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Marketers face a bit of a quandary in deciding how social to be. There is a seemingly endless number of social networks, all with conversations that might be relevant to the business. When it comes to email, the issue becomes trickier still: If supporting every social network out there is too much, but integrating no social activity is a big miss, how do you decide which networks to include in your email marketing?

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Despite the emphasis on and progress in marketing performance measurement and management over the past decade, research continues to show that the link between marketing and the business still needs to be stronger and clearer.

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What are so-called Trust Agents? Trust Agents have established themselves as non-sales-oriented, non-high-pressure marketers. They are digital natives using the Web to be genuine and to humanize their business. They're interested in people (like prospective customers, employees, and colleagues), and they have realized that the tools that enable more unique, robust communication also allow more business opportunities for everyone.

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Small-agency quirks don't have to be fatal. In fact, many can be fixed by applying simple technologies that provide big-business tools while allowing firms to stay true to their small-business core. The following eight cures to the common small-marketing-firm ailments will help ensure that your company doesn't fall into the "too small" trap.

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Without careful planning, your e-book may become a sinkhole of confused agendas, missed opportunities, and poor distribution. Here are a few key things that might help you avoid the pains and achieve the gains.

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Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization. Within large marketing organizations there are usually a few measurement "champions" who recognize the benefits of and push to improve their own results with better measurements. However, leadership from the chief marketing officer or VPs of marketing is necessary to move measurement to a discipline that is ingrained into the organization's culture. To put you on the path to measurement discipline, the author shares what it takes to understand measurement-practice shortfalls, establish a measurement-management process, build capabilities, and create the right culture.

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It's high time for email marketers to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. So how do you figure out what matters? Hint: There is no one-size-fits-all answer.