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How does an organization doing business both offline and online overcome the perception that it's only an Internet company?

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Specialized and targeted audiences are great, but what about those Fortune 500 advertisers that still wish to reach a truly LARGE audience? The author challenged his R&D team to develop a new advertising vehicle that delivers a true mass audience. The following are the lessons they learned about reaching big audiences.

CONTENT TYPE: Article | TOPIC: Writing

Writers face specific challenges when writing a home page. In fact, home pages can be tricky, simply because your page not only has its own job to do but also has to support a group of second-level pages. Here's how Nick approaches the task... whether a site has a total of 10 pages or a thousand pages.

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Connecting to the female consumer is not easy, because there is no single magical way to target women. They are a diverse group, and in many ways it is harder to reach them than their male counterparts. As a follow up to part one of this article, here are specific ideas to increase your business with female customers.

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Marketing often gets no respect. What's more, there are damaging myths about marketing that non-marketing managers circulate—such as "marketing is only about advertising" and "marketing is about tactics, not strategy." In their new book, Roy and David offer a prescription for marketers to learn how to gain both respect and a seat at the strategy table. Here are 10 questions about dispelling myths, winning respect, and what the author does with his 10 free copies of his book.

CONTENT TYPE: Article | TOPIC: Writing

CONTENT TYPE: Article | TOPIC: Social Media Marketing

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As a marketer, you have no shortage of metrics at your disposal—including brand awareness, customer satisfaction, and ad readership, to name just a few. But your CEO and CFO, as well as your firm's shareholders, care less about these metrics than they do about others—particularly cash flow. Here are the right metrics to use to communicate marketing's real value.

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Make no mistake about it: When companies run out of ideas, bad things happen to brands. Instead of differentiating their offerings with meaningful value-added features, like healthier and more flavorful products, time-saving recipes and packaging, or even emotive, associative value, marketers end up resorting to price cuts and special promotions. Instead of taking a long-term view of customer value and growth in sales, earnings and new product development, their focus shifts to a short-term desire to grow market share with discounting and deal-making.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

What do Major League Baseball, Coca Cola, Well Forgo Bank, the W Hotel, and the American Cancer Society have in common? They all use a virtual realm to reach out to potential customers and supporters in novel ways.

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Can you imagine what it would be like to charge 20-200% more than your competitor and own market category dominance? This final part of the Boot Camp series focuses on ways your organization can increase its economic power.

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The search engine marketing industry is consistently evolving, sometimes at a pace that makes it hard to believe that search engine marketing services can stay on top of all the latest developments. The one constant for search engine marketing firms, and for the industry in general, is change—usually for the better, sometimes for the worse, but almost always significant.

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The author doesn't own a Blackberry. But his clients don't know that. They're impressed when they receive an email from him with the tag line: Sent from a BlackBerry wireless handheld. It shows that he's available 24/7 and always responsive to their every need. Is he lying? Literally, yes. However, in the world of business we are always stretching the truth to impress our customers, right? Read Hesh's lighter view of the business world.

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Although Mark Hyman, M.D, the New York Times best selling author and practicing physician, had a strong, multi-faceted marketing and sales plan in place, the addition of an article-marketing strategy helped in his bid to push his book to the no. 2 spot of the NY Times best seller list. Dr. Hyman's article-marketing campaign was only one piece of the puzzle, but an important piece that helped him establish key relationships with site publishers that will result in increased, targeted traffic and stronger sales for many months and years to come. By including a targeted article marketing program into your marketing and sales plan, you can also achieve book-marketing success.

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This week: Many businesses have succeeded in selling products online in the form of e-books, e-reports and other downloadable content. Of course, it's not as simple as posting the product on your Web site and hoping buyers will come. The challenge comes in getting potential customers to your site in the first place.

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The Starbucks Coffee marketing research department is kept busy providing oodles and oodles of insights into the Starbucks brand through yearly brand audits. And take it from this former long-time Starbucks marketer, the company learns a lot from these studies. However, when it comes to measuring and managing the Starbucks brand on a daily basis, the Starbucks marketing department generally relies on a much simpler method—a brand checkbook.

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Do members of your company's executive team—along with your peers throughout the organization—see the connection between marketing and the cash flowing into your company's coffers? If not, they probably view you as merely a tactical tool (brochure writer, a trade-show participant, Web site "put-it-upper"), not a true strategic partner. And they likely underutilize marketing. To deliver maximum value for your firm, you'll need to correct their misperceptions of marketing's value. How? Avoid the 10 biggest mistakes marketers make.

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Some of the most recent cultural touch points—groups riding the underground buzz on YouTube; MySpace selling music from indie bands; and the skinny jeans fashion trend—show a new market code at work. The young, tech-savvy members of a new generation of consumers are rewriting the rules and changing how everyone will do business. In fact, there are 10 cravings that are driving this renegade new group. Part one explored the first five cravings. Here is the last five, as well as two critical principles to understand about the so-called Connected Generation.