Vol. 2 , No. 30     November 12, 2002

In this Newsletter:

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Gerry McGovern
Measuring the Value of Your Content

There is a classic saying in management: If you can't measure it, you can't manage it. So what's it take to measure the value of your content?

You need to understand knowledge and information. You need to articulate the objectives you have for your content. You need to compare how your content performs against other forms of communication. And mostly, you need to see content as an asset.

What's the value of your content?

Kim MacPherson
The Next Shiny Thing

What's new and cool in the email space? Animation? Flash? Video and voiceovers? Some other hip and sexy technique to grab eyeballs?

Put the glitz aside. Would you believe...there's nothing more effective than really knowing your audience? In email marketing, it's more effective than anything else -- even the next shiny thing.

Here are the reasons why.

Sean D’Souza
Mona Lisa Your Branding

Have you mistakenly trained your branding to fall over and play dead? Do you know how to use psychology to create branding that lights up with the voltage of a thousand neon bulbs?

And can you play Scrooge with your budget, yet get huge branding mileage? And if so, how?

We reveal the secrets here.

A Note to Readers

The New Trade Show

Time was when @d:tech’s trade shows were THE place to go for Internet marketers.

The US shows — which take place twice a year, once in New York and once in San Francisco — were the places to be to see and be seen. The @d:tech events were the premier Internet marketing conferences, attracting major sponsors, top-shelf speakers, and tons of attendees.

If you were looking for a vendor, looking for a client, looking to keep on top of the latest technology, looking for a job, or looking for the coolest tchotchkes — you’d cruise the show floor or cocktail parties at @d:tech. And chances are, your needs would be met.

Oh yes, there was the content and some excellent and informed speakers too, but in the late 1990s the real action happened outside of the speaker sessions.

Of course, that was then.

So what will @d:tech in the fall of 2002 look like?

Well, next week, Allen and I will be in New York at @d:tech’s East Coast event. So I can’t answer that question just yet.

But I gotta tell you: Thus far, I’m heartened, downright buoyed by @d:tech’s program and by the sponsors it has attracted. For all the speculation and doomsaying, for all the depressed stock prices, for all the belt-tightening, Internet marketing is alive and well and, yes, sometimes (!) even thriving. The sponsors are onboard, and the speakers are truly the industry’s survivors.

Sure, times have changed. But those of us who are still around know that online is an integral part of the marketing mix. Something tells me that next week @d:tech will again bear that out.

Until next week,

Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs

Last Issue's Top 5

Mktg. Metrics Top 5

Finally!
Manage your email marketing in-house.

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Paul DiModica
Why Most High Tech Companies Will Miss Their Forecasts

Look critically at IT's current operating cycles and its approach to business. Paul has, and he's identified five specific reasons why high tech firms will continue to be stuck in a downward spiral.

To survive, high tech has to adapt to the current business climate.

Read how it can.

Cliff Atkinson
How to Choose a Vendor by the Quality of their PowerPoint

Maybe you can’t judge a book by its cover. But you sure can tell a great deal about prospective vendors by the quality of their PowerPoint presentations.

Here's what to look for, and what it will tell you.

Nancy Peponis
There’s Linux in Them Thar Hills

Technology is full of differing approaches. But Microsoft v. Linux goes beyond a simple disagreement.

It’s a Hatfields-and-McCoys feud, a drama of honor and justice, a fight for the way things ought to be.

The drama unfolds here.

Tig Tillinghast
Dear Tig: Charging More and Selling Less, Unreasonable Bosses, and Does Sex Sell?

Tig’s weekly column fields questions from and for marketers. This week, he responds to readers who wonder about some marketing fundamentals: Does it make sense to charge more and sell less? And, does sex *really* sell product?

Read Tig's take.

Contact

Publisher: Allen Weiss
amw@MarketingProfs.com

Content: Ann Handley
ann@MarketingProfs.com

Partnerships:
info@MarketingProfs.com

Ad/Sponsor Information:
click here or contact jim@MarketingProfs.com

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