Articles

RSS Made Simple

November 13th, 2005

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Originally published in Multichannel Merchant

An RSS feed is merely an XML file that you host on your Web server â?? it kind of looks like HTML code. But don’t let its simplicity fool you; in the hands of a sophisticated marketer, the potential applications for RSS are huge.

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Search Engine Optimization: Keyword Sleuthing

November 1st, 2005

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Originally published in Practical Ecommerce

Effective search engine optimization (SEO) starts with keyword research. If you chase after the wrong keywords, your search engine optimization efforts will be a waste of time.

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The Secrets of Building Links and Increasing PageRank

November 1st, 2005

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Originally published in MarketingProfs

Links are the currency of the Web, so it is important to have a plan in place to improve the number and quality of the links to your site from the outside.

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Blogging Builds Brands

October 18th, 2005

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Originally published in All About Branding.com

Blogging is one of the hottest trends on the net. A blog (short for “web log”) is a web-based diary where the author can ruminate on whatever strikes his or her fancy. The blogger may share photos, poetry, political views, gossip, industry trends, business advice, or the latest on their personal life. By definition, blogs are organized in reverse chronological order. Many are updated daily. They can have one or multiple authors, such as a community blog.

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Thought Leaders Summit: The Buzz on Word-of-Mouth Marketing (Part 2 of 2)

October 11th, 2005

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Originally published in MarketingProfs

The most important aspect of buzz marketing is being able to create a story that consumers as well as the media will find interesting and relevant. That story can be simpleâ??but it must be visual. It can start with a product, but it must have a contagious element added in. The reason that people talked about the Palm Pilot, for example, was its “wow” effectâ??and it was visible. Some may say this is not part of marketing. Our panel disagrees.

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Thought Leaders Summit: The Buzz on Word-of-Mouth Marketing (Part 1 of 2)

October 4th, 2005

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Originally published in MarketingProfs

Your brand, products and services all benefit when people are talking about you in positive terms. Word-of-mouth can be a wonderful tool to add to your marketing arsenal. Of course, it’s not new, so how has word-of-mouth marketingâ??also known as buzz marketingâ??evolved into the 21st century? How does it differ from viral marketing or customer evangelism? And how do marketers use buzz marketing strategically?

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Thought Leaders Commune on Email Marketing – Part 2

August 30th, 2005

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Originally published in MarketingProfs

Spam filters tend to be the bane of the email marketer’s existence. Getting past them is a serious challenge, and it is becoming increasingly harder. How can an email marketer consistently bypass those spam filters?

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Thought Leaders Commune on Email Marketing – Part 1

August 23rd, 2005

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Originally published in MarketingProfs

Left to its own devices, email marketing is unlikely to survive. However, if email marketers take responsibility for developing great strategy and execution, we are likely to bring on its evolution.

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SEO, Blogs and RSS Feeds: A Magical Combination

August 2nd, 2005

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Originally published in DM News

The major search engines – Google, in particular – seem to love blogs, which are the personal or professional diaries that number in the millions online. Search engines favor blogs because …

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Search Engine Guide Case Study: REI Doubles Sales From Natural Search

July 29th, 2005

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Originally published in DM News

Recreational Equipment Inc., a multichannel retailer of outdoors gear and clothing with more than 70 retail stores and revenue of nearly $1 billion a year, recognized the importance of search engine optimization early on.

Executives understood that they could gain significant traffic to the site at www.rei.com and sales from natural search if product pages were more visible and ranked better in search engines.

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