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  • Clicking Me Softly: A Five-Day Crash Course in Conversion (Day 1)

    Article

    CONTENT TYPE: Article | TOPIC: None

    Conversion is the mechanism and process of pouring targeted consumers into, through, and out the other side of the marketing funnel. That is the essence of "Clicking Me Softly." Convince, don't coerce. Guide, don't deceive. In day one of this crash course, we'll explore the economics of conversion.

  • Top 50 Social Brands: eBay Beats Apple, Google

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    eBay clinched the No. 1 spot among the top 50 ranking of social brands, for most effectively and consistently engaging customers via social media channels, according to Alterian's inaugural Social Media Reputation (SMR) Index. Apple was second on the list, followed by Google, BlackBerry, and Amazon.

  • Rebalance B2B Marketing Budgets to Maximize Sales

    Article

    CONTENT TYPE: Article | TOPIC: None

    Rebalancing your marketing investments is the way to sustainable, predictable, and profitable growth. That's why it's crucial to analyze where your budgets are going and identify where the biggest returns on spend are.

  • Marketers Up Spending on Digital, Social in 2011

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Driven by changes in consumer behavior and competitive forces, 80% of marketers say they plan to increase the volume of digital projects in 2011, with much of those investments focused on corporate websites and social technologies, according to a survey from AnswerLab.

  • KPIs Provide Insight to Influence Success and Strategy

    Article

    CONTENT TYPE: Article | TOPIC: None

    Effective marketing-measurement helps companies guide scenario modeling, planning, and investments. Establishing key performance indicators (KPIs) is an integral part of such an initiative. Find your KPIs with these four steps.

  • Google Tops Online Video Property in January

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Some 171 million US Internet users watched online video in January 2011, engaging in nearly 4.9 billion viewer sessions during the month, according to comScore Video Metrix. Google Sites, driven primarily by viewing at YouTube, was the top video content property, attracting 144.1 million unique viewers, followed by Vevo with 51.0 million.

  • List Segmentation: Why It's Important and How to Do It

    Article

    CONTENT TYPE: Article | TOPIC: None

    List segmentation increases the relevancy of your email messages—resulting in higher open and click-through rates and increased sales. Not sure how to get started? Here are eight factors to consider when segmenting customers.

  • E-tail Marketing: Is Social Media Worth the Cost?

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Social media still trails traditional marketing channels such as email in driving traffic to retail websites; however, customers who visit top retail sites because of a social media interaction are highly likely to purchase, according to a study by Foresee Results.

  • How to Activate Viral Campaigns (or Why Social and Sharing Are Not the Same)

    Article

    CONTENT TYPE: Article | TOPIC: None

    Simply slapping up social media content and hoping it works to build brand awareness and drive sales is not enough: "Social" is not the same as "sharing." And social content works best when it's shared. Here's how you can activate viral sharing of your content.

  • Facebook and Twitter Age Profiles Shifting

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Visitors age 35-54 comprised 35.4% of Facebook's user base in December 2010, down 3.6 percentage points from a year earlier, while Facebook's share of its youngest users (under age 18) and oldest users (age 55+) made the year's biggest gains, according to comScore.

  • Five Relationship Blunders to Avoid in Your Sales and Marketing

    Article

    CONTENT TYPE: Article | TOPIC: None

    With Valentine's Day here, I'm reminded that marketing is like dating. You have to attract leads and differentiate yourself from the competition. Steer clear of these five mistakes, and build long-term relationships with your customers.

  • Social Breakups: Why Friends, Followers Leave Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    More than four in five consumers say they have "broken up" with at least one brand on Facebook, Twitter, or email because of irrelevant, too frequent, or boring marketing messages, according to a study by ExactTarget and CoTweet.

  • Find Your Valentine: How to Optimize Your Online Prospects (for Business and Dating!)

    Article

    CONTENT TYPE: Article | TOPIC: None

    It's that time of year again. Valentine's Day is looming, and you're still alone. But are you marketing yourself well enough? Make these simple tweaks to any website—including your online dating profile—to improve success.

  • Millennials Hooked on Social Networking

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Millennials depend on social networking sites more than any other age group for personal connections and self-expression—but Gen-X adults are most likely to value recommendations about products and services on social sites, according to a report by GfK Mediamark Research & Intelligence (MRI).

  • What Motivates Your Customer Network: Love, Glory, or Money?

    Article

    CONTENT TYPE: Article | TOPIC: None

    Whether customers are motivated by curiosity, personal interests, or commercial goals—it's crucial to know why they'd want to collaborate with your business. Here are three motivational forces that drive collaboration.

  • Loyalty Programs Boost Email Success

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Email campaigns that target loyalty program members are more successful at engaging their audiences, generating higher open rates, transaction levels, and revenue per email, according to a report by Experian CheetahMail. Even email campaigns inviting prospects to join loyalty programs tend to outperform bulk promotional mailings.

  • Outsourced Marketing: Does It Make Sense for You?

    Article

    CONTENT TYPE: Article | TOPIC: None

    Outsourcing creative marketing functions may bring big cost savings to some, but going with an agency might not be the best route for others. Here are nine benefits and a few drawbacks to consider when contemplating outsourcing.

  • Smartphone Use Surges 60%, Android Gains Ground

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Some 63.2 million Americans owned smartphones in the three-month period ended December 2010, up 60% from a year earlier, according to data from comScore MobiLens. RIM led the smartphone platform ranking with 31.6% of US market share, while second-ranked Google accounted for 28.7%, up 34.1% from the three-month period ended September.

  • Make Your Next Tradeshow a 'Qualified' Success

    Article

    CONTENT TYPE: Article | TOPIC: None

    Tradeshows remain one of the most effective ways to market your brand. But it's essential to understand who your key targets are—and aren't. Implementing a well-thought-out engagement strategy will lead to qualified customers and increased event ROI.

  • Super Bowl Ads: Which Brands Created Social Buzz?

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Among 255,431 social media conversations focused on Super Bowl ads, Volkswagen, Doritos, Pepsi, Groupon, and Motorola were the top 5 advertisers, garnering the most social media mentions from December 1, 2010 to February 6, 2011, according to a study by Alterian. Microblogs, (e.g., Twitter) were the top media source, comprising more than two-thirds of such conversations.