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KIM GOODWIN
Getting from Research to Personas: Harnessing the Power of Data
The usefulness of personas in defining and designing interactive products has become more widely accepted in the last few years. But a lack of published information has, unfortunately, left room for a lot of misconceptions about how personas are created, and about what information actually comprises a persona. Just what ARE personas? And why should you care? Read how personas can help your business.
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KRISTINE KIRBY WEBSTER
What’s the Benefit of Branding Anyway?
That's the question Kristine fielded from a fellow marketer this week. Yep -- a nice big juicy softball of a question that she now tackles in this column. Turns out, it's not a simple question to anwer. See if you agree with her response. |
STERN DIXON
What Web Developers Can Learn from Retailers
Trouble is, most web sites are still designed and developed by IT professionals, and ruled by the IT mindset. IT believes that a well-designed web site should allow you to get in, get what you want,and get out quickly. IT thinks web copy should be short and sweet. Stern's response? Ridiculous! And he takes you on a shopping trip to the mall to prove it. Begin the tour here. |
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A Note to Readers
Mail Call!
Each week at MarketingProfs, the mailbag runneth over. Believe me…I love it. I truly enjoy the comments of discerning readers like you, and I am grateful that so many of you take the time to write. Last week, for example, I fielded a boatload of kudos (and took some rotten tomatoes) about our newsletter redesign. I hear from those who want to write, advertise, or simply venture an opinion on an issue that’s front and center. And often, I get questions from those of you looking for advice in the online marketing space. Which leads me to our own Tig Tillinghast. For the past three weeks, Tig has been writing a regular weekly advice column on MarketingProfs. His column features questions both from and for marketers, sent in by readers like you. So, much as I like to get your mail, Tig is far more qualified than me to answer your thorny questions and sort through your difficult issues; he’s also (as my friends here in Boston say) wicked smaht…he literally wrote the book on online marketing. Well, okay…he wrote A book, anyway.
As my 10-year-old son told me one day after school last week…the only bad question is an unasked one. (Where do kids today get that stuff?) So email Tig with your queries – confidentially, of course. As always, your feedback and comments are both encouraged and appreciated. Sincerely, Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs.com
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JESSICA ALBON
Why Your E-Newsletter Doesn’t Deliver Like You Hoped
You've heard the pitch – marketing newsletters are supposed to attract customers. They're sworn to build customer loyalty. And they'll increase profits. All that…and they are incredibly cheap to produce. So why is your newsletter's falling hopelessly short of its potential? Read how to help your own newsletter deliver.
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PETER SHANKMAN
How To Keep Your Motivation in Crappy Times
When times are crappy, motivation is... well, the same. Even if you have a job, you might just be getting by. And you become complacent, which leads to stagnation, which leads to eventual failure. So how do you avoid stagnating...when everything around you is? Read Peter's advice. |
LYNDA PARTNER
Viral Marketing, Email Style (part 2)
Viral email marketing can be a powerful community-building, brand-building, and list-building tool. Last week, Lynda defined viral marketing and suggested why you should consider using it. And in this week’s final installment, she offers a list of 13 best practices for successful viral email marketing. Read all about it. |
TIG TILLINGHAST
Dear Tig: Forward-to-a-friend Resources, Pushy Reps and Rude Buyers
In his weekly advice column to marketers, Tig offers up the real skinny. This week, he suggests resources for forward-to-a-friend apps and empathizes about pushy reps and rude buyers, to boot. Read Tig's take.
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