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Marketing Articles: Customer Relationships

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  • 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
  •  Y U Trippin'?
    There's no question that the advent of online communication has lowered our expectations for proper grammar and spelling—in the casual environments of instant messages, email and blogs, we forgive the occasional flub or "where r u?" without giving it a second thought. But what if you're exchanging tweets or emails ... more
  • Case Study: How One Company's Content Marketing Improved Qualified Lead Generation, Boosted Revenue 38%
    by Kimberly Smith
    Good content can position your company as an expert in its field, delivering more and better-qualified traffic to your door. Here's how one company leveraged its vendor-neutral whitepapers, podcasts, and more to increase leads, conversion, and (ultimately) revenue. more
  • Words, Words, and More Words
    A new trend uncovered by Hitwise reveals that search queries on all major search engines are starting to get longer and longer. In a recent study, the measurement firm found that searchers are typing four or more words at an increasing rate to find what they're looking for. Searches using ... more
  • Don't Make This Harder Than It Is
    "I am still unsubscribing from lots of emails in an email account that I no longer wish to use," writes Tamara Gielen in a post at BeRelevant!  "While doing so, I've come across a couple of practices that make me want to scream." In truth, she has encountered more than a ... more
  • Orange Crush
    When Tropicana unveiled entirely new packaging for its Pure Premium orange juice early this year, the company received an unexpectedly vocal response from a small cadre of customers. According to Stuart Elliot, writing at the New York Times, they didn't mince words—using adjectives like "ugly" and "stupid," the unhappy shoppers ... more
  • Behold the Golden Channel
    If you're new to digital marketing, you're not alone—and it's never too late to start making an online impact. This especially holds true with email—which, for many marketers, has proved to be the Golden Channel. Case in point: Seiko. "Two years ago," writes Dianna Dilworth in an article at DM ... more
  • When the Crowd Attacks
    On Friday 2/27, Skittles surrendered itself to the Zeitgeist. Visits to Skittles.com led users directly to Wikipedia (later changed to a Twitter search for "skittles," then to the official Facebook fan page), and attempts to explore the site navigation—little more than a pop-up—guided users elsewhere still: flickr, YouTube, Summize. The ... more
  • I Just Need to Know You Care
    What's the key to keeping customers loyal during the downturn? A new report from Forrester Research says it all comes down to showing that you care. "Customer experience" is the top determinant of customer loyalty right now, the research says. Bruce Temkin, VP and principal analyst, customer experience, at Forrester, ... more
  • Tell Me More, Tell Me More
    Under normal circumstances, Dylan Boyd believes email copy should be clear and concise. He explains his straightforward rationale in a post at the Email Wars blog: "[I]f I get 500-700 emails a day in my inbox, then I need to know WHO, WHAT, WHY and What's in it