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Recommended sites.
- Stories That Sell
- is a blog which discusses how you can leverage your current successes into
new sales. My favorite article here is -
Why
Companies Need to F-R-E-E Their Case Studies. This is something I've been
telling vendors for years - so it's good to see this issue discussed more
widely. My policy as an editor is almost never to link to content which
requires log-ins.
- Useit.com/alertbox -
is one of the few web marketing resources which has survived intact from 1995.
Its theme is web page usability. My favorite article here is -
Fighting Linkrot
- which is just as relevant today as it was in 1998 when it first
appeared.
- Does Telling Someone
to "Click Here" Work? - this article by Brian Clark,
on his site Copyblogger.com may
surprise you. I've been advising banner designers to add this text to their
images since I started selling banner ads in 1998. This article discusses
alt-text - which has pretty much the same goal.
- Getting
the Message - Email, Blogging, Linked-In etc. It seems that once a
popular messaging channel becomes too clogged with extraneous messages, a new
message channel emerges.
- Search
Engine Optimization - Google's own SEO article includes an
amusing but serious warning. Apparently Google themselves receive spam emails
offering to improve their search rank and saying - "you are not listed in
major search engines and directories".
Here are some classic (old) articles published on MarketingViews
- Writing an Electronic
Communications Policy - An electronics communications policy acts as a
guideline for employees in the use of a company's electronics communications
system. As such it provides an important safeguard for companies against
liability due to misuse and abuse of electronic communications resources by its
employees. A good electronic communications policy should also provide
guidelines for dealing with employees who abuse the policy.
- Smashing the Myth of the
Press Release - Publicity "gurus" are springing up all over
the Internet touting the press release as the answer to all marketing ills. Just
knock out a release, mass e-mail it to journalists, sit back and wait for Oprah
to call. It's a cruel joke. Here's the reality. This classic article
(published in 2002) was written by Bill Stoller Founder,
PublicityInsider.com.
- Marketing Nomenclature,
and the Naming of Names - In business a corporate name is normally a
single word. 2 word names are problematic, 3 words are more complicated. 4
words? - why not kill the business first? - This classic article (published in
2003) was written by corporate naming guru Naseem
Javed. Companies are still making the same mistakes discussed in the
article today.
- The 4 Seasons of Publicity
- Building an All-Year Publicity Machine - In this age of immediacy
(only a few seconds separate a Matt Drudge or a CNN from writing a story and
putting it before millions), it's easy to forget that, for many print
publications and TV shows, it can be weeks -- and sometimes months -- before a
completed story sees the light of day.
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Marketing Views was
started in 1996 by
Zsolt Kerekes,
editor of StorageSearch.com
and
Janet
Downes, founder of Downes
Strategic Marketing
to help our enterprise customers
better understand the newly emerging practicalities of online marketing.
There are now plenty of good marketing sites - so the original need for
MarketingViews.com has (mostly) gone away. | |
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Here are some marketing articles written by Zsolt Kerekes
- Customers
Search Differently to Marketers - customers struggle hard to find
suppliers and buy stuff - and they search differently to you. If you don't see
search from their point of view your online marketing will be inefficient.
I'm not Google - but I've been publishing enterprise buyers guides for 20 years
which gives me an even better perspective.
- What's a
Good Click Rate for a Banner Ad? - what you learn from testing banner
ads - often results in you having to change the way you talk about your company
in other places... your web site, your PR. Leaving this important task in the
hands of graphics designers is lunacy. ...Later:- I've updated this popular
article to compare how banners compare to Google ads.
- Think of Web Ads
as Signposts - they can lead the right people to your destination. But
give them a credible message so that the brain follows the mouse click for
sound business reasons. Ideally the ad should also signal to the wrong type of
customer they can filter themselves out at this point and not waste their
time and yours by following this path.
- Press Release
Errors I see every day - as an editor - I have to disregard zillions
of press releases, which vendors have paid good money to their agencies to
write and distribute. Here's why.
- PR Strategies:
Remember, the web has no memory! - Can you remember what your home page
looked like back in 1996? Maybe you think that's not important right now. Like
global warming, you suspect there may be some problems accumulating somewhere
because of all this web stuff, but it's only when your house gets flooded, you
really start to believe in it.
marketing articles related to SSDs and storage
- the
SSD market adoption model - first published in 2003 and then updated in
2005 this is the business case analysis which helped to transform thinking in
leading SSD companies to create the market revolution that is still underway.
- this way to
the Petabyte SSD - looks in detail at the technical and business market
cases for a new class of SSD - and describes the datacenter storage model in
2016.
- the
future of enterprise data storage It's 2020 in the datacenter of a
leading content factory. We used to call these companies broadcasters - "...the
only spinning devices in the storage cabinets will be the cooling fans."
articles from the
SPARC Product Directory
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