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Marketing's mission is to somehow change a customer's behavior. We try many things to affect that advertising, email, search, events, webinars... and the list goes on and And in tough economic times the opportunity to affect customer behavior is exceptionally acute, especially when it comes to existing loyal So check out this email I got from

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A recent Brandweek article, Concentrating on , piqued my interest. In the article, we learn that Clorox has launched a new campaign to show consumers the many uses for bleach, besides using it to whiten their laundry. New ad spots show that bleach can be used to disinfect cutting boards, baby bottles and other common household

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I'm back from the Fulbright in Yerevan, Armenia. And while most of my current thoughts seem to be on the increasingly intimidating task of finding a new position in the marketing world, I have also spent time contemplating what my family and I just It was the adventure of a lifetime. We left a comfortable California

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As a copywriter, I'm particularly interested in names. Some I love, such as "Amazon" or "Starbucks," for their evocative quality. Some I hate (imagine what you will here) and some leave me just plain puzzled. Why is it, for example, that hair salons are especially prone to bad puns such as "The Clip Joint," or "Hair

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It helps to have been around business blogging and social media for a while. It gives one historical Case in point, the almost perennial debate over whether it's okay to mix advertorial content in with editorial. That argument has been bandied about ever since the days of Marqui's Blogosphere in Then, there was the flap over

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Why do you use Twitter? A week or so ago MarketingProfs CEO Allen Weiss on Twitter, "Sitting here with my wife trying to figure out what motivates people to use twitter....any ideas?" Allen had just returned from a few days of meetings with me and the rest of the MarketingProfs managers in Santa Barbara, and perhaps

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Dwindling budgets suddenly make low-cost social media look like the pretty girl at the " - Ann I love Ann's optimistic take on social media in the downturn. And I fundamentally agree. Big promotional budgets are hard to find, but you still need to get your message out there. And given how important an information social

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Finding the balance between search engine optimization (SEO) and a successful user experience can be a challenge. The two strategies can conflict, and companies may mistakenly favor one over the other.

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What does your brand look like? Is it recognizable—in any medium? Or does it change its appearance and present a confusing array of visual styles? Most organizations understand the strategic importance of a consistent visual style... but fall short on implementation, especially when there are multiple in-house or agency creative teams.

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The author recently had lunch with a good friend, a restaurateur. The food was delicious, but the lessons shared were even better. It seems the fragile nature of the restaurant business has more than a few things in common with the fragile nature of doing business on the Web.

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Will nearly 100 percent of my marketing email end up in my customers' spam folders? The answer may be "yes" if your company doesn't change its email practices.

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Think about None of these cool new social media tools were developed with "us" (marketers) in mind. Blogs, social networks, YouTube, etc. were created for people to keep in touch with their family and friends. So it shouldn't be a big surprise that the majority of people who first embraced widgets, Twitter and Facebook were not

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In the last couple of years, as companies have become more interested in social media, they have tried to find ways to use these tools to reach "influencers." Sometimes these initiatives are referred to as 'blogger outreach' programs. But there is a much more influential and important group that most companies could be reaching via social

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I work in a professional services firm and in order for firms like ours to differentiate themselves, they have to create perhaps hundreds of personal brands around individuals who understand niche topics extremely well. And since buyers have transparency through the use of search engines they can really get a handle on just how qualified any

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A few weeks back, Geoff and I wrote an off-the-cuff, tongue-in-cheek "Top 25 Ways to Tell if Your Social Media Expert Is a Carpetbagger" and it drew the most interesting conversation around ghostwriting (#7 was "Will ghostwrite blog posts and other social content for There are lots of writers, agencies and companies that are willing to

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Not all leads should be treated equally. In our business, for example, the sales cycle can be upwards of 9 months .... so lead nurturing it critical to stay in front of your prospect during their journey from awareness to consideration to Furthermore, you are never quite sure when that illusive moment of need might strike

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Social media has long been lauded as a wonderful way to connect with customers and to build excitement for your But social media can also be an amazingly effective crisis management tool. That is, if the tools are in the hands of someone that knows how to utilize them properly, and one Gary definitely Recently GaryVee

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Deloitte LLP issued a very important report this fall, based on a survey the company commissioned. "Food and Product Safety and its Effect on Consumer Buying Habits" put hard numbers to what marketers have long Pat Conroy, Deloitte LLP's vice chairman and consumer products practice "Our research shows that consumers are becoming less tolerant of recalls,

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Alan and Paul recently wrote posts here that tackled the questions of credibility and trust. Those of us who are consultants understand well that to get work, we must project both Businesses won't hire us unless we appear credible and trustworthy. The questions come down 1) How do we project trust and credibility and 2) Why

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What's of greater value: the idea itself, the selling of the idea, or the production of the idea? While there seems to be a shift afoot, why does our industry continue to struggle to ascribe value to (and get paid for!) the core concepts that fuel everything else?