Targeting

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• Under Pressure: Moving From Traditional to Digital MediaMichael Emerson
  By now you've all heard—Internet ad spending is up, spending on traditional media is down. With so much attention given to Web 2.0 and its technology-enabled marketing tactics, marketers using traditional ...
  Advertising, Digital Marketing, Mobile Marketing, Targeting
• Blogging Baby Steps: How to Join the Conversation Without Starting Your OwnTJ McCue
  There is a healthy respect and fear-factor surrounding the blogosphere, een for those of us with some background in online community building. So let's start with some baby steps. Step ...
  Blog Comments, Blogging, Targeting
• Case Study: How a Pet Food Company Is Building a Loyal Customer Base via Highly Targeted EmailsJennifer Natsu
  Royal Canin Canada puts an enormous budget behind creating customized, breed-specific pet food. But many pet owners don't realize how much their dog or cat could benefit from a specially ...
• Why 'Best Buddy' Emails Work So Well. Sometimes.Nick Usborne
  Recently, we have been seeing more and more emails that take the "instant best buddy" approach: You sign up for some information on a site, and minutes later you receive ...
  Email Campaigns, Targeting, Writing
• Eight Easy Ways to Grow Your BlogMack Collier
  The social media landscape over the last year or so has changed dramatically. Companies that were once skeptical about tools such as blogs are now blogging or considering starting one. ...
  Blog Comments, Blogging, Corporate Blogging, Customer Engagement, RSS, Targeting
• How (and Why) to Centralize Your Email MarketingLoren McDonald
  Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the ...
  Collaboration, Copywriting, Email Campaigns, Targeting
• The 'Secret Recipe' for PR SuccessGail Martin
  PR success isn't mysterious. It comes down to a mix of old-fashioned research, savvy trend-watching and good people skills. It is the age-old talent of telling a good story. That's ...
  Public Relations, Targeting, Thought Leadership, Writing
• 10 Big Mistakes Marketers Make in Case StudiesMartin Middlewood
  Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that's the ...
  Case Studies, Customer Engagement, Targeting, Writing
• Case Study: How an Established Dot-Com Used Interactive Email to Increase Its Click-Through Rate and Cut Unsubscribe RequestsLaurie Lande
  Monster.com, an established online staffing firm, needed new ways to reach its core audience of busy corporate human resources professionals. In the third quarter of 2006, Monster revamped its main ...
• Lead Nurturing: Cultivating Relationships and Growing Sales Through Continued DialogKathy Rizzo
  Lead nurturing has become an integral component of an overall marketing strategy. While there is an ever-growing incentive to implement an effective lead nurturing strategy with business partners and prospects, ...
  Customer Engagement, Lead Generation, Lead Nurturing, Lead Quality, Sales, Targeting
• The Green Market Niche, Part 2: Who Killed the Electric Car (or How to Be a Good Greenwasher)John Rooks
  Reflecting on past green products that were moving toward mainstream but failed, illustrates some of the challenges of legitimacy that innovation can face. On the other hand, monitoring those who ...
  Advertising, Green Marketing, Targeting
• Humor in Marketing: Six Serious TipsBrian Beatty
  When most marketers think about humor, it's typically in the context of television and print ads. But humor can be an effective communication tool across a range of print and ...
  Customer Engagement, Marketing Inspiration, Public Speaking, Targeting
• The (Shiny and New) Way to a Woman's HeartMarti Barletta
  Mother's Day is almost here, a day filled with fresh flowers, delicious dark chocolates, fancy fragrances, and gem-filled jewelry. But is that really the way to a woman's heart? What'll ...
  Ad Copy, High-Tech Marketing, Targeting, Women
• B2B Demand Generation in the Age of Accountability, Measurability, and AutomationMike Zavershnik
  Several factors have dramatically altered the landscape of B2B marketing in recent years, forcing marketing practitioners to rethink their tactics and reinvest their resources to achieve superior outcomes. Here are ...
  B2B Marketing, Lead Nurturing, Marketing Challenges, Measurement, Targeting
• How Important Is Targeting in Lead Generation?Mike Schultz
  There are many excuses for why people don't spend the time and the diligence targeting possible buyers one-by-one for their services and products.Let's look at the excuses (and, yes, they ...
  Content, Targeting
• Lies, Damn Lies, and Dashboards (Part 3): Driving Without a Map—Putting the Lead Machine to Work in New MarketsSu Doyle
  Congratulations! The lead machine is up and running. Your marketing programs are bringing in new prospects and you're starting to have an impact on the revenue line. You have a ...
  Customer Engagement, Lead Generation, Targeting
• New Survey Results: Challenges Remain for ROI Measurements, but Discipline Pays offJim Lenskold
  This week, the Lenskold Group and MarketingProfs released results of our new survey on marketing accountability, measurements, and ROI. The 2007 Marketing ROI and Measurements Study focuses on the difference ...
  Conferences, Metrics, ROI, Targeting
• Think Outside 'the' Web Site for Post-Click MarketingScott Brinker
  In the beginning, your company created a Web site. And it was good. But then it grew. And grew. And grew. Until it encompassed the heavens and the earth in content. ...
  Landing Pages, Online Marketing, Targeting, Website Design, Websites
• The Green Market Niche: Being Green, Going MainstreamJohn Rooks
  The long tail of the "Green Marketing" niche seems to be getting thicker as America mainstreams into greener consumerism (some call it "prosumerism"). With such a dynamic and emerging marketplace, it's ...
  Advertising, Green Marketing, Targeting
• The Devil May Wear Prada, but Everyone Else Wears Isaac MizrahiMarti Barletta
  Women love fashion. But fashion doesn't love them. Not real women, at least. Most women aren't supermodels—in fact, the average American woman is 5'4", weighs 140 lbs., and wears a ...
  Positioning, Targeting, Women