Ten Secrets of Success in Business Event MarketingRuth P. Stevens
Business marketers spend more than $20 billion annually on tradeshow marketing, and another $15 billion on proprietary corporate events, such as client conferences and road shows. But most business marketers ...
Consumer Empowerment Reloaded: Why Your Customers Should Drive Your MarketingPaul Marsden, Martin Oetting
Mention the words "consumer empowerment" to marketers, and most will shrink away from you like a vampire from light. Conjuring up all sorts of evils, consumer empowerment is considered a ...
Chance Discovery: An Emerging Japanese Marketing AnalysisMatthew Syrett
Despite being little known in the North America and Europe, Chance Discovery has groundbreaking implications for Western marketing analytics. It endeavors to solve a longstanding paradox of standard quantitative marketing ...
Your Seven-Step RSS Marketing PlanRok Hrastnik
As an alternative to email, RSS is becoming an increasingly important content delivery channel that allows marketers to deliver all of their content, fully upgrade all of their marketing initiatives ...
Ten Ways to Increase Customer LoyaltyJay Bower
Acquiring new customers is the "show biz" side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of ...
Web Page Testing and the Myth of Assumed ExpertiseNick Usborne
There are millions of Web pages online that represent the "best guesses" of the marketing and Web experts who created them. A large number of these pages appear to be ...
Improving Conversions From the Home Pages You Don't Know AboutJulie Rosefsky
While getting people to enter your site through the home page of your Web site is ideal for conversion, occasionally visitors will enter through a sub-page, not designed for that ...
Why Web Managers Are LeadersGerry McGovern
The Web requires leadership if it is to achieve its full potential. Such leadership will rarely be given by senior management.
Guess what: that means it's up to you.
Before You Write: Your 10-Point ChecklistJonathan Kranz
The secret to successful copy is in all the thought, work and research you do before you write a single word.
In the following 10 tips, Kranz lifts the curtain ...
Killer, not Filler: Metrics That Make the Case for Quality ContentGerry McGovern
To maximize value on your Web site, focus on your killer content. Delete the filler content.
Yes, it's that simple.
Who Comes First: Good to Great MarketingPaul Barsch
Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts.
But the truth is that great marketing starts with the "who." It starts with ...
Recall Ability: Web Content Versus Print ContentGerry McGovern
The Web is not a great place to win hearts and minds. It is not a great place to convince people to do something they did not come to the ...
Four Steps to Winning the Budget Battle With Your CFOGuy Powell
You worked hard on developing your strategy and designing great creative. Now you have to go to the CFO and get his approval to start rolling it out.
But then ...
Write Captivating Case Studies in Three Simple StepsJonathan Kranz
You can think of the case study as a cross between the testimonial and the business article.
Like the testimonial, the case study features a satisfied customer who "speaks" on ...
How to Keep Any Project on TrackMike McLaughlin
You might call it the project from hell, the death march or the one that ended up in the ditch. Most of us have at least one project horror story, ...
SWOT Team: Bulk Shopping OnlineHank Stroll
This week, add your thoughts to the following dilemma:
If you work in a business that sells in bulk, how do customers responsible for purchases go about finding you and ...
Causality: Do Blondes Really Have More Fun?Wendy Comeau
Marketers everywhere are tasked with finding out about causation: "Is this advertising causing people to buy more of our lemonade?" "Is our new viral marketing effort causing our brand awareness ...
When IT Projects Don't Align With Marketing PlansJoe Tedesco
If infrastructure-focused IT departments want to stop seeing themselves cut out of the conversations with their own companies' marketing departments, they've got to start speaking the language of business. ...
Shifting From Mass Marketing to Micro MarketingIan Durrell
Today's customers perceive themselves as having unique needs and interests, and they demand that businesses understand and meet those individual needs.
To satisfy these customers, major marketers must shift from ...
The Balanced Scorecard: Prelude to a Marketing DashboardPat LaPointe
No matter how much we advocate the science of marketing, its art has not disappeared.
Take the balanced scorecard, for instance. In the tradition of marketing creativity, a graphical document—the ...