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August 2010 Issue

Target Marketing August 2010
E-commerce Link : It's All About Experience
Most people who have participated in a website or application design project of any heft are familiar with a standard set of user experience deliverables....
B-to-B : Focus on Quality
Long sales cycles. Complex products and services. Limited brand recognition. These are a few of the challenges B-to-B marketers face while trying to fill the proverbial lead funnel....
Editor’s Notes : USPS Goes Postal?
The U.S. Postal Service's proposal for an exigent price increase is causing businesses to go bug-eyed over the potenial hike of 4 percent to 5 percent....
Nuts & Bolts - Case Study : mTrax Pockets Calls, Sales
In impolite society, it's known as "butt dialing." However, mTrax CEO Dev Bhatia prefers to dub these mistaken mobile connections "pocket calls."...
Nuts & Bolts - Book Club : This Isn’t Your Father’s Marketing
Remember Henry Ford's comment about the Model T? "Any customer can have a car painted any color that he wants so long as it is black." Companies, and marketing, have changed....
Nuts & Bolts - Direct Mail : Testing Levels Strong for Financial, Fundraising
Comparing direct mail patterns across verticals for the 12-month period of April 2009 to March 2010, the insurance and publishing sectors rise to the top for sending repeat mailings....
Nuts & Bolts - Tech Talk : Search Engine Optimization, Lead Management and Data Integration
Optimizing your online content takes time, and marketers typically don't have all the time in the world to fiddle with keywords and page titles....
Cover Story : Truth in Advertising
Plug the words "Mayo Clinic" into any search engine and thousands of news results pull up. Most of them concern medical breakthroughs, and all are dated within the past month....
Famous Last Words : Never Trust the Media!
When it comes to social media networks, my sense is that anybody playing the LinkedIn or Facebook game is looking for trouble. And God knows what photograph will be dredged up ....
B-to-B Insights : Content Is King
If you asked me to name the two biggest trends in B-to-B marketing today, I'd have to say social media and content marketing. And social media seems to work best when it's based on content....
Brand Matters : Mind Your Branners
As a customer, why do I feel that companies just don't care about my business? They act as if they don't need customers. I wonder what happened to brand manners....
Search : Get Real About Real-Time SEO
Google's not the only engine that's now mixing social media content into the search results page. At press time, Yahoo! and Bing were integrating Facebook and Twitter posts; Google was doing the same, as well as pulling content from MySpace....