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Podcasting can give your company a new image and personality. And, increasingly, podcasting offers the promise of being another highly effective way to reach and develop potential customers. That's only if you can produce compelling, "buzz-worthy" content, of course.

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Lots of companies create interesting and attention-getting ads with the brand name or major takeaway buried somewhere therein. So what happens? Consumers remember the great ad. But for the life of them, they have no idea what it was for... or who it was by. Don't less this happen to you!

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If you are someone who is partially or wholly responsible for the long-term direction of your Web site, or the Web sites of your clients, you have to be able to explain Google's OpenSocial in clear and concise terms. So what is OpenSocial? And why does it matter?

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Eduardo Conrado is the Vice President of Global Business and Technology Marketing & Communications for Motorola. His role encompasses three of Motorola's four primary businesses with revenues of over $17 billion: Home & Networks Mobility, Government & Public Safety, and Enterprise Mobility. Eduardo controls the marketing for all of Motorola's enterprise B2B products worldwide. Here, he discussses his approach to thought leadership as well as how he defines success. He also offers insights into which Web 2.0 tactics are working for his teams around the globe.

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It's an unfortunate fact: No matter how good your search engine optimization company or in-house talent is, brand new Web sites have a more difficult time achieving search engine success for competitive phrases than their older counterparts, particularly on Google. However, the worst thing that a new site owner can possibly do is presume that they are "too late to the game" and decide not to pursue this marketing channel at all. A good search engine optimization company should be able to effectively work with a new Web site; setting the foundation for a remarkable success story while still achieving steadily increasing short-term benefit.

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With the emphasis recently on customer relationship management (CRM), it seems there's a customer love-fest in the making. It's an orgy, almost: Every company wants a close relationship with me, and they want one with you, too. They want close relationships with their business buyers and suppliers. Of course, as the name spells out, what they really want to do is "manage" these close relationships. There's one small thing missing from all this talk about customer relationships, both on and off the web. Not every customer (and, in particular, not every business customer or supplier) wants a close relationship, nor do they want to be managed.

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Are dead email addresses haunting your open and click-through rates? If once-active recipients have stopped opening your emails, are no longer actively reading your messages, or aren't clicking on email links, those recipients are no longer in the land of the living. In the spirit of Halloween, here's some advice to determine whether your dying email list can be saved.

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Is microblogging the latest fad or the next big thing? Microblogging is just like regular blogging, except it's limited to 140 characters. The leader in the space is Twitter. To get a better sense of this emerging social media tool, we assembled a micro-panel to discuss it: Jeremiah Owyang, a senior analyst on social computing at Forrester Research and a fan of Twitter, and David Berkowitz, director of emerging media at 360i, who is skeptical about Twitter's application to business. We hope you enjoy the lively debate!

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Without metrics to track performance, marketing and business plans are ineffective. For marketers, three primary metrics stand out as a starting point for tracking their performance. Once companies are aware of their competitive position, their desired outcomes, and what it will take to achieve those outcomes, companies will be better able to identify the success factors, benchmarks, and appropriate metrics to meet their target.

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This past weekend, Nike hosted its 4th annual Women's Marathon in San Francisco... and, friends, this is no ordinary marathon. Yes, it's still 26.2 miles of courage and pain, but this course is also full of female-friendly delights and surprises. Specifically designed with women in mind, the Nike Women's Marathon motivates women to bring their body, mind, spirit, and camaraderie to run their best race. Let's take a look at the core marketing-to-women strategies that Nike is using to elevate the impact of this event.

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What is advertising's most important word? The simple, innocuous word "like": a nondescript word that carries with it all the conceptualization power you need to create a business identity, to form a brand personality, and to position your product or service in the mind of your audience.

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There's no silver bullet for search engine optimization. You need to do the right things over and over, over extended periods of time. Key among these are generating relevant content, gaining inbound links, and designing and coding for search friendliness. Perform these 10 exercises to start your program of search engine fitness.

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Your reputation can be greatly enhanced and reinforced by speaking at industry events. This article provides a checklist to help you win valuable speaking gigs. Invest some time in getting on the stage, and it will pay off many times over in helping you build your business. Follow the tips and tricks herein to maximize the benefits.

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What is Digg? And how does it work? This pair of videos about social-network site Digg.com is a look at the site from the inside-out... with the goal of educating marketers on this social network. Learn why you should (or shouldn't) care about Digg.

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Marketers need to consider a new calculus: "return on marketing integrity"—that is, a new type of "ROMI"—which can lead to stronger business performance.

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The better you are at involving your customers in the philosophy of your brand, the better they'll understand why you're special.

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Understanding how the Internet changes the rules of marketing is a huge challenge for CEOs: Which practices are obsolete? What new opportunities should be pursued? How do we define success in this new scenario?

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In a world that is now fully connected, people and businesses are putting their opinions, observations, insights, thoughts, and capabilities online, via some very helpful tools. Here's what one fictitious small business did to grow its customer base, and reach potential customers worldwide.

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In this MarketingProfs Classic, originally published in April of 2003, Suzan St. Maur highlights 10 online writing concepts that also kick offline. "After all the agonies we suffered some years ago when some tried to make offline text work online, we've finally turned the tables," she writes. "Now we can borrow back a number of online writing concepts and use them to sharpen up our paper-based marketing communications."

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Marketers may be from Venus and IT might be from Mars, but marketers nonetheless need to understand what the IT guys are talking about. In a new series of short videos, Matt Dickman simplifies technobabble into a framework that marketers can understand. The next time IT speaks "geek," you can surprise them with your knowledge instead of just nodding along.