Customer Relationships

• Online Customer Communities Power Routine Innovationby John KembelPreview
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers. Most importantly, the company goes directly to the source for product enhancements, pulling new innovations and ideas directly from the minds of the customers who use, buy, and recommend its products. This is the holy grail of customer-centered product design. Online customer communities can enable the connections, host the conversations, and facilitate the processes that make routine innovation possible. [Read the full story] Marketing Articles: Customer Relationships
• Engagement—A New Information-Based Form of Advertisingby Lester WundermanPreview
  An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can be converted into an ongoing experience for both the seller and the buyer. It is such an experience or set of experiences that create what we define as an engagement—or at least the potential of creating one. [Read the full story] Marketing Articles: Customer Relationships
• Five Tactics for Busting Silos in Your Companyby Roy YoungPreview
  As a marketing professional, you likely work in a specialized function that may feel like a silo in your company. But you're also best positioned to break down the walls between your function and others (like R&D, sales, finance, and so forth). It's not an easy task, but the following five tactics can help. [Read the full story] Marketing Articles: Customer Relationships
• How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of Feedbackby David Bean, Ph.D.Preview
  Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today. [Read the full story] Marketing Articles: Customer Relationships
• Eight Ways Your Company Can Benefit From Bloggingby Mack CollierPreview
  Blogging takes advances in marketing one step further by allowing businesses to initiate conversations with their audience. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs. [Read the full story] Marketing Articles: Customer Relationships
• Getting Started With Segmentation: It's Not Just RFMby Anna BillstromPreview
  You may or may not be using the basic segmentation strategy of RFM (recency, frequency, monetary): dividing your email mailing list into a few buckets based on recency in ordering or visitation to the site, the number of times they've ordered or visited the site, and the lifetime spend. But here's a better approach to segmentation. [Read the full story] Marketing Articles: Customer Relationships
• Redesigning Web Sites to Put Customers in Charge of Their Experienceby Jeannette KocsisPreview
  Online users expect more today from Web sites, and competition is fierce. Marketers should be considering how to change their sites to keep up with customer expectations of the Web, and to increase conversions and enhance the brand experience. In fact, all companies with public-facing Web sites may soon be challenged with a redesign. There is opportunity for marketers to take the lessons of customer-centricity and put them to work to optimize customer relationships online. [Read the full story] Marketing Articles: Customer Relationships
• How to Measure the Effectiveness of Your Company Blogby Mack CollierPreview
  One of the biggest hurdles that many companies face in adopting a blogging strategy is that they aren't sure how to quantify the results of their efforts. But as blogging has evolved, and it has become much easier to accurately measure blog performance and tie those measurements back to achieving specific goals. [Read the full story] Marketing Articles: Customer Relationships
• Marketing's New 5 Ps: Turning What You Know Inside outby Jason McNamaraPreview
  With apologies to Philip Kotler, whose four Ps—product, price, place, and promotion—have been integral to any successful product or service marketing effort of the past 50 years, today's successful marketing hinges on five new Ps. Whereas the Ps we studied in college are all from the provider's point of view, these new Ps focus with laser-like clarity on the customer. [Read the full story] Marketing Articles: Customer Relationships
• Web 2.0 Politics: What Brands Can Learn From the 2008 Presidential Campaignsby Robert F. HogeboomPreview
  If the Internet community didn't know its place in politics back in 2004, it certainly does today. Its "place" is to engage and educate us, promote candidates, help with fundraising and more... all through the use of new social-media tools that are increasingly vital to a candidate's overall marketing strategy. [Read the full story] Marketing Articles: Customer Relationships
• The Six Cs of Permission Email Marketing, Part 2by Karen TalaveraPreview
  In this second of our three-part series on the six Cs of permission email marketing, we continue to define the permission fundamentals by examining the third and fourth dimensions of permission: Clarity and Confidence. [Read the full story] Marketing Articles: Customer Relationships
• What Social Media Marketing Is Notby B.L. OchmanPreview
