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Suzanne Taylor
Five Fundamentals for Useful Marketing Metrics Great marketers figure out how to make lives better, with the goal of attracting lots of profitable and happy customers. But to measure how well marketing efforts help build a large and loyal customer base, it's essential to identify (and rely on) the metrics that matter most. Get the full story.
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Kevin Gold
Encouraging Both Top- and Bottom-Line Growth On Wall Street, financial investors speak of CEOs improving their companies' "top line" by increasing sales volume, or upping their "bottom line" by reducing their expenses to expand the margins from their current sales volume. For Internet companies, business owners determining where to direct their improvement efforts should take a similar "top line-bottom line" approach. Get the full story.
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A Note to Readers Bite-Sized Research Greetings, discerning readers. This week we're serving something different (and I think quite satisfying) to Premium subscribers: the multi-talented Roy Young culls some valuable research from the Association of Consumer Research and slices it into bite-sized, digestible bits. In our lead story this week, Roy offers the key findings (and their implications for marketers) of five newly published research papers. The new research gives useful guidance to break through advertising clutter and foster brand loyalty, among other things. Be sure to check it out. Speaking of branding, don't miss next Wednesday's seminar by William Arruda, "Brand Building Basics: Profit from Your Company’s Greatest Asset." William is an interesting guy who focuses on what he calls "the human side" of branding. In his view, branding is not just for the like of Starbucks and Volvo; companies of any size can benefit tremendously from the power of a strong brand. His seminar provides practical ideas for understanding, building and nurturing your corporate brand – whether you are a business of one or one hundred thousand. See more specifics here. Thanks for stopping by. As always, your feedback is both welcome and appreciated! Until next week, Ann Handley
ann@marketingprofs.com
MarketingProfs.com
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Steve Cuno
A Direct Marketer Looks at Branding Branding, as you might imagine, is not typically what direct response agencies do. But some direct response agencies strongly believe in the power of branding. And smart direct marketers build their strategies squarely on the brand. Get the full story. |
Meryl K. Evans and Hank Stroll
SWOT Team: Reaching New Customers Within the Same Company This week, the SWOT Team asks: Outside of direct referrals, how do you reach other potential customers within the same company? Also this week, read your answers to the last issue's dilemma: How do you challenge the "customer is always right" policy when the customers, well...isn't? Get the full story.
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Robert F. Hogeboom
Gen-Y Brand Strategy
Generation Y is the segment born between 1979 and 1994. They are an extremely marketing-savvy group that understands how numerous companies actively covet their business.
As a result, Gen Y-ers greet new brands with intense skepticism, making it increasingly imperative for Gen-Y businesses to focus on brand strategy. Get the full story.
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Reid Carr
Leveraging the Power of an Event With many companies still cost-conscious about marketing, the Web presents a perfect opportunity for marketers to maximize the power of events and quantify returns. The interactive and direct nature of the Web can help marketers to better foster, manage, qualify and follow up on interested leads from trade shows and seminars. How can marketers leverage the Web to maximize return on investment and ensure the best closed-circle interaction for potential customers? Get the full story.
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amw@MarketingProfs.com
Content: Ann Handley
ann@MarketingProfs.com
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Roy Young
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Val Frazee
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