How Market Filters Cut Through Consumer ClutterLisa Johnson
In a world that's increasingly inundated with massive choice, filters are a critical market phenomenon. Consumers rely on trusted filters to sift through the raw data and identify the top ...
How NOT to Launch a New Productjoan Schneider
Successfully launching new products gets tougher every year. In the past decade, the number of new consumer products hitting the shelves has skyrocketed by 59 percent, making it much more ...
Creating a Real Urban BuzzKarl Moore, Laura Mingail
Buzz, the love child of strategic marketing and public relations, has been key in establishing street credibility for brands targeting the billion-dollar urban lifestyle market worldwide.
This market is not ...
P13N: The Power of PersonalizationSuzanne Taylor
Useful and sticky Web sites find out what's most important and relevant to their customers--and then customize their experiences in a meaningful way. By giving customers more of what they ...
The Hashemi Brand in Iran's ElectionsTori Egherman
The elections in Iran are in full force, with only a few days left until the Friday ballot. Iranian television is filled with interviews with the candidates, sound bytes and ...
Marketing Challenge: Three Sure Ways to Reach TeensHank Stroll
This week, read your answers to a previous dilemma: What are the most effective ways to launch a Web site for teens who have little spending money?
Also this week, ...
Listen Up: Your Customers Are Talking About You Online (Part 2 of 2)Wil Reynolds
Last week, the author hopefully opened your eyes to the importance of staying on top of reviews and posts about your products and services—as well as those about your competition. ...
Listen Up: Your Customers Are Talking About You Online (Part 1)Wil Reynolds
Surprise, you no longer own 100% your brand online!
Approximately 26% of adult users of the Internet (about 33 million people) in the US have rated a product, service or ...
Marketing Challenge: Four Low-Cost Ways to Create a Household NameHank Stroll
This week, our regularly featured "SWOT Team" column gets a new name as it becomes the weekly "Marketing Challenge" column. In it, a reader asks: How do I ...
Five Common Misconceptions About Buzz MarketingEmanuel Rosen
We are all talking about ways to engage consumers in a conversation. We all seek strategies to stimulate people to talk about our brands, products or services.
What's less obvious ...
The New BrandScape: Six Future Trends Changing MarketingMary Brown
Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century.
With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping ...
From Spam to Viral Web Video With John CleeseTed Page
Here is a behind-the scenes story that reveals how one B2B marketer used a lot of silliness to increase its Web traffic tenfold and generate thousands of sales leads.
Getting the Most From Your Sponsorship InvestmentsRob Murphy
Your credit card company invites you to attend a meet-and-greet with your favorite rock band before the upcoming concert. Your financial institution offers you a private golf lesson from one ...
SWOT Team: Building Community With Wikis and Weblogs and Other ForumsHank Stroll
Online communities have been around for years, but we now have more tools for building them. The options include Weblogs (blogs), wikis, forums (bulletin boards), email discussions and online chats. ...
Designing Brands With Women in MindAndrea Learned
What do Target, iPod and Hoover have in common? These brands have learned how to catch a woman's eye.
I know. Enough already about Target and iPod, you say! Still, ...
The Formula for Marketing HitsDan Herman
From time to time, the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These marketing "hits" are products or services, entertainment locales or vacation spots, ...
Eight Things You Don't Know about Boomer Women (But Should)Mary Brown
At almost 80 million, Baby Boomers make up the largest generational demographic today. And, among Boomers, women not only outnumber men, but they also influence as much as 80% of ...
Why Customers Buy, and Still Leave Shortly AfterSean D'Souza
Are you losing truckloads of dollars simply because you don't get the customer to consume what they've ordered? Can't entice them to move beyond the sale?
What's missing in your marketing? ...
SWOT Team: Marketing Complex ProductsHank Stroll
Marketing complex products and services is a challenge. This week, add your two cents to: What methods work well for marketing technical services and solutions?
Also this week, read your answers ...
Branding and the Customer ExperienceSuzanne Taylor
A brand means much more than its product and service features. Brands are built from nothing less than the sum of a customer's experiences with a product, service or company. ...