Greed Eroding Journalism's CredibilityKara Dullea
At a time when America is still feeling the sting of a prominent columnist being paid handsomely by a third-party for writing favorable opinion pieces; the nation's most respected newspaper ...
Five Lessons From the Netflix Startup StoryJim Cook
When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck ...
Marketing in Accelerated CultureJay Pattisall
Advertising and marketing has changed.
What could possibly be the cause of so many beleaguered established players and fortunate newer ones?
How to Manage and Measure the Word of Mouth RevolutionJustin Kirby
Every marketer has by now heard the terms viral, buzz and word of mouth. Some will even have noted terms such as brand advocacy, advergames, blog marketing, influencer panels and ...
Marketing Challenge: Let's Give 'Em Something to Talk AboutHank Stroll
You've heard of many word-of-mouth marketing campaigns that help companies or people get more contacts or sales than they can handle.
But how do you generate this kind of buzz?
Four Factors That Distinguish Services MarketingCynthia Coldren
It's been called "selling the invisible"—delivering intangible services as a core "product" offering.
But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, ...
Word of Mouth Marketing in Five Easy StepsAndy Sernovitz
Word of mouth marketing is an umbrella term for dozens of techniques that can be used to engage customers. Word of mouth includes viral marketing, blogs, communities, loyalty programs, and ...
The Power of CommunityTerri Whitesel
Webster defines "community" as a group of people living together as a smaller social unit within a larger one. Communities provide a convenient way to look at slices of your ...
Q&A With Jimmy Wales: From Encyclopedias to WikipediaNathan Kaiser
Jimmy Wales is the founder of Wikipedia, the world's largest free online encyclopedia. In its development, Wales created a community of volunteers who have published over 800,000 articles.
Here, Wales offers ...
The Value Chain: From Building Brand to Building IntegrityTim Kitchin
Value chains are replacing brands are the most powerful weapon in the marketing arsenal.
While still widely perceived as source of risk, value-chain transparency actually offers brand owners an opportunity to ...
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 ...
Marketing Challenge: How to Promote EntertainmentHank Stroll
You might have the greatest show on Earth, but if no one knows about it, nobody will see it.
For marketing many kinds of entertainment — from video games to ...
The Four Myths of Professional Services MarketingMike McLaughlin
For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients ...
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 ...
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 ...
How to Leverage Word-of-Mouth Marketing (Even If You Don't Sell iPods)Terri Whitesel
Word-of-mouth, or WOM, has become the buzzword in many marketing and advertising circles.
Whether you are working in the B2C or B2B space, having your customers tell their friends, family ...
The Marketing Juju of Fantasy FootballJohn Moore
As marketers, we are always seeking ways to make our products and services more attractive to consumers. When we do it right, we know we've created marketing juju.
Consumers are ...
Saying Buh-Bye to Three Marketing MythsDavid Warschawski
You know the truth will set you free. Hopefully, the truth will also help you create great marketing results.
Here are three communications myths whose time has come to an ...
Steps to Writing Sales Literature That SellsStephanie Janard
Despite this age of information overload, buyers still need information to help them make the right choices.
By incorporating some of these tips, you and your marketing staff can produce ...
Creating the Accidental EvangelistSean D'Souza
You've probably already had dozens of reasons and seasons to create the accidental evangelist.
And yes, you can play Santa in July, if only you'd listen. Here's how to recognize ...