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Marketing Articles: Customer Relationships

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  • Lead That Search Party!
    According to an iProspect and JupiterResearch study released last year, search users prefer "blended" search results—in which results are potpourried with videos and other media—over standard (slightly boring) text-only search results. Blended results (Google's term is "universal search") work like this: If you've got a restaurant, a search on your restaurant's ... more
  • What Exactly Do You Do, Again?
    We all know the cliché: you have 1.5 milliseconds to grab a prospect's attention at your home page and convince him to stay. So why, then, are so many B2B Web sites still not that "sticky"? According to a recent post at eMagine's B2B Web Strategy blog, it's because too ... more
  • The Inside Scoop
    There are lots of good frozen-yogurt shops in Simon Glickman's Pasadena, California, neighborhood. But one—21 Choices—seems to enjoy bigger crowds than the rest, and he explains in his Editorial Emergency newsletter how the small storefront keeps customers coming back from more: It delivers plenty of atmosphere. ... more
  • This Is No Time for Regrets
    "Oh, no! I thought that sale ran through today!" Your customer planned on grabbing a bargain, only to realize she got to your store a day after the sale ended. Is there any way you can still convince her to buy? Well, read on. One researcher recently worked with a ... more
  • Hit Me Baby One More Time
    While most of the email you send contains stand-alone content, it's worth considering an ongoing campaign that engages your customers with multiple messages. "A series of emails is a great opportunity to build top-of-mind awareness and recall for your brand," says Keri Palasz in a post at the Listrak email ... more
  • Get 'em Chattering
    When it comes to the analyzing the data you collect at your Web site, you're doing a great job. You know which of your customers visit most often, where they live, which keywords they use to arrive at your site and which links provide the best traffic. But are you ... more
  • Should You Launch a Brand Community?
    by Nancy Strauss
    On company Web sites everywhere, community sections are popping up—both a cause and an effect of a climate in which more and more marketing directors and brand managers are being asked by their companies, "Why don't we do something 2.0?" Although an online community can bring innumerable benefits to a brand, ... more
  • Case Study: How a Company's Word-of-Mouth Strategies and Customer Focus Helped Grow Its User Base 150%
    by Kimberly Smith
    Small businesses need all the TLC they can get. Billing and invoicing online-solution provider FreshBooks knows that better than most. Its customer-centric focus is so fresh and refreshing, word-of-mouth has spread far and wide—and helped grow its user base 150%. more
  • Seek and Ye Shall Find Our Event
    When you plan an event, you pull out all the stops. So, too, should it be with your event promotions. Apogee Search's Brian Combs suggests in a recent MarketingProfs article to add paid-search marketing to your event promo mix. "With almost half of all Internet users now using search engines ... more
  • No! No! I Didn't Mean That!
    There’s almost nothing worse than sending out an email offer, only to realize a foolish typo or error evaded your eagle eye. It happens to the best of us. And Kelly Lorenz, writing at the Bronto blog, recommends a plan of action that includes steps like: Stopping the send. If ... more
  • I Totally Made That Up
    If you hear some slang you don't recognize, you can always visit the Urban Dictionary, where users provide, and vote on, correct definitions. Now, Addictionary is putting a playful spin on the concept by inviting users to invent, define and judge words all at once. The platform offers four interactive ... more
  • Watch Your Finger on That Trigger
    "Trigger-based email is when you email a message to a customer in response to certain [behavior] or preferences," Valerie Khoo reminds us in a post at the Sydney Morning Herald's Enterprise blog. "The email is literally triggered by something the customer says or does, or is based on other information ... more
  • You Too Can Tweet, Part II
    In last week's installment, we offered step-by-step tips to get you tweeting on Twitter. This week, we offer a few more advanced steps to take, based on Jim Sterne's advice in a MarketingProfs article. Incorporate these into your tweeting habits, and you'll be well on the way to becoming a Twitter ... more
  • The New Paper-Or-Plastic
    "OK, so 'digital-or-print' is the new 'paper-or-plastic,'" says Doug Stern in an article at MarketingProfs. "[So, when is it] more appropriate to stick a stamp on [a marketing message] … than hit the Send button?" Before you make your decision, he recommends asking questions like these: What does this customer ... more
  • In a Tough Economy, Go to Battle for Your Customers
    by J. Mark Carr, Karl Gustafson
    Decision-makers who are worried over the stability of their company's finances should remember one simple truth: The source of your business's cash flow is your customer base. What all of this boils down to is the need to make smart, informed investment and cost-cutting decisions that have both a short-term and ... more
  • Cool It, Speed Racer!
    "I am not going to go on a rant [about] adding a 'share this,' 'follow me,' 'digg this,' or another technology to your email programs in order to drive cross-channel adoption of your email strategy," says Dylan Boyd in a post at the Email Wars blog. Instead, he wants to ... more
  • Glad You Could Join Us!
    Smith-Harmon just released its Retail Welcome Email Benchmark Study, which examines best practices at 112 of the Internet's largest retailers. And in a recent post at the Email Karma blog, Matt Vernhout highlights some of the study's key takeaways: Text-only Welcome messages are becoming a thing of ... more
  • The Easy Way to Slice and Dice
    Even a small company can benefit from email messages tailored to a recipient's specific wants and needs. "Using segmentation," says Michael Clark in an article at MarketingProfs, "customers only get notified of new products, specials, and offers based on past buying patterns, knowledge of the customer and what they've clicked ... more
  • Four Best-Practices for Renovating Your Brand—Before It's Too Late
    by Fred Geyer
    Why do brand leaders wait until their brands are at the breaking point, at risk of joining the likes of Radio Shack and 7Up? Instead, renovate your brands while it is strong and growing. Spot changing market dynamics and address them as opportunities... before they have time to develop into ... more
  • Improve Your Email Marketing Through Segmentation
    by Michael Clark
    Not all customers are alike, and what appeals to one may not interest another. Therefore, it is important that you connect the message you are sending to your customers' differing interests. Email messages that are segmented, targeted, and relevant to the recipient are much more likely to be opened and acted ... more
  • Case Study: How Mobile Text Marketing Is Increasing Ancillary Revenues, Room Upgrades, and Customer Loyalty
    by Kimberly Smith
    Cutting-edge customer service that relies on mobile texting has helped an alliance of hotels to retain customers among the thinning number of business travelers—and avoid disaster during the economic downturn. Read on to see how. more
  • Why Can't We Still Be Friends?
    In a recent post at her Flooring the Consumer blog, C.B. Whittemore discusses the frustrations of transferring newsletter subscriptions from one email address to another. "It's really easy to unsubscribe," she says. "But, it's really, really difficult to change your email address. Don't believe me? Go try it out." Among ... more
  • Textbook Text Marketing
    As marketers continue to see good ROI from finely tuned mobile strategies, the humble text message has acquired newfound cachet. And in a recent video posted at the CenterNetworks blog, Allen Stern interviews Tatango CEO Derek Johnson, whose one-to-many SMS service enables instant mobile communication with an entire list of ... more
  • Get Choosy Moms to Choose You
    Merchants are hard at work these days trying to influence customer choice. Here's some new research that might help. Specifically, these researchers looked at how assortment size influences whether shoppers choose indulgent or practical products. In one experiment, two groups of participants were shown pictures of ice cream, and were ... more
  • This Space For Rent
    Your e-newsletter is an excellent tool for maintaining customer relationships. But it can also generate income if you offer cool ad space in it.  In a recent article at MarketingProfs, Drew Adams explains how to make it more appealing to select advertisers: Make it relevant. Adams offers an example: "For a newsletter ... more

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