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  • Jeff Bezos and the Shoe-Store Owner: How to Build Instant Rapport With Your Customers

    Article

    CONTENT TYPE: Article | TOPIC: None

    In April 2009, Amazon founder and CEO Jeff Bezos convinced Zappos founder Tony Hsieh to sell his online shoe store despite his initial reluctance. The story serves as a lesson to all marketers on building rapport with customers.

  • Deliverability Still a Problem for Email Marketers

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Some 81% of all permission-based commercial emails worldwide were delivered straight to recipients' inboxes in the first half of 2011, while the balance of messages fell prey to spam or junk folders (7%) or simply went missing (12%), according to a report from Return Path.

  • What's Wrong With Your Email: A Second Look at Proven Attention Grabbers

    Article

    CONTENT TYPE: Article | TOPIC: None

    When soliciting business via email, there's a right way and a wrong way to grab your subscriber's attention and interest. Here's a real-life example—and a detailed critique—of an email solicitation gone awry.

  • Shoppers via Social Sites Buy Less Often, but Spend More

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Although online shoppers who arrive at retail websites via Facebook and Twitter are less likely than those who arrive via search engines to make a purchase, they tend to spend more money when they do buy, according to research from RichRelevance.

  • Top Tips for Multicultural Marketing

    Article

    CONTENT TYPE: Article | TOPIC: None

    Are your campaigns reaching the intended audiences? Learn how to create an effective multicultural marketing campaign—and avoid the common pitfalls many endure when marketing to growing ethnic groups.

  • CMOs: Budgets, Hiring Up; Optimism Down

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Despite a lack of confidence in the overall US economy, CMOs are planning to increase spending on all forms of marketing over the next 12 months, particularly the share of budget allocated to social media marketing, according to The CMO Survey.

  • Analytics and Marketing Operations: A One-Two Punch for Growth

    Article

    CONTENT TYPE: Article | TOPIC: None

    Today's customers are more value-oriented and less loyal. Considering the increase in customer expectations, the competitive landscape, and the data deluge, marketers will need an analytics approach to succeed.

  • Twitter Sharing Buttons Drive Sevenfold Increase in Tweet Links

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Websites that display Twitter sharing buttons are linked to on Twitter nearly seven times more often than sites that do not display tweet buttons, according to a study by BrightEdge of some 4 million randomly sampled Twitter messages in August 2011.

  • The Value of Face-to-Face Marketing in a Virtual Age

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    Both face-to-face and virtual marketing are essential components of any company's communications strategy. Learn the benefits of both approaches and how they can be combined to maximize return on investment.

  • Email Performance Steady in 2Q11, Volumes Up Slightly

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Email campaign performance improved slightly in the second quarter of 2011: Open rates grew 0.4% over levels recorded one year earlier, while click rates were virtually unchanged, and roughly in line with those established over the previous two years, according to Epsilon and the Direct Marketing Association's Email Experience Council.

  • Five Strategies for Speaking to B2B Buyers' Pain Points

    Article

    CONTENT TYPE: Article | TOPIC: None

    Effective B2B lead generation, lead qualification, and lead nurturing programs are built on a rock-solid messaging platform—your offer. The most important aspect of a great offer is a deep understanding of what motivates potential buyers.

  • Facebook Brand Fans More Likely to Recommend, Buy Products

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Nearly six in ten (56%) Facebook users who "like" brands on the social networking site say they are more likely to recommend a brand to friends after becoming a fan, compared with one-third (36%) of brand fans who say they're not likely to do so, according to a study by Constant Contact and Chadwick Martin Bailey.

  • Customer Advocacy and the New Purchase Funnel

    Article

    CONTENT TYPE: Article | TOPIC: None

    President Obama's 2008 presidential campaign was successful because he created and mobilized advocates. Brands can apply that winning strategy, too—if they invest in and drive customer advocacy programs.

  • Search Rankings: Google Grabs 64.8% in August

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Google Sites led the US explicit core search market in August 2011 with 64.8% of search queries conducted, followed by Yahoo Sites with 16.3% and Microsoft Sites with 14.7%, according to data from comScore.

  • Email Creative: Standing Out From the Crowd

    Article

    CONTENT TYPE: Article | TOPIC: None

    With email inboxes more crowded than ever, your message's successful arrival in the recipient's inbox is half the battle. The second half of that battle is standing out from the crowd. Here are three tips that'll help you get noticed.

  • Social Media, Gaming, Email Top Online Destinations

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Social networks and blogs now reach 80% of online adults in the US and together account for nearly one-quarter (22.5%) of the time Americans spend online, according to a report from Nielsen. That makes social media the top online category in the US, followed by online gaming, email, portals, search, and instant messaging.

  • Five Ways to Quickly Build Backlinks (and Get Relevant Traffic)

    Article

    CONTENT TYPE: Article | TOPIC: None

    If you're a small business, building backlinks to your website can be an effective way to gain traffic and increase revenue—no matter what your industry. Here are five ways to kick off your link-building with ease.

  • US Ad Spending Up 3.2% in First Half of 2011

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Total measured advertising expenditures reached $71.5 billion in the first six months of 2011, up 3.2% from the same period one year earlier, according to data released Kantar Media. Spending growth eased slightly during the second quarter, reaching $36.5 billion, up 2.8% from a year earlier.

  • Life After 'Like': How to Mobilize Your Loyal Audience Into an Army of Active Influencers

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Online marketers have a dirty little secret. They've got no idea what to do once they've earned enough social media "likes" to reach their goals. Here are five ways to turn those fans and followers into brand advocates.

  • Women on Facebook Click Ads More, Younger Adults 'Like' More

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    When viewing Facebook ads that offer a "like" button, nearly equal proportions of men and women directly click the "like" button, but more women than men click on the ad itself. Younger adults, meanwhile, are more likely than older counterparts to directly click the ad's "like" button, whereas older adults are more likely to click on the ad itself.