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Vol. 4 , No. 46     November 15, 2005


In this Newsletter:

  1. Why the Road to Simplicity Is Complex (and How That's Redefining Marketing)
  2. Chance Discovery: An Emerging Japanese Marketing Analysis
  3. The Full Circle of RSS Marketing Power
  4. Adding SEO to the Marketing Mix: Bringing Your Boss to the Table
  5. How to Write Compelling White Papers (Your Audience Will Really Want to Read)
  6. Updating the Standard Four Ps of Marketing
  7. Webinars Aren't Just for Selling

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

Charles L. Mauro
Why the Road to Simplicity Is Complex (and How That's Redefining Marketing)

This article is simply about complexity. It's not about the usual product complexity often discussed in marketing journals, business magazines or even in the pages of the New York Times. Instead, it's about a "new complexity" that has recently permeated high-technology consumer products and services to create products with massive features sets and corresponding levels of operational complexity.

This new complexity will fundamentally alter the role of marketing and product development executives and redefine the skill sets necessary for achieving business success in the future.

Get the full story.

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


Best Practices for Online Meetings and Collaboration
Thousands of small and medium businesses have found that online meetings and collaboration have resulted in immediate ROI. Join us for a 30-minute Webcast to discover how sales, marketing and training groups in SMBs use online meetings and collaboration to drive revenue and cut costs. Find out why SMBs like yours are able to increase sales and save thousands of dollars every year. Register now.

Matthew Syrett
Chance Discovery: An Emerging Japanese Marketing Analysis

Despite being little known in the North America and Europe, Chance Discovery has groundbreaking implications for Western marketing analytics. It endeavors to solve a longstanding paradox of standard quantitative marketing analysis: how to find new opportunities in our data that have yet to be realized.

In other words, Chance Discovery moves our analysis of marketing data from standard description or modeling into a formal approach for seeking inspiration from within these data.

Get the full story.

Rok Hrastnik
The Full Circle of RSS Marketing Power

RSS is getting much media coverage. But very little is being said about the full circle of RSS marketing power. The truth is that RSS goes far beyond "simple" blogging or news delivery.

RSS can be fully integrated in most marketing activities, having the power to extend them and increase their results.

Get the full story.


A Note to Readers

Stuffed for Thanksgiving

Greetings, discerning readers!

Next week is Thanksgiving week in the U.S., and we at MarketingProfs are taking a break from publishing our newsletter. Those of you who get a little jumpy at the thought of not having your weekly fix of MarketingProfs—don't worry! This special issue of our weekly newsletter is packed with enough goodies to carry our biggest fans through the drought next week.

Take a look at the Premium article, for example—a Heavyweight Champion weighing in at roughly 7,500 words. It's probably the longest article we've ever run on MarketingProfs, but it's also one of the best.

Charles Mauro does an excellent job of describing the "new complexity" that now defines high-tech consumer products and services that tend to have massive features sets and corresponding levels of operational complexity. If you've ever spent an afternoon hooking up your TiVo and DVD player so that they work seamlessly with your digital cable box and a single remote ... well, you'll understand what he means.

Mauro says that this new complexity will fundamentally alter the role of marketing as well as redefine the skill sets necessary for achieving business success. And he puts 10 principles to help you at your own job in managing that complexity. (For a very funny anecdote on keeping your marketing message simple, see this bit.)

Check it out, and please let me know what you think. As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
Chief Content Officer

P.S.: Did you know we offer group discounts for upgraded membership? Corporate Accounts are available for groups of 5 or more. Get a group together, and you'll qualify for half price.

One regular Premium account is $49.95—or you can buy 5 for $125. Visit our site for more information, or drop a line to Sharon Hudson, Corporate Membership Diva, at She’ll be more than happy to chat with you, or to answer any queries you may have.


Last Issue's Top 5

  1. From Mayhem to Marketing: Why Word-of-Mouth Should Be Back on Your Agenda
  2. Your Seven-Step RSS Marketing Plan
  3. Eight Killer Alternatives to Crummy Collateral
  4. Design: The New Corporate Marketing Strategy
  5. Is It Time to Revamp Your Communications Plan?
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Recent Know-How Exchange Questions/Answers

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  3. E-marketing Software - Best Value For Money?
  4. Sales/market Spend By Industry
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What can YOU learn in 90 minutes?

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

December 1st
Marketing to Mature Women: Meet the Big Spenders
Presenter: Marti Barletta, well known and regarded author of several books on this important topic.


Scott Buresh
Adding SEO to the Marketing Mix: Bringing Your Boss to the Table

Very often, the people who first recognize the potential benefits of professional SEO are not the key decision makers. They are the people on the front lines of the organization—the ones who deal with prospects and customers every day.

But proposing professional SEO as a new marketing initiative to the people higher in the chain of command can be a frustrating process—very often leading to disenchantment and a general sense that the marketing decision maker doesn't "get it." The real problem, however, may lie in a flawed approach.

Get the full story.

Sandra Clutter
How to Write Compelling White Papers (Your Audience Will Really Want to Read)

As the evidence shows, a white paper can be a powerful and persuasive marketing vehicle. Provided, of course, that the reader actually reads it. Here's how.

Get the full story.

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Gregory J. Pollack
Updating the Standard Four Ps of Marketing

Marketers always have to adapt to changing consumer demands, consumer tastes, shifting customer priorities, economic downturns, economic upturns, savvy consumers and buyers just looking for something new.

But before marketing can affect a change with either a new product offering, or reinvigorate a new brand, there's one constant that remains. In marketing it's the "Four Ps."

Get the full story.

Bob Hanson
Webinars Aren't Just for Selling

While a marketing webinar is the most common use of one-to-many Web collaboration services, it is by no means the only way of leveraging Web events.

Webinars, which offer a lower cost-structure than live seminars, can be used in diverse ways to cut marketing, sales, and product development costs and drive top-line growth. A great Web collaboration and webinar strategy can even create competitive or strategic advantage.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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