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People have long conducted market research. Not with fancy focus groups or complicated conjoint analysis, but just by asking questions and listening to the answers. Using this art of listening is so crucial to the success of your company's marketing, that to deny it is to invite failure. Follow along as we show you how to use marketing research to funnel knowledge into your marketing programs.

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Traffic is good, but ultimately it's all about conversion.

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If people pay attention to what interests them and ignore everything else, how can you break through the clutter with a message that people care about? All you have to do is press your customers' hot buttons.

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The most important areas of marketing are the three Ps: positioning, presentation and panache.

CONTENT TYPE: Article | TOPIC: Writing

Have you ever reached for a brownie when you were trying to lose weight? Or stayed in bed when you intended to go to the gym? Or put off paying bills because it was "too much of a hassle"? There are lots of different ways in which we sabotage ourselves. This is true of life in general and also true of the writing life.

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Learning from past experiences to improve future actions is an important characteristic of human nature. Obviously, the world of business is no exception. To advance the field of corporate strategy, or better yet, to advance the search for a universal formula for enduring corporate success, it is imperative to use a broader perspective and start by asking two simple questions....

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We all want press coverage. We all have visions of the rest of the world valuing us, our companies, and our contributions. But what happens when a reporter really is on line one? A blessed few can pick up the phone and say brilliant things. The vast majority of us panic.

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Most companies have a policy that puts the customer first, but too often that policy isn't implemented by the people on the front lines. Why is that?

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Marketing Operations is an emerging discipline with the potential to significantly increase performance and accountability in complex marketing organizations. It addresses the seven deadliest marketing sins that plague organizations of all sizes by leveraging a strong front-end infrastructure to reinforce marketing strategy and back-end programs and tactics. Is your organization ready for a change?

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Do you remember a time when most restaurant meals were the sit down, full-service, dessert-included variety? Even if all you wanted was a cup of soup or a simple salad, you were offered the blue plate special with everything at one price. Then the culinary folks came up with small plates, a la carte items, tastings, pairing menus, buffets and the like.... Similarly, high-tech companies have stopped serving everything one way with a side of structured licensing? Where once companies had to select / install / customize/upgrade, now we're allowed to use smaller-scale online services that do one thing really well, without integration and without customization.

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If you're marketing in a highly competitive keyword space or providing products and services with little or no name recognition, you should consider creating branded keywords and driving their search demand with buzz.

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Web 2.0 has changed what product definitions look like, and how things that are sold as 'free' can make money. So while the 4 Ps are a good start as buckets, let's update them for today's era and discuss what you need to be doing to keep your mix both relevant and impactful. Here's one take on what's happening…and some ideas on what you need to do to win your market.

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Rewards program members are more likely to have spent a greater amount of money in the past six months across 11 retail categories examined in a recent study, including home improvement, electronics, grocery and book stores. Check out the study's specific results here.

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Web 2.0 reflects how the Web is changing from watching to "involving." What are the best ways to engage with customers in this new climate?

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Generating quality leads is a growing challenge for many marketing professionals. More than ever before, legions of marketing materials are competing for the attention of prospects. How can you be sure to stand out from the crowd?

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Every time the tradeshow season rolls around, marketers ask themselves the same old question: how can I tap into the special sales markets without using last year's hats, bags, Frisbees, pens, and other boring gimmicks? The solution is so simple and effective—good old-fashioned books.

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Marketers assume that "Googling" for information is an automatic response the instant a Web surfer opens a browser. And for many Internet users, the theory is true. But for a number of reasons, and with increasing regularity, many people bypass search engines altogether in favor of a technique called direct navigation. Simply put, direct navigation is when a users directly types a Web address into a browser.

CONTENT TYPE: Article | TOPIC: Writing

For marketers, technologically sophisticated products and services pose a special problem—translating the technical talk that engineers love into the plain talk customers need and will act upon. From the depths of my experience with bits, bytes, high-voltage devices and semi-toxic chemical compounds, we offer a few suggestions that will help you turn good science into compelling marketing copy.