The majority of Technorati's Top 100—many of which have teams of writers—feature new posts as often as a dozen times a day. Can a corporate blog with a single writer build a large international audience without multiple daily postings? more

Here's a look at how Annie's Homegrown used grassroots marketing to propel itself from a home-based startup selling a commodity food item—packaged macaroni-and-cheese—in small mom-and-pop natural food stores to a vibrant business with products that are sold by supermarkets in all 50 states. 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

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In today's workforce, employees who are Spanish speakers give companies a competitive advantage. Smart companies do not put the cart before the horse: They build an infrastructure of Hispanic employees before advertising to Hispanic market segments. more

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Viral marketing focuses on leveraging existing social networks by encouraging customers to share product information with their friends. Here are some key insights that all marketers should use as they develop word of mouth campaigns. more

Some of the most recent cultural touch points—groups riding the underground buzz on YouTube; MySpace selling music from indie bands; and the skinny jeans fashion trend—show a new market code at work. The young, tech-savvy members of a new generation of consumers are rewriting the rules and changing how everyone ... more

If you're marketing in a highly competitive keyword space or providing products and services with little or no name recognition, you should consider creating branded keywords and driving their search demand with buzz. more

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Computers are the campfires of today, around which we are all gathered. If you have a good story to tell there, people will listen. Here is a practical guide to creating brand-driven Web entertainment that marketers can use in their content-development efforts. The key is to have fun, experiment, and create ... more

Guerrilla Marketing is often defined as an unconventional way of performing promotional activities on a very low budget. While this is accurate, it's not quite right. The great guerrillas like Che or Mao had something more going for them than being "unconventional and cheap." Their battles became legend because they ... more

Marketers have a choice: You can continue using the same marketing methods you have always used to reach your customers, or you can try something revolutionary. You can join them. You can stop trying to guess what your customers are talking about, and instead join their communities and talk to ... more

The month-long 2006 World Cup Soccer tournament will begin on June 9, and already commercials have been launched referencing the event. The heavy hitters behind those ads include 15 global brands, such as McDonalds, Coca-Cola, MasterCard, Nike, and Adidas. The US focuses on advertising globally since the World Cup typically evokes ... more

The Web analytics space is hot, customers are engaged, consultants busy, vendors optimistic. There's no question this is a healthy "industry." But intense competition among the top vendors has somewhat killed product innovation. Unfortunately, that's happening at a time when the next generation of the Internet—what some call Web 2.0—needs a ... more

Finding ways to encourage customers to talk about your company and products is easy once you know what to do. Even in the B2B space, you can indeed create buzz. more

At a time when America is still feeling the sting of a prominent columnist being paid handsomely by a third-party for writing favorable opinion pieces; the nation's most respected newspaper publishing fabricated stories; and television stations running government-supplied and funded video news releases to report stories about the war, more ... more

Word of mouth marketing is an umbrella term for dozens of techniques that can be used to engage customers. Word of mouth includes viral marketing, blogs, communities, loyalty programs, and other techniques that get customers talking about your products. In many cases, WOM isn't actually "marketing" at all. It's great customer ... more

You might have the greatest show on Earth, but if no one knows about it, nobody will see it. For marketing many kinds of entertainment — from video games to live theater — here's what works best. more

Word-of-mouth, or WOM, has become the buzzword in many marketing and advertising circles. Whether you are working in the B2C or B2B space, having your customers tell their friends, family and work colleagues about your product or service is what we all hope to achieve (and translate) into new leads, ... more

What's wrong with most blogs? They're too chatty. Too rambling. They lack passion. If you're going to blog, become an expert on something. This is especially important for blogging in the business world. Think content, not rambling comment. Get the full story. more

In a world that's increasingly inundated with massive choice, filters are a critical market phenomenon. Consumers rely on trusted filters to sift through the raw data and identify the top picks. As a result, many savvy brands are learning to build filtering mechanisms into their brands, their products and Web ... more

Buzz, the love child of strategic marketing and public relations, has been key in establishing street credibility for brands targeting the billion-dollar urban lifestyle market worldwide. This market is not an urban myth. It is arguably the top luxury lifestyle to which the youth market aspires. If you're looking to ... more

The elections in Iran are in full force, with only a few days left until the Friday ballot. Iranian television is filled with interviews with the candidates, sound bytes and advertisements about the vote. Movies are interrupted every few minutes by voting reminder messages. Candidates' Web sites tout the politicians' ... more

Last week, the author hopefully opened your eyes to the importance of staying on top of reviews and posts about your products and services—as well as those about your competition. Here's how to use that information at various levels of your organization to create a better customer experience. more