Case Study: How a Digital Input Device Manufacturer Increased Engagement With Customers, Upped Holiday SalesLaurie Lande
Wacom's digital pens and their capabilities are well-known in the business world. To continue growing, however, the company needed to address the consumer market. Here's how it effectively reached a ...
Web 2.0 Politics: What Brands Can Learn From the 2008 Presidential CampaignsRobert F. Hogeboom
If the Internet community didn't know its place in politics back in 2004, it certainly does today. Its "place" is to engage and educate us, promote candidates, help with fundraising ...
What Social Media Marketing Is NotBL Ochman
Despite all the talk, the mainstream media coverage, the conferences, courses, and books on social media marketing, there's quite a bit of ambivalence, fear, and (sometimes) outright hostility directed toward ...
MarketingProfs Podcast: Some Things You Need to Know About SEOJohn Wall, Christopher S. Penn
What is viral marketing? Is keyword density still a factor in SEO?—that and some other stuff that we've been testing... in this Marketing Over Coffee, a weekly audio program sponsored ...
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, ...
The Five Simple Rules of Green MarketingJacquelyn A. Ottman
A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. In fact, if you ...
MarketingProfs-Cast on Conversational Marketing: Irrational Exuberance, or Next Big Thing?Paul Dunay
In a recent blog post, Cymfony's Jim Nail wrote about a study that provocatively proclaimed that spending on conversational marketing will outpace traditional marketing by 2012.
Is that even possible? To ...
MarketingProfs Podcast: Is Twitter a Valuable Tool, or Waste of Time?Paul Dunay
Is microblogging the latest fad or the next big thing? Microblogging is just like regular blogging, except it's limited to 140 characters. The leader in the space is Twitter.
To get ...
How Nike Women's Marathon Wins the Gold in Marketing to WomenMarti Barletta
This past weekend, Nike hosted its 4th annual Women's Marathon in San Francisco... and, friends, this is no ordinary marathon.
Yes, it's still 26.2 miles of courage and pain, but this ...
MarketingProfs Videos: What Is Digg?Matt Dickman
What is Digg? And how does it work? This pair of videos about social-network site Digg.com is a look at the site from the inside-out... with the goal of educating ...
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.
The Death of the PR Handler in a Viral EnvironmentG.A. 'Andy' Marken
At a time when business and marketing strategy changes at the speed of light, and competitors, partners and customers have instant access to information, the days of the handler ...
Case Study: How a Tiny Manufacturer Convinced Apple to Stock Its Product and Tripled SalesLaurie Lande
Wi-Gear, an independent manufacturer formed in 2004, was focused on one product—a wireless Bluetooth headset—geared toward the Apple iPod. It had a tiny sales and marketing budget and no outside ...
Getting Greener: Don't Make It, Don't Take ItAndy Sernovitz
As we get closer to the MarketingProfs BtoB , all of us speakers are going through the usual "turn in your speeches so we can make handouts" hustle. (Thanks for ...
Getting Old-Fashioned Buzz With New Media: Q&A With Paul DunayMack Collier
Paul has earned his keep over the past 20 years by building buzz for heavyweights like Google, IBM, and Microsoft. These days he's immersed himself in social media, which serves ...
What Web Marketers Should Know About TwitterJeremiah Owyang
If you're responsible for the direction of the online strategies for your company or organization, you've probably been hearing buzz about Twitter, a next-generation instant messaging tool.
Even if you're ...
Case Study: How a Swiss Co. Doubled US Sales by Convincing Consumers That Its Product Is Hip and Worth a PremiumLaurie Lande
SIGG had been selling its aluminum water and fuel bottles to the US outdoor market for years at a price about twice as much as the closest competitor's. It counted ...
Wanted: Catalysts for Co-CreationEarl Cox
In today's ever-changing, increasingly interactive media world, marketers are captivated by a new business buzzword: "consumer-generated content."
While word-of-mouth has always been powerful, consumer-accessible technology (the Internet, podcasting, video production, social ...
Navigating the Emerging 'VirtuReality' MarketRay Podder
Last month, Kwik-E-Mart's opened around the country. You know, the one from the imaginary world of The Simpsons? What's more, the Geico Cavemen have their own sitcom, and fictitious TV-character ...
Dynamite BrandingMartin Lindstrom
As YouTube, Google and MySpace announce that video advertising will become a key driver in their future revenue strategies, the glitzy, anonymous ads we have been used to for years ...