketing Strategy, Marketing Tips, Measurement, Metrics, Web Analytics
• I'm Just Here to Buy
  These days, retailers seeking to establish a thrifty-price image might want to ask one important question: Are customers here to browse or buy? That difference in customer intent could affect ...
  Customer Behavior, E-Commerce, Marketing Strategy
• Is That Really a Lead?
  "Ask any salesperson if all inbound inquires are leads," writes Mac McIntosh at Sales Leads Insights, "and when he or she stops laughing, you will probably get an earful about ...
  Lead Generation, Marketing Strategy, Sales
• Build Your Brand on a Solid Sense of Your IdentityRoger Sametz
  Think of your brand as a mosaic where you can select and place most, but not all, of the tiles: You can control the communications you make, your offerings, and ...
  Brand Positioning, Branding, Marketing Strategy, Value Propositions
• Why Social, Mobile, and Email Are BFFs (Not Archenemies)Morgan Stewart
  The digital-marketing trifecta of social media, mobile, and email are fueling (not cannibalizing) one another. One clear example is the impact that smartphones are having on the use of email ...
  Collaboration, Email Marketing, Marketing Strategy, Mobile Marketing, Smartphones, Social Media
• Lessons of the Little Mermaid
  You're probably familiar with the story of The Little Mermaid. In this classic tale of unrequited love, a girl exchanges her voice for the chance to be close to a ...
  Community, Marketing Strategy, Social Media
• Show Me That You Know Me
  "B2B marketing is harder than B2C marketing," says Kyle Flaherty at the Dance With Strangers blog. Why? Because "B2B marketing is really B2C2C2C2C2C marketing," he explains. On the surface, B2B marketing ...
  B2B Marketing, Marketing Strategy, Sales
• Say It With Pictures
  It's a new year! Time to take a fresh look at your strategic plan for the year ahead. What do you hope to achieve by December 31, 2010? Better customer ...
  Customer Behavior, Customer Relationships, Marketing Strategy