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[2003-04-30] 3 High-Impact, Low-Cost PPC Marketing Options
When it comes to advertising, too many webmasters are content with paying thousands of dollars to place their ads with only the most recognizable websites on the Internet. This is certainly understandable, as the most recognizable websites in your industry can add credibility and are certain to produce some results. However, a truly successful marketing campaign will reach far beyond advertising with the most recognized websites. A truly successful marketing campaign will effectively harness the many high-impact, low-cost opportunities available.

[2003-04-25] Is Branding Dead?
That question raises ire in all but the most sanguine marketer. Branding dead? That's heresy-just the type of thing to get your attention. Actually branding will never die-- it's the tools and the means by which we typically use them to achieve the goal of branding that are, in fact, obsolete. What's worse-- every tool and technique we've spent our careers learning, useless or not, is under new scrutiny: a new, mathematical, quantitative, hard-core, squirm-in-front-of-your-CFO, scrutiny. After the wreckage has been removed even the slowest amongst us will discover it is disruptive marketing that has died.

[2003-04-25] Branding With A Pay-Per-Click Twist
Pay-per-click (PPC) advertising is an outstanding media to use to Brand your mark (company or products). Through search engine browsing, your target prospect comes directly to you, searching for what you're offering. If you' re in the top few positions the prospect will see your mark over and over again - even if they don't click on your link. Since you are only charged when someone actually clicks on your link, you may actually pay a very small amount for advertising but have tremendous frequency and reach of your campaign.

[2003-04-25] Universal Truth And B2B Branding
While very few things are certain in the world of B2B marketing, I have heard the following three statements pretty much universally agreed upon by every sales and marketing executive:
  • There are not enough leads.
  • There is not enough brand awareness.
  • There is not enough budget to get the first two done. So how can a marketing executive battle these universal truths?

    [2003-04-25] Context Is Everything
    We're working on a media kit and collateral material for an internet company looking to boost its advertising substantially. The company has done extremely well for advertisers (mostly dr advertisers) on a cost per click basis. One reason for its success is that the user/consumer chooses this navigation tool - it isn't embedded in some other software - and it isn't spyware.

    [2003-04-25] Negative Creative
    There are almost as many direct response marketers against using negative appeals and copy as there are against using humor. It wasn't always that way. In the 70s and 80s, you'd see a pretty fair number of headlines/envelope teasers/Johnson boxes with lines like:

    [2003-04-24] Six Tips for Thriving in Today's Economy
    Sure, it's tough out there. Nevertheless, both consumers and businesses are buying. Here are a few tips to help you acquire and retain more business.

    [2003-04-21] Do You Know Your Customers - By Name?
    You've been doing the tradeshows. You've been spending on a PR agency. You've been running ads - both print and now online. You've been doing direct mail and now even direct e-mail. And yes, you've also been doing telemarketing. Some of these have been more successful, others less. But somehow you feel that you could do better. You bet you could.

    [2003-04-21] Tackling TiVo
    Personal video recorders, PVR's, are hot. So hot in fact, they are making a significant contribution in the frying of consumers' attention spans. What's an advertiser to do when the most affluent customers aren't compelled to watch TV commercials and are, in fact, actively avoiding them?

    [2003-04-21] Rethinking The Product Life Cycle: Brand And Segment Maturity For The Next Century
    The product life cycle has been part of marketing strategy since the late 50's. All of us are either intuitively or intellectually aware of its five stages of introduction, growth, maturity, saturation and decline. Yet, this classic model now faces the same inevitability it predicted for brands and market segments. We all face a new reality wherein everyone knows the model, emulates it, then with alarming regularity...fails. Failure comes from the predictability of the strategies that we all believed were dictated by the model. Over the past five years we've seen mature core brands suffocate under their own weight like lost, beached whales on the shores of EDLP (every day low price) Beach.

    [2003-04-21] A Framework for Sales and Marketing Collaboration
    In this article, we'll try to add some detail and offer practical action items for sales and marketing when approaching prospects at various stages of readiness. To do that, we'll look at prospects at three stages along the buying cycle: latent pain, recognized pain, and action oriented.

    [2003-04-11] Building Successful Brands On The Web
    According to a global web-based survey by Interbrand, the Google brand had the most impact on people's lives in 2002. Google beat established brands such as Coke and Apple. This illustrates how on the Web you build brands differently. It is less about how a brand looks than how it works.

    [2003-04-10] 12 Steps to Better E-Mail Marketing
    The number is no coincidence. The allusion is, of course, to addiction recovery programs. E-mail is abused by “innocent” people, just as alcohol, drugs and food are. Obviously, e-mail abuse does not bear the same dire consequences.

    [2003-04-10] Getting and Keeping Customers in the Age of Disbelief
    We’re in the “Age of Disbelief.” That means you CANNOT do whatever it takes to get through to prospects and customers. Deception is verboten. It’s not the way to start and build long-term relationships, and the consumer’s radar will detect the deception… and more likely than not, government and media scrutiny will mete out justice.

    [2003-04-10] 20 “Make It or Break It” Direct Marketing Questions
    Testing is a more important factor in direct marketing success than ever. Why?
  • Increased pressures on revenue expansion while holding expense budgets steady.
  • More rapid changes in the marketplace that can be monitored by testing.
  • Greater choices about media and combinations of media, types of offers, creative strategies and executions


  • [2003-04-10] The Whys and Hows of Prospect/Customer Qualification
    "Junk Mail" could well be defined as mail that's not relevant. Well, there's still too much junk mail abounding. So being relevant is of increasing relevance. It's in our own best financial interests, in the best interests of our prospects and clients... and in the best interests of our environment.

    [2003-04-10] 21 Truths About Generating Qualified Leads
    Over the past 35 years, I have been involved in the development and deployment of scores of business-to-business lead generation programs. Here are the 21 most significant truths I’ve learned.

    [2003-04-09] Achieving Involvement: Wiles and Devices for Lifting Direct Mail Response
    One of the definitions of “involve” is “to bring into a situation from which escape is difficult.” That’s exactly what we want our direct mail packages to do. We want to hook the recipient to open the package, keep his/her attention, and show that the only means of escape is to place an order.

    [2003-04-09] Five Keys to Direct Marketing Success
    Direct marketing can help virtually every type and size of business today. But making it work is becoming more difficult as an increasing number of businesses embrace it. How can you succeed in using direct marketing to help your business? For starters, focus on these five keys to direct marketing success.

    [2003-04-09] Five Ways To Promote Your Unique Business Identity
    Where's the Beef? These words became a national catch phrase in the mid 1980's and catapulted the Wendy's hamburger chain into the limelight as a major player in fast food sales.

    [2003-04-08] Working Well With Your Search Engine Optimization Firm
    The SEO industry is growing out of its adolescence into the realm of mainstream credibility. After surviving the infancy and adolescence of the industry, search engine optimization and placement is just being recognized as the essential element that can make or break an online business' bottom line. A successful SEO enriched marketing campaign will require a few simple but crucial elements: timing, organization and commitment. There are several search engine placement strategies to choose from. This SEO plan focuses on achieving traditional search engine placements and does not address pay-per-click advertising.

    [2003-04-03] Blogs Gone Wild! Microsoft Challenges Google
    The blogs and web forums are going crazy over the widely reported story that Microsoft is challenging Google for search supremacy. In an article at Microsoft and NBC owned MSNBC.com, Microsoft said that it is taking aim at privately held Google.

    [2003-04-03] Google Ads Flow To The Amazon
    Amazon.com and Google, developer of the largest performance-based search advertising program, today announced a multi-year agreement that will make Google's search technology and targeted sponsored links available on Amazon.com.

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