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MarketingProfs Daily: Customer Relationships

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How Two Brands Found Their Social Voice

Customer Relationships
You've heard it said that who you are in social media is an extension of "who" your brand is. But how do you establish a voice on platforms where your brand has never been heard? Mashable interviewed the five social media voices behind some of the most successful brands in media ... more
Are Popover Forms Right for You?

Customer Relationships
Although improved browser technology has rendered the popup window nearly obsolete, most of us remember its intrusive horrors. "As a result," writes Mark Brownlow at Email Marketing Reports, "email marketers have been reluctant to use 'in your face' website sign-up forms that in any way resemble those popups of the ... more
The Changing Agency/Client Relationship: Glenn Engler Talks to Marketing Smarts [Podcast]

by Matthew Grant

Customer Relationships
Senior-level marketers don't seem to believe their digital partners are adequately extending their service capabilities in the digital age. So how does an agency demonstrate that it "gets" digital? Glenn Engler, CEO of Digital Influence Group, answers that question in this episode of Marketing Smarts. more
Why a Silent Customer Can Be Deadly

Customer Relationships
Never assume a customer who doesn't complain is a happy customer. According to a Bain & Company survey, major companies typically lose half of their customers over a five-year period. "Notice, it wasn't 'one year' or 'suddenly,'" writes Sean D'Souza at True You Marketing. "Clients have a tipping point. ... more
SMBs Missing Email List-Building Opportunities

Customer Relationships
Most small-to-midsize businesses have mastered the basics of organic email list-building, making use of Web-based sign-up forms and even offering incentives to encourage subscriptions, but fewer than half use any type of email-to-social collaboration, limiting the potential of cross-channel marketing, according to a study by GetResponse. more
Five Tips for Building Brand Fidelity With Tumblr

Customer Relationships
Tumblr has become a go-to spot for building social presence. Fashion brands and others are realizing it's a great medium for quickly and easily spreading content—particularly images. Might Tumblr be the engine to boost your social growth in 2012? Depends on how you answer the burning question: Is Tumblr right for ... more
Forrester: 'Customer Experience' Roles Gaining Popularity

Customer Relationships
Over the past six years, an increasing number of US companies of all sizes have appointed a single executive who leads customer experience efforts across a business unit or the entire company, according to a new report by Forrester Research. more
Social Media Trends With Benefits in 2012

Customer Relationships
The integration of social media and business has come of age: 38% of CEOs now label it a high priority, and 57% of businesses plan to hike their social media spend in 2012 (Booz Allen/Buddy Media). As the use of social media advances across the business spectrum, Edelman's David Armano has ... more
How to Influence the Influencers [Slide Show]

by Christian Gulliksen

Customer Relationships
Getting influencers on your side is a major feat that can help exponentially amplify your message. But how can you win them over? Here is a five-point plan for effectively influencing the influencers. more
Three Tips for Effective Feedback-Loop Management

Customer Relationships
"If you are a large-volume sender of email, you should be signed up for all the feedback loops that are available," writes Tom Sather in an article at MarketingProfs. "Why? Because feedback loops are a great way to … increase customer satisfaction, and reduce sender questions and end-user complaints." While ... more
Maximizing Your Brand Presence on Google+

Customer Relationships
Recently, Google+ granted companies the ability to launch brand pages. Its stated goal in doing so was to help users build relationships with any company they "care about." As Google's SVP-Engineering Vic Gundotra describes it, "behind every page (or storefront, or four-door sedan) is a passionate group of individuals, and ... more
The Importance of Relevance: A Cautionary Tale

Customer Relationships
"Today I was sad," writes Tara Jacobsen at the Marketing Artfully blog. "I got a message from someone who I like a lot and have been 'friends' with on the Internet for a while." The problem? Unlike the steady stream of relevant content the business friend used to distribute, this ... more
Overcome the Status Quo Barrier Like Malcolm Gladwell

