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To take full advantage of the strength of online advertising, marketers must be proficient with the analytics of the medium and the concept of campaign optimization.

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"Know Your Users" is the mantra of any good designer. But what should you actually know about your users?

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An article a few weeks ago claimed that money spent by B2B marketers on branding is wasted because business customers know a great deal about supplier products and companies. Au contraire.

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Would you really dare to give each of your clients a gift of $500 each this Christmas? What about something worth $2000? Or maybe $5000?

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The clock is ticking: Now IS NOT the time to start trying to do things like setting up an affiliate program or optimizing your search engine rankings. Instead, what many online businesses need right now are some quick and easy ways to get their sites ready for the holidays.

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Web tagline is a tiny but key piece of site usability. A good tag captures a visitor's attention and interest long enough for her to decide if she is in the right place. This makes it a first step in the sales process. An ineffective tag leaves your visitor guessing what you do.

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Want to bolster consumer confidence, increase purchases and foster loyalty? Retailers should provide consumers with the opportunity to practice frugality in a way that doesn’t seem frugal, while lifting the perception of their quality of life. There are some retailers out there providing consumers with a dignified shopping experience at a time when it is hard to be a consumer. Like who?

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The act of positioning is a core element of a successful marketing strategy. This is a change — a healthy one — from the days when it was considered simply a tactic. Today, handled correctly by smart strategic marketers, it informs, identifies and lays the foundation for the relationships with the multiple marketplaces a company serves.

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Have you ever seen little kids playing organized youth soccer? Without fail, they swarm like bees to wherever the ball is--sideline to sideline, end to end. Some companies market this way and others aren't sure of their position in the market, or are constantly changing it, or believe their position is everywhere. How should you play your position?

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If you’re at a loss for how to plan your marketing programs in the current economy, take a clue from nature. In natural systems, chaos and destruction are always followed by rebirth. If you’ve been burned by the recession, now is the time to start planting seeds. Here's five initiatives to prepare for rebirth.

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Are you a B2B company, putting (or considering putting) significant effort and significant resources into developing a coherent brand for your product? Researching the marketplace and analyzing competing brands? Establishing strategy sessions to review and select the best brand identity? If you are, you're probably wasting a lot of time and a lot of money. For the majority of B2B companies, branding is very likely of little or no value.

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Continual improvement of products and services is an effective approach to maintaining existing customers and winning new ones, especially if your goal is to create strong word-of-mouth. Strong word-of-mouth tends to create customer evangelists, those passionate advocates who tell others about your products and services. To truly understand what your current evangelists think about you, say about you, and do about you, you must dig deeper than the typical satisfaction survey.

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The economic downturn of the past two years has put marketers on the defensive. As budgets have been reduced and reduced again, marketers have stepped up efforts to find the Holy Grail of marketing--the formula, the software, even the general rule of thumb that enables marketers to measure the effectiveness of a marketing campaign. The trouble comes when marketing strategy becomes driven solely by the need and ability to measure marketing effectiveness.

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Once you have a product or service, you have to set a price for it. This may be the most misunderstood exercise in all of marketing. Lucky for you, Dana is prepared to clue you in. Ready?

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Sometimes, less is more. That's especially true in this business climate. If you want to grab a customer’s attention and lock in their loyalty, the key is to save them time, money and effort. And that won't necessarily happen with simply more advertising.

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We thought it would be good to balance out some recent talk on the web about what is marketing. Here's our view.

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This economic "rinse cycle" offers an opportunity to shore up your organization's fundamental strengths. Happily, for anyone responsible for a budget, pursuing the fundamentals doesn’t require cash as much as it requires wit and persistence. In part one of this two-part series, Christopher Kenton underscores five low- or no-cost initiatives you can pursue to bolster your marketing organization.

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Scan the search results page of any portal, and it’s easy to see why Internet search is such a tricky maze for some direct marketers to follow. With “Sponsored Links,” “Direct Web Matches” and “Featured Sites” beckoning consumers, knowing which of these hot strategies is most effective at capturing attention often leaves marketers cold. It may be easier in the short run to stick with simple banner ads, but direct markets risk missing out on important sales leads.

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Do you have a lot of customers, but you haven't done a good job of assembling an email list? Here's five techniques for growing your email list as a marketing tool.

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How do you clue your users in to your site's particular benefits? If you offer something that is unique to your organization (and chances are that you do--that's why you're in business), then how do you make the users aware of these benefits? As with life, the secret is in timing.