A directory of resources inthe field of technical communication.

Marketing

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1.
#31559

Accountability and Return-On-Investment

Once viewed more as art than science, marketers are increasingly interested in measuring performance. Like it or not, there is a new wave of accountability in the world of marketing, and if you're not prepared, you could get swept under it. Companies are becoming increasingly concerned with ensuring that all activities are profitable. As a result, each dollar invested in marketing is being challenged to demonstrate bottom line performance. New forms of marketing, escalating ad costs and tools that purport to measure marketing effectiveness have all contributed to the pressure traditional media is facing to "prove its worth."

Watrall, Rick. Communication World Bulletin (2003). Articles>Business Communication>Marketing>Assessment

2.
#25603

Ads Are Here To Stay: Planning For Ad Placement

Site advertisements can interfere with content and disrupt layout. Yet they are most often part of website requirements, forcing IAs to come up with strategies for incorportating them. Is there a graceful way to handle ads online?

Kirtland, Alex. Boxes and Arrows (2005). Design>Web Design>Marketing>E Commerce

3.
#28198

Advertisers are Missing the Internet Connection, OPA Report Reveals

According to a June 2006 study conducted on behalf of the Online Publishers Association (OPA) by the Center for Media Design at Ball State University, advertising dollars aren't keeping up with skyrocketing consumer web demand.

Dye, Jessica. EContent (2006). Articles>Content Management>Marketing

4.
#20899

An Alternative to Banner Ads

Banner ads are not a particularly useful way of getting people to 'click', but inserting a plain vanilla link just might be.

Baker, Adam. Merges.net (2001). Design>Web Design>Marketing>Usability

5.
#33297

Another Usability Tool: Marketing   (PDF)

Discusses how working closely with marketing can improve usability.

Swartz, Andrew. Serco (2005). Articles>Usability>Collaboration>Marketing

6.
#20276

Architecting a Tradeshow Booth: A New Job for the Technical Communicator   (PDF)

Can a technical communicator step in and create a striking booth to attract attendees and successfully market a company? You bet – it is easier than it looks. Designing a tradeshow booth is a fun exploration of a communicator’s talents in design, organization, and writing. And if you dare to add some creativity to your talents, success comes automatically.

Faure, MacKenzie, Amey Celoria and Cecilia Kullberg. STC Proceedings (1998). Design>Information Design>Marketing

7.
#31470

Are You Communicating Dynamically?

It took only a few years for the Internet to fundamentally change the way we communicate. Marketers have learned to take advantage of this new medium by creating innovative ways to reach their audiences. But what about business communicators? Have we really taken advantage of everything the ’Net has to offer? With all the choices for news and information, how do we cut through the noise of the competition, keep our audiences engaged and influence them to move in the right direction? We need to think of the Internet as a dynamic communication tool that gives us the ability to target, focus and change our messages constantly in order to influence diverse sets of audiences.

Bechtel, Chris. Communication World Bulletin (2004). Articles>Communication>Marketing

8.
#35863

Are You Repelling As Many Clients As You Should?

When you think about growing a business, you think about how to attract customers. You might build a web site, create marketing materials, and look for ways to get your message to the masses, but have you ever considered ways to repel clients? Separating the wheat from the chaff is a big part of creating a successful business.

Riviere, Amber Singleton. Web Worker Daily (2009). Articles>Business Communication>Marketing

9.
#31701

The Art of Self-Marketing

Whether you're a tech writer, documentation manager or training professional, after reading this article you may consider incorporating some marketing techniques into your annual objectives to maximize your career development.

Harris, Kerri. Writing Assistance (2005). Articles>Business Communication>Marketing

10.
#19564

The Art of Selling: Your Sales Techniques Must Fit the Product and the Times  (link broken)

A successful marketing representative shares her secrets on proven ways to sell writing consulting services.

Olive, Jo-Anne. Writer's Block (1996). Careers>Consulting>Marketing

11.
#24577

A Bad Site: Martha Stewart Gets "Vasperized"

Even public relations web sites must be user-centered in design and content. Narcissistic, arrogant PR sites are counter-productive in the digital age of transparency, fault-admission, and altruism via shared information. Find out why Martha Talks is a web site failure from a usability and ethics point of view.

Streight, Steven. Blogger.com (2004). Articles>Web Design>Public Relations>Marketing

12.
#19264

Basic Marketing Techniques   (PDF)

Effective marketing is key to your success. Marketing is based on your image and message, both of which can be delivered in a myriad of methods.

Maggiani, Rich. STC Proceedings (2002). Articles>TC>Marketing

13.
#21058

Be Open to Closed-Loop Marketing

Though it's sometimes tough to implement, making marketers feel as if they're going in circles, closed-loop marketing can help you adjust marketing campaigns to deliver highly targeted content and advertising.

