Vol. 3 , No. 31     August 5, 2003


In this Newsletter:

  1. Exploring the Territory Known as No Brand's Land
  2. Best Advice From the MarketingProfs SWOT Team
  3. What Revenue Should You Bet On?
  4. Your Web Metrics Can Be All Wrong (Part 2)
  5. Cause Marketing: Taking a Cue From the Private Sector
  6. Eight Steps to Ward Off Spam Complaints
  7. Looking for Attention: How to Get Your Product Release Noticed


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Tim Riesterer
Exploring the Territory Known as No Brand's Land

Increasingly, a company’s branding success depends less on what they sell, and more on how they sell it.

In a highly competitive market, with near parity products and barely discernible branding campaigns, sales channel effectiveness is the new key to branding success.

Get the full story.



Gator auto SUV clients know their ads are only seen by people who are interested in SUVs. By targeting ads based on Web wide online behavior, the results are stunning. Gator

Hank Stroll and Tamara Halbritter
Best Advice From the MarketingProfs SWOT Team

Here's your chance to see what your colleagues advise James to do about his brand's erosian at the hands of spam. Also, give your own two cents to Joan, who complains, "Help! My CEO is a roadblock!"

Join the conversation, and get the full story.

Michael L. Perla
What Revenue Should You Bet On?

It’s axiomatic that businesses want to increase their top line (revenue) or decrease their middle line (expenses), often at the same time. The million-dollar question is how to do it.

Given entrenched competitors and charging upstarts, shorter product cycles and rapid commoditization, where can a company increase its chances of capturing incremental revenue profitably?

Get the full story.


A Note to Readers

Survey Says!

Last week, 22,000 of you received a MarketingProfs audience survey (to which 2,300 of you responded). In it, we asked about a host of issues—how many of you have recently purchased business books, attended industry seminars or conferences, or taken any free or for-fee online courses or seminars.

What was a little surprising to us here at MarketingProfs was that so few of you have elected to take any training courses, and fewer still have taken any online seminars—free or otherwise.

Which makes us wonder: why? In this sluggish business climate, are your budgets and time stretched too thin to commit to coursework? Or is it that nothing to date has really made you sit up and take notice?

Drop me a line and give me your thoughts. As always, your feedback is both welcome and encouraged.

Until next time,

Ann Handley

PS: Those of you who’d like to view some of the survey results, click here.(You’re welcome, Sanjay!)


Last Issue's Top 5

  1. Let GM Teach Us How Not to Advertise
  2. Structures of Persuasion
  3. Content Management: Critical Skill of the Modern Manager
  4. Your Web Metrics Can Be All Wrong (Part 1)
  5. Mail Order: Eight Steps to Doing It Right
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Design & Usability Top 5

  1. 3 Steps to Optimizing Your Web Site's Search
  2. Measuring the Value of Your Content
  3. Why Amazon Succeeds -- And Why It Won't Help You
  4. "Usability" for Better Customer Relationships
  5. Web Site Usability: Strategies for Categorizing Categories


Wil Reynolds
Your Web Metrics Can Be All Wrong (Part 2)

In part one, we looked at the problems many of you face with your Web analysis and reporting. This week, we offer some solutions.

Realizing that your Web data is going to be flawed—and understanding the technologies and how they can affect your analysis—is half the battle. Here are six ways you can “fix” Web data problems.

Get the full story.

Kathy Klotz-Guest
Cause Marketing: Taking a Cue From the Private Sector

Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too.

Like, make sure you consider it!

Get the full story.


Are you satisfying your most valuable visitors?

Keep your best customers coming back to your site. Learn to increase customer retention by analyzing visitor segments.
Get your free white paper now.

Raj Khera
Eight Steps to Ward Off Spam Complaints

Because of the increase in spam, many legitimate companies and organizations unwarrantedly get slapped with the “spammer” label.

Here are a number ways email list managers can avoid spam complaints.

Get the full story.

Jerry Fireman
Looking for Attention: How to Get Your Product Release Noticed

Product publicity—on the Web and in print publications—is an efficient way to generate leads and traffic for your site.

But many times announcements are rejected for a wide range of reasons. Here's how to you get your announcements into the broadest range of publications that reach your target audience.

Get the full story.


Publisher:Allen Weiss
a&# 109;w@MarketingProfs.com

Content: Ann Handley


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