How to Make Your Web Site a Lead-Generation MachineBob DeStefano
Sure your Web site looks great, but are you turning enough Web visitors into leads that your sales force can target? Your answer can be the difference between a site ...
The Formula for Marketing HitsDan Herman
From time to time, the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These marketing "hits" are products or services, entertainment locales or vacation spots, ...
Celebrity Product Placement: A PrimerJonathan Holiff
With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at celebrity product placement. ...
No Pain-No Gain: Five Steps to Gain Respect for MarketingLen Gingerella
Marketing management is often relegated to communication, advertising and promotion efforts.
It's hard to convince senior management that Marketing can produce moneymaking results. But that's what marketing managers need to ...
How to Measure the Value of Your Web ContentGerry McGovern
We have wonderful tools today that will tell us the value of the physical things in our factories and offices.
Now we need to create wonderful tools and disciplines to ...
The Billion-Dollar Question: Web Site Performance and E-CommerceTom Kuegler
Web site performance is a critical and underappreciated component of Web marketing and e-commerce.
In other words: it doesn't matter how well you design and market your site unless it ...
Goal-Chopping: How to Reduce Chaos in Your StrategySean D'Souza
If you can do the three big things this month, quarter or year, you'll not only achieve more and earn more but also find that all of the above is ...
Three Critical Steps to Tracking Direct Marketing CampaignsJeanMarie Peachey
To optimize campaign performance, you must understand which media is driving response, which creative is most responsive and whether new offers increase response versus previous efforts. You can only draw ...
Not-So-Mad Science: Genetic Algorithms and Web Page Design for MarketersMatthew Syrett
A big question for Web site designers continues to be this: what is the optimal number and placement of marketing call-outs on a Web page?
The self-service quality of the Web ...
Can We Talk? Surveying Your Prospects and ClientsAngi Fisher
More and more companies around the world understand the importance of really knowing how their customers and prospects view their organizations. They also realize that viewpoints can change quickly.
Marketing and IT: Two SolitudesStephen Shaw
At a time when Marketing and IT must closely collaborate in order to cope with a rising swell of consumer data, both groups still engage in needless bickering, neither side ...
SWOT Team: Complying With Anti-Spam LawsHank Stroll
Ethical marketers all over the world worry about US spam-related laws, because they are not always clearly written or easy to understand. This week: What can marketers do to ensure ...
Do All Good Leads Become Sales?Mal Watlington
It's the fourth quarter of the fiscal year. Let the finger-pointing begin!
In truth, the key to accurate lead-conversion ROI calculations is "self-honesty." While every company has the right to ...
The Branding ParadoxBill Nissim
At the heart of branding resides a paradox.
This article unravels that paradox and examines its intricacies.
If You Don't Measure, You Can't Manage: The Best Marketing MetricsLaura Patterson
Without metrics to track performance, marketing and business plans are ineffective.
Businesses need to know which success factors require measuring, and they must understand the differences between measurements, metrics, and ...
Five Fundamentals for Useful Marketing MetricsSuzanne Taylor
Great marketers figure out how to make lives better, with the goal of attracting lots of profitable and happy customers.
But to measure how well marketing efforts help build a ...
Direct Response Versus Awareness Advertising: Which Way Should You Go?Steve Cuno
Direct marketers insist, "If it doesn't sell, it isn't creative." To which awareness advertisers hurl back, "If it isn't creative, it won't sell."
What to Look for in an Email Services Provider (Part 2 of 2)Paul Broni
What should happen when you hit the send button?
Five Keys to a Successful Usability TestLon Taylor
Here are five things to consider that will help you plan a successful test, set realistic expectations with your colleagues, stick to a budget, and wind up with actionable results.
Which Half of Your Budget is Working?Michael Wolfe
"Marketing response modeling" is specifically designed to tell you which half of your ad budget is working, and which is not.