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Vol. 4 , No. 44     November 1, 2005


In this Newsletter:

  1. The Deconstruction of Metrics: What Really Matters
  2. The Secrets of Building Links and Increasing PageRank
  3. From the CEO's Desk: Prepping RSS for Prime Time
  4. Feathering the Empty Nest: Six Tips on Marketing to Women Boomers
  5. Ten Ways to Increase Customer Loyalty
  6. How to Develop a Media Training Program
  7. The Sound of Business (Part 2)

Exact Target

Best Day to Send + Video iPod Referral

Monday is so last week. Precision email software company ExactTarget is sharing expertise in the new whitepaper, "BEST DAY TO SEND EMAIL." It includes insight on trends and tips on maximizing clickthroughs and opens. If that isn’t enough, ExactTarget offers a REFERRAL PROGRAM with a drawing for a New Video iPod!

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Premium Content

Michael L. Perla
The Deconstruction of Metrics: What Really Matters

Metrics are the rage recently. The ubiquitous saying "you can't manage what you don't measure" is being played out on every corporate stage.

All of this attention does beg some questions, however: How many things should you measure? What metrics are really important? Should you trust the number? And what do you do now?

These questions (and more) are answered here. We'll also deconstruct a metric to better understand and test it.

Get the full story.

Please note: This article is available to paid subscribers only. Get more information or sign up here.


Free Web Seminar: Unearthing the True Value of Web Seminars - From the Customer's Perspective
Attend this web seminar to hear results from a recent survey conducted by Wainhouse Research on what online events are being used for and what users think about the results they have achieved. Learn the main business drivers behind the adoption of online events, how web seminars are being used for specific functions within organizations and what customers think about the results versus their initial expectations for using web seminars. Join us on Nov 3rd 10am Pacific/ 1pm Eastern.
Register today

Stephan Spencer
The Secrets of Building Links and Increasing PageRank

Link building is arguably the most challenging aspect to search engine optimization.

It's anything but straightforward; the process is fraught with landmines; and the outcome is largely outside of your control—since you can't dictate who links to you and who doesn't.

Here's where to start.

Get the full story.

Matt Blumberg
From the CEO's Desk: Prepping RSS for Prime Time

There has been a flurry of RSS activity in the last two years, including countless startups that are hitting the new technology from every angle. These companies are doing everything they can to get RSS ready for prime time.

Unfortunately, it's not quite there yet, but we're getting closer. What will it take to get RSS ready for wholesale embrace?

Get the full story.


A Note to Readers

You Know You're a Marketer When...

Last week, I solicited responses to complete that sentence. Bill Stiles made me laugh out loud with this submission: "You know you're a marketer when your children don't write letters to Santa, they direct mail."

Thanks, Bill and all others who responded. It was very entertaining reading all of your suggestions. I included a few of the best submissions today, starting with more from Bill. (More winning entries will run next week.)

But first, some MarketingProfs news: The third of our Vendor Selectors rolls off the assembly line this week. This one gives readers the skinny on how to select a web analytics vendor and contains 22 product listings contributed by web analytics service providers. As always, the front page of the Vendor Selector is available to all MarketingProfs members.

Our prized Premium members get extra goodies, of course. If you're one, you can take advantage of three interactive features, including filters for sorting and detailed product listings; you also get a Shopper's Handbook, which walks you through the selection process.

Just like our last two guides (on email marketing and on search engine optimization), what's really cool is that the Web Analytics Vendor Selector is a dynamic thing—built as a tool rather than a static report. You aren't getting a two-inch binder of reading material but a flexible, adaptable tool that we can constantly improve and upgrade to you’re your changing needs.

Check it out. And let me know what you think!

And now, you know you're a marketer when...

From Bill Stiles, Stiles Healthcare Strategy:
"You TiVo commercials and delete the entertainment."
"You know the research results for a dozen projects but can't remember your mother's birthday."
"You've been called 'anal' so many times your children think it's a nickname."
"Your spouse routinely substitutes 'anal' with a slightly shorter word."

From Michael H. Lyon, applebrandsource:
"You have placed each member of your van pool into a psychographic bucket."
"You consider your lawn part of your Unique Selling Proposition."
"You coach your teenage son on how to better position himself among girls."

From Amanda Ponzar:
"You buy magazines to look at the ads, not read the articles."
"You love opening junk mail just to look for creative direct mail ideas."
"Your Christmas card list is merged, purged and database-ready."

Look for more next week. Until then,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Case Study: Ben & Jerry's Social Initiative
  2. Marketing Challenge: Ducking Presentations That Bore
  3. Usability Testing: Ask Me If I Care
  4. How to Build Your Telemarketing List Online
  5. Multicultural Marketing: Why One Size Doesn't Fit All
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Recent Know-How Exchange Questions/Answers

  1. Branding Longevity
  2. Can I Change My Primary Url Without Penalty?
  3. Save Money By Buying Cigarettes Online?
  4. Marketing an Incredible Web Idea To Ad Agencies
  5. Is Statistical Analysis Useful For Direct Marketing?
What can YOU learn in 90 minutes?

November 10
Google in the Real World: How Links Boost Your Ranking
Presented by Stephan Spencer, international speaker and highly-rated expert on Search Engine Optimization.

November 17
Better Than Email Marketing? RSS Demystified
Presented by Rok Hrastnik, author of the book Unleash the Marketing and Publishing Power of RSS.


Mary Brown
Feathering the Empty Nest: Six Tips on Marketing to Women Boomers

Never before in history has such a large demographic group as the Baby Boom generation experienced major life-stage transitions en masse. Now in their 40s and 50s, Boomer women are grappling with one of the most challenging stages they have faced to date: the empty nest.

A critical juncture in a mother's lifecycle, the empty-nest phenomenon represents an opportunity for marketers sensitive to the evolving needs, challenges and aspirations of this demographic. Not just a one-time marketing opportunity, the emptying of the family's nest is often a layered experience across the coming of age of several children, and their progressive separation from college to graduation and beyond.

Get the full story.

Jay Bower
Ten Ways to Increase Customer Loyalty

Acquiring new customers is the "show biz" side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of media. There's this problem, though: It costs five times as much to find a new customer as it does to keep an existing one.

That's why smart organizations are focusing more of their resources on keeping and growing current customers. The key is to exceed customers' expectations. Here are 10 ways to accomplish that.

Get the full story.

Chris Dillon
How to Develop a Media Training Program

Media training is hot. With the growing awareness that PR is a potent marketing tool, many companies are using media training to strengthen their communication capabilities.

Media training can be a complex, expensive undertaking. But with a little planning, it can make your organization's message clearer and more compelling.

Get the full story.

Jerry Bader
The Sound of Business (Part 2)

In a world of mental clutter, information anxiety and narrow attention spans, your Web voice could become the next big weapon in Web media presentation and marketing.

So how do you effectively implement voice on the Web?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

Ad/Sponsor Information:
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