Vol. 4 , No. 4     January 27, 2004


In this Newsletter:

  1. A Final Word on Positioning
  2. SWOT Team: The Hope, Glory and Folly of CRM
  3. Don’t Go Changin’
  4. Is Your Company CAN-SPAM Compliant?
  5. Enter the Marketing Meatrix
  6. When Being First May Not Matter
  7. Designing Online Forms: Eight Simple Tips


What Every Marketer Needs to Know About Their Web Site

Marketer's are swimming in a sea of data. With your web site alone you see numerous stats on visits, clicks, conversion rates, etc. Do you know which metrics really matter? Watch WebTrends webcast & learn how to effectively analyze your web site

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Michael Fischler
A Final Word on Positioning

There are no “five easy steps” to any aspect of marketing. Marketing is a craft, not a science. And every successful marketing program is made by hand, by talented craftsmen, sanding and sawing and staining a unique creation—a marketing structure—that works for their company and no other.

Nope—there's no rules for marketing. Well… except for one.

Get the full story.


Receive the latest analysis from Claria on the effectiveness of online sponsorships, best & worst ads, and much more.
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Yvonne Bailey and Hank Stroll
SWOT Team: The Hope, Glory and Folly of CRM

This issue’s dilemma asks: How do you salvage your investment in CRM and realize real improvements in customer relations? Weigh in!

Also this week: When the leadership team disagrees on the best approach to marketing.

Get the full story.

William Arruda
Don’t Go Changin’

Strong brands don’t change their promise of value. They communicate their unique promise of value through all that they do. This is an important thread that links all of the world’s most successful brands.

When you have incongruous experiences with a brand, your desire to remain loyal to that brand wanes.

Get the full story.


A Note to Readers

Get Smart

Greetings, discerning readers!

I’m accustomed to receiving feedback from many of you. But it’s been very interesting hearing your voices in another forum — the MarketingProfs Know-How Exchange.

The Exchange hung up its shingle January 13, and it’s been a busy place these past two weeks. About 215 of you have participated in the Exchange—either by posing a question you need help with or answering a query. Many more are lurking in the dim-lit corners. And Exchange moderator Val Frazee val@marketingprofs.com is having a blast moderating the Q&A.

Two weeks into it, Val says, the Know-How Exchange has closed 76 questions (meaning, the author of a question reviewed the responses and found one or more that helped him or her), and on average it’s taken about two days for questions to close. (Good news for those of you with a project deadline.) Another 35 questions (give or take) are still open and waiting for answers.

Val’s not the only one who’s been busy. Our lead expert right now, John Stasick, is kicking butt. He’s accumulated 1235 points (as of yesterday). Read his bio here. Go, John!

I’m looking forward to seeing more activity as the fledgling Exchange grows and matures. I’m certain that what we’re seeing now is only an inking of what’s to come.

But don’t take just my word for it. In his blog, marketer Cameron Moll reviews the Know-How Exchange, calling it a “smarter forum” that picks up where others leave off.

“Is it possible to make a smarter forum?” Moll writes, “A forum model that could transform the way all forums in the future are established, to be exact? The folks over at MarketingProfs think so. And I think they’re on to something. Something smarter.”

(Read his full review here). And BTW, I’ve never met the guy, but I do think—despite his self-effacement—that Moll is brilliantly intuitive. Don’t you?)

So check out the Exchange, and let me know what you think.

Until next time,

Ann Handley


Last Issue's Top 5

  1. Web Content Management: 10 Predictions for 2004
  2. What Do You Expect?
  3. Six Newer P’s to a Better Job Search
  4. Google Optimization: E-commerce @ $0 Cost (Part 2)
  5. Bridging the Chasm Between IT and Marketing
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Recent Know-How Exchange Questions/Answers

  1. How Do You Determine Your Target Market?
  2. What Advertising Media For A Small Videogames-business?
  3. Dm To New Business Registrations
  4. A/b Testing Statistics
  5. Managing Marketing Campaigns And Communications Internally


Neil J. Squillante
Is Your Company CAN-SPAM Compliant?

Every law has its first fall guy. It’s only a matter of time before CNN broadcasts the first CAN-SPAM perp walk.

Although targeted at those whose activities were already questionable under existing laws, the CAN-SPAM Act may ensnare legitimate businesses as well, especially small businesses with no compliance experience.

Get the full story.

Gary Goldhammer and Linda Zimmer
Enter the Marketing Meatrix

We received lots of comments about our recent article , “Fresh Eye for the Marketing Guy.” Many of you asked for examples of who is doing it “right.”

We acknowledge that our first article only touched the surface. Here's a deeper look.

Get the full story.


Free Kit: Ensure Email Delivery in the Age of Spam

Improve direct email marketing results, maximize anti-spam compliance, and boost customer retention and revenues.
Free report, case studies, and more.

Wil Reynolds
When Being First May Not Matter

As marketers, we spend our professional lives striving to gain as much visibility for our clients or products as possible. So it seems silly to think that being number one can actually be dangerous to the health of our businesses.

Get the full story.

David Grayson
Designing Online Forms: Eight Simple Tips

Designing an online form may not be as glamorous as creating an animated Flash movie or dreaming up cool ad copy. But for many Web sites, online forms are an important marketing tool—and often the place where actual revenue is generated.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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