Vol. 3 , No. 35     September 7, 2004


In this Newsletter:

  1. RSS: Marketing's Next Big Thing Online (Part 1 of 2)
  2. Neuromarketing: Unlocking the Decision-Making Process
  3. The Holistic Approach to Search Engine Marketing
  4. Five Keys to a Successful Usability Test
  5. SWOT Team: Climbing the Wobbly Corporate Marketing Ladder
  6. Which Half of Your Budget is Working?
  7. Three Marketing Lessons I Learned in High School

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Tom Barnes
RSS: Marketing's Next Big Thing Online (Part 1 of 2)

RSS is in its infancy. But the velocity of its adoption confirms that it is one of the most important media developments in recent years.

As consumers take more active control of the messaging and content they consume, reaching them gets tougher. RSS will aid in the active, real-time, automated filtering of an ever-growing supply of content.

What's it mean? I means that RSS is indeed marketing's Next Big Thing.

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Howard Greenfield
Neuromarketing: Unlocking the Decision-Making Process

In times like these, companies rely on their top inside sales managers and turn to the best outside coaches and experts. Tech companies such as Alcatel, Genesys and SGI, and automakers Daimler Chrysler and Ford, are testing new techniques in the battle for market share.

One of those techniques is "neuromarketing," an approach based on neuroscience. Neuromarketing aims to map brain patterns and provide a more direct path to human decision-making.

Get the full story.

Scott Buresh
The Holistic Approach to Search Engine Marketing

Although "holistic" is often used to describe a particular approach to medicine, it is also appropriate to apply it to other disciplines, including search engine marketing.

And this presents a dilemma: a highly successful holistic SEM approach can make extracting exact ROI figures for the individual components difficult, since the whole has become greater than the sum of its parts.

But as many savvy companies are discovering, that is a nice problem to have.

Get the full story.


A Note to Readers

Too Much of a Good Thing?

Greetings, discerning readers.

With the school year starting today for my brood, I'm well aware of the pitfalls of having too many choices—especially when it comes to the morning wardrobe of my seven-year-old, whose DNA clearly has a dominant Vogue gene.

Having lots of choices on the table (or tossed about the bedroom) doesn't necessarily make anything easier—whether it's purchasing, negotiating, or... just trying to catch the school bus.

The current thinking (as outlined in the September 2004 issue of Negotiation, a Harvard Business School newsletter) is that since people generally have enough trouble making a decision, why make it more difficult by overloading them with too many options? Especially when a byproduct of too many options known as "anticipatory regret" comes into play: "Expanding our choices increases the emotional cost of saying no to all but one of them, " says author Michael Wheeler.

The challenge, of course, is to offer enough variation for your customers to feel that they have options, but not so many that they're overwhelmed. If you happen to come across Wheeler's piece, "Too Much of a Good Thing? The Role of Choice in Negotiation," take a look. It's a good read.

And speaking of choice, you have some great content at your fingertips in the pages of MarketingProfs this week.

The "seven plus or minus two" rule of short-term memory allows that we can hold only so many newly presented bits of information in our minds at a time, says Wheeler. For most people, that's somewhere between five and nine items.

Or, seven informative and well-written articles.


Until next week,

Ann Handley


Last Issue's Top 5

  1. Unlocking Google's Hidden Potential as a Research Tool (Part 5 of 5)
  2. The Power of a Good Brand Story
  3. Ten Site Improvements You Can Make in 30 Minutes (or Less)
  4. Five Deadly Sales Letter Mistakes
  5. Evolve or Die: The Changing Model of the Advertising Agency
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Lon Taylor
Five Keys to a Successful Usability Test

Let's suppose that the "usability" mantra you've heard over the past few years has finally convinced you that conducting user research with your target audience is an essential aspect of your company's Web site development efforts.

What are your first steps? How do you mange a lab-based usability project from the early planning stages through delivery of a great findings report for the development team?

Here are five things to consider that will help you plan a successful test, set realistic expectations with your colleagues, stick to a budget, and wind up with actionable results.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Climbing the Wobbly Corporate Marketing Ladder

This week: How do you find the tools you need to be successful in a new marketing position? Join the conversation!

Also this week, read your answers to: How do you stand out from the crowd in an overcrowded field?

Get the full story.


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Michael Wolfe
Which Half of Your Budget is Working?

Marketing response modeling is a tool that applies science to a company's sales data and mathematically determines the precise contributions of each marketing element. It allows a company to truly understand the returns on investment from its marketing spending.

In other words, these tools are specifically designed to tell you which half of your ad budget is working, and which is not.

Get the full story.

Keith Jennings
Three Marketing Lessons I Learned in High School

Maybe we didn't learn about the intricacies of metrics, subtleties of qualitative research or sensitivities of branding in high school.

But somewhere among high school's cliques, fads, teams, clubs and parties, we lived and learned the basics of marketing in ways that apply now, more than ever, in our cluttered, time-starved lives.

What three things did we learn?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

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