Resources

12 Resources for

marketers

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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...; Tags: Google Inc., Internet Search Advertising, Marketers, Search, Jonathan Haeber; 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...; Tags: Advertisement, Gender, Identity, Academy Of Marketing Science Review, Marketers; 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...; Tags: Media, Marketers, Podcasts, Advertising & Promotion, Marketing Research, Internet, Marketing, Phil Dobbie; 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.Â 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...; Tags: Apple Inc., Ian P, Marketers, Sales Strategy, Sales Force Management, Marketing Research, Sales, Marketing, Geoffrey James; 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...; Tags: Advertisement, Mobile, Cell Phone, SMS, Mobile Marketing, Alec Andronikov, Movoxx, Andronikov, Marketers, GFK Technology, Advertising & Promotion, Text Messaging/SMS/MMS, Marketing, Cellular Phones, Consumer Electronics, Personal Technology, Online Communications, Dog &, Pony Editor, Pony Editor; 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...; Tags: Brand, Accountability, Jack Sims, Marketers, Branding, Financial Accounting, Marketing, Finance; 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...; Tags: Brand, Market Research, Market Research Portal, Marketers, Marketing Research, Productivity, Marketing; 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...; Tags: Pragmatic Marketing, Marketers, Sales Strategy, Marketing Research, Sales Force Management, Sales, Marketing; 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...; Tags: Barrier, Marketing, Insight, Marketers; 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...; Tags: Marketers, Sales Strategy, Marketing Research, Sales Force Management, Sales, Marketing; 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...; Tags: Web, Quirks Marketing Research Review, Marketers, Channel Management, Marketing; 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.Â The marketing departmentÂ needs to learn how toÂ write valuable content that brings value to websiteÂ visitors thatÂ initiates discussions, questions and comments. here are my tips: Step 1:Â Short textÂ is a myth Step...; Tags: Web, Search Engine, Visitor, Image, Keyword, Marketers, Internet, Search, Channel Management, Marketing, Yann Gourvennec; Blog posts 2009-06-15

Additional Resources

The Downturn's New Rules for Marketers: The old recession playbook won't work this time around. Around the world, marketing and sales executives are being asked to do more with less. It's a demand many have heard in previous hard times, and most managers muddled through then. But the nature of the...; Tags: Vehicle, Advertisement, Customer, Manufacturing, Sales Strategy, Sales Force Management, Marketing Research, Sales, Marketing, Functions, Sectors & Regions, McKinsey; Articles 2009-01-12
PMAA looks to stem dissension in wake of Minnesota, Texas pullouts. (Petroleum Marketers Association of America; Minnesota Petroleum Marketers Association; Texas Oil Marketers Association): The Petroleum Marketers Assn. of America PMAA intends to push through with reforms aimed at increasing its effectiveness as a representative organization despite the defection of two more state affiliates. The Minnesota Petroleum Marketers Assn. and the Texas Oil Marketers Assn. decided to follow the Petroleum Marketers of Iowa and...; Tags: Minnesota Petroleum; Research articles 1995-01-01
PMAA looks to stem dissension in wake of Minnesota, Texas pullouts. (Petroleum Marketers Association of America; Minnesota Petroleum Marketers Association; Texas Oil Marketers Association): The Petroleum Marketers Assn. of America PMAA intends to push through with reforms aimed at increasing its effectiveness as a representative organization despite the defection of two more state affiliates. The Minnesota Petroleum Marketers Assn. and the Texas Oil Marketers Assn. decided to follow the Petroleum Marketers of Iowa and...; Tags: Minnesota Petroleum; Research articles 1995-01-01
Beer Marketers Still Slow To Pour Dollars Online: (Note: This post, authored by David Kaplan, originally appeared on BNET's partner site paidContent.org. --D.P.H.) While the story of marketers shifting their ad spend from traditional media to digital media has been fairly constant, not all ad categories have been aggressive in making the switch. Beyond the...; Tags: Advertisement, Brand, Beverage, Beer Marketer, InBev, A-B, Branding, Marketing, David P. Hamilton; Blog posts 2008-07-16
2003 Email Metrics Survey: 2,327 Marketers Report Opens & Clicks Still Strong Despite Spam: We don't want to see one more media mention or discussion group query about the so-called "death of email advertising." Because, guess what? According to 2,327 marketers in-the-field who reported their data in last week's MarketingSherpa Email Metrics Survey, email...; Tags: Click, Survey, MarketingSherpa, E-mail, Online Communications; White papers 2004-05-01
Do Marketers Know Enough To Manage Their Businesses' Word Of Mouth Strategy?: "Marketers are increasingly charged with adopting Word Of Mouth WOM strategies to help businesses deliver on their promises" Many marketers believe, mistakenly, that word of mouth WOM cannot be created. The authors research elicited a lot of feedback claiming that marketers can neither create nor manage WOM. Marketers tasked with...; Tags: Word Of Mouth, iMedia Communications, Public Relations, Microsoft Word, Word Processors, Microsoft Office, Marketing, Corporate Communications, Office Suites, Software; White papers 2007-08-21
Who's making money on the Web? Successful Web marketers & what they have in common.(Cover Story): Successful Web Marketers & What They Have in Common Many traditional direct marketers will answer the question "Who's making money on the Internet?" with an emphatic, "Nobody!" Others will say they've heard of a few success Successful Web Marketers & What They Have...; Tags: company, Internet, iVillage Inc., marketing, Sharper Image Corp., Web, Web site; Research articles 1997-07-01
Marketers must set own agendas.(Viewpoint): Pressure groups are free to hammer marketers about where they advertise and how they act. It's incumbent on marketers to listen, but they must not let special interests set the agenda. Pressure groups are free to hammer marketers about where they advertise and how...; Research articles 2004-10-25