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CONTENT TYPE: Article | TOPIC: Marketing Strategy

Starting an online business can be daunting, but focusing on the important components common to every company and organizing them into manageable chunks can help. Here's a crash course in entrepreneurship.

CONTENT TYPE: Article | TOPIC: Advertising & Promotions

Is there a difference between TV ads and online video ads? If you ask consumers, the answer is a resounding yes. Even if the online video and TV commercial are identical, customers react more positively to the televised ad.

CONTENT TYPE: Article | TOPIC: Branding

No matter the reason for a rebrand, there's no denying it's a major decision—and an expensive undertaking. Among all that needs to be done, these five things are a must for rebranding success.

CONTENT TYPE: Article | TOPIC: Demand Generation

Marketing to the wrong people doesn't help you. Knowing what motivates purchase decisions is essential to building a successful inbound program. So how do you figure out what motivates purchase and how to reach those motivated people? By creating buyer personas.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Deciding where to put your investment—of money, time, and effort—isn't easy. And the ROI of both social and content is notoriously difficult to measure. So how do you decide where to put your efforts? And once you decide, how do you go about it?

CONTENT TYPE: Article | TOPIC: Marketing Content

If marketing is essentially about persuasion, then the use of highly effective persuasive techniques can take a campaign goal to the next level—whether that's attracting more traffic, earning more conversions, or sparking more customer engagement.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Brands today have an opportunity to enhance personalization and reach, addressing always-changing customer expectations. With real-time marketing, you can increase loyalty, even upsell, and help retain customers.

CONTENT TYPE: Article | TOPIC: Branding

Use this compelling and intuitive method for taking a step back and gaining clarity on who your brand is and what kind of impression you're making on the world.

CONTENT TYPE: Article | TOPIC: Customer Experience

Consumer engagement today looks more like an engine with interlocking gears than like the familiar funnel that marketers have relied on for more than a century. Here's how you can use the new framework to enhance the value of your marketing.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

A crucial element of marketing that all CMOs—and marketers as a whole—need to be addressing right now is social listening and analytics. Because social intelligence can be vital to business success.

CONTENT TYPE: Article | TOPIC: Customer Experience

Poor customer experience drives brand switching—a key reason for three quarters of lost customers. And customers who suffer a bad customer experience spread negative word-of-mouth.

CONTENT TYPE: Article | TOPIC: Customer Experience

Your product or service cannot survive on its own. It needs backup in the form of strong customer support. The way you interact with your audience will determine how far your business goes in our competitive world.

CONTENT TYPE: Article | TOPIC: SEO

Nearly every business in the world has a website today, and that means small businesses have to overcome nearly insurmountable search marketing odds to claim one of the few spots on the first pages of search engine results.

CONTENT TYPE: Article | TOPIC: Branding

Now that you've done all the work of creating your new brand, it's time to unveil it for the world to see. These six best-practices are essential to achieving a successful launch, both internally and externally.

CONTENT TYPE: Article | TOPIC: Branding

Once you've decided that you need a companywide makeover, use these nine tips to achieve the results you want on a reasonable timeline.