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  • Brand Extensions: A Strategic Path to Growth

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

  • Virtual Event Trends: Businesses' Future Plans and Top Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Event Marketing

    Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.

  • How to Budget Strategically for Your Digital Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.

  • Five B2B Brands That Prove Voice Search Is More Than Hype

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.

  • Tough Times Ahead: Global Digital Ad Forecast for 2022-2024

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Total digital ad spending worldwide did not grow as robustly as expected in 2022, nor will it grow as robustly as expected over the next two years, according to recent research from Insider Intelligence.

  • 12 Email List Management Best-Practices [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    Email list management encompasses a wide range of approaches, from maintaining updated tagging and segmentation to removing invalid, duplicate, and unengaged contacts. This infographic explores how to maintain a healthy and engaged list.

  • The Most (and Least) Innovative Cities in America [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Career Development

    Seattle is the most innovative city in America, according to a recent report from The Fabricator.

  • How to Build a Great Marketing Team in 2023: Paul Flaharty on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Management

    Host George B. Thomas and guest Paul Flaharty discuss how to build a great marketing team in 2023, including how important it is to your future success and how company leaders can stay a step ahead of their business needs.

  • Art or Science? The Fate of Data-Driven Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.

  • Overview of the Master Class

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    Do you need email marketing? Yes: It's the cheapest, most direct way to stay in contact with your audience. Start here to discover how you will benefit from great email marketing.

  • Mindset of an Email Marketer

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    Email marketing is very forgiving. You send messages to your list. Some are read, some are not. Some get responses, some don't. The key? Don't let today's failure define you: Always be testing.

  • Anatomy of an Email: Overview

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    Email marketing isn't just about quick sales, nor is it constant content. It's important to understand the basic components so you know what to test—bringing you to higher response rates.

  • Anatomy of an Email: From Address

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    The most valuable real estate in your email? Your From line. Learn why your name matters to your audience—and how you can use it to earn their trust and attention.

  • Anatomy of an Email: Subject Lines

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    Subject lines: What works? And what doesn't? Learn how to write a good email subject line that speaks to your readers' interests and gets the email opened.

  • Anatomy of an Email: Preheaders

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    You know the little preview you see before you open an email? That's the preheader. Discover how to write strong preheader copy to draw your reader into your marketing message.

  • Anatomy of an Email: First Impressions

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    People make subconscious judgments within moments of seeing your email. Learn how to make a great first impression with your email marketing.

  • Anatomy of an Email: Content

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    What should you write about? How much should you write? Your email creative—and your success—depends on your goals. Define your goals to define your content.

  • Anatomy of an Email: Images

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    Stock photos, graphics, videos, GIFs: Images in your email define your style and convey information. Here's what the data says about successful images in your email marketing—and what to avoid.

  • Anatomy of an Email: CTAs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    Email marketing is just that: Marketing. Getting people to take action. Learn how to craft a compelling call to action (CTA) so people respond the way you want them to more often.

  • Anatomy of an Email: Letter Format & Signatures/PS

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

    The most overlooked, yet essential, part of any sales letter? The ending! Learn how to use your signature to strengthen your authority and a postscript (P.S.) to reinforce your email's main message.