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  • Use Search Queries to Save Money and Increase Conversions

    Article

    CONTENT TYPE: Article | TOPIC: None

    Search queries, the exact word or phrases a person types, are a vital clue into the objectives of the searcher and how valuable that person is to your business. Is each searcher relevant to you? Are all the search queries equally valuable? Can you write a single text ad that matches the intent of each of those queries and inspires searchers to click and convert? The answer, likely, is no. Yet, search queries don't play as prominent a role in paid-search management as they should, especially with Broad-match and Phrase-match campaigns.

  • Marketing in a Recession: What Do the Studies Really Tell Us?

    Article

    CONTENT TYPE: Article | TOPIC: None

    Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's the thing: What research, exactly?

  • iComicRelief

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    Apple has certainly captured the heart of consumers across the globe with the iPhone, and it recently announced new, upgraded models at the WWDC Conference this past week, after having recently hit 1 billion app downloads at the iTunes store.

  • Marketing Addictionary: 'Bird-of-mouth'

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    Bird-of-mouth (noun): The spreading of news or information via Twitter.

  • Streaming Music 2.0

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    CONTENT TYPE: Infographic | TOPIC: None

    Top 40. Jazz. Alternative. To stream music online, you have several choices. Whether you want radio or individual songs, some of the more popular sites are radio paradise Pandora, Last.fm, iLike and imeem—and a relatively new site.

  • Retail Survival Tips in a New Economic and Customer Environment

    Article

    CONTENT TYPE: Article | TOPIC: None

    Retailers did everything possible to attract buyers over the holidays. From educational sessions to discounts and coupons, and special offers, retailers used their ingenuity and marketing smarts to make the best of a dismal season. Nonetheless, numbers were down and every indicator pointed toward an even gloomier 2009. Perhaps the very profile of the retail environment has shifted as consumers settle in for what may be a protracted economic change. Here are some smart, manageable tips on how to survive through the second half of the 2009 buying season and keep your business on track.

  • Avoid the Five Routes to Strategic Failure

    Article

    CONTENT TYPE: Article | TOPIC: None

    Disconnects are a big cause of strategy failure. You think you've communicated well, then find out you have—just not to your target audience. Or maybe at the end of a long research session, you realize that input from colleagues in the company's Ohio office was critical to your strategy, yet was overlooked in favor of input from more-assertive colleagues in the New York office. There are five major disconnects that consistently trip up strategy implementation.

  • Man Bites Giraffe II: A Return Visit With Email Subject Lines From Real Companies

    Article

    CONTENT TYPE: Article | TOPIC: None

    When it comes to email subject lines, the Golden Rule hasn't changed: Tell what's inside, don't sell what's inside. If you have something to sell or a message you want to get across, that subject line better be good... or else your prospects might head to a different neighborhood.

  • Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1

    Article

    CONTENT TYPE: Article | TOPIC: None

    If you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing efforts. For example, did you know that you can use data from your site-search solution to create emails with lists of popular products that match your customers' preferences? The result: stronger brand visibility, higher conversions, and a more engaging customer experience.

  • Website URLs Are so 2005

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Social network popularity is growing. So much that even TV is noticing. Major brands now list URLs not to their websites but to the social networks that they're on. "Look for us on Facebook" or "Follow us on Twitter" is becoming more widespread.

  • Commercial Break: Get a Mac, Bean Counter

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    CONTENT TYPE: Infographic | TOPIC: None

    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 one of the Get a Mac ads, a series that began in 2006 and is still as humorous, and popular, as ever.

  • We Love Eric

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    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    We've seen the power of Twitter's community used for good: spreading vital information during natural disasters, distributing Amber Alerts, and raising money for charities. Now imagine using not only Twitter's power but also the celebrity of the Nine Inch Nails.

  • Marketing Addictionary: 'Badvocate'

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    CONTENT TYPE: Infographic | TOPIC: None

    Badvocate: (noun): People who passionately criticize or detract from companies, brands, or products.

  • Get Creative

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    CONTENT TYPE: Infographic | TOPIC: None

    We've seen some great creative ads in the past, both online and on television. Now imagine that you could be the brains behind a nationwide ad. Well, Panasonic gives you this opportunity with its Next Generation Talent competition.

  • Managing Email Addresses in B2B: How to Increase Email Coverage of Your Customer Base

    Article

    CONTENT TYPE: Article | TOPIC: None

    Everyone's looking to do more with less these days. After comparing the cost of postal mail (about a dollar apiece) with the cost of email (about a penny apiece) any B2B marketer is going to prefer using email as the medium for staying in touch with current customers and inquirers. No-brainer, right? But here's the rub: Most B2B companies have email addresses for only a fraction of their customers. And, even worse, if their privacy policies call for opt-in, only a fraction of that fraction are emailable. So, what are the options for business marketers to increase their customer coverage via email? Here are four approaches that can work.

  • How Do I Love Thee...? Ten Tips for Using Web 2.0 to Give Back to Your Professional Network

    Article

    CONTENT TYPE: Article | TOPIC: None

    Effective networking is all about giving. One of the best ways to give to your network members is to help them build their personal brands. And if you help them build their brands on the Web, you demonstrate how savvy you are about the new Web 2.0 world we live in. And, for marketers, being savvy about social media is essential! Here's a list of 10 free or very low-cost Web 2.0–focused personal-branding gifts.

  • Deliver a One-Two Punch: Tap the Synergy Between Email and Social Media

    Article

    CONTENT TYPE: Article | TOPIC: None

    There are many similarities between social-media marketing and email; but they are two distinct marketing channels, and they should be used separately to enhance or magnify, not just promote, each other. Think of it this way: Social media is for awareness; email is for retention.

  • Leapfrogging for Success: Change the Game via Innovation

    Article

    CONTENT TYPE: Article | TOPIC: None

    Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, people are looking for ways to change the game altogether.

  • Eyes Glued Open: Video on the Internet

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    Media—from television to Internet video sites like YouTube and Hulu—consume more and more of our time nowadays. A Nielsen quarterly report gauges the influence of these media in our every daily lives. The findings are eye-opening.

  • Commercial Break: Trust Condoms, One Love

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    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 a commercial about a subject that still makes some people squirm: condoms.