  Despite all the talk, the mainstream media coverage, the conferences, courses, and books on social media marketing, there's quite a bit of ambivalence, fear, and (sometimes) outright hostility directed toward social media by CMOs, CEOs, and CFOs. All of this leads to the dreaded "we just want to stick our toe in the water, and see what this stuff is all about" and "we want to do a small, low-budget social media project and track the ROI." [Read the full story] Marketing Articles: Customer Relationships
• Four Steps to Driving Value via Customer Engagement and Advocacy (Or: Putting the Relationship Back in Relationship Marketing)by Andy Hasselwander and Laird Rawsthorne Ph.D.Preview
  Over the past 15 years, business-to-business marketers have focused on the pipeline—leads converting to opportunities converting to wins. The reason was simple... [Read the full story] Marketing Articles: Customer Relationships
• The State of Customer Focus Around the World: 2007 in Reviewby Jeanne BlissPreview
  The Net Promoter concept and idea has taken hold the world over. The simplicity of one "ultimate" question is compelling. And it gives CEOs something to easily grasp and point to regarding a customer target. Those who have started to work through this concept have hit some walls, though none of them insurmountable. [Read the full story] Marketing Articles: Customer Relationships
• Email Appending Is More Than a Processby Reggie BradyPreview
  Most marketers have email addresses for less than half their customers and prospects. If this is the case for your company, it might make sense to explore email appending. Let's first look at the process, and then we'll examine how one publisher implemented its communication plan. [Read the full story] Marketing Articles: Customer Relationships
• How to Keep Up With Social Media: 'Think Liquid' Appliedby Geoff LivingstonPreview
  Marketers are better served by liquid fluidity in their thought processes and approaches. That way they can adapt to sudden changes and new, hot technologies as social media continues its march forward. As this natural process continues to unfold over time and communities evolve, their information needs and consumption of media will evolve, too. With increasingly diverse and changing marketing environments, successful marketers will focus on social media principles rather than tactics. [Read the full story] Marketing Articles: Customer Relationships
• Four Keys to Developing Digital Marketing Strategies to Meet Your Audience's Needsby John Lakey and Jon Borg-BreenPreview
  New technologies are becoming increasingly harder to ignore. Today's strategies must address the full spectrum of channels, as they offer unique opportunities for differentiation and for developing real competitive advantage. Mind these four key points to develop a winning digital strategy. [Read the full story] Marketing Articles: Customer Relationships
• The Power of Brand Repositioning: A Four-Phased Processby Gregory J. PollackPreview
  So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me." To move forward, companies and brands need to first take a look at their current brand positioning. But for a moment, even a brief moment, it would make sense to go back to the brand drawing board to answer the question, Just what is brand positioning anyway? [Read the full story] Marketing Articles: Customer Relationships
• Living Branding = The Branded Lifeby Martin LindstromPreview
  There is a new wave of branding that aims to occupy every minute of the customer's day with an unbroken theme of branded experience rather than the momentary brand rush of purchase. Experiential brand building is taking on new and all-encompassing dimensions. IKEA, for example, is no longer just a flat-pack-furniture and homewares store. It's a construction company that builds IKEA houses, based on the IKEA promise of easy living and affordable design. Welcome to the world of living branding—a new breed of 24/7 brands that are likely to occupy more and more of our lives, from our waking moments to when we retire to bed. [Read the full story] Marketing Articles: Customer Relationships
• How to Achieve Lasting Improvements in Marketing Effectiveness (Hint: There Are Three Key Areas)by Alan Hart, Barre Blake, and J. Mark CarrPreview
  The scramble to justify budgets can result in a hyper focus on short-term ROI rather than a long-term sustainable path to continuous improvement. In truth, continually improving marketing effectiveness involves addressing three key interrelated, foundational areas. [Read the full story] Marketing Articles: Customer Relationships
• For Whom the Bell Tolls: Not Necessarily the CMO—How to Survive and Thrive Insteadby Laura PattersonPreview
