Marketing Resources: Customer Relationships

Access thousands of marketing resources here. Select any of the popular topics below to narrow your search.

SEARCH thousands of marketing articles, seminars, case studies, research, and downloads

Get to the Po!nt Newsletters

Bite-sized topic-specific newsletters on B2B Marketing, Customer Behavior, Email Marketing, Marketing Inspiration, New Media, Search Engine Marketing, Small Business and more. Sign up for one, two or all...for FREE!

Unlimited Seminars for a Year

Try Premium Plus Membership and get 50 or more online seminars plus access to our whole seminar library.

Customer Relationships

Customer Relationships articles by the best and brightest in the field

All Articles | Premium Articles Only

What Do Your Marketing Communications Reveal About You?by Becky Carroll
Every touch from every department is marketing. Each customer interaction, whether via phone, email, direct mail, or Web, leaves an impression about your brand. Are your marketing communications self-serving, or are they serving customer needs? [Read the full story] Marketing Articles: Customer Relationships
Soothing the Savaged Consumer Soul: 11 Ways to Show Love When Times Are Toughby Jeanne Bliss
If you are in the business of serving customers, right now is the time to seek out the intangible opportunities to soothe the savaged consumer soul. Here are 11 ideas that will bring you dividends by soothing the frayed nerves during these times of spending woes. [Read the full story] Marketing Articles: Customer Relationships
A Six-Step Web-Branding Blueprint for the Experience Economyby Jerry Bader
Change is inevitable: As an economy matures, ages, and ultimately evolves into something new, adjustments must be made to our business development, marketing, and branding. Failure to adapt to new realities results in potentially unwanted and dramatic consequences. We are all aware of how modern economies have developed from those based on agriculture, to those based on industry, and then on information. But where do we stand now? Is the information economy dead? If so, what's replaced it? [Read the full story] Marketing Articles: Customer Relationships
Staying Up in a Down Economy: Eight Marketing-Strategy Tips from Best Buy and Wipro CMOsby Roy Young
Leading companies do not subscribe to the notion that marketing is a discretionary expense. They know that there is business opportunity during economic downturns, and marketing can lead the way. [Read the full story] Marketing Articles: Customer Relationships
Three Key Tips to Minimize Email-List Churnby Loren McDonald
It's a fact of list life: You're always going to lose a chunk of your email list to bounces, unsubscribes, and spam complaints. In the past, you might have just shrugged off this loss—typically 30 percent or more annually—because you were able to acquire new subscribers at a much higher rate than what you lost. But your ability to do so might be getting tougher now. With consumers getting pickier about whom they want to receive email from, along with the growing constraint caused by consumer and business spending cutbacks and the prospect of tightened marketing budgets, it's more important than ever to focus on retaining your subscribers and customers. These three strategies can help you reduce list churn and, subsequently, boost list performance. [Read the full story] Marketing Articles: Customer Relationships
Seven Ways to Woo the 'Aspirational' Luxury Customerby Suzanne Hader
Ongoing economic uncertainty has made aspirational luxury customers more selective about what they purchase than ever. "Aspirationals" are aggressively prioritizing discretionary spending, purchasing a select few emotionally charged luxury items but buying everything else at mass or "masstige" outlets. Companies that want to continue to profit from aspirational customers must make their brands accessible and relevant to them by taking their lifestyles into consideration and meeting them half way. Here are seven tips to draw out aspirationals, just in time for the holidays. [Read the full story] Marketing Articles: Customer Relationships
Digital-Marketing Series: 9 Ways to Reach Digital Natives (and the Rest of Us, Too)by Ann Handley
New media and technology have inherently changed the way the newest generations experience the world: how they learn, live, play, and communicate. So what's this mean for marketers, specifically, who want to reach digital natives... and the rest of us, too? [Read the full story] Marketing Articles: Customer Relationships
Guidelines for Choosing Online Marketing Technologyby Charisse Tabak
The burgeoning online marketing industry has produced a veritable treasure trove of technologies and their associated tools to support your efforts. With this cache of options comes the need to be accurate in your selection, making sure the tool matches the objective. [Read the full story] Marketing Articles: Customer Relationships
Marketing to India: The New Frontier for American Businessby Gunjan Bagla
Marketing executives and entrepreneurs alike have rushed to China in the last decade. Yet, today, India offers an excellent, although somewhat misunderstood, alternative. Here are some myths (and realities) about tapping the potential of this country of 1.1 billion. [Read the full story] Marketing Articles: Customer Relationships
Four Tips for Customer-Centric Copywritingby Sharon Long Baerny
A customer-focused approach to marketing communications applies whether you're a property manager renting out high-end vacation homes in Maine to wealthy residents of NYC, or an international high-tech company providing support to clients who rely on an enterprisewide accounting software. No matter what you sell or to whom, by framing your marketing message from the customer's point of view first—not yours—you'll craft much more targeted copy: customer-centric copy. [Read the full story] Marketing Articles: Customer Relationships
