Search Our Marketing Resources

CONTENT TYPE: Article | TOPIC: None

As YouTube, Google and MySpace announce that video advertising will become a key driver in their future revenue strategies, the glitzy, anonymous ads we have been used to for years will have to change course. Ads need to be intriguing in some way; they need to urge us to watch them.

CONTENT TYPE: Article | TOPIC: None

Organic search engine optimization, until recently, had been a fairly straightforward endeavor. That changed in the middle of May 2007, when Google began rolling out its "Universal Search." This new search option may have long-term repercussions for every search engine optimization company if it becomes the standard.

CONTENT TYPE: Article | TOPIC: None

If you want to be cutting edge, the way to do it is with audio and video.

CONTENT TYPE: Article | TOPIC: None

Planning and running a customer advisory program may seem daunting at first. But you can manage the job by charting your company's direction and approach at the outset. Here are the top three fears companies often have, along with advice on how to quell them.

CONTENT TYPE: Article | TOPIC: None

Often regarded as a soft science, the ROI of marketing programs can be difficult to measure. Here are essential tips that should form the basis of the initial stages of your quantifiable marketing strategy.

CONTENT TYPE: Article | TOPIC: None

The Web enables an entirely different way of doing business. Collaboration on a scale previously impossible now occurs on an ongoing basis. Mass sharing ideas globally is easy using wikis and other software. Here's what it means for companies today.

CONTENT TYPE: Article | TOPIC: None

So you're looking for an impresario of innovation, a doyenne of the different, a marketing maven. But how do you know if the person you're interviewing is really the Wizard of Wow that your organization can count on to help pep up its profits? And how do you know your corporate culture will accept this champion of change?

CONTENT TYPE: Article | TOPIC: None

You can flip the 80/20 in your favor by devoting your marketing resources to creating a referral network that will compound in value year after year.

CONTENT TYPE: Article | TOPIC: None

Whether you're attempting to position a company or product as a category leader, gain permission from a community to make changes, or push a law through the legislature, PR needs to tell interesting yet believable stories that make the target audience consider a new perspective or see the sponsor in a new light.

CONTENT TYPE: Article | TOPIC: None

If you practice Internet marketing, you know the importance of a high-converting "landing page"—also called a promotional page, jump page, or squeeze page. Regardless of the specific purpose, one fact remains the same—you want the user to take some type of action. Here are seven landing-page best practices for increasing conversion rates and getting users to take the action you're hoping for.

CONTENT TYPE: Article | TOPIC: None

Let's face it: If we want to realize the vision of integrated marketing and strategic marketing, of a more collaborative and enjoyable work environment, of more stature and influence in our organizations, we need to let go of the old. Marketing needs a new MO.

CONTENT TYPE: Article | TOPIC: None

Does the hype of the iPhone equal runaway success? Is the game already won? Or will there be an equal and opposite reaction when possibility and excitement about the future gives way to reality, and inevitable issues arise with service, availability, bugs in functionality and unfulfilled expectations?

CONTENT TYPE: Article | TOPIC: None

The sales playbook captures your company's knowledge about its markets, value propositions, offers, competitors, and best practices. These are the very elements that fall within the marketing organization's domain, which is why marketing plays a strategic role in developing the playbook.

CONTENT TYPE: Article | TOPIC: None

Housing booms, dot-coms, high-tech, bio-med, religious fervor, Republican or Democrat regimes, peace-war—all of it... all the best (and worst) bubbles have, or will, pop on their way back to the center. In terms of the "Greening of America," we are currently on the thesis end of the pendulum, with a fair amount more left to go to reach the apex. And then the backward slope begins. The bubble pops at the top.

CONTENT TYPE: Article | TOPIC: None

Some 80% of available jobs are never advertised, and over half of all employees obtain their jobs through networking. The most important component of a successful job search is your network, consisting of friends, family, neighbors, acquaintances, teachers, and coworkers.

CONTENT TYPE: Article | TOPIC: None

Part 1 of this series discussed the evolution of customer reference programs and gave guidance on how to create a program that's a strategic asset to your company. Here, part 2 discusses the next steps of customer program evolution... and how to change corporate culture by focusing on customers.

CONTENT TYPE: Article | TOPIC: Writing

Recently, we have been seeing more and more emails that take the "instant best buddy" approach: You sign up for some information on a site, and minutes later you receive a breathless email and hear how the author has just taken his kids to the beach, but simply had to rush home and share some terribly important news about an upcoming product launch. It's tempting to dismiss these emails. But here's the thing: They work.

CONTENT TYPE: Article | TOPIC: None

The social media landscape over the last year or so has changed dramatically. Companies that were once skeptical about tools such as blogs are now blogging or considering starting one. Unfortunately, many companies that do so still have little idea of how to grow their blog into an integral part of their marketing efforts. Here are eight easy steps you can take to grow your blog's readership.

CONTENT TYPE: Article | TOPIC: None

Each year, we ask decision-makers at a group of 100 leading brands: "At pitch, what are the specific reasons for choosing one agency over another?" In the latest results, "good chemistry" ranked as the leading factor. Here's a full list of the top 20 factors.

CONTENT TYPE: Article | TOPIC: None

UCLA Professor Albert Mehrabian is best known for his 7%-38%-55% Rule. It states that 55% of communication is attributable to non-verbal behaviors like body language and facial expressions; 38% of communication is attributable to voice, including volume, tone, pitch, cadence, and quality; and only 7% of communication is attributable to the words used. Yet companies continue to pile on the Web text in the hope that search engines will index it and someone might actually read it... even though many Web site visitors merely scan for headlines, bulleted points, and captions.