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CONTENT TYPE: Article | TOPIC: None

The ubiquity of social-media tools has made personal branding even more pervasive, powerful, and efficient. Personal branding has moved online. Many Web 2.0 tools designed for building community and fostering lively discussion—such as LinkedIn, blogs, Facebook, and Twitter—are ideal for career-minded professionals who seek to increase their visibility, demonstrate their unique promise of value, and stand out from their peers. Here are the five steps to building your authentic personal brand online.

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Consumer trends come and go. What else is new? Plenty. We're living in an unprecedented era when several critical elements—consumers' rising debt, higher costs for basic necessities, low savings rates, shrinking assets, and a growing awareness of environmental issues—have gradually come together in a perfect storm. How can marketers respond?

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The Internet was expected to dramatically change the way we buy and sell new cars by offering consumers better information and the opportunity to be in control of the process, and, by extension, giving dealers a more effective, targeted channel for finding buyers. But what's emerged instead is quite different. It's a system based on withholding the main thing consumers want—a bottom-line price quote—and turning the request for that quote into a commodity for sale.

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We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses would do well to stop looking at past and future customers, and focus some love and attention on the customers they already have.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Here's how Nature Made is combining email and social networking to build stronger email connections with customers and prospects.

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If you are going to implement a corporate social responsibility program, do so responsibly. A poorly executed program can negatively affect the business in many ways. It takes one missing element, one arrogant blogger, or one angry ex-employee to publicly point out the failings of the good works that the company is so proudly touting. When done well, a socially responsible program is a tremendous advantage to the entire business. When done carelessly, it can be ruinous.

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Your own keyword analytics data is the most valuable marketing asset of your company. In fact, the data contained in the keyword report from your Web-analytics application (which tells you how people are finding your site through paid and organic search) is much more valuable than traditional marketing data, such as customer surveys and demographics. Surveys and customer personas still have a place in online marketing, but keywords are a far more effective targeting vehiclee. Here's why.

CONTENT TYPE: Article | TOPIC: None

We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable in our own skins, confident of our ability to measure and improve the effectiveness of our strategies and programs? Unfortunately, the answers to all these questions are not what we'd expect, considering that accountability has been at the top of the vast majority of marketers' to-do lists for as long as it has.