Identity PR: Reaching the Minds (and Wallets) of Today's Diverse ConsumersGail Martin
Today's diverse consumers are looking for more than just talk. They want companies to be an authentic part of their niche community. They are savvy and skeptical. They are watching ...
Case Study: How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page PersonalizationNettie Hartsock
Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct ...
What Not to Do for Email Marketing Done RightEvan Blittner
Email marketers must keep in mind that a consumer who decides to opt in to the brand's email channel is likely a fan of that brand. Do not lose those ...
Real-Time Messaging: Targeted Email Communications to Drive Web Site Traffic and Increase ROIJeff Hassemer
Much is being said these days about how marketing effectiveness can be increased by targeting customers with the right message at the right time based on customer behaviors and buying ...
Five Ways for Marketers to Effectively Reach CIOsSherri Leopard
Technology marketers have spent decades trying to connect with CIOs. And in an environment where technology is fueling innovation, yet investment capital remains tight, reaching CIOs has never been more ...
Case Study: How an Online Business Increased Conversions (Sales) on Landing Pages by Up to 12%Laurie Lande
AutoAnything.com, which sells custom-made automotive accessories and performance parts, designed its homepage almost a decade ago. But as e-commerce has become more competitive, the site needed a strategy. After testing ...
Four Insights on How to Build Your Brand With Today's Luxury CustomerSuzanne Hader
To inspire long-term relationships with this new breed of luxury consumer, you must understand how they want to relate to your brand.
Case Study: How a Dental Office Attracted Clients Using SEO and Other Internet Marketing StrategiesLaurie Lande
Synergy Dental Center of Portland, Oregon, wanted to increase its client base, which Dr. Anthony Newkirk had inherited from the previous practitioner in 2003. He hired a marketing firm to ...
How to Make Your Email Program More Productive in 2008Reggie Brady
If you haven't done it yet, now is the perfect time to map out plans for your email program. Any changes you might make in the first few months of ...
Case Study: How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue FivefoldJennifer Natsu
Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding ...
Facebook: Changing Advertising ForeverJon Davis
Whether or not you completely understand social media or social networking sites, the one aspect you must understand is that they are going to change the way businesses advertise. Facebook, ...
Case Study: How a Web-based B2B Niche Service Increased Revenue per Sales Rep by 9.3%Laurie Lande
Online service ShareBuilder 401(k) provides retirement plans exclusively for small businesses. But retirement plans are usually sold in person, not virtually. Here's how ShareBuilder discovered a way to market to ...
MarketingProfs 'Classic Truths': Top Five Do's and Don'ts of Opt-In Email List BuildingTeri Dahlbeck
We all know some tried-and-true tips and tricks for building an email list. But there are five key points to consider and five glaring points to avoid when creating opt-in ...
The Experts' Guide to Becoming a Recognized Expert: Get Great Speaking Gigs to Build Your ReputationMiles Galliford
Your reputation can be greatly enhanced and reinforced by speaking at industry events. This article provides a checklist to help you win valuable speaking gigs.
Invest some time in getting ...
Micro Branding—Macro ResultsMartin Lindstrom
The better you are at involving your customers in the philosophy of your brand, the better they'll understand why you're special.
MP Classic: Four Ways to Get More out of Your Annual Planning and BudgetingJim Lenskold
In this MarketingProfs Classic, Jim Lenskold reminds us that, since the dreaded annual planning and budgeting process isn't going away, it's time to make the effort to get more value ...
How to Use Email Segmentation to Shorten the Sales CycleStephanie Miller
Selling now takes more time and resources then ever before. In fact, the sales cycle has become 22% longer as buyers more carefully consider their decisions.
If this true for ...
13 Winning Ways to Make Enemies in the PressG.A. 'Andy' Marken
Without working too hard, company management can cultivate a cadre of enemies within the press.
To do the task well, however, you should follow a set of 13 simple guidelines that ...
What Under Armour and Trojan Know About Gender-Specific MarketingAndrea Learned
A few more traditionally male-oriented brands are connecting with the women's market in clever ways, and it is worth taking note of their approaches. Take, for instance, the Under Armour ...
Six Questions to Inspire a Successful Marketing StoryJerry Bader
Every company has a story to tell, but how do marketers figure out the best way to tell it, in a compelling way?
Here are six questions that will help ...