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- How Much is a Click Worth?
- In the world of relative questions, the above question would take the cake. But really: Are you paying too much for clicks? Is your online marketing campaign misguided? In order to answer these questions, you need to ask yourself what kind of click you're paying for. Obviously natural search...
- Blog posts 2008-02-26
- The Impact of Gender on Ad Processing: A Social Identity Perspective
- Advertising is seen as an efficient but sometimes ineffective external influence on buyer behavior. Marketers are therefore seeking ways to make advertising more effective. This paper provides a theoretical framework explaining how ads can influence attitude and purchase intentions by activating an identity with one's gender group. A gender group...
- White papers 2003-01-01
- Easy to Measure Doesn't Mean Best Results | BTalk Australia
- (15min 09) When times get tough some CFOs cut back on marketing spend without assuming a subsequent drop in sales. Marketers are pushed to be accountable, perhaps based on a preconception that they waste money in good times. Sometimes they are forced into spending money on media that is...
- Blog posts 2009-04-06
- Kiss That Cushy Marketing Job Goodbye
- Due to the meltdown, companies that sell products and services will no longer be willing to pay marketers for unmeasurable activities. At the same time, companies that buy product and services won't be willing to deal with sales reps who can't add value beyond information and...
- Blog posts 2009-03-25
- Alec Andronikov: Revolutionizing Mobile Advertising
- Alec Andronikov is the CEO of Movoxx, the only mobile advertising agency focused exclusively on SMS messaging, the fastest growing media channel on mobile phones. Movoxx allows marketers to target their ads by geographic, demographic, or contextual parameters. Andronikov discusses the difficulty of hiring for a start-up company, as well...
- Blog posts 2008-11-06
- Brand And Deliver!
- Branding has a dirty little secret. It doesn't know how to count. Awareness, visibility, impact and image are the common branding goals. These cannot be measured well, and no two measurements of the same goal will generate the same number. Without accurate measurement, there is no accountability. Without accountability, profitability...
- White papers 2004-01-01
- Understanding Brand Energy
- Marketers are constantly searching for differentiation. Unless a company has a genuine scientific or technological advantage, preferably one that can be protected by patent, competitors can more often than not match any incremental change in an ever-shortening time-scale. Taking cost out of an operation, maybe through new tools and techniques...
- White papers 2007-12-01
- Don't Confuse Sales Support With Marketing: A Case For Buyer Persona Profiling
- As technology marketers, do you measures time spent on marketing vs. sales support? Marketers are so focused on sales that marketing is an afterthought. If the marketing role is so narrowly defined, who could argue with the logic of using these resources to help close sales? This paper provides valuable...
- White papers 2007-12-01
- Marketing Challenged to Balance Data With Creative Insight
- Marketers are caught between a rock and a hard place in their quest to balance data with creative insight to design programs that help build long-lasting and profitable customer relationships. To break through, marketers must overcome two key barriers to better balancing data and insights with pragmatism and creativity. The...
- White papers 2005-06-01
- The Sales And Marketing Divide
- From the executive summary: ‘IT vendors are applying poor sales and marketing techniques that are resulting in less than optimal returns on sales and marketing investment. Marketers are wrongly applying the consumer-oriented marketing techniques to lengthy, business-to-business transactions. The consultative sales approach requires a more targeted, direct, and methodical formula...
- White papers 2003-01-01
- Using Research to Improve Web Marketing
- Marketers are spending millions to develop and promote their Web sites and marketing programs, as they face their greatest opportunity and challenge in recent memory. In the midst of rapidly changing technologies and competitive threats, however, there is one constant: The Web puts the customer firmly in control. With this...
- White papers 2000-07-01
- 6 Steps to Valuable Internet Content
- Marketers are now finally waking up to the idea that pre-formatted communications aren't the right way to engage with customers. The marketing department needs to learn how to write valuable content that brings value to website visitors that initiates discussions, questions and comments. here are my tips: Step 1: Short text is a myth Step...
- Blog posts 2009-06-15
Additional Resources
- MOBILE TELEPHONY : REDING OBTAINS "STRONG AGREEMENT" ON ROAMING.
- At the Telecoms Council, on 27 November in Brussels, the only consolation for Information Society Commissioner Viviane Reding came from SMS and data prices for those who use their mobile phones abroad roaming. Reding obtained, as she expected, "a strong agreement on the basis of the...
- Articles 2009-12-02
- ELECTRONICS : GREEN LIGHT FOR ERICSSON-STMICROELECTRONICS JV.
- The creation of a joint venture between EMP, the wireless platform' business of Ericsson of Sweden, and ST-NXP, the wireless semiconductors business of STMicroelectronics of the Netherlands, is unlikely to affect competition in the sector concerned, namely the marketing of wireless platforms for mobile phones...
- Articles 2009-12-02
- INFORMATION TECHNOLOGY : FREE SOFTWARE TO SUPPORT STARTUPS.
- Microsoft has launched BizSpark, a global programme designed to help businesses, especially Small and medium-sized enterprises SMEs, to build their markets with free and discounted software, technical support and market visibility. BizSpark is aimed at private companies and individuals building a software-based product or service, being...
- Articles 2009-12-02
- TELECOMMUNICATIONS : FORMER MONOPOLIES ASK FOR "TARGETED REGULATION".
- Incumbent operators are keeping on the pressure while the Telecoms Council, on 27 November, agreed on a vast reform of the EU's rules ensuring competition in the electronic communications market telecoms package. They demand a "targeted regulation," especially in the context of the current financial crisis...
- Articles 2009-12-02
- TELECOMMUNICATIONS : FORMER MONOPOLIES ASK FOR "TARGETED REGULATION".
- Incumbent operators are keeping on the pressure two weeks from the Telecoms Council, on 27 November, which must agree on a vast reform of the EU's rules ensuring competition in the electronic communications market telecoms package. They demand a "targeted regulation," especially in the context of...
- Articles 2009-12-02
- Branded! How the 'Certification Revolution' is Transforming Global Corporations
- Branded! How the 'Certification Revolution' is Transforming Global Corporations, Michael E. Conroy. Conroy catalogues how activists have combined third-party certification systems with brand vulnerability to create a race to the top in corporate social and environmental responsibility. Clearly designed to serve as both an entertaining read and a textbook, Branded!...
- Articles 2009-08-01
- Hope gives way to how-to
- CANADIAN BOOK-BUYING CHOICES changed direction in 2008. In our informal survey of independent bookstores across the country, we learned that sales of environmental books weren't down like the stock market, but they were different from last year. [ILLUSTRATION OMITTED] The blockbusters of 2007, Heat, An Inconvenient...
- Articles 2009-08-01
- The MiniTuck
- CrossBreed Holsters CrossBreed Holsters is pleased to bring to market the first holster designed specifically around the Ruger LCP. The MiniTuck brings all the advantages of its bigger brother in a smaller package. The MiniTuck is comfortable and extremely concealable. Ideal for deep concealment or for those with...
- Articles 2009-07-01
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