Marketing Whitepapers & Marketing Research Reports

• “What Does it Take to Create Best-in-Class Search Engine Marketing?” by the Aberdeen Group – May need to register, but the Aberdeen Group did extensive research on the top marketing businesses on the Internet and discussed commonalities.

• “Search Engine Marketing Integration Study” by iProspect – Research report on practices performed by search engine marketers and how they were integrated into marketing campaigns.

• “How Local Businesses Are Becoming Market Leaders with Affordable Search Engine Marketing” by BuyDomains.com – Interesting analysis of how some of the leading online retailers were simply just the first small business to try to make an online presence.

• “iProspect Search Marketer Measurement & Performance Study” by iProspect – How search engine marketers gauge success and their own behaviors as they lead to results.

• “Gartner Research: Zip from 0 to 90 in Four Easy Steps with a Marketing Maturity Model” by Aprimo, Inc. – How to go at your marketing strategy with a more holistic approach.

• “Enterprise Marketing Management (EMM): Effectively Strategize and Execute Marketing Activities” by Aprimo, Inc. – How to pay attention to traditional marketing concerns when it comes to moving to an Internet media.

• “iProspect Search Marketer Social Networking Survey” by iProspect – Yet another iProspect research report on how qualified businesses use social networks to further their own business.

• “The Six SEM Tactics That Can Be Viewed as Spam” by iProspect – Search engines these days have some very strict ways of telling the difference between a spam website (created simply to clog the marketplace and make money) and a legitimate website. It is not uncommon to find your own business’s website considered spam if you use the wrong type of technique.

• “New Research: How to Improve Your B2B Email Marketing Results in 2007” by KnowledgeStorm – Research information on email marketing between businesses.

• “Lead Generation and Management: Online Strategies and Best Practices” by KnowledgeStorm – In Internet years the whitepaper is a little old (4 years as of 2008), but the findings in lead management still hold true today, and can provide some insight to dealing with your own lead generation.

• “Impactful Email Marketing: Using Behavioral Analytics to Create Relevant Messages” by KnowledgeStorm – Email marketing is one of the strongest tools for both online and offline businesses, but a bad email message can sully your name as well as a good email message can. This whitepaper gives you an introduction to how to create a good email message in order to blast your leads with an effective campaign.

• “ON24 Insider Report on Lead Generation” by ON24 – A short study on how to gauge success with webcasting.

• “Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers” by Marketing Sherpa – The information is designed for IT professionals, but there are things to learn about all aspects of marketing.

DMA Whitepapers

The Direct Marketing Association publishes several white papers during the year that are of interest. You need to be a member to read them, but if you are interested in direct marketing they may be worth your time.

• “Is Dirty Data Sabotaging Your Marketing Results?” – Data is the least understood aspect of marketing, and one that is very important to fully understand if you hope to build a successful marketing strategy.

• “Creating Great Subscriber Experiences: Are Marketers Relationship Worthy?” – Popular whitepaper about how to make sure that your marketing campaign is wanted mail.

• “Economic Impact Analysis 2008: The Direct Marketing Industry Report” – An analysis of the entire direct marketing industry compiled by the DMA.

• “Online Marketing Making the Invisible Visible” – Lead in to the online marketing industry and how it relates.

• “Emerging ‘09 DM Trends” – As the title implies, these are the latest trends in the direct marketing industry.