Vol. 3 , No. 41     October 14, 2003


In this Newsletter:

  1. Don’t Count on Me
  2. SWOT Team Sustains Bare-Bones Staff
  3. Search Engine Marketing: Into the Fast Lane
  4. Business School Lessons May Not Always Apply
  5. How to Get Your Message Across, Soft and Clear
  6. Blog for Business: Is It Right for Your Company?
  7. Ten Ways to Get the Media to Love You


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Jim Sterne
Don’t Count on Me

Web analytics can help every manager reach their goals by acting as a lens through which they can more clearly see how well their area of the Web site is working. Unfortunately, it also lets everybody else in the organization clearly see how well his or her area of the Web site is working.

Sure, we all just want to get along. At the same time, we all want to do better than the other guy. We don’t want anybody looking over our shoulder. As a result, Web analytics can sometimes be seen as a threat rather than a gift.

So how do we break this impasse?

Get the full story.


AD:TECH New York, November 3-5, 2003
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Think Big, Spend Smart! Get scalable strategies for integrated marketing from major brands including: Visa, The Coca Cola Company, Song Airways, Bank of America, Daimler Chrysler, Revlon, Johnson & Johnson, Sprint, Continental Airlines, Unilever, Major League Baseball, Jose Cuervo, Volvo, Gillette and more! Find complete event info and register at https:////www.ad-tech.com.

Tamara Halbritter and Hank Stroll
SWOT Team Sustains Bare-Bones Staff

Being thin can be a good thing. But not when it comes to your marketing department. Working lean can mean you don’t have an adequate budget, the proper supplies, or nearly enough help. How can you work with this?!

Also this week: What's the single best source for competitive data?

Join the conversation. Get the full story.

How Can You Continue to Work in These Conditions and Be Effective?

Robin Houghton
Search Engine Marketing: Into the Fast Lane

Search engine marketing—the art and science of making Web sites visible on the Web—involves a lot of messing about with code. Few of its exponents can agree definitively on what works. Which is probably why marketers have been happy to leave it in the hands of the IT folks.

Until now, that is.

Get the full story.


A Note to Readers

Dig In!

Greetings, discerning readers!

I won’t yammer on this week. There’s too much great stuff packed into this week’s issue of MarketingProfs for you not to dig in right away.

Like what? Well, the always capable Jim Sterne for starters. Jim kicks off the issue, followed by our SWOT team regulars Hank Stroll and Tamara Halbritter, as well as repeat contributors Mike Shultz and John Doerr. New to our pages is Margie Fisher, who writes about enticing the media to love your company.

So go ahead – dig in! And let me know if it’s filling. As always, your feedback is both welcome and appreciated.

Until next week,

Ann Handley

p.s. Don’t forget to register for ad:tech New York, taking place November 3-5. Great networking, boatloads of vendors, informative sessions. If you’ve never been to ad:tech before, you don’t know what you’re missing!


Last Issue's Top 5

  1. How to Ignore Your Best Customers, the TiVo Way (Part 1)
  2. A New Tool in the Marketing Arsenal
  3. Making Marketing Matter: An Interview With Visa EVP John Elkins
  4. Hello, My Name Is Mike... and I Send Out Email
  5. Who Is Your Web Site for, Anyway?
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Mktg. Metrics Top 5

  1. Highlight the Hot Spots
  2. Measuring Marketing ROI – How Low Can You Go?
  3. Metrics On a ‘Need to Know’ Basis
  4. Your Web Metrics Can Be All Wrong (Part 1)
  5. How To Measure Your Marketing

MarketingProfs Seminars


Mike Schultz and John Doerr
Business School Lessons May Not Always Apply

What many of us know and learned from respected business thinkers about market research, launching new services, branding, and differentiation can become an Achilles heel if applied to our service firms.

How can following such (seemingly) solid business thinking hurt us?

Get the full story.

Carl Hedberg
How to Get Your Message Across, Soft and Clear

The primary objective of a series of client testimonials is to clearly demonstrate how your firm has “done the job and done it well.” In addition to spotlighting particular areas of expertise, though, testimonials can also provide an excellent venue for expressing brand emotions.

Here’s how to add that extra splash of color.

Get the full story.

Barbara Payne
Blog for Business: Is It Right for Your Company?< /font>

It's time to start having your salespeople write blogs for their customers and prospects.

It may sound radical to some companies, but there’s no denying the power of authentic communication when it comes to building loyalty between people—and clearly your customers are people first.

Get the full story.

Margie Fisher
Ten Ways to Get the Media to Love You

So you’ve launched a public relations campaign. Your dealings with the media now become critical. Indeed, those relationships with the media can make or break your public relations efforts.

Here’s how to get the media to love you.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com

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