It's that time to rally internal support for the "newest" programs in your marketing plans. If yours is a B2B company, 2010 is the year you'll want to start integrating social media into your marketing mix or have it play

I can't promise you that by following these suggestions you'll recover from bankruptcy or resurrect your business. But you can move on with dignity. And, sometimes, when your organization faces its darkest hour, choosing dignity may be the best, last

Increasingly, marketers are turning toward brain-imaging techniques, such as functional magnetic resonance imaging (fMRI), in the quest for the Holy Grail "buy button." We call it neuromarketing. The brain, however, is reluctant to reveal its code.

You think your value proposition is as strong as it needs to be because you are making sales, right? But you may be selling in spite of, not because of, your value proposition.

Here's a 10-step game plan for social-network involvement. You don't have to think of these steps as commandments; rather, they are practical guidelines that will make you a better member of the social-networking communities in which you participate.

Building a successful online community isn't as easy as it might seem. A thriving community requires defined goals and a clear strategy. Below are five tips to help you build an online community.

Your studies are not appropriate for participants found on purchased lists, and the participants will take part in a series of in-depth interviews. So how do you find your interviewees?

The Open Brand" is a power-packed framework and guide for how brands can thrive and participate in a world where the consumer is the creator. Here's a Q&A with one of the authors.

The typical pre-post measurement is not accurate enough to support major marketing decisions; moreover, if it is not managed correctly and improved, Marketing can take a significant hit on credibility.

Post-click marketing at its most basic is a conversion path rather than a single landing page. People who respond to your ad land on a path. As they move along this path, they make choices that give you information.

Have you heard the concept of "giving the gorilla the banana"? In post-click marketing, the gorilla is the audience you want to convert and the banana is the reason they clicked your ad in the first place.

The type of landing experience that’s best for you depends on the situation. Check out these guidelines to make sense out of the options.

Landing page strategy is about rising above the tactics of landing page optimization to focus on post-click marketing at a higher level. In the spirit of that mission, I’d like to share with you the idea of a "message map"

When you’re in the trenches of post-click marketing, it’s easy to forget the relationship of what you’re doing to the wider context. This is especially true in lead generation because of the significant number of variables that impact success.

The art of aligning your strategic objectives with the needs within your clickstream is critical to targeting your message and converting those people who are the best fits for your offering.

Sheena Iyengar is a full professor in the Management Division of the Columbia Business School. I learned of her work in Malcolm Gladwell’s Blink. Iyengar is one of the leading experts on choice, and how choice impacts our decision-making. She

Sometimes, when we talk about segmentation, we can get caught up in thinking about it as merely categorization—we’re deciding what labels to put on people into and who belongs where. This is like thinking of segmentation as a kind of

Segmentation is immensely valuable. Behavioral targeting of ads is hot because—surprise, surprise—when you give people more relevant messaging and content, you get better results.

Your site visitors are not one big herd of cattle moving from Point A to Point B. So to optimize response, you need to segment your visitors and your analysis.

Pre-conversion segmentation offers you a chance to learn far more than what you can learn after conversion because you're dealing with a much larger pool of respondents.