Allen, Cliff. Allen.com (2001). Design>Web Design>Marketing

14.
#36288

Be Willing to Put Yourself Out There

It’s nerve-racking, spine-numbing and absolutely intimidating to get out there and tell the world about yourself and your business, but at some point, you have to ask yourself just how serious you are and how willing you are to let go of your fears and inhibitions and just do it.

Riviere, Amber Singleton. Web Worker Daily (2010). Careers>Web Design>Marketing

15.
#32222

Behind the Scenes: Marketing Documentation Services through Leadership

When you think of marketing, do press releases, brochures, presentations, direct mail, and web sites come to mind? Those pieces are certainly parts of the puzzle.But a lot must go on behind the curtain to make those on-stage pieces worthwhile. These often hidden goings-on are the leadership techniques of a successful documentation manager. The result is a documentation department that warrants the effort expended on marketing. After all, marketing succeeds only if services are reliable, communication channels are open, and products meet expectations.

Edgerton, Rebecca J. TechCom Manager (2004). Articles>Management>Documentation>Marketing

16.
#32566

Best Practices for Facebook Fan Pages: User Types

The average Facebook user doesn’t want content pushed to them, particularly contests or other promotional programs that don’t speak to their overall enthusiasm for a brand. These types of promotions can be supported on the Facebook Fan Page, but should not be the primary focus and should be housed in other digital arenas. Successful communities on Facebook offer an attitude of openness, transparency and enthusiasm - not a technology platform for advertising.

Douma, Collin. Social Media Today (2008). Articles>Business Communication>Marketing>Social Networking

17.
#36898

Bette Frick's Marketing Bingo

If you've wanted to make an impact or be noticed, then bingo here's your chance. Marketing Bingo by Bette Frick provides ways to consider branding yourself better. Carol's mail interview with Bette is worth reading to make an impression that lasts.

Lamarche, Carol. Corrigo (2010). Articles>Interviews>Marketing

18.
#33409

Blogging for Business, Marketing Via the Internet

Unlike corporate websites, b-blogs are cheap to launch and easy to maintain, thanks to powerful, easy-to-use tools. Unlike spam, or junk e-mail, b-blogs aren't intrusive; users must click to them. Done well, b-blogs provide a fast, informal way to share information -- project updates, research or test results, product-release news, industry headlines -- inside and outside your company.

Stuart, Anne. Inc. Magazine (2003). Articles>Business Communication>Blogging>Marketing

19.
#31366

Blogs: The Fast Track to Getting Global Awareness

“We need to get global awareness fast,” says your CEO. “Make it happen.” When faced with the need to rapidly increase your organization’s visibility around the world, there are some daunting and expensive challenges, particularly if your company does not have a local presence in the countries it is targeting. Hiring local public relations and marketing communication talent, translating collateral into local languages and identifying and getting into both formal and informal business networks are just a few of these challenges.

Albrycht, Elizabeth. Communication World Bulletin (2005). Articles>Business Communication>Marketing>Blogging

20.
#28688

Brand Experience in User Experience Design

As user experience professionals, we have the opportunity to work more closely with brand and marketing specialists to clearly articulate the brand perception we want to elicit from our customers. Brand perception is, in part, an expectation on the part of a customer regarding future interactions with a company and its products and services. To achieve our desired brand perception, we must consistently represent and deliver the brand values we have led customers to expect.

Baty, Steve. UXmatters (2006). Design>Web Design>User Experience>Marketing

21.
#23972

Branding and the User Interface, Part 1: Brand Basics

Develops a foundation for future, more detailed discussions by introducing several key brand concepts.

Fortin, Nate. Cooper Interaction Design (2003). Articles>User Interface>Marketing

22.
#25223

Branding Copy and Web Sites: A Bad Fit

The trouble with using text as a branding tool on web pages is that it gets in the way of what visitors are looking for. Visitors want and expect text to be useful and information. They are in 'active' and 'engaged' mode. They are searching. They want something. Text that isn't useful is disappointing.

Usborne, Nick. Excess Voice (2004). Articles>Web Design>Writing>Marketing

23.
#31361

Branding Your Company   (PDF)

Branding dates back to ancient times and can be an aspect of every field. Not only does branding provide clients with a sense of professionalism and reliability, it can also help define your company.

Frick, Elizabeth G. 'Bette'. Intercom (2008). Articles>Business Communication>Marketing

24.
#31599

Breaking Down the Silos: Usability Practitioners Meet Marketing Researchers

I often find that client companies keep two disciplines locked up in separate silos—usability research within IT and marketing research within the Marketing Services department. This can have a serious impact on the sharing of information relating to customer experience.

Kozatch, David. UXmatters (2008). Articles>Usability>Marketing>Collaboration

25.
#35902

Budget Marketing Can Work

For small and mid-sized translation and localization service vendors, a proactive and flexible marketing strategy backed by reasonable investments can powerfully expand business.

Zhao, Ryan. GALAxy Newsletter (2005). Articles>Business Communication>Marketing>Localization

 
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