Vol. 4 , No. 20     May 18, 2004


In this Newsletter:

  1. Educate Your CEO About Marketing (Part 3): Inside a Valuable New Book Premium Content
  2. Pop-Up Ads, Trademark Law and the Meaning of ‘Use’
  3. Striking at the Achilles Heel of Integrated Marketing
  4. Writing Web Copy That Works
  5. SWOT Team: Are Academic Credentials Still Vital to Success?
  6. Managing Product Profitability
  7. Focus as a Marketing Strategy


How to Market to IT

WebCast. Join a panel of independent experts...

Sarah Fay, Ellis Booker, Andrew Latzman and Anne Rath tackle real-world tech marketing challenges.

Get our MarketingProfs RSS Feed here

See below for Advertising, Subscription and Contact information.

Roy Young
Educate Your CEO About Marketing (Part 3): Inside a Valuable New Book

In a new book on the subject of educating the CEO about marketing, London Business School Professor Nirmalya Kumar challenges us to become customer-focused leaders of growth that is strategic, cross-functional and profitable.

In Part 3 of this series on educating our CEOs about marketing, Roy Young summarize some of his key points and furthers the discussion with an interview with Professor Kumar. Regardless of your level, experience or organization, you'll learn a thing or two.

Get the full story.


DRIP MARKETING: Automate it!
How do you keep your company's products or services front and center in your prospects’ minds? Learn how to integrate automated “Drip Marketing” into your direct marketing strategy. Receive a FREE WHITEPAPER from W5 Technologies to help you build constant, automated marketing communications.
Click here to receive "Improving Demand Generation: Automated Drip Marketing Strategies"

Lee Gesmer and Susan Mulholland
Pop-Up Ads, Trademark Law and the Meaning of ‘Use’

Is it possible to infringe a trademark when you never display it to the public but use it only as a hidden trigger for pop-up ads?

Three federal courts have struggled with this question in the last seven months but have been unable to reach unanimity on the answer.

These cases represent the newest issue to confront the courts in the battle over trademark protection on the Internet, and they illustrate how technological developments on the Internet continue to outstrip the ability of the law to keep pace.

Get the full story.

Matthew Syrett
Striking at the Achilles Heel of Integrated Marketing

Integration is a marketing catchphrase of the moment. Its value propositions seems unquestionably strong—the whole of a marketing initiative can be greater than the sum of its multidisciplinary parts if those parts work tightly together to assist one another.

While certainly capable of delivering on this promise, integrated marketing is not without its inherent vulnerabilities.

Get the full story.


A Note to Readers

Making the Register Ring

Greetings, discerning readers!

Sometimes I feel like a broken record when I repeat (it seems for the ump-teenth time in the past six years) that content really is king. Then I read a piece like David Carlson’s recent post on Poynteronline and I feel like maybe I can’t play that record enough.

Carlson, a University of Florida professor, posted in “E-Media Tidbits” that the recent E&P/Mediaweek Interactive Media conference in Atlanta might lead one to think that content is not an important part of media Web sites.

“Out of 12 educational sessions over two days, there are three -- count them, three -- sessions that I would classify as specifically related to online content. The rest are about advertising, site registration, targeting, and the like,” Carlson wrote.

Carlson doesn’t fault media sites for focusing on strategies that make the cash register ring.

He writes, “I certainly understand that sites will not continue to exist unless they can pay the bills, but with a conference bill filled with sessions such as ‘What consumers demand from classifieds today and how your site can give it to them’ and ‘Cross platform buying and selling / integrated marketing,’ I fear that some of us may be losing sight of what brings people to media Web sites in the first place.”

In Carlson’s view, and in mine, it’s content. While Carlson is referring specifically to media sites in his post, his message nevertheless speaks to the publisher of any Web site looking to attract visitors, customers, or prospects.

In other words, you can't monetize visitors you don't have. Or, if there’s no one there to hear it, will your cash register make a sound?

Focusing on producing quality content that really speaks to the hearts and minds of your core audience, and the rewards will follow.

Until next week,

Ann Handley

P.S. If you plan on attending ad:tech in San Francisco next week, say hello to Publisher Allen Weiss. He's weighing in Monday afternoon on a panel on unique b2b marketing ideas. Check out www.ad-tech.com.


Last Issue's Top 5

  1. Educating Your CEO About Marketing (Part 2)
  2. 12 Laws of Customer Loyalty
  3. Papayawhip, Peachpuff or Peru: Design Advice That Could Save Your Career
  4. Marketing Lessons From American Idol
  5. The Customers You Wish You Didn’t Have
>>Sponsored Links
So you're interested in email marketing.
Emma can help, at prices that make the Big Guys blush.
I like making people blush. Tell me more...
Trout on Strategy
Learn the keys to capturing mindshare and conquering markets.
Don't Miss it - This Thursday

Recent Know-How Exchange Questions/Answers

  1. ROI On Brand Ad
  2. Historic Hotel Needs Heads On Beds
  3. How To Start A Small Scale Marketing Firm?
  4. Send Us Your Details
  5. Should We Email A Letter Of Introduction To European Attendees Prior To Conference?



Gwyneth Dwyer
Writing Web Copy That Works

Perhaps you’re trying to write Web copy for the first time. Perhaps you’re not a writer, but you’re charged with developing content. Perhaps you’re an interactive pro who’s wrestling with difficult, disorganized content—and a committee of reviewers.

Take a minute to review these 10 fundamentals of great copy. How does your Web writing stack up?

Get the full story.

Yvonne Bailey and Hank Stroll
SWOT Team: Are Academic Credentials Still Vital to Success?

This issue’s dilemma asks: Are academic credentials still vital to success? Or is top-shelf on-the-job experience enough in this market?

Also this week, read your answers to: "When we’re paying per click, how can we convert more of our site visitors into customers?"

Get the full story.


Why Subscribe to Another Newsletter?

To get latest the e-business research, news, charts and graphs from the world's leading sources all in one handy place -- and eMarketer's unique insights, perspective and analysis (Free!).
To preview the eMarketer Daily, click here

Steven Haines
Managing Product Profitability

If you don't have an intimate knowledge of the financial performance of your products, how is it possible to figure out whether your product is successful? Or how can you discern where your product is situated along the lifecycle curve?

Get the full story.

Paul Barsch
Focus as a Marketing Strategy

This year, all marketers are being asked to do more with less. And, let’s face it, the business climate is so dynamic that more likely than not your 2004 plans (and budgets) are constantly adjusted in real time.

In the rush to jumpstart revenues and execute on the marketing plan before those precious dollars evaporate, too many marketers are losing touch with their marketing strategy.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handle


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

Premium Subscriptions:
Roy Young

Subscribe to our Future Newsletters

Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you without the hype and self-promotion found elsewhere.

We value your Privacy!

Advertising Info

Reach a professional advertising and marketing audience. Visit here to get our contact info. and our current media kit.
Helping marketers from all industries succeed online through highly effective email technology and professional services.

You received this newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com, or because you subscribed to our newsletter. You can easily change the newsletter format to text or html, change your email address by going here.

To leave our mailing list, simply send us a blank e-mail here.

Copyright © 2004 MarketingProfs.com. All rights reserved.
MarketingProfs | 419 N. Larchmont  |  #42 |  Los Angeles, California  |  90004
We protect your privacy
All logos and names are the copyrights of the respective owners