Marketing Challenge: Turning Browsers Into BuyersHank Stroll
Turning online lookers into buyers takes work. You have to ensure the site is intuitive, in that visitors can find what they want and there's a clear path of for ...
Feathering the Empty Nest: Six Tips on Marketing to Women BoomersMary Brown
Never before in history has such a large demographic group as the Baby Boom generation experienced major life-stage transitions en masse. Now in their 40s and 50s, Boomer women are ...
How to Develop a Media Training ProgramChris Dillon
Media training is hot. With the growing awareness that PR is a potent marketing tool, many companies are using media training to strengthen their communication capabilities.
Media training can be a ...
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 ...
Multicultural Marketing: Why One Size Doesn't Fit AllJim Stachura, Meg Murphy
Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power ...
How to Build Your Telemarketing List OnlinePaul Epstein
Since its inception, the Do Not Call Registry has had a profound impact on the telemarketing industry, just as it has on individual organizations relying on outbound telemarketing in their ...
Point/Counterpoint: Two Seconds to RelevanceBill Babcock, Bill Rozier
This is the first in a series of point/counterpoint articles by Bill Babcock and Bill Rozier. Babcock is CEO of a direct and relationship marketing agency. Rozier is on the ...
Ten Ways Marketing Can Lower Cost per LeadJay Bower
Management wants more leads, but you can't get an increase in your budget. To meet their demands, you have to lower your cost per lead. You have to either increase ...
Barriers to Entry: Do They Improve Customer Qualification?Sean D'Souza
You wouldn't go on a date with the next person that walked through your door, and yet, you have no qualms in accepting any client that comes your way.
The result? ...
Q&A With Joe Kraus: From Excite.com to WikisNathan Kaiser
Excite co-founder Joe Kraus has a new venture, and he likens the technology driving his new business to the Internet in the mid-1990s, when it was still "trapped in the ...
Why is Corporate Communications Viewed as Fluffy?Gerry McGovern
In many organizations, corporate communications doesn't get a lot of respect.
Why is that? And more importantly: How can you change it?
Have You Filled Your Marketing Funnel?Michael Perla
At its essence, the marketing funnel is an effective tool to use in evaluating what activities you are successfully executing along your closed loop marketing process—branding, targeting, closing deals, and ...
Marketing Challenge: How to Give Thanks to ClientsHank Stroll
It's the time of year when many businesses start thinking about sending their clients appropriate gifts to thank them for their business.
There's no strict rule of thumb with gift ...
Niche Positioning: Three Reasons Why Smaller Can Be BetterGeoff Dillon
Even a small market share can be remarkably difficult to obtain with a new offering in a highly competitive market. A "shoot for the middle" strategy ignores that there are ...
10 Ways to Improve Your Conversion RatesJay Bower
OK, you got your prospect to raise his hand and seek out further information about your product or service. Now comes the really hard part: turning him into a buying ...
Managing Marketing BurnoutLeigh Duncan-Durst
In addition to the skills required 10 years ago, today's marketer must possess more sophisticated marketing skills and a slew of other core competencies.
Along with a keen understanding of ...
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 ...
The Brand's the Thing: Making M&A WorkKen Fenyo
As a rule, pre-merger expectations don't measure up to long-term results. Up to 70% of merged companies don't achieve their predicted revenue synergies -- a problem that's further complicated when ...
What Every Marketer Must Know About Risk and LiabilityChetan Saiya
Compliance, corporate governance and recent legislation such as Sarbanes-Oxley are nothing new to corporate executives who run the risk of exorbitant fines and even jail time for failing to conform ...
The Secret to Great Marketing Research: Ask the Right QuestionsRobert Kaden
After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones. ...