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Vol. 5 , No. 9     February 28, 2006


In this Newsletter:

  1. Making the Most out of Google as a Research Tool (Part 1 of 2)
  2. How to Manage and Measure the Word of Mouth Revolution
  3. The New Rules of PR
  4. How to Write an Effective Survey Questionnaire (Part 1)
  5. B2B Marketing on Search Engines—A Largely Untapped Resource
  6. How Far Will Brand Extensions Stretch?
  7. Marketing Challenge: When Not All Traffic Is Good


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Premium Content

Stephan Spencer
Making the Most out of Google as a Research Tool (Part 1 of 2)

If you're like most of us, you use Google almost daily as a search tool. But Google is capable of so much more than simple search. You'd be surprised at what Google can do to make your work life more productive and easier on any number of levels.

In fact, were you to master Google's powerful search refinement operators and lesser-known features, you could save lots of time scouring irrelevant results. More enticing is the promise of elusive nuggets of market research and competitive intelligence out there, waiting to be discovered.

Get the full story.

For in-depth coverage of this subject, please also see our new Marketing Guide. Click this button to download the PDF.

Note: This article and the downloadable Guide are available to paid members only. Get more information or sign up here.

Exact Target

2006 Trends & iPod Referral
UPDATED FOR 2006! Precision email solutions company, ExactTarget, works with over 3,000 companies including Home Depot, Honeywell, and Scotts. They’re offering a brand new whitepaper, "10 EMAIL TRENDS FOR 2006", including insight on relevance, frequency, design and more. If that isn’t enough, ExactTarget offers a REFERRAL PROGRAM with a drawings for Video iPods!

Justin Kirby
How to Manage and Measure the Word of Mouth Revolution

Every marketer has by now heard the terms viral, buzz and word of mouth. Some will even have noted terms such as brand advocacy, advergames, blog marketing, influencer panels and consumer empowerment seeping into the industry's vocabulary.

Collectively, the latest shift in thinking in the world of marketing has been termed "connected marketing." But what exactly is connected marketing and why are advertisers so interested in it? More importantly, how can marketers manage and measure it?

Get the full story.

David Meerman Scott
The New Rules of PR

The Web has changed the rules for press releases. The thing is, most old-line PR professionals just don't know it yet.

Get the full story.


A Note to Readers

Baby It's Cold Outside

Hello, readers.

As I write this, it's 8 degrees in Boston. If this were Turin and pottying were an event, my dogs would bring home the gold for the quickest release and fastest scurry back inside.

Luckily for you, all this time indoors--and my California colleagues' self-imposed internal exile as a show of solidarity--has helped launch us into high-development mode at MarketingProfs.

You might have noticed that some new products have debuted on our pages in the past few weeks: podcasts, book summaries, the Career Center, our Member Directory, and "Finders, Keepers," an Executive Retreat being held this April.

And there's more good stuff to come. In the weeks ahead, look for brand spanking new Templates, new Benchmark Survey topics, and new Marketing Guides, starting with Using Google As a Research Tool, this week's companion guide to Stephan Spencer’s Premium article.

Also on tap are more frequent virtual seminars with new topics, such as this Thursday's seminar on climbing the corporate ladder in the B2B space, with hotshot Peter Santora of Korn/Ferry.

And coming soon: ProfsBlog, newsletter redesign, and a Profs Spanish-language edition.

All of this is part of our effort to help you do your job better--to fulfill our role as your "Marketing Mentor," in the words of my colleague Roy Young. Life may be long and hard (and, in Boston, also cold), but isn't it nice to know you have someone consistently in your corner? Okay, in at least one part of your life?


Ann Handley
Chief Content Officer

PS: Let's give a big group hug to our new Customer Service Ninja, Penny Fiederlein. Penny becomes the faithful apprentice of Customer Service Samurai Shelley Ryan and will walk on the path of the master. In other words, Penny is going to help with seminar support and customer service. If you get her on the phone or email (, be sure to give her a hello as big as Texas (which is where both Shelley and Penny live, work and polish their swords).


Last Issue's Top 5

  1. Rejuvenating a Faded Brand: Lessons From Travelocity
  2. Gatekeeper Management 101: How to Get a Foot in the Door
  3. How to Get Closer to Customers
  4. How to Implement a Winning Segment Strategy
  5. The Real Gold Goes to the Bold
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10 Reasons Why Online Seminars are Key to the Marketing Mix

Join the AMA and Scott Hornstein, Author and Lecturer, in this web seminar and learn the "why, when and how" for using online seminars more effectively.

Join Us Mar 2, 10am PT/ 1pm ET.
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Robert J. Kaden
How to Write an Effective Survey Questionnaire (Part 1)

Writing an effective questionnaire is not a task for novices. At the very least it requires an understanding of four basic issues.

Get the full story.

Scott Buresh
B2B Marketing on Search Engines—A Largely Untapped Resource

Even those familiar with SEO have common misconceptions about its value in B2B marketing. Frequently, I encounter prospects who understand that achieving a high ranking on a search engine is a valuable marketing tool that can make an impact on the bottom line of a business, but they mistakenly believe that is actually the case only if that business sells something online.

Not so.

Get the full story.


Best Practices for Software Demos: Free Webcast

Software demonstrations aren't known for their entertainment value, but they don't have to be boring. Join us for a 30-minute webcast to learn how to turn your dull demonstration into a winner. You’ll learn how to engage and capture your audience in the first 6 minutes.
Click here to Register Now

Ted Mininni
How Far Will Brand Extensions Stretch?

Brand extensions represent a way to leverage a brand's assets and equity to market new products, increase sales and hopefully, profits.

While there can be significant strengths to brand extension strategies, there can also be significant risks in diluting or severely damaging the brand. There is a great deal at stake, and companies should always proceed with caution.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: When Not All Traffic Is Good

Not all site traffic is good. Like automobile traffic, sometimes traffic is just... congestion, and just gets in the way of those who you really want to come your way.

How can marketers target the *right* sort of traffic?

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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