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Marketing Quick Reads: Customer Relationships

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  • Three Things You Can Learn From Groupon Small Business
    If you live in the United States or Canada, there's a chance you've used Groupon to receive discounts on a variety of products and services. "Since launching in November 2008, ...
  • Building a Brand on Twitter: Here's One New WaySocial Media
    Using Twitter for brand-building? Hardcore users know one personal account is a full-time job, so nurturing a bunch of client/brand accounts just might make you crazy! But lucky for us, applications ...
  • Three Crucial Ways to Serve Today's Wired ShoppersCustomer Insight
    Today's consumers are "eager to use mobile devices to inform in-store decisions," says Target's Kris Roberts in a recent article that quotes experts on the subject at Knowledge@Wharton. Digital innovations, ...
  • How Chick-Fil-A's Email Offer Brought Customers Into Stores Email Marketing
    In a post at the Bronto blog, Julie Waite says you may know Chick-Fil-A recently introduced a Spicy Chicken Sandwich. "What you may not have heard," she notes, "was that ...
  • How Wheat Thins Mined Twitter to Surprise FansSocial Media
    The best path to the heart is still the stomach, and Nabisco apparently knows it. The company recently began mining Twitter to find customers who love its Wheat Thins crackers ...
  • Three Ways to Get the Most From Triggered MessagesEmail Marketing
    It's been a long time coming, writes Dylan Boyd at Email Wars, but with "new systems of marketing automation we are finally gaining ground to creating trigger-based campaigns on actions, ...
  • Focus on 'Job,' not Customer Segment, for Product SuccessSmall Business
    In 2005, the Harvard Business Review published the influential article "Marketing Malpractice: The Cause and the Cure." Its authors—Clayton M. Christensen, Scott Cook and Taddy Hall—argued that we often set ...
  • Go Shopping: It's a Cool Way to Check Out the CompetitionMarketing in a Downturn
    You spend a lot of time ensuring the best-possible experience for every customer purchasing your product or service. You've trained a friendly, knowledgeable staff, and you use customer feedback—both positive ...
  • Spread Your Online Messages OfflineMobile Marketing
    Now, even your offline world can have a social element: Sotokolan, whose slogan is "Objects get social," enables you to attach your Facebook page to a custom QR code. (A ...
  • Why 'Spray and Pray' Email Marketing Doesn't WorkEmail Marketing
    Your B2B email marketing program might have a good reason for sending a steady stream of one-size-fits-all messages to prospects. "The idea being that by keeping these folks exposed to ...
  • Beware the Danger of Strategic Shortages: Hot ≠ LovedCustomer Insight
    In a recent article in the Harvard Business Review, Uzma Khan discusses the results of a study she and her colleagues conducted that examined the difference between consumers' wanting a ...
  • Two Key Ways Email Can Boost Results in Other ChannelsEmail Marketing
    "[O]nce you've created a regular email-communications program, or developed your smart auto-responders, are you remembering to strategically use email to strengthen and encourage relationships with your list members in other ...
  • Map Your Twitter Data to Boost Customer EngagementSocial Media
    Chloe Sladden (@ChloeS) of Twitter recently said Twitter was worth more to MTV during the 2009 Video Music Awards than Nielsen was. Twitter worked with MTV to provide illustrated data ...
  • Ways That Customer Feedback Can Help Product DevelopmentSocial Media
    Incorporating customers' viewpoints into your business isn't just a fresh form of CRM, it can also make existing and future products better. Community manager Dawn Lacallade says her company Solarwinds ...
  • Wake up Your Customers with New SubcategoriesCustomer Insight
    At first look, the task of arranging a category of products for your customers to choose from may seem to be relatively simple, say the authors of a new research ...
  • One Easy Way to Make Your Emails More ReadableEmail Marketing
    Writing at the Retail Email blog, Chad White offers some interesting facts about the Baby-Boomer generation. First, by 2015, nearly half of the US population will be age 50 or ...
  • 'I'm Sorry': Three Ways to Say It to CustomersSmall Business
    No matter how excellent your company's product or service, and no matter how outstanding your customer service team, you will encounter disgruntled customers. It's a fact of life. And, warns ...
  • Boost Customer Service With a Little Digital MagicMobile Marketing
    Ever wanted to share a snowman in springtime, send a love letter to a stranger—or surprise a loyal customer with a gift message? Get a load of Layar, which puts the ...
  • How Open Should You Be in Social Media?Social Media
    One of the challenges facing businesses today is deciding how open to be in online communities. Well, here's some good news: Openness in social media can vary. Businesses can start slow ...
  • Four Email Must-Do Principles to Boost ResponseEmail Marketing
    As email becomes ever more prominent in the typical marketing mix, we can expect a few slip-ups and oversights. According to Max Kalehoff—writing at the AttentionMax blog—telltale symptoms of lax ...
  • Social-Media Rules of EngagementSocial Media
    You hear a lot of talk about the need for openness and transparency in the social-media space, but what does it really mean to be transparent? According to Charlene Li ...
  • How to Keep Your Customer Experience Efforts on TrackMarketing in a Downturn
    There's a good chance your company has responded to the recession with an increased commitment to providing an exceptional customer experience. Such efforts might address systemic issues like "poorly designed ...
  • Three Smart Ways to Extend Your Brand Customer Insight
    "Many of the successful new product introductions each year are brand extensions, such as Apple's iPhone, Godiva coffee, and Jeep strollers," one group of researchers recently wrote. However, not all ...
  • Gain Icon Status OvernightEmail Marketing
    "Adding social-media icons to your email campaigns … takes just a few seconds," writes Jim Hitch at the Emma blog, "but it can increase your reach and help you identify ...
  • Watch What You SaySmall Business
    When you work with contractors such as copywriters and Web designers, you might not realize that certain casual statements can earn you membership in the "difficult client" category. Rick Sloboda ...

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