284 Posts found for Source: MarketingProfs

Many organizations have lost their focus on lead generation because budget-strapped marketers are under “efficiency” pressures to optimize campaign budgets, customer retention and overall marketing ROI.

The problem is that focusing on “efficient growth” does not yield better lead generation. Focus on cost containment and accountability usually yields only marginal gains. Therefore, managers are looking for new ways to grow.

What’s a marketer to do? … [ Read more ]

Content: Article | Author: Stephen Diorio | Source: MarketingProfs | Subject: Marketing / Sales

As marketers, we know that the purpose of any business is to sustain the process of profitability in the long term. That process ultimately being marketing-and, more specifically, creating a sustainable brand.

So which areas do today’s emerging brands need to rethink to specifically manage the costs of the entire marketing process? Which principles can reasonably ensure that your brand’s marketing efforts can steal share … [ Read more ]

Content: Article | Author: Ray Podder | Source: MarketingProfs | Subject: Marketing / Sales

One of the promises of interactive marketing has long been its ability to create intimate relationships with our customers. As a promise, it has been largely unfulfilled. The consumer experience of these relationships is typically lackluster, and the marketers’ gains have been on the whole unremarkable.

Which begs the question, “What are marketers doing wrong?”

Content: Article | Author: Matthew Syrett | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales

Even if you’re still working with a No. 2 pencil and scrap paper, there’s no reason you can’t produce outstanding quality forecasts with more predictability and reliability than you’ve ever experienced before.

Content: Article | Author: Pat LaPointe | Source: MarketingProfs | Subjects: Marketing / Sales, Operations

Many people have opinions about PowerPoint, but few can speak on the topic with the authority of psychology professor Mayer.

The author of 18 books and more than 250 articles, Mayer’s 12 years of research in multimedia learning and problem solving have important implications for PowerPoint users.

Content: Article | Author: Cliff Atkinson | Source: MarketingProfs | Subjects: People, Personal Development

It is worthwhile to distinguish between two possible goals in making a PowerPoint presentation-information presentation, in which the goal is to present information to the audience, and cognitive guidance, in which the goal is to guide the audience in their processing of the presented information. When your goal is information presentation, PowerPoint slides can be full of information that may be extremely hard to process … [ Read more ]

Content: Quotation | Source: MarketingProfs | Subject: Communication

If you take the time and spend the money to produce, prepare and deliver a presentation or mini-seminar, here are seven event-marketing tips that will help you fill your room.

Content: Article | Authors: John Doerr, Mike Schultz | Source: MarketingProfs | Subject: Marketing / Sales

Job hunting has striking similarities to a marketing project.

The operative “P” words for a successful campaign are positioning, process and persistence, followed closely by performance, personality and pricing. The product is the candidate.

Content: Article | Author: Debra Feldman | Source: MarketingProfs | Subject: Career

Marketers are generally the least financially skilled of all executives in an organization…It’s the language of business, and if you cannot speak that language today, you’re going to be in trouble. And that’s the one prediction I’m pretty confident about. Marketers will have to be financially savvy to keep their jobs in the future.

Content: Quotation | Source: MarketingProfs | Subjects: Marketing / Sales, Organizational Behavior

Often, it’s not clear what it means for some practice to be “best.” Best at what? And by what standard?

What works well for one of your competitors or another company doesn’t necessarily mean it will work well for your organization. Following in the footsteps of other companies is called mimicry, and while it might be flattering, it is often very dangerous.

Content: Article | Author: Allen Weiss | Source: MarketingProfs | Subjects: Best Practices, MBA Related | Industry: Education / Training

Measuring visitors, page views and actions on your Web site is finally settling down and becoming a manageable task.

As we get accustomed to the tools and the terminology, the prospect of tracking things online is no longer as frightening as it used to be. At least that was the case until November 20, 2003.

Content: Article | Author: Jim Sterne | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

A recent Case Western study confirmed what we already know in our heart of hearts-satisfaction has little to do with loyalty.

What was a surprise, however, was clear evidence that trust wasn’t the deciding factor, either. What customers are looking for first and foremost is value-not the monetary kind of value, but value that impacts a person’s life.

Content: Article | Author: Diana LaSalle | Source: MarketingProfs | Subject: Marketing / Sales

Brands allow you to clearly define and communicate what you stand for, whether you’re the “lowest-cost provider,” the “most innovative,” the “best total solution,” the “preferred choice” or what have you.

But you’ve got to decide what your brand stands for, and communicate that value proposition effectively and repeatedly. It’s not good enough to just run a quality business-you’ve got to let everyone know what … [ Read more ]

Content: Article | Author: Dave Sutton | Source: MarketingProfs | Subject: Marketing / Sales

What used to take weeks of research and strategic planning can now be done in an hour or less, with tools like Site Build It! and others.

Even if you have an existing business, these tools are a great way to identify strengths and weaknesses in both your business and marketing plans. You can even use them to figure out the language to use in your … [ Read more ]

Content: Article | Author: Nick Usborne | Source: MarketingProfs | Subjects: Entrepreneurship, Marketing / Sales

Jack Trout is one of the world’s foremost marketing strategists. He pioneered the concept of “positioning” as a critical component of business strategy.

Content: Thought Leader | Source: MarketingProfs | Subject: Management

Did John get your attention with this headline? That was the plan.

An effective headline is the most important aspect of any successful print ad. Read on for a headline primer.

Content: Article | Author: John McMahon | Source: MarketingProfs | Subject: Marketing / Sales

Marketing puts the public face on the brand. Customers’ experiences are influenced by how the promise of the brand is delivered through the call center, distribution channels, billing and service departments – in short, the Brand-Customer Relationship.

Content: Quotation | Source: MarketingProfs | Subject: Marketing / Sales

So you’ve decided to conduct an online survey. There are a few questions in your mind that you would like answered, and you are on the lookout for a fast and inexpensive way to find out more about your customers, clients and so on.

Content: Article | Author: Vivek Bhaskaran | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

It’s an ongoing battle with most CEOs to achieve the recognition and status that we know marketing deserves.

This article focuses on the component that is perhaps most critical: building marketing’s equity within the organization.

Editor’s Note: this is the final installment in a 3-piece article and I don’t really recommend you bother reading the first two…

Content: Article | Author: Roy Young | Source: MarketingProfs | Subject: Marketing / Sales

It’s axiomatic that businesses want to increase their top line (revenue) or decrease their middle line (expenses), often at the same time. The million-dollar question is how to do it.

Given entrenched competitors and charging upstarts, shorter product cycles and rapid commoditization, where can a company increase its chances of capturing incremental revenue profitably?

Content: Article | Source: MarketingProfs | Subject: Marketing / Sales