  The role of the Chief Marketing Officer has evolved since some of the first CMOs, such as Mark Mears of Blimpie International and Phil Gospels-Strumpette of Coca-Cola, came on the scene in early 1990s. The CMO role—which initially tended to emphasize advertising, brand management, and market research—continued to evolve over the past 15 years as a result of the emergence of new media, the growing number of sales and service touch points, more complex distribution models, and the fragmentation of customer segments. The CMO has moved from focusing primarily on brands and clever advertising to a larger, more strategic role designed to enable a company to meet the ever-changing needs of a diverse and global customer base. [Read the full story] Marketing Articles: Customer Relationships
• How to Build 'Master-Planned' Customer Communities—Not Shantytownsby Adrian C. OttPreview
  Just as city planners utilize master plans to promote healthy municipal growth, a "Customer Community Master Plan" enables marketing executives to determine an overall customer interaction plan that will allow your company and its relationships to thrive and prosper. In other words, such a master plan avoids pitfalls. [Read the full story] Marketing Articles: Customer Relationships
• Three Reasons to Be Wary of Customer Satisfaction Surveysby Bill CusickPreview
  There is an entire industry devoted to helping companies determine customer satisfaction levels through surveys and analysis. But how much real value does knowledge of "satisfaction" contribute to helping you keep profitable customers? The answer, unfortunately, is "not much." Though surveys do serve a purpose (primarily showing trending: "Are we doing better or worse than last year?"), they don't tell the whole story. The following are three fundamental reasons why it's dangerous to rely on customer satisfaction surveys to help improve your customer experience. [Read the full story] Marketing Articles: Customer Relationships
• How Social Media Is Changing the 4Ps of Marketing: Stories From Real Companiesby Mack CollierPreview
  Increasingly, companies are beginning to reach out to their customers to help them with their marketing efforts; in some cases, companies are actually turning some marketing functions over to their customers entirely. Here is how companies have successfully turned at least one of the 4 Ps of Marketing over to their customers. [Read the full story] Marketing Articles: Customer Relationships
• Five Keys to Using Innovation to Acquire and Retain Customers (Part 3 of 3)by Leland D. ShaefferPreview
  In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs in the basic product, on hitting the home runs. Here, we take a different perspective—using innovation to acquire and retain customers once the core product or service is defined. [Read the full story] Marketing Articles: Customer Relationships
• How to Expand Your Vision to Include Marketing's New 4 Ps: Pearls, Pumps, Purses & Powerby Gerry MyersPreview
  The traditional marketing mix focused on the 4 Ps of Product, Price, Place and Promotion. Today, marketers need to expand their vision to include the new 4 Ps of Pearls, Pumps, Purses, and Power. To capture the $0.85 that women spend out of every dollar, it is time to rethink how marketers are approaching their jobs. [Read the full story] Marketing Articles: Customer Relationships
• How to Use Social Media for Search Engine Optimizationby Daniel NeelyPreview
  Customer conversations are everywhere today—social networks, blogs, forums, and other social-media outlets. These are unbiased, unfiltered interactions that can deliver rich information about how your customers talk about topics that are relevant to your company and brand. Though it would be nice if people were to use your company's messaging in their everyday interactions, the reality is that for the most part they don't. Social SEO—tapping into how they talk about you and your industry so that you can determine how they will search—is the most effective and foolproof way to master that art/science/guessing game of picking keywords. [Read the full story] Marketing Articles: Customer Relationships
• MarketingProfs Video: Seesmic Presages Video as a Personal Communication Toolby Matt DickmanPreview
  What do you get when you combine video, social networking, micromedia, and a very savvy French entrepreneur? You get Seesmic. Seesmic is a social network where the primary content is video. Users record video, post it to the site, and other users reply in video. It's new and it's red-hot. It's also a glimpse of the future. [Read the full story] Marketing Articles: Customer Relationships
• MarketingProfs 'Classic Truths': Top Five Do's and Don'ts of Opt-In Email List Buildingby Teri DahlbeckPreview
  We all know some tried-and-true tips and tricks for building an email list. But there are five key points to consider and five glaring points to avoid when creating opt-in lists from the very start. [Read the full story] Marketing Articles: Customer Relationships
• The Five Simple Rules of Green Marketingby Jacquelyn OttmanPreview
  A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. In fact, if you don't manage your business with respect to environmental and social sustainability, your business may not be sustained! [Read the full story] Marketing Articles: Customer Relationships

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