Marketing News & Expert Advice
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Entrepreneurship on the Internet
Dec 26, 2000 - Are you thinking about becoming an entrepreneur? Remember: When you've found a need, you've found an opportunity. Comments
Mapping Customer Attitudes
Oct 17, 2000 - Marketers have a lot of data at their disposal. They've got demographic data, purchase history data, and web tracking data. And that's just for starters. But many marketers could benefit from a map of customer attitudes. Using a perceptual map, marketers... Comments
Do Web Enhancements Pay Off?
Oct 10, 2000 - You think personalization is a sure-fire way to increase profits? It might be. After all, it costs less to keep a customer than to attract one in the first place. But sometimes numbers can be misleading. Cliff takes a closer look at the tale they tell... Comments
Tell a Story to Engage Your Audience
Oct 3, 2000 - Telling stories is something that seems to be part of human nature. Few things are so engaging as a good narrative, whether it's in print or on a TV or movie screen. Why, then, do so few corporate web sites make use of storytelling? It's a great way... Comments
Voice Portals Target a Mobile Audience
Sep 26, 2000 - Voice portals, a new class of audio interface web sites, have recently come on the scene. They're not web sites in the normal sense because they're designed to be accessed through a standard telephone. Sites like Tellme.com and BeVocal.com allow callers... Comments
Harnessing the Power of Interactive Video
Sep 19, 2000 - When big-name entertainment web sites announce huge layoffs or fold up entirely, you have to wonder what's wrong with that segment of the business. Is it the business model? The target market? Or is it the technology? For a few of the recent newsmakers... Comments
Why Do They Buy?
Sep 12, 2000 - Most of the time, customers buy products for all the reasons that marketers expect them to. However, there are always a few customers who buy products for reasons marketers haven't even thought of. Understanding specific motivations of consumers or... Comments
Fake News Release Costs Investors Millions
Sep 5, 2000 - The bogus Emulex press release sent by email and distributed over the wires wreaked havoc on the company's share prices and highlighted security weaknesses on the web. But making web sites more secure might impinge on users' rights to be anonymous... Comments
Speed Bumps for Impulse Buyers
Aug 29, 2000 - Have you ever had a customer who was too eager to buy? Prospective customers can become so excited about finding a product or service with features they've been looking for that they forget to ensure it really fits their needs. One way to help these... Comments
Put a Human Face on Your Corporate Image
Aug 22, 2000 - One of the things that's lacking on so many corporate web sites is a personal touch that humanizes the site. Many times a founder is associated with the site, and, if so, it's only natural that site visitors want to know a bit about his or her views... Comments
Private Access for Key Customers
Aug 15, 2000 - The cost of acquiring a new customer in a business-to- business environment has always been high when compared to consumer sales. Several in-person sales calls can be needed to close an initial order. At over $100 per sales call, the total cost of... Comments
Consumer Marketplaces as Intermediaries
Dec 19, 2000 - Despite some hurdles for consumer marketplace sites, they can cover a wide range and gather broad lifestyle profile data, showing that the World Wide Web can also be the "neighborhood wide web." Comments
Are Your Suppliers Loyal?
Dec 12, 2000 - As online customers discover their web services being increasingly discontinued, their trust in any web company or site is likely to decrease. Comments
Creating an Internal Product Newsletter
Dec 7, 2000 - Why produce a product newsletter? Think. By following some simple steps, in less than two hours per week, you can keep all the key people in your organization up to date with the latest news about your product and the space. Comments
Developing an Accurate Projection of Success
Dec 5, 2000 - Whether you are raising capital or managing an existing business, making accurate financial projections for marketing, sales, and operations is essential. Combining these measurements into a comprehensive model can help you develop an accurate projection... Comments
Effective Online Merchandising Techniques
Nov 28, 2000 - The days of basic product presentation on e-commerce sites have given way to more sophisticated product merchandising and presentation, but applying some traditional merchandising techniques to online shopping is fundamental. Comments
How to Measure the Effectiveness of Email Newsletter Ads
Nov 21, 2000 - Direct marketers in any medium want to test ad variables. Call it a primal urge to isolate and measure. But for too long, the email newsletter environment has proven hostile to the testing-inclined.Not anymore. Comments
Online Event Marketing Strategies
Nov 14, 2000 - Offline marketers have long viewed special events as marketing opportunities. It's a great way to get a targeted message out to an appropriate audience. Luckily for those that traded in bricks for clicks, event marketing strategies translate very well... Comments
The 2000 Holiday Season: Are You Ready?
Nov 7, 2000 - This is going to be an important holiday shopping season for online retailers. More consumers will spend more money online. This is the good news. But they will have higher expectations. Can you deliver what they want? Comments
Quick and Easy Personalization
Oct 31, 2000 - Will personalization increase your ROI? Could be. You can take quick and easy steps to find out. Comments
Online Grocery Stores: A Marketing Lesson in the Making
Oct 24, 2000 - When neighborhood grocery stores grew into supermarkets, consumers became frustrated that it took so long to find what they wanted. Then smaller convenience stores sprang up to meet consumers' needs for a quicker and easier way to shop. Online grocery... Comments
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