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  • Achieving Relevance in Direct Digital Marketing: An Introduction

    Article

    CONTENT TYPE: Article | TOPIC: None

    There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on).

  • Data-Driven Campaigns: Five Ways to Leverage the Customer Data You Have to Drive Conversions and Sales

    Article

    CONTENT TYPE: Article | TOPIC: None

    As marketers, we are all looking to reach "nirvana": targeting the right person with the right message at the right time. It's the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all are dead and gone. The conversation has changed. We must put ourselves in customers' shoes and target them individually as best we can through data-driven strategies.

  • Know What Happens When You Don't Advertise? Google Knows.

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    It's safe to say the first batch of post-dot-com-bubble brands have come into their own. Brands like Google, eBay, and Amazon. The one thing that sets them apart? They became successful without the support of television advertising to help launch them.

  • Commercial Break: Target, Brand New Day

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at Target's "New Day" commercial.

  • Twitter and Trolls and Squatters... Oh My!

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    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Recently, St. Louis Cardinals manager Tony La Russa sued Twitter for the misappropriation of his name by an anonymous account holder (the now vacant @TonyLaRussa) who had a whopping four followers. One issue that the incident brings to mind is Web anonymity and the plethora of online trolls, squatters, and the like that reside on social sites such as Twitter and Digg.

  • Sweat the Small Stuff: A Counterintuitive Approach to Professional Success

    Article

    CONTENT TYPE: Article | TOPIC: None

    It might sound counter-intuitive, but "sweating the small stuff" is actually a recipe for success. In fact, it can be one of best weapons in your business arsenal.

  • Maximizing Lead-Generation Marketing ROI, Part 3: Measuring Effectiveness

    Article

    CONTENT TYPE: Article | TOPIC: None

    How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will inevitably let Marketing know that (1) Marketing was just a small step in closing the sale so the sales team deserves the credit; (2) the sales team would have found and closed those leads anyway, so there is no incremental value; or (3) the leads are fine, but there is just never enough. We need reliable measurements to both prove and improve our marketing effectiveness.

  • Use Search Queries to Save Money and Increase Conversions

    Article

    CONTENT TYPE: Article | TOPIC: None

    Search queries, the exact word or phrases a person types, are a vital clue into the objectives of the searcher and how valuable that person is to your business. Is each searcher relevant to you? Are all the search queries equally valuable? Can you write a single text ad that matches the intent of each of those queries and inspires searchers to click and convert? The answer, likely, is no. Yet, search queries don't play as prominent a role in paid-search management as they should, especially with Broad-match and Phrase-match campaigns.

  • Marketing in a Recession: What Do the Studies Really Tell Us?

    Article

    CONTENT TYPE: Article | TOPIC: None

    Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's the thing: What research, exactly?

  • iComicRelief

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    Apple has certainly captured the heart of consumers across the globe with the iPhone, and it recently announced new, upgraded models at the WWDC Conference this past week, after having recently hit 1 billion app downloads at the iTunes store.

  • Marketing Addictionary: 'Bird-of-mouth'

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    CONTENT TYPE: Infographic | TOPIC: None

    Bird-of-mouth (noun): The spreading of news or information via Twitter.

  • Streaming Music 2.0

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    CONTENT TYPE: Infographic | TOPIC: None

    Top 40. Jazz. Alternative. To stream music online, you have several choices. Whether you want radio or individual songs, some of the more popular sites are radio paradise Pandora, Last.fm, iLike and imeem—and a relatively new site.

  • Retail Survival Tips in a New Economic and Customer Environment

    Article

    CONTENT TYPE: Article | TOPIC: None

    Retailers did everything possible to attract buyers over the holidays. From educational sessions to discounts and coupons, and special offers, retailers used their ingenuity and marketing smarts to make the best of a dismal season. Nonetheless, numbers were down and every indicator pointed toward an even gloomier 2009. Perhaps the very profile of the retail environment has shifted as consumers settle in for what may be a protracted economic change. Here are some smart, manageable tips on how to survive through the second half of the 2009 buying season and keep your business on track.

  • Avoid the Five Routes to Strategic Failure

    Article

    CONTENT TYPE: Article | TOPIC: None

    Disconnects are a big cause of strategy failure. You think you've communicated well, then find out you have—just not to your target audience. Or maybe at the end of a long research session, you realize that input from colleagues in the company's Ohio office was critical to your strategy, yet was overlooked in favor of input from more-assertive colleagues in the New York office. There are five major disconnects that consistently trip up strategy implementation.

  • Man Bites Giraffe II: A Return Visit With Email Subject Lines From Real Companies

    Article

    CONTENT TYPE: Article | TOPIC: None

    When it comes to email subject lines, the Golden Rule hasn't changed: Tell what's inside, don't sell what's inside. If you have something to sell or a message you want to get across, that subject line better be good... or else your prospects might head to a different neighborhood.

  • Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1

    Article

    CONTENT TYPE: Article | TOPIC: None

    If you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing efforts. For example, did you know that you can use data from your site-search solution to create emails with lists of popular products that match your customers' preferences? The result: stronger brand visibility, higher conversions, and a more engaging customer experience.

  • Website URLs Are so 2005

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    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Social network popularity is growing. So much that even TV is noticing. Major brands now list URLs not to their websites but to the social networks that they're on. "Look for us on Facebook" or "Follow us on Twitter" is becoming more widespread.

  • Commercial Break: Get a Mac, Bean Counter

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at one of the Get a Mac ads, a series that began in 2006 and is still as humorous, and popular, as ever.

  • We Love Eric

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    We've seen the power of Twitter's community used for good: spreading vital information during natural disasters, distributing Amber Alerts, and raising money for charities. Now imagine using not only Twitter's power but also the celebrity of the Nine Inch Nails.

  • Marketing Addictionary: 'Badvocate'

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    CONTENT TYPE: Infographic | TOPIC: None

    Badvocate: (noun): People who passionately criticize or detract from companies, brands, or products.