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Consumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store. For your green message to be heard and translated into sales, you have to make your message relevant not only to the fate of the planet but also to the fate of the people living on it. The question is, How?

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The focus group has lost favor in recent years as marketers seek a more experiential process for gathering customer insights. Although it has lost some luster, the focus group still holds the potential for providing powerful, usable insights. The trick to moving it from something parodied on sitcoms to a credible research tool again is to change how we think about and execute focus groups.

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Do consumers recognize and seek out your brand? Do they buy directly from you or go through an independent dealer network? If the latter is your case, read Despite robust dealer relationships, I bet you lack the means of coordinating and synchronizing their promotions to coincide with yours. Consumers may see your promotions and want to

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How a company reacts to adversity reflects the humanity of an and shows its true colors more than almost another situation it might encounter. Repairing the emotional connection well is a hallmark of companies we love. It makes us love them even Via Rail, Canada's national passenger rail network has shown its humanity, humility and remorse

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In the near future, your company may be competing with a computer. In fact, companies with the fastest computers, most sophisticated algorithms, technical know-how and most complete data sets will begin to separate themselves from competitors. In a world where milli-seconds will make or break your company, how should you best prepare for this new arms

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If you could go into your boss' office and say, "I can show an additional on the bottom line next quarter from our email marketing" wouldn't that be a good The fact is that many of us can make that promise–and deliver on it. Simply by doing all the things that we online marketers love to

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It's tough out there. Budgets are being cut. Markets are shrinking. Prospects aren't buying the way they used to. But you can still sell effectively. You just have to think differently. The message is important, but it's effective only if the right people read it. The process that you use to present your message is what makes the difference. Here are eight tips for securing meetings with the right executives.

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In every email campaign, you should have direct links to specific pages on your website, helping you gauge and track what's moving the meter in your emails. If you're using a proper email service provider (ESP), you should be able to easily see in real time who clicked on those links at what time and on what day.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Facebook Pages are good for building your brand and creating conversations, allowing users to get more deeply connected with your business. Recent changes have improved their functionality. Check out the following strategies for leveraging some of the key features.

CONTENT TYPE: Article | TOPIC: Writing

You just sent out a request for proposal (RFP). Will it give you the responses you want? Will it set the stage for a great long-term relationship? An RFP is a key step in engaging an outside marketing partner. Don't underestimate its importance. It's not simply a straightforward business communication; it's a brand opportunity. If you're seeking a smart, strategic partner, your RFP should reflect that. Here are seven guidelines to help you create a great RFP—or what I like to call a "really fine publication."