Shhh! How Paid Search Really Affects Traffic
How to Develop Case Histories
Case histories can play an important role in the selling process by establishing vendors’ ability to provide specific capabilities and benefits.
Yet many companies have difficulty in establishing a process for developing case studies, in some cases because they weren’t able to gain customer cooperation. Or sometimes, case studies have relatively little impact, because the testimonies they produced didn’t prove that their customers obtained a … [ Read more ]
Content: Article | Author: Jerry Fireman | Source: MarketingProfs | Subject: Marketing / Sales
Zero Million Marketing Resource Center
The Marketing Resource Centre (MRC) at ZeroMillion is an example of the many specialist sections at this site that is generally devoted to the encouragement of entrepreneurship in business. At the Resource Center visitors may select from an extensive range of articles, formulae and templates or follow the specific link to the good oil on web marketing. The Resource Center caters for the neophyte entrepreneur … [ Read more ]
Content: Online Resource | Source: Zeromillion.com | Subjects: Entrepreneurship, Marketing / Sales
Beginner’s Guide to Segmentation Analysis
Knowing what your audience is doing on your Web site is good. Knowing a thing or two about your visitors so you can classify them into segments is better. And treating different segments differently with specialized messaging is priceless (with apologies to that credit card company).
Getting to “priceless” takes audience segmentation analysis. In simple terms, it helps optimize site performance by customizing the experience for … [ Read more ]
Content: Article | Author: Jason Burby | Source: ClickZ | Subjects: IT / Technology / E-Business, Marketing / Sales
The New Networks
Persuasive Online Copywriting
Writing for the web. Web word wizardry. Web writing that works. What does that mean? Your online copy must persuade – it’s integral to getting your visitors or readers to register, subscribe, qualify as leads, and yes, even buy from you. It’s writing that must earn its keep. And to effectively manage the quality of your online writing, you need to understand what works, why … [ Read more ]
Content: Book | Authors: Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis | Subjects: IT / Technology / E-Business, Marketing / Sales
Companies Must Learn to Achieve the Price Advantage (or Pay the Price)
Pricing, the intersection at which untold numbers of buyers and sellers meet every day, lies at the core of any business. Yet it remains misunderstood and poorly managed, according to The Price Advantage, a new book by three consultants at McKinsey & Co. Even executives at successful companies may not fully appreciate how small changes in price can lead to large changes in profitability. Wharton … [ Read more ]
Content: Article | Authors: Craig C. Zawada, Eric V. Roegner, Michael V. Marn | Source: Knowledge@Wharton | Subjects: Marketing / Sales, Pricing
Advertising Is Coming Back!
How to Implement a Content Style Guide
What’s a style guide? And why do you need one?
A style guide helps you to quickly and cost-effectively publish content that is of a consistent quality. It is particularly important when lots of editors and authors involved are in the publishing process. In fact, it’s critical.
Content: Article | Author: Gerry McGovern | Source: MarketingProfs | Subject: Marketing / Sales
Digital Pushes Cinema Screen Ad Market
Mixed Messages: How Men And Women Differ In Their Responses To Marketing Messages
Marketers continue to seek the answers: which advertisements resonate with men, and which with women? In most cases, a single page of advertising with a bold headline, few lines of text and a simple image generally appeals to male audiences, while an ad with multiple images and lots of imagination-provoking detail and text is effective with female consumers. According to Chicago associate marketing professor Joan … [ Read more ]
Content: Article | Author: Joan Meyers-Levy | Source: Capital Ideas | Subjects: Advertising, Marketing / Sales
Affiliate Manager
Shawn Collins is one of the most affiliated affiliators out there, and he provides a plethora of resources for both expert marketers and those who are new to the game. At this site you will find articles, an action plan, a glossary and directories of affiliate programs and software. You will also find links to Shawn’s ancillary businesses, which include the annual Affiliate Summit conference, … [ Read more ]
Content: Online Resource | Author: Shawn Collins | Subjects: IT / Technology / E-Business, Marketing / Sales
Migration of Power from Manufacturers to Channels
Streaming Media a River of Online Ad Revenue
Are Blogs Ready for Prime-Time?
Brand New: Wal-Mart’s Foray Into Private Labels
Private labels have come a long way since the low-quality, low-priced, generic canned goods of the 1970s. Today, the world’s largest retailer is taking on its biggest customers at their own game, developing an ever-increasing number of private-label goods. Who will emerge victorious from this clash of retail titans?
Content: Article | Author: Tim Condon | Source: STERNbusiness (NYU) | Subjects: Marketing / Sales, Strategy
Writing Web Copy That Works
Perhaps you’re trying to write Web copy for the first time. Perhaps you’re not a writer, but you’re charged with developing content. Perhaps you’re an interactive pro who’s wrestling with difficult, disorganized content-and a committee of reviewers.
Take a minute to review these 10 fundamentals of great copy. How does your Web writing stack up?
Content: Article | Author: Gwyneth Dwyer | Source: MarketingProfs | Subject: Marketing / Sales
Magnetic Service: Secrets to Creating Passionately Devoted Customers
The difference between remarkable and run of the mill lay not with the price the customer was required to pay but rather the value the customer felt privileged to experience. Shared stories led us to seven secrets for creating passionately devoted customers.
Content: Article | Authors: Bilijack R. Bell, Chip R. Bell | Source: CEO Refresher | Subjects: Customer Related, Marketing / Sales
The Future of Product Development
For the past couple of decades, product developers have improved their performance largely by making the process more disciplined and rigorous. Such improvements can no longer satisfy the increasing demand for better products launched more frequently and aimed at ever-narrower customer segments. Companies must now turn their attention to building a more nimble and flexible product-development organization. To do so, they will have to focus … [ Read more ]
Content: Article | Authors: David Keeling, Hans-Werner Kaas, Richard Holman | Source: McKinsey Quarterly | Subjects: Management, Marketing / Sales
Marketing As Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation
CEOs are more than frustrated by marketing’s inability to deliver results. Has the profession lost its relevance?
Nirmalya Kumar argues that, while the function of marketing has lost ground, the importance of marketing as a mind-set-geared toward customer focus and market orientation-has gained momentum across the entire organization.
This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators … [ Read more ]
Content: Book | Author: Nirmalya Kumar | Subjects: Marketing / Sales, Strategy