BtoB Magazine – July 16, 2007

This issue of BtoB Magazine was very insightful!¬† Now the magazine moved to #1 on my reading list, but I am still complaining about the format – it falls too easily from the night stand… ūüôā

The magazine is almost completely devoted to the on-line aspects of b-to-b marketing with a few articles with other marketing topics. 

Marketers discover analytics’ power (page 1).¬† According to the article, web analytics is finally moving beyond just providing basic reporting.¬† (I sincerely hope it is true ūüôā ).¬† Analytics allows to evaluate effectiveness of campaigns in real time and adjust different marketing channels to align with the company’s business goals.¬† Right corporate culture is important, however…¬†

Web 2.0 (page 1).  So many new Web 2.0 tools come into our lives (and jobs)!  The recommendation is to start trying and adjust to the results immediately, so we can learn quickly. The most vital thought: before playing with the tools, we need to determine what do we want to do Рwhat our business objectives are.  From my experience is very obvious, but very difficult to convey and achieve.  Definitely, check out this article.

Culture clash in the blogosphere(page 10).¬† Dell is a ubiquitous name¬†at any conference as an example of social media blunders and recoveries.¬† Here is another one!¬† A very silly beginning (trying to squash a blog post), and a very gracious end (its own blog post with apologies).¬† I am starting to admire the company…

Software provider uses blog, e-newsletter to cross-promote (page 18).  Another example of an externally hosted blog helping organic ranking and increasing e-mail subscription.  Great as usually!

A note about benefits of video cases studies…¬† correcting “black hole” e-mail lists (a situation when e-mails of the company are blocked because the company’s e-mail server is listed in “black lists”)…¬† oh, so many interesting articles!

However¬†I disagree that iPhone’s popularity is based on Apple’s legendary brand; Forbs published a research that the features of the device are particularly attractive.¬† Apple had its flops.¬†

Great magazine!¬† The best way to subscribe is through TradePub.¬† I love TradePub too ūüôā

Marketing News – July 15, 2007

As usually, Marketing News was an interesting read.  Some of curious articles (from my perspective):

Evening the Score (page 37).¬† This article gives a brief history of Net Promoter Score and mentions the research design to compare the score with¬†American Consumer Satisfaction Index (ACSI).¬† Results of the research “do not support the assertion that Net Promoter Score is the single most reliable indicator of a company’s ability to grow…¬† This research fails to replicate the assertions regarding the ‘clear superiority’ for the Net Promoter Score in comparison to other measures.”¬† Interesting…¬†

CMO Summit addresses growth in private equity environment(page 44).  The article mentioned longer planning periods and less pressure to meet short-term goals in the companies backed by private equity.  This characteristics are definitely appreciated by marketers.  However, other concerns are also exist in private equity-backed companies. 

Divide & Conquer (page15).  This article emphasizes the opportunity of niche targeting online and offers interesting examples; the examples are b-to-c.

Firms should weigh customer segments based on profitability model (page 16). A good old idea¬†of targeting¬†the most profitable customers¬†is analyzed by the article.¬†¬†¬†A list of “key components of a customer profitability model” is very useful for understanding what could be measured, and how it could be used.

A very interesting point: the 2007 Marketing Fact Book in the center of the magazine starts with “new Media” and the chart of the Blogosphere Growth, what looks very impressive.¬† The statistics are encouraging and probably rightfully take the first page of the Fact Book.¬† ūüôā

Marketing News is a publication of American Marketing Association and available to members of the organization. 

MIMA Salon – July 10

Today MIMA salon was very interesting, as always.  Three representatives from different organizations pondered the future of search.  A person from Google, a person from Microsoft and Lee Odden, the president of our local Top Rank. 

Some of the ideas that worth bringing back to the office:

  1. Optimizing “from the top down.” Search engine optimization does not have to be a separate silo in the corporate environment; other departments (such as PR) might need to utilize the same resources.¬†Lee recommended sharing the¬†keyword research typically done by marketing with the rest of the organization and creating one resource for everybody to use consistently.
  2. Universal search concept.  Search is expanding and is no longer limited to a text only search.  Now it makes sense for companies to create different forms of content (images, videos, podcasts, etc.) and make them available to be found.  Search Engine Guide offers suggestions how to optimize for the universal search.
  3. The panel discussed local search, demographic targeting, and week day targeting for PPC.  The well-known example of a dating service bidding higher on Fridays then on Mondays was also mentioned.  The dating service chose this tactic after it discovered that people are more interested in dating services on Friday. 
  4. The question from the moderator “Would $300,000 spent on SEO be wasted?” was discussed at the event.¬† Lee suggested that if the money were spent on the improvement of the site in general, it¬†would still be a good investment.¬† However, if the investment was made into fleeting tricks of SEO, it could be¬†irrelevant in a very short time.¬†
  5. What is next in search?¬† Universal search, video search, mobile search, local search are becoming more important.¬† Google is¬†also interested in multi-language search capabilities.¬† Search engines are working on providing better and more relevant results.¬† Search will take many different forms.¬† Our job as marketers is to watch closely the changes…
  6. PR is using search to achieve credibility and traffic.¬† Wal-Mart¬†and HP used PPC to make their side of the story available during times of crisis.¬† Sounds very reasonable!¬† I read relatively recently in Forbes that some niche PR firms are now¬†specializing in “GoogleProof PR.” ¬†They¬†provide well-optimized¬†“positive” information in such a way so it could “float”¬†to the top of Google and “push down” the results with negative opinions about the company.¬† This is a curious strategy, but search in general will definitely be used more and more by PR.

The podcast of the event is already available on MIMA’s site.

The event and the food were very good ūüôā