Marketing Articles: Content

Access thousands of our content online marketing resources here. Select any of the popular topics below to narrow your search. Get unlimited access to all of our exclusive marketing resources. Go PRO Today

Go PRO Now

Get unlimited access to all of our exclusive marketing resources

Sonic-Identity: A New Brand Differentiator?

by Andrea Learned

Content
For a few brands that are turning up the sensory side of their customer experience, what you see isn't necessarily all you What you hear may be part of what you get, Certainly, youth-oriented brands have long-since known the power of including just the right tune in their ad campaigns, ... more
2-5-7-8...How We Gonna Differentiate?

by Lee MarcStein

Content
In a world where everything is commoditized, the key to success becomes DIFFERENTIATION. That's becoming more difficult to achieve... more
You're with Who, Mate?

by Mike Wagner

Content
When Tim Jackson landed in Australia he had his work cut out for him. Tim is Masi brand manager and he was "down under" to launch the That's not to say there were no Masi bikes being sold in Australia, but you'd need a to measure a market share that ... more
Marketing As a Key Driver of Business Growth

by Eric Kintz

Content
In times of hyper growth in the tech industry, marketers were well known for creativity, great ads and building leading brands. But today as core markets mature, CEOs are demanding one thing and one thing ...from Chief Marketing Officers help me drive business growth. However, while the mandate seems clear, ... more
World Cup Hyperbole

by Karl Long

Content
Ok, I've been biting my tongue about the world cup and the advertising dollars that seem to be getting flushed down the drain (Budweiser? Sponsoring the World Cup? In Vonage? Yeah, that makes a lot of Then I see this headline "World Cup Ratings Up Over U.S. TV broadcasts of ... more
What if the Secret to Marketing Was Enjoying It?

by John Jantsch

Content
The only way to enjoy the freedom of owning your own business is to enjoy the act of marketing your own It's funny how many small business owners I run across that claim that they just don't get this marketing thing, or worse, they claim that they hate this whole ... more
Screwed by Virgin!

by Scott Petinga

Content
Virgin Mobile will launch a program dubbed "SugarMama" that allows customers to get 75 minutes of airtime For those of you who are not familiar with Virgin Mobile, that basically equates to $7.50 or $0.10 per minute for the In order to obtain thier FREE minutes, a customer will have ... more
Where's the Blogging Party?

by Mack Collier

Content
When I first started blogging I read all manner of advice and 'rules' for having a successful blog. Some of these rules worked, some of them But few of these 'lists' were actually written from the point of view of someone who had a blog. That's where this list is ... more
Is 18 the New 8?

by Ann Handley

Content
Yesterday, Verizon launched a new cell-phone service that will chaperone your kids (and alert you if they wander beyond a perimeter that you set for them, Poynter's Al Meanwhile, the Boston ast week ran a piece about how state and national ruling bodies for youth soccer leagues have recommended that ... more
Let's Talk Scoble Effect

by Tris Hussey

Content
Gee, heard any news on the blogosphere this weekend? No? Really? Well, here's the two-cent Uber-blogger Robert Scoble was offered, and accepted, a VP position at start-up , leaving Microsoft after about three Here's the thing that you, as a marketer, to learn from this. The rumours started Saturday . ... more
How I Invented Blogging

by Ann Handley

Content
When I was a kid growing up in the '70s, and my parents' friends would ask me the inevitable question, "So, what do you want to be when you grow up?" I would look them square in the eye and say definitively, "I want to be a Well, that's not ... more
It's a Political Digital World, Part 1

by Eric Frenchman

Content
Two interesting articles came out the last few days and I finally got around to writing about The first comes courtesy of Adrants YouTube May Become Biggest Medium for Presidential ; the second one was sent to me by my friend Art. M from the Washington Post called Technology Sharpens ... more
Making the Customer Your CEO

by Gerry McGovern

Content
The key revolution of the Web is customer empowerment and The Web empowers the customer more than it empowers the organization. The implications are There is one trend above all others that marks this out as the age of the Web. It is customer power. It is the informed, empowered, ... more
Is There Something Rotten in CGM Research?

by Toby Bloomberg

Content
For marketers, the first step in understanding social is listening in on the conversations that are taking place with our Companies from Fortune 100s to small businesses are realizing the virtual buzz that occurs on blogs, in boards and in chats may provide valuable information. Monitoring the blogosphere can offer ... more
Bird's Eye View

by Suzanne Lowe

Content
Who can help being mesmerized by live digital images of eaglets being hatched and nurtured right in their own Not to mention images that record real-time dramatic events like the largest chick killing its youngest sibling in order to get more food and protection from Mommy and Daddy This is ... more
First Impressions, Blogs, and Your Personal Brand

by David Armano

Content
What kind of first impression does your blog make? And do design + usability I'm going to answer the question I just posed. Design and usability Why am I so confident about this answer? Because in addition to common sense, communications design has been my world for close to 14 ... more
Back at It: The E-book Believers

by Allen Weiss

Content
E-book evangelists are still at it. They still think that e-books will make regular old paper books This, according to an article in the International Herald Tribune by Alex . The evangelists believe, as did those who pushed the original SoftBook back in 2000-2001, that people will now want to ... more
Communications and Connecting to Culture

by Jonathan Kranz

Content
Yesterday I played hooky from ...and attended the annual meeting of the Connecticut League of History Organizations, held at the New England Air . There, the president of the museum welcomed us with a warm yet provocative In sum, he said that museum attendance is declining (which solicited many sympathetic ... more
Madonna's Brand Build H&Ms

by William Arruda

Content
The power of a strong personal brand is clear in the new deal between the Swedish clothing company H&M and The affiliation will have Madonna's dancers clad in H&M clothing. Madonna promotes the importance of personal branding in her comments about the deal "Partnering up with H&M feels like a ... more
Read This Book!

by Tom Peters

Content
The hardback was published in 2005; the softback this year. I unflinchingly anoint it a "Top 5" biz ...for the last couple of years. " Naked in the , by entrepreneur and wildly successful BigCo exec Robin It is by far (assuming I know the turf, which I think I ... more
Useless Competitive Intelligence

by Paul Barsch

Content
The competitive intelligence produced internally by most companies can be considered useless or near useless... more
People Who Need People

by Lee MarcStein

Content
There are two kinds of people in the U.S. No, not Red Staters and Blue Staters, but people who are comfortable with responding to and buying from direct response advertising vs. people who are not at all comfortable. Let's call the latter group "people who need people." more
OOBE: Out-of-Box Experience

by Karl Long

Content
One of the often-overlooked parts of the Customer Lifecycle is the point at which a customer opens the This is referred to by industrial and product designers as the OOBE or the Out Of Box Experience. There are a couple of notable companies that give good OOBE, Apple being , ... more
Meaningless Words Lead to Stupid Marketing Surveys

by Allen Weiss

Content
I participated in a survey today for a big magazine that deals with the computer industry. The survey used words that were, well, As a result, the survey results they will get from me (and everybody else who fills out the survey) will be relatively useless as Here is the ... more
Podcasts about New Marketing

by Karl Long

Content
Three podcasts to pay attention Managing the is hosted by C.C. Chapman, the Digital Marketing Manager at Babson ...who has been doing music podcasts for a while. Managing the Grey is about "new media, social marketing, no-control PR." Hmm....those are some more terms to add to the ever growing list ... more