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Vol. 4 , No. 20     May 17, 2005


In this Newsletter:

  1. A Business Case for Blogging: Thought Leaders on Marketing Blogs (Part 1 of 2)
  2. Five Common Misconceptions About Buzz Marketing
  3. Will Corporate America Discover Organic SEO?
  4. Publish the Web Content You Can Manage
  5. The New BrandScape: Six Future Trends Changing Marketing
  6. Practical (and Cheap) Usability Testing
  7. Neuromarketing: Peeking Inside the Black Box


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Premium Content

Stephan Spencer
A Business Case for Blogging: Thought Leaders on Marketing Blogs (Part 1 of 2)

How do you make a solid business case for blogging for marketing? What about managing upper management's expectations on the outcome? Should you hire a professional blogger to write your company blog?

To get answers to these questions and others, MarketingProfs convened a Thought Leaders Summit, mustering some of the best minds in the marketing and blogging. In a 90-minute session, we tapped into the wisdom of several of the world's most prominent gurus who revealed their most effective blogging tactics, and more.

Get the full story.

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

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Emanuel Rosen
Five Common Misconceptions About Buzz Marketing

We are all talking about ways to engage consumers in a conversation. We all seek strategies to stimulate people to talk about our brands, products or services.

What's less obvious is what companies should be going to stimulate buzz. And confusion can lead to unfortunate decisions. So here are five common misconceptions about buzz marketing—and what you can do to address them.

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Paul J. Bruemmer
Will Corporate America Discover Organic SEO?

Your average business Web site has come a long way since its brochure days. Savvy businesspeople have learned a lot about Web site design and usability, especially the importance of designing and testing landing pages to increase conversions.

But has corporate America discovered the importance and effectiveness of organic search engine optimization?

Get the full story.


A Note to Readers

The Buzz About Buzz

The Anatomy of Buzz is one of those books I'd read even if I weren't in marketing.

Like Malcolm Gladwell's The Tipping Point, Emanuel Rosen's 2002 book (subtitled How to Create Word of Mouth Marketing) is a great read for just about anyone who loves to follow consumer trends and culture. (Of course, it's a must-read for just about anyone whose job it is to market or advertise nearly anything.)

Rosen asks the fundamental question: What makes a specific idea or trend or product suddenly catch fire? How do some products—the Palm Pilot, the Blair Witch Project, the iPod—get all the love, while others are left out in the cold?

Rosen describes how it happens. It's not through typical advertising or marketing, but through "buzz." A reviewer of Rosen's book describes buzz as "that semi-tangible process through which information and commentary jump from one brain or mouth to another." Rosen also credits buzz with generating customer loyalty.

Rosen's book is a seminal work in word-of-mouth marketing, but it doesn't offer a road map to help get your product or service to buzz Nirvana. That's where we come in! We've lined Rosen up to host a MarketingProfs seminar later this month. (As we say in Boston: Who's your daddy now?)

In the 90-minute online seminar, Rosen will build on the foundation of his book by offering more practical, hands-on strategies. Don't miss it!

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Managing Your Marketing Career: Turning Goals into Gold
  2. Marketing Strategy for Skeptics
  3. Desperately Seeking Something New: The Adventure-Driven Woman
  4. Value Creation: The New Core Competency
  5. Secrets to Closing the Sale
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The Anatomy of Buzz: Actionable Lessons
Word-of-Mouth Marketing from the Original Guru
MarketingProfs Online Seminars

Recent Know-How Exchange Questions/Answers

  1. Why Viral Marketing?
  2. Signing Partners Into a Loyalty Program
  3. Getting a Response From E-mails!
  4. Unprofessional Or Too Sensitive?
  5. It Vs. Marketing Web Development



Gerry McGovern
Publish the Web Content You Can Manage

Sometimes, less is more. Especially when it comes to content.

Many Web sites are too big to professionally manage with the number of staff available. There might be a Web team of four people, yet they have a site that requires at least 10 to properly manage.

What happens when you have more content than you have people to manage?

Get the full story.

Mary Brown
The New BrandScape: Six Future Trends Changing Marketing

Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century.

With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping your eye on the horizon of future trends in branding gives your company the advantage.

What trends are already reshaping our ideas of branding?

Get the full story.

Chris Nagele
Practical (and Cheap) Usability Testing

Usability testing may not be considered a mandatory stage in the design process, but without it you are releasing the product blindly.

Contrary to popular opinion, you don't need a large budget for simple usability testing.

Get the full story.

Karl Moore
Neuromarketing: Peeking Inside the Black Box

The human mind has long been considered as a kind of "black box," something which was rather mysterious.

We can measure the results of our marketing efforts, in terms of sales, awareness, liking and so on. We understand reasonably well the beginning and end of the process—but not the vital part in the middle. That is, what goes on inside the mind of the consumer.

This is all changing with neuromarketing.

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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