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  • Keepin' It Real
    With the widespread use of technical lingo—words like segment, list, database—sometimes it's easy for email marketers to forget about the actual human being on the other side of the Send button. "[W]e're not just delivering to inboxes," Karen Talavera reminds us in a MarketingProfs article, "we're communicating [with] individuals." Here ... more
  • Spend Less, Get More
    Sad fact: Even if you have an unlimited budget to spend on paid search, you may not always get the number of Google ad impressions you seek. Why? Because, no matter how much money you have, "you're not the only advertiser in the world, and Google is trying to show ... more
  • Shall We Dance?
    It's an average morning at the Liverpool Street train station in London, England, with travelers crossing the main hall on their way to platforms or the street. And then, seemingly out of nowhere, 400 people break into a precisely choreographed dance as a medley of toe-tapping songs blares from the ... more
  • Just Ask the Man Who Owns One
    You've probably made a practice of asking customers to review your products, but are you using their praise to its full advantage? "Recently," says Kelly Lorenz at the Bronto blog, "I have seen an uptick in retailers utilizing customer reviews to sell products in their emails." Why? Because user-generated reviews ... more
  • Commercial Break: Nestle's Sweet Dreams You Can't Resist
    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at Nestle's "Sweet Dreams You Can't Resist." more
  • Baby, You Can Tweet My Car
    Last month, talk of Volvo invaded the blogosphere when the company embedded live Tweets into a YouTube banner ad for its XC60 model. The feed kept viewers abreast of live coverage of the NY Auto Show, then gave them the option to follow Volvo on Twitter. It's a simple enough ... more
  • Google: New Media Meets Old Media
    Google has always been considered a giant in the online world—it's even been said it rules the Internet. But one medium it hasn't ventured into is television. Until now, that is. more
  • Conversionary Tactics
    While most retailers have experienced various degrees of tumult during this recession, the picture isn't entirely gloomy. A recent survey by Internet Retailer, for instance, shows many online-only businesses have maintained—or are improving—their email marketing conversion rates. Of the 275 retailers surveyed: 56.4 percent report their ... more
  • Five Stages of the Purchase Cycle
    Occasionally people may buy on impulse. Often, however, they go through a recognizable purchase cycle. "By targeting specific cycle stages, advertisers can increase relevancy by delivering appropriate messages at the right time," says Page Zero Media's Mona Elesseily in an article at Search Engine Land. Here are her definitions of the five ... more
  • They're Just Not That Into You
    It's one of the oldest clichés in the book, and one of the most persistent: parents who assume everyone else will share an equally enraptured fascination with the accomplishments of their toddlers. As if no other child in the history of mankind has ever taken his or her first step! ... more
  • Hulu: From TV to 'Bliggedy Blogs'
    Hulu has certainly made a big splash in the online video world. It's quickly becoming a favorite way to watch TV shows and movies. But what's ironic is that traditional TV ads have been instrumental in its growth. more
  • Speed Racer Eats FedEx's Dust
    When using DVRs to watch television, we've gotten used to zipping through commercial breaks. We've been also spoiled by limited interruptions at online services like Hulu, where ads rarely last for more than 30 seconds. In such an environment, sitting through five-minute advertising blocks on live television seems downright onerous. ... more
  • Hello? Is There Anybody In There?
    We hear lots of advice about maintaining a clean list, and much of it centers on how to handle subscribers who seem uninterested in your messages. At a certain point, you might decide it's time to take them off your list. Before you do, though, consider these four "hidden" segments ... more
  • Too Smart to Lose
    Last year, Southwest Airlines refused passage to two young women for obnoxious behavior. The ladies immediately went out and told the press they weren't permitted aboard because they were "too pretty to fly"—sparking a media-driven feeding frenzy on Southwest's precious brand equity. It didn't matter that it wasn't true. It ... more
  • Friends Help Friends Boost Rankings
    "I get by with a little help from my friends." The words of that old Beatles song could well be applied to today's search marketers. After all, there's nothing like a good link-back among friends to boost search rankings. And in a recent guest post at the MarketingProfs Daily Fix blog, ... more
  • Where Did They Go?!
    If you've noticed an unusual drop in open rates for messages sent to Gmail accounts—and for B2C companies, this could represent a large percentage of subscribers—it's probably not your fault. "There's growing evidence that Gmail is disabling images for senders that users had previously whitelisted and enabled images for. Near-term, ... more
  • Commercial Break: The Softer Side of Sears
    In this new Daily Chirp feature, personal-branding guru William Arruda digs into his vast collection of classic TV advertisements and teases out a related lesson for modern-day personal branding. First up: a 1993 Sears campaign. more
  • Recession Marketing II: <br>What NOT to Cut
    In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a look at a few line items you should probably keep intact—or even fund a bit more. According to Pat LaPointe ... more
  • Have Goals, Can Measure
    You closely monitor the results of your paid-search efforts. Shouldn't you do the same for your natural-search program? In a recent MarketingProfs article, Netconcepts' John Thielmann says measuring your natural search performance is not only a good idea, it's imperative if you're reporting progress to higher-ups. So, where to begin? By establishing ... more
  • BTW: We Should Meet IRL
    "For too long, too many marketers have underestimated the value of email's impact on offline retail," say Lisa Harmon and Alex Madison in a post at the Email Experience Council blog. If you focus entirely on generating online sales, they argue, you might be missing out on bricks-and-mortar opportunities. They've ... more
  • Exit Laughing
    Like most of us, Elaine Fogel enjoys a good joke. And in a post at the MarketingProfs Daily Fix blog, she points to an irreverent advertisement that puts the subject matter of an ancient tale in a very modern context. The video, titled "Exodus," opens on a bedraggled group of ... more
  • Stream a Little Stream of Me
    Email remains one of the least-expensive and highest-converting online marketing techniques out there, but few would argue it isn't past-due for a trendy facelift. Thankfully for the intrepid marketer, there are lots of programmers working on this problem, like little elves, day and night. And a whole passel of them apparently ... more
  • Recession Marketing I: What to Cut
    Welcome to MarketingProfs' inaugural issue of Marketing in a Downturn. We are glad you signed on to receive these once-a-week guides to navigating rough economic seas—and safely making it through to the upturn. We will chart this course together. But if you wish to opt out, just click on the link below. ... more
  • Here's Looking for You, Kid
    "Effective one-to-one marketing is more than just email," R.J. Talyor states in an article at MarketingProfs. "[Y]our subscribers and customers aren't always staring at their email inboxes. Rather, they're also posting, texting, watching, commenting, and they step away from the computer sometimes, too." Because of this, he recommends the development ... more
  • Pushing One-to-One Marketing Beyond Email
    by R.J. Talyor
    You get it. Email needs to be relevant, timely, and personalized, and it has to arrive in the inbox—not the spam folder. When an email renders, it should load images perfectly, guide the eye through stunning, effective design that drives subscribers to convert—download, purchase, whatever. But effective one-to-one marketing is more ... more

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