Customer Relationships
"Malcolm Gladwell sold millions of copies of his book The Tipping Point, and he made millions of dollars on the concept he wrote about," writes Tim Reisterer at MarketingProfs. "But, he didn't discover it." That idea, it turns out, belonged to Morton Grodzins. Likewise, it was K. Anders Ericsson—not Gladwell—who ... more
Some Do's and Don'ts of Social Updating

Customer Relationships
It's hard to decide what's appropriate for posting on social networks without an etiquette road map—and harder still when you're doing it as a company, not just as yourself. Amalia Agathou of The Next Web understands. To help marketers get the art of social updating right, she has written an article on ... more
Four Timeless Email Copywriting Commandments

Customer Relationships
Any successful email campaign begins with a good offer. But you won't close the sale or earn the click-through if your copy doesn't do its job. For instance: Are you discussing features without explaining benefits? Or placing your call to action "below the fold" where subscribers won't see it unless ... more
Top 12 Customer Loyalty Trends for 2012 [Slide Show]

Customer Relationships
Customer loyalty is critical for driving sustainable business growth, but retaining customers remains a challenge for many businesses. To improve your customer loyalty strategies, tap into these trends that'll be big in 2012. more
How to Avoid Four Deadly Email Program Sins

Customer Relationships
"There are a lot of things that can go wrong with email marketing—broken links, typos, unoptimized images—the list goes on," writes Magdalena Georgieva at the HubSpot blog. But on the other hand, she notes, marketers shouldn't focus so intently on small technical details that they lose sight of the big ... more
What Marketers Don't Get About Social Media Audiences

Customer Relationships
There appears to be a disconnect between what marketers think consumers want from social media and what consumers actually want: Most senior marketers say consumers "want to be heard," but consumers say they want exclusive offers in exchange for interaction, according to a report by the CMO Council. more
Social Marketing Going Mainstream, but Experimenting Is Still Key

Customer Relationships
Brand managers are split on the current state of social marketing in their organizations: 50.8% say marketing via social media is already mainstream or will become so by the end of 2012, but nearly an equal proportion (49.2%) say social marketing will likely still be characterized by continued experimentation by ... more
Corporate Marketers Shifting Spend to Branded Content

Customer Relationships
More than three-quarters of US corporate marketers say they are aggressively (16%) or moderately (62%) shifting spending from traditional marketing to branded-content marketing, according to a study by the Custom Content Council (CCC) in partnership with ContentWise. more
Do Your Product Suggestions Delight or Alienate Subscribers?

Customer Relationships
We all know purchase confirmations are a great place to suggest complementary products and generate additional sales. But how well does your system work? In a post at the Bronto blog, Fawn Young recounts the story of an online retailer that had the right idea—but the wrong content. After purchasing a ... more
How to Nurture Brand Advocates and Keep Them Loyal

Customer Relationships
John McTigue believes the number of brand advocates you have is more useful than more-easily-accessible metrics like "How many hits?" or "How many likes?" for online marketing. Advocates are those folks who love your brand so much they evangelize it for you, provide detailed feedback, and are often the first ... more
Why Targeting Matters

Customer Relationships
In a post at her eponymous blog, Elaine Fogel asks how frequently you receive email with content that has no relevance. "I'll bet it's a lot," she says with certainty. "Let's just look at the ones you receive from companies and organizations that have your permission to send communications. Count ... more
'Tis the Season for Holiday Branding

Customer Relationships
Bored with the usual "Seasons Greetings" client postcard? Use a bit of holiday spirit to warm up your social campaigns! Meghan Gargan has made a list of do's and don'ts for sending social holiday greetings with panache. "While you should capture the magic and merriment of this time of year, ... more
How Would You Register Existing Subscribers For a New Newsletter?

Customer Relationships
When subscribers are receiving your general newsletter, what's the best way to get them registered for a newly launched supplement that focuses on a more specific topic? In a post at Email Karma, Matt Vernhout examines the pros and cons of just such an outreach from Beyond the Rack: "To keep you ... more