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CONTENT TYPE: Article | TOPIC: Marketing Strategy

The digital age has changed how buyers research and buy products. An online rewards program can be a powerful way to reach buyers over and over, helping build a new kind of loyalty toward brands old and new.

CONTENT TYPE: Article | TOPIC: None

You can go about direct response in two common ways: An extremely targeted one-shot approach that goes for the sale right away, or a campaign approach that has a distinct, planned follow-up component.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The passionate emotional enthusiasm (and sizable financial expenditures) that 1D inspires among its massive global fan base is not a fluke: It's the result of a meticulously nurtured loyalty-building strategy.

CONTENT TYPE: Article | TOPIC: Marketing Content

Many marketing professionals are having serious challenges in executing a content marketing program at a very basic level. How can you address those challenges and implement a successful content marketing program? By following these four steps.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Weight Watchers is clearly the dominant company among weight-loss centers and programs. So what are the company's marketing secrets? Let's take a look at six savvy principles Weight Watchers has implemented to solidify its position at the top of the weight-loss stack.

CONTENT TYPE: Article | TOPIC: Demand Generation

What was once defined as a tidy "funnel" or a simple "waterfall" is no longer as relevant as it once was. Think, instead, a river fed by many brooks and streams that gracefully come together, only to rush over the edge of the waterfall into the (sometimes) beautiful and tranquil pond below

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Generation Y is estimated to be the largest consumer group in US history, and marketers simply cannot afford to ignore the student segment. Learn why you should be marketing to college students—and how to do so effectively.

CONTENT TYPE: Article | TOPIC: Customer Experience

A company can successfully build its brand name in many ways, but perhaps the factor most important for its continued success is its relationships with customers. Learn how to keep the magic alive and how to get results.

CONTENT TYPE: Article | TOPIC: Websites

If you have a website that gets a good deal of traffic but generates no money, placing ads on your site may be the key to success. Learn how ad type, placement, and location can boost your website revenue.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Customer loyalty matters, because selling more to current customers is easier and cheaper than finding and selling to new ones. Loyal customers tend to buy more, more regularly. And frequently they will recommend your business to others. Here are 10 tips for you to consider to deepen relationships with customers.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

At its core, market opportunity is your sizing forecast for a specific product or service, now and over the next several years. At a minimum, you should know that information in terms of sales dollars. A solid understanding of opportunity will guide you to the best markets and warn you off the bad ones. It will frame your investments and serve in part as your scorecard to mark progress.

CONTENT TYPE: Article | TOPIC: Branding

Like the internet phenoms they trumpeted, Internet company names of the last decade have been, by turns, wildly inventive, deeply troubled, breathtakingly silly, serviceable (if dull)—and, occasionally, brilliant. Here are the trends and names that rose to the top (and sank to the bottom).

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time to write your business plan. A business plan can be hundreds of pages or just a few. Whatever the volume, however, it needs to contain at least the following five elements.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The "need" for differentiation is so well accepted, it's considered simplistic to even make the case for differentiation. Why make a case for something everyone already knows? I disagree. Put some further thought in it. Most everything I've read and heard about differentiation is wrong. I suspect the same is true for you.

CONTENT TYPE: Article | TOPIC: Demand Generation

Several factors have dramatically altered the landscape of B2B marketing in recent years, forcing marketing practitioners to rethink their tactics and reinvest their resources to achieve superior outcomes. Here are the top challenges B2B marketing organizations now face, and how to address them.

CONTENT TYPE: Article | TOPIC: Demand Generation

Several factors have dramatically altered the landscape of B2B marketing in recent years, forcing marketing practitioners to rethink their tactics and reinvest their resources to achieve superior outcomes. Here are the top challenges B2B marketing organizations now face, and how to address them.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The corporate graveyard is full of onetime leading businesses that lost their competitive edge by failing to keep current on their competitors. Think of the classic story of Digital Equipment Corporation, with its once technical superiority turning into organizational chaos, or the various bloated airlines, with cost structures and business models that were vulnerable to competition long before 9/11. Here's a test of your own organization's competitive market strategy.