The Four Keys to Referral Successby Michael Beck
Don't you get tired of hearing about how great referrals are? Especially if you're not getting enough of them? It's worth taking the time to understand why most referral efforts don't work and to understand what keys need to be in place in order to get the results you want. [Read the full story] Marketing Articles: Customer Relationships
How to Be a Good Public Relations Clientby Ford Kanzler
Since public relations isn't done "to" a company, it's done "with" the management team or owners, there's an essentially different nature to how this kind of professional service is successfully delivered. It's much more akin to legal or medical services with the "defendants" or "patients" (read management team members) having to be deeply and consistently involved in an on-going process. As the now famous slogan coined by tech PR guru Regis McKenna goes, "PR is a process, not an event." Without that, it generally goes nowhere and the agency won't be working with that client for long. [Read the full story] Marketing Articles: Customer Relationships
Top Lessons Learned in Consumer-Generated Advertisingby Neil Perry
Marketers have recognized the immense creative talent that resides outside of Madison Avenue. They've recognized that, with Consumer-Generated Advertising, properly executed, they can generate quality, consumer-relevant content at a fraction of the cost of conventional agency productions. And these commercials break through the clutter with their "real" feel and relevant messaging. [Read the full story] Marketing Articles: Customer Relationships
Navigating the Seven Cs to Relevanceby Claire Ratushny
Think of it: There are many businesses that offer similar products or services. Prospective customers can purchase goods or services from any competitor, literally anywhere in the world if they choose to, thanks to the Internet. Net result: effectively marketing a business, which translates to owning a slice of customer mind-share, is more challenging than it ever was. It takes something more to market successfully now. And it certainly takes something more than a one-time strategy and a couple of marketing tactics to be effective. That "something" is relevance. [Read the full story] Marketing Articles: Customer Relationships
How Your Business Can Benefit From Using Twitter: Four Proven Strategiesby Mack Collier
Business are flocking to Twitter, but many still aren't sure how to leverage the tool to grow their business. Here's how Comcast, Dell, The Home Depot and others are using Twitter to reach their customers and nurture their businesses, and how you can, too. [Read the full story] Marketing Articles: Customer Relationships
Microconnecting With Your Customers via Microblogging: Q&A With Connie Reeceby Mack Collier
There's a new kid on the social media block that's starting to garner a lot of attention from companies. Microblogging sites, such as Twitter, are increasingly becoming a companion to an existing blog—or a standalone strategy for businesses that are using social media to connect with their customers. But many companies aren't sure what the microblogging "rules of the road" are. This is where Connie Reece comes in. [Read the full story] Marketing Articles: Customer Relationships
She's Waiting: Five Ways to Reach Women via Sustainable Business Practicesby Andrea Learned
An authentic and established sustainable commitment resonates with women. Here's how companies can work toward more sustainable operations, offer products that reflect that intention, and (in doing so) create good business with a double whammy. [Read the full story] Marketing Articles: Customer Relationships
Three Ways to Improve Your Lead-Nurturing Strategyby Kathy Rizzo
Although more than 80% of high-tech marketers say they have a lead-nurturing strategy, 64% say their strategy needs improvement, according to a February 2008 survey by TeleNet Marketing Solutions. As for which areas of overall lead-generation strategy tech marketers would like to improve in the next year, nurturing of long-term leads was the No. 1 response. Nurturing shortens the sales cycle and improves return on investment from lead-generation activities, so it is important to reconsider your nurturing strategy frequently. Consider the following three recommendations to enhance your strategy. [Read the full story] Marketing Articles: Customer Relationships
Has Your Telephone Become Your Sales Prevention System?by Todd Miechiels
Is your company guilty of throwing dollars at campaigns to increase Web traffic, only to turn around and squander sales opportunities due to poor telephone and email handling? Make sure that your telephone system isn't preventing prospects from reaching out and touching someone at your company. As soon as you finish reading this article, pick up the phone and call your company's sales lines and test the process for yourself. [Read the full story] Marketing Articles: Customer Relationships
Popping the Top on Your Brand's Potential With Social Media: Q&A With Gary Vaynerchukby Mack Collier
There's probably no better case study on how a business leverages social media to connect with customers and grow itself than Gary Vaynerchuk's Wine Library. Here, Gary shares the reasons your company should pay attention to social media, and what impact these tools will have in the years to come. [Read the full story] Marketing Articles: Customer Relationships

Customer Relationships: See all 474 marketing articles

Customer Relationships case studies, deconstructing real life examples and illustrating lessons learned

Customer Relationships: See all 68 case studies

Customer Relationships online seminar broadcasts from the best minds in marketing

Customer Relationships: See all 33 seminars

Customer Relationships mini articles distilling bite-sized advice (from our Get to the Point newsletters)

Please Come Back to MeEmail Marketing
According to Loren McDonald, any email list will include recipients who have unsubscribed "emotionally." Instead of hitting the unsubscribe button, they delete your messages without reading them, or direct their...
B2B and CRM: Together 4 EverB2B Marketing
What's B2B without CRM? Not much. Every smart B2B marketer knows that much of the process of converting prospects into loyal clients rests on customer service. In a recent post at...
I Told You Not to Call Me HereCustomer Behavior
Lots of marketers recognize the demographic of chatty young females who can't live without their cell phones. And many rush to create ads to get into that chatty mix. But,...
Don't Be Stupid: Keep It SimpleSmall Business
If your product or service caters to well-heeled customers, you might soon discover a new segment: the Middle Aged Simplifier. According to John Quelch of Harvard Business Online, they spent...
How to Kill Your Email ListEmail Marketing
"Tough economic times increase the pressure on marketers to hit their goals for open rate, click-throughs, conversions, and new email subscriber acquisition," says DJ Francis at the Online Marketer Blog....
The Sport of UnhappinessSmall Business
In a post at his blog, Seth Godin notes some of the seemingly unfounded whining in which our consumer culture likes to indulge. We bitch and moan about a Facebook...
A Win-Win ScenarioMarketing Inspiration
A post at the Responsible Marketing Blog highlights some companies that aligned marketing campaigns with the recent election. "With estimates of turnout exceeding 130 million people," it says, "Election Day...
Was It Something I Didn't Say?B2B Marketing
In a recent Marketing Interactions blog, Ardath Albee asks: "[W]hat happens when the frequency and recency of a lead's engagement stalls?" Often, B2B marketers will roll these leads into a...
In-Game Ads: Real, Not Virtual, ROINew Media
Gaming is no longer the sole domain of geeky guys with programmer's pallor: 44% of online gamers, and 40% of gamers in general, are women. Over half are between 18...
Kermit Got It WrongEmail Marketing
Being green can be a plus for marketers. For instance, converting mail to email helps the environment, but also has a number of practical marketing benefits. Customers can take immediate action...
How to Get Referrals GaloreSmall Business
Everybody loves referrals. They're easier to close than non-referrals, make quicker buying decisions and tend to be more loyal—in short, they can often become your most profitable customers. Trouble is,...
You Just Don't Understand Me!Customer Behavior
You've got a great new product for the high-school crowd. The demographics you've researched are screaming that teens love all things digital. So, your marketing team has crafted a great...
Knock It Off!Email Marketing
"I subscribe to a wonderful Web-based entity that sends me a weekly newsletter, which I enjoy very much," begins an entry in the Editorial Emergency newsletter. "But a while back...
A Bad TripSmall Business
In a post at Emergence Marketing, Francois Gossieaux tells the story of making reservations with Air France for a trip to Belgium, where his father—who had been diagnosed with a...
Might as Well Jump!Search Engine Marketing
To do search marketing right, it's best to send potential customers who click on your search-engine-generated links to a "jump" or landing page. This page is the gateway to your...
Gimme That!Customer Behavior
Sales promotions that offer either price discounts or free goods (premiums) are often used to entice customers to buy products. But which is better? Every family has one or two...
You Look Mahvelous!Customer Behavior
Let's face it: as consumers, we're not that good at judging the volume of a product (eg, how much liquid is actually in that bottle or glass of juice). Moreover,...
Try Some Nonprofit Holiday 'Retail'Email Marketing
"In these stressful economic times, it is more important than ever to build messages that resonate with your audience," says Winston Bowden in an article at MarketingProfs. "Like retailers, nonprofits...
OMG, that looks good!Email Marketing
If the popularity of the 3G iPhone is any indication—Apple sold over one million units during its first weekend on the market—the smartphone is here to stay. According to Loren...
Cut the Mystery Man ActCustomer Behavior
Is it more effective to tell customers your brand name right away in advertising? Or is it better to create a little mystery, and reveal the brand name only at...

Customer Relationships: See all 151 quick reads

Customer Relationships marketing downloads for the busy professional

Web 2.0 Marketing Guide
Here's a straight shooting guide on how Web 2.0 can help you grow your business
E-Newsletter How-To Guide
The e-newsletter has become ubiquitous. Almost a dime a dozen. How do you make yours not only stand out in the inbox, but make a positive impact on your bottom line? This guide will show you how.
SWOT Analysis How-To Guide
This comprehensive, step-by-step how-to guide will help you assess the position in the market of your product or firm, by identifying the product's Strengths and Weaknesses, by considering the potential Opportunities the product has in the marketingplace, and by assessing the potential Threats posed by either the competition or the marketplace.

See all marketing downloads

Marketing Profs

Marketing Resources: Customer Relationships

MARKETING TOPICS

MarketingProfs Update

Get to the Po!nt Newsletters

Unlimited Seminars for a Year

Customer Relationships

Sponsored Links