BOB CHERNET'S MARKETING INSIGHTS

He has written for INFO Magazine, ScanLines, Advertising & Marketing Review and the BMA Marcom Mirror, and been a speaker at Promax, Denver Advertising Federation, University of Colorado, the National Academy of Television Arts & Sciences and Fashion Group International.

He is currently serving on the Strategy Committee of Rocky Mountain PBS, as well as the Marketing Committee for Central City Opera.

RECENT PUBLISHED ARTICLES

Read Bob's article on Add Podcasting to Your Marketing Mix from the June 2008 Business Marketing Association Mirror.

Read Bob's article on Social Network Media Marketing - Getting Closer to 1-on-1 Message Delivery from the October 2007 issue of Advertising & Marketing Review.

Read Bob's article on Why ROI is Hard to Measure for Multiple Marketing Drivers from the February 2008 Business Marketing Association Mirror.

Read Bob's article on Ten Ways to Get Your Marketing Emails Opened, Read and Acted On from the December 2007 Business Marketing Association Mirror.

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Starting with a Business Case
If you don't know where you're going, any road will get you there.

The Sales Funnel: Helping Measure Marketing Success
There are many ways to examine campaign effectiveness, but a better method involves the component of where a campaign goes awry and where improvement is needed.

“Brand” is a Verb in Action
About to embark on a branding campaign? Avoid the common pitfalls, and embrace the concept of brand as a verb.

The Sales Funnel: Helping Measure Marketing Success
There are many ways to examine campaign effectiveness, but a better method involves the component of where a campaign goes awry and where improvement is needed.

A Successful Web Address Example
Having a unique web address can help drive customer engagements, and solidify the relationship with the brand. Here's a great example.

Is a Podcast a Marketing Tool?
Wondering if podcasting should be a part of your marketing efforts? Here are a few thoughts to help you decide.

Support Your Marketing Efforts with Targeted Landing Pages
Learn why creating compelling calls-to-action and consistent messaging helps increase customer engagements, and improve ROI.

Measuring the ROI of Multiple Marketing Drivers
Marketing effectiveness at an all-time low? A measurement conundrum.

Optimizing the Marketing Cross-Platform Process
Understand the importance of aligning your marketing drivers with your Web landing page, for better conversion rates.

Using Web Addresses to Support the Brand
Use marcom and packaging to help promote your brand, and encourage greater customer engagement.

Does Your Web Site Speak in Tongues?
Here's an audience waiting for you to reach out to them.

The Last Mile in Closing Online Transactions
The business race is only won if you get to the finish line.

10 Ways to Avoid Basic eMail “Gotchas”
Success rates can be improved if you pay attention to these simple rules!

The Downside of Targeted Ads
Being too specific can miss the mark, too.

When Too Much Gets You Off-Target
Don't tell your life story on the first "date."

Using URLs to Support Marketing Efforts
Don't hide your most potent driver in 6-point type!

Remember the Customer
Often it's not about the cheese, but the smiles from a sandwich.

All Your Eggs in the Online Basket
Smart marketing still uses the "mix" concept.

Your Small Business Web Site
A handy checklist of things to consider, when planning your small business site.

But, what DO you DO?
I love your site. What does your company sell?

Sometimes Getting Less Traffic is a Good Thing
How a parking garage and SEO have something in common.

Rich Media for the Right Reason
Intrusive overlay ads require thinking about the intent, and the audience.

That Last Step is the Biggest
The marketing journey doesn't end with the ad.

When Inbound Links Go Bad
Not all links to your site can help you; and some can hurt!

Don’t Stop ‘Em at the Gate!
Ever wonder why users dead-end? This may be a cause.

Avoiding Mystery Navigation
Imagine a highway with no directional signs. Is your web site like that?

A / B Testing: Uncovering What Customers Want, Driving Better Interactions
Some simple research can allow your customers to tell you what works best.

Navigation to help assure success
Why do we make "finding things" so difficult?

Inbound links: the good and the bad
It all depends on who you hang-out with.

Digging for web metric GOLD
There's a lot of good marketing data out there... if you just look for it.

Getting relevant web metrics to make informed marketing decisions
Make sure you're getting all you need to make good decisions.

Making a web site usable
Testing can uncover roadblocks you didn't know existed.