284 Posts found for Source: MarketingProfs

Increasingly, a company’s branding success depends less on what they sell, and more on how they sell it.

In a highly competitive market, with near parity products and barely discernible branding campaigns, sales channel effectiveness is the new key to branding success.

Content: Article | Author: Tim Riesterer | Source: MarketingProfs | Subject: Marketing / Sales

Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too.

Content: Article | Author: Kathy Klotz-Guest | Source: MarketingProfs | Subjects: Marketing / Sales, Nonprofit

Issues inherent in Web data analysis make it difficult to get accurate, insightful data. This article’s purpose is to make you aware of the pitfalls associated with Web data analysis so you can plan for or avoid them.

Here are five ways your data can be skewed by the very technology you seek to leverage.

Read Part 2 at
Content: Article | Author: Wil Reynolds | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

If you want to write good promotional material, remember this cute little phrase: features smell, benefits sell. It’s easy to turn a feature into a benefit. Just add a “so” at the end of the feature and fill in the blank.

Content: Quotation | Source: MarketingProfs | Subjects: Advertising, Marketing / Sales

Self-disclosure is the hardest piece of the communication puzzle. Yet, it’s critical.

Content: Article | Author: Randy Siegel | Source: MarketingProfs | Subject: Personal Development

Heuristics and biases are ubiquitous because they are innate to the human animal. They apply to customers, colleagues, executives, investors and any other category to which we assign human beings.

To better understand how people’s distortions, shortcuts and biases affect how you market to various stakeholders, you should be aware of people’s thinking patterns and perceptual filters, including your own.

Content: Article | Author: Michael L. Perla | Source: MarketingProfs | Subjects: Marketing / Sales, Organizational Behavior

As a presenter, shift away from expressing your individual style of communicating. Instead, adapt your presentation to the audience’s style of decision-making. If you’re not doing this, you’re losing the other side of the desk.

Content: Article | Author: Cliff Atkinson | Source: MarketingProfs | Subject: Marketing / Sales

The last thing you need is a do-nothing headline that takes your marketing strategy down with it.

Find out for yourself the precise psychological reasons why headlines entice us.

Content: Article | Author: Sean D’Souza | Source: MarketingProfs | Subject: Marketing / Sales

Email is still a great way to communicate with customers, but it is now-officially-a horrible way to prospect. So before you launch any email program make sure it’s about customer retention and not about acquisition. And even then, don’t assume it’s working until you can verify that with metrics other than open and opt-out rates.

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

Anyone in business, politics, or public service should be able to answer the question, “What’s your value proposition?”

Here are some of the dynamics and concepts that contribute to a cogent value proposition.

Content: Article | Author: Michael L. Perla | Source: MarketingProfs | Subject: Marketing / Sales

“Big Boy” businesses know how to market to millions. And while there are plenty of areas where the Big Boys fall short, there are plenty of things the Big Boys do well to account for their fair share of growth and their mastery of marketing.

Small business owners can take a cue from the Big Boys by dedicating themselves to smart marketing. Here are 8 … [ Read more ]

Content: Article | Author: Kirsten Osolind | Source: MarketingProfs | Subject: Marketing / Sales

Wacker is the coauthor of three groundbreaking books that give marketers the tools and language to work on creating a bright future for their organizations: The 500-Year Delta: What Happens After What Happens Next; The Visionary’s Handbook: Nine Paradoxes That Will Shape the Future of Your Business; and The Deviant’s Advantage: How Fringe Ideas Shape Mass Markets.

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

Determining the ROI on a newsletter program is not as straightforward as it is for a standard direct mail or direct email campaign. For most direct marketing campaigns, determining the ROI requires simply calculating the direct sales and costs for the campaign. With newsletters, direct sales are usually not the primary focus of the campaign, so the standard calculation neglects the principal objectives of the … [ Read more ]

Content: Article | Author: Peter Meyer | Source: MarketingProfs | Subject: Marketing / Sales

Each metric you measure should be vetted in light of its reliability, validity, sensitivity, responsiveness, cost/benefit, comprehension, and balance.

Yeah, we know. Putting each of your metrics through the paces may not seem exciting. But it is those measures that are the basis for any business case you construct or objective you set.

Content: Article | Author: Michael Perla | Source: MarketingProfs | Subject: Management

Crafting these first words or sentences to entice readers to click through for the full story is both an art and a science. Successful teasers draw on the basic principles of direct response marketing as well as good journalism. And they throw in a little sex, to boot!

Content: Article | Author: Debbie Weil | Source: MarketingProfs | Subject: Marketing / Sales

We are practical beings, each of us with limited functions and duties to perform. Each is bound to feel intensely the importance of his own duties and the significance of the situations that call these forth. But this feeling is in each of us a vital secret, for sympathy with which we vainly look to others. The others are too much absorbed in their own … [ Read more ]

Content: Quotation | Source: MarketingProfs | Subjects: Observations, Personality / Behavior

Our judgments concerning the worth of things, big or little, depend on the feelings the things arouse in us. Where we judge a thing to be precious in consequence of the idea we frame of it, this is only because the idea is itself associated already with a feeling. If we were radically feelingless, and if ideas were the only things our mind could entertain, … [ Read more ]

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

Most marketers and content managers don’t know if their web site search is frustrating their users or helping them find what they are seeking. Are you going to help your users find what they are looking for quickly and easily, or not?

Content: Article | Author: Wil Reynolds | Source: MarketingProfs | Subject: Marketing / Sales

You can’t read this enough: writing for the Web is not the same as writing for print.

People read differently on the Web. They scan read-jumping quickly from one piece of content to the next. People are much more action-orientated on the Web. They get online to get something done. Words should always be driving actions.

Here are 10 rules for writing effective web content. … [ Read more ]

Content: Article | Author: Gerry McGovern | Source: MarketingProfs | Subject: Marketing / Sales

To conduct meaningful response measurement and analysis, it is vital that you have a thorough, well thought-out plan for capturing and storing customer behavior data.

Content: Article | Author: Monique Swafford | Source: MarketingProfs | Subject: Marketing / Sales