Google's search engine is a widely used tool for locating information or items on the Internet. On any given search, in mere seconds it offers up a vast set of relevant links for the user to sift through. A new environment termed "Virtual Worlds" has created a similar challenge—finding a ... more

ITtoolbox was looking for a way to increase ROI on lead-generation campaigns for its 700 advertisers, among them such big guns as IBM, Microsoft, and Accenture. So ITtoolbox built its own contextual keyword engine, which provided a greater than 50% boost in lead volume and dramatically increased relevancy, boosting conversion ... more

Contrary to popular opinion, Boomer women aren't in denial about aging. Advertisers are. And the women they're supposed to be trying to connect with are getting annoyed. more

Luke runs MySpace marketing campaigns on a daily basis. Here, he shares his real-world experiences and tips, including the best way to leverage MySpace to zero in on your target market. more

When you've schlepped your staff and booth to numerous tradeshows throughout the year, with no concrete results to point to, it's time for a change in your marketing approach. Euchner-USA, Inc. all but jettisoned its traditional print advertising efforts and embraced a comprehensive B2B online marketing model. more

With 2007 in full swing, here are our online marketing predictions for the rest of the year to come. We busted out our omniscient crystal ball, and this is what it told us... . more

Let's review: Women make 80 percent of all purchases. They buy more electronic equipment, vehicles, and home-improvement products than men do. Women hold nearly 50 percent of all jobs. In dual-income families, more than 30 percent out-earn their husbands. They control considerable sums of money and spend it for a ... more

The Points of Light Foundation's annual event had grown moribund, and the house list stagnant, says Chief Creative Director Todd Potochnik. But he and his team were able to boost attendance from the previous year's conference by more than 25% and garner an 85% "satisfactory or above" approval rating from ... more

Most adopters of search engine optimization have been B2C companies operating in an e-commerce environment. However, as business-to-business marketers recognize the potential of search, many are seeking ways to implement an effective B2B search engine optimization strategy. To be successful, however, you need to understand the critical differences between B2C ... more

Here's a popular way to generate online leads: Buy a keyword ad on a search engine site. In your ad, offer free content -- such as a white paper -- to respondents who complete a short form. In theory, this type of campaign works well: The people who respond get something ... more

Today's leading companies don't rely on chance for market success. They take a scientific approach -- just as they do for product development -- to align company resources and activities for maximum launch impact. As margins grow razor thin and competition comes from anywhere, scientific product launches can help your company ... more

Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a book about the one truly essential characteristic in our 21st ... more

Some of you may think "scent marketing" and identify with a company like Yankee Candle, which understands the power of scent—but today's technology goes beyond melted wax, potpourri, and fragrant oils. And most significantly, scent technology today reaches far beyond the home. Increasingly, scent branding is being broadly deployed in ... more

Here are three new ways for you, and your creative team, to trigger some gigantic ideas. more

In the world of engineers, where numbers and measurable impacts reign supreme, marketing communications may seem like a bunch of mumbo jumbo, a pointless exercise in corporate frivolity. But not to electronics components manufacturer Minco. more

Writing a compelling story is the inner game of marketing and is often the exclusive realm of your creative agencies. The client scowls during the presentation, asks if the logo could be bigger, and then picks the execution they think is the funniest. This symbiotic relationship holds up pretty well ... more

Whether your launch is for an entirely new product or for a line extension, these seven marketing communication musts will put you on the path to success. more

What makes for great advertising? What's the most critical element of a good campaign? And who are the MVPs on a marketing team? This week, Roy Young interviews marketing champion Steve Cone, head of advertising and brand management at Citigroup Global Wealth Management, who gives his take on these issues... ... more

Ever read a book and wanted to discuss or debate it with fellow marketers? Now you can. Or ask the author a question? Now you can do that, too. Introducing the MarketingProfs Book Club. Offering a free-flow of ideas—and some free books—our Book Club keeps you ahead of the marketing ... more

Do you have the killer instinct? A small percentage of Web content really makes a difference. It makes the sale, delivers the service, and builds the brand. This is the killer Web content. It probably represents less than 10% of content published on the Web, because—let's face it—most content just gets ... more

Pay-per-click advertising is the biggest lead-generation breakthrough to come about in a long time. For small and midsize companies, in particular—and thanks to its ability to narrowly target prospects, tightly manage spending, and precisely measure results—PPC is one of the most efficient lead generation tools ever developed. It does, however, have ... more

Overall, big brands typically screw up search in two big ways, and Nike is no different... . more

When people hear about online marketing, they often think of two of the more popular methods that a company can use to enhance its visibility on the Web: organic search engine optimization and pay-per-click advertising. In an ideal world, you would use both strategically to maximize your site's profile. However, budgetary ... more

What's the best way to get big results from a small budget? more

Quick—is your marketing mobile? Can your message reach your on-the-go audience and can your in-motion customer interact with you wherever they are? In the past, as long as you were advertising out-of-home, you could have answered "yes." But today, unless your media plan contains a significant amount of mobile-compatible mediums, you ... more