Rather than defining hypertargeting and then looking at an example – which is usually how we explain stuff in our blog – in this case, it’s simpler and more memorable to start with an example, because no matter who you are, where you live, or what you do: you have definitely been hypertargeted!

You already know that the loyal customers on your roster are among your most profitable. Not just because they (presumably) buy the most products or services, but also because the time and resource investment you must make to keep them happy is less than onboarding new customers.

Every field has its vernacular. Lawyers like talking about “rubrics” and “fulcrums”, doctors say things like “idiopathic” and “code brown” (yup – it’s what you think it is), and don’t get us started on politicians. Can anyone say “dollar diplomacy” and “sunset provisions”?

If you happen to own some Google stock, then you might be surprised that we’re even asking the question “is pay per click effective?” Some estimates peg Google’s AdWords revenue haul at a cool $100 million per day. And that’s just Google. Bing, Yahoo, Facebook, and even LinkedIn are all enjoying plenty of ROI. So yeah, if you’re on that side of the fence, asking “is pay per click effective?” is about as pointless as asking “is water wet?”  

When it comes to feedback on our blog posts, among the most frequent – and also most appreciated – things we hear from our wonderful readers (a.k.a. YOU!) is that we have a way of explaining complex or technical subjects in an easy, business-friendly manner.

If you search for tips on how to write a good case study, a strange and rather ironic thing will likely happen: you’ll be overwhelmed with a flurry of some truly terrible tips.

As noted by the world’s most comprehensive supply chain management information resource SupplyChainBrain, today’s supply chain management and logistics companies are under constant pressure to tackle a set of key challenges, including: managing unpredictable demand, improving efficiency, and achieving a high level of customer service.

While the idea of a content workflow certainly isn’t new – TechPubs folks have been using them for decades to create all kinds of product documentation – it’s only in the last few years that the sales and marketing world (outside of large enterprises and media companies) have started paying serious attention to them. 

So you’re in the market for a mission statement, are you? Good idea. Actually, putting together a mission statement could be the single smartest move that your business will ever make – because a mission statement is far more than an uplifting message or ambitious vision. It’s a functional and strategic tool that helps your business calibrate its journey, and avoid running off the rails. As noted by TIME:

As Forbes contributor Nicole Leinbach-Reyhle correctly points out, the simple reason that all businesses need to use online marketing is because their customers are online. If you're customers are online, then your business must be too!

However, just because a business has an online marketing presence doesn’t mean that they’re exploiting it to their full advantage. In fact, in our experience – and we’ve evaluated tens of thousands of websites in our travels across the web – most businesses aren’t firing on all cylinders when it comes to online marketing.