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Dec 29, 2009

Great Minds 2009 in Review: New FTC Rules, Surviving the Recession and More

SUMMARY: As 2009 winds down, we are reflecting on one of the most turbulent economic years in recent memory. Despite the challenges brought about by the recession, marketers managed to do more with less, demonstrating resolve and creative thinking through revealing case studies, best practices and new insights.

Below, you’ll find links to five Great Minds articles from 2009 that show how marketers continued to adapt to new challenges, finding inventive ways to achieve perennial goals, such as:
o Linking PPC campaigns to offline conversions
o Negotiating with vendors
o Forging stronger relationships with their IT departments
This year, Great Minds featured articles ranging from an assessment of new regulations -- such as the FTC’s revised guidelines on testimonials and endorsements -- to suggestions for improving established tactics, such as search marketing and multi-channel integration.

And we also weighed in on the non-campaign-oriented concerns of the working marketer, such as office politics and vendor negotiations.

Here are five highlights from Great Minds in 2009:

Article #1. FTC’s New Endorsement Guidelines: 6 Key Areas to Examine

The Federal Trade Commission roiled the marketing waters with their new guidelines on using testimonials and endorsements in marketing campaigns. This piece highlights six key areas that every marketer should examine to ensure they’re not crossing into deceptive practices, and also includes advice for taking caution when using bloggers for endorsements and product reviews.

Article #2. How to Negotiate Trials and Lower Rates with Vendors: 5 Strategies

The struggling economy has made people more cost-conscious than ever before. This piece explains how marketers can generate better deals with their ecommerce solution vendors, which is especially crucial when weathering a recession.

Article #3. Improve Search Visibility with Video: 5 Strategies

Video continues to be one of the most compelling formats for online content, and this how-to article highlights the importance of incorporating video into your SEO strategy. A marketer shares tips on using video to achieve multiple high-placement links on Google’s search results page, and shows how well this organic traffic converts.

Article #4. Measure Paid Search Advertising's Contribution to Offline Sales: 4 Steps

This piece demonstrates a straightforward solution to a common problem: Quantifying PPC advertising’s impact on offline conversions. Marketers who are able to accomplish this can show the full impact that their efforts are having.

Article #5. Collaborate with Data Analysts: 4 Strategies to Improve Relationships with IT

If you have a love/hate relationship with your IT department, this piece will help you add a little more balance to the equation. A marketer shares advice on how to get more from your data by forging stronger relationships with those who control the technology platforms, and who can perform the sophisticated analysis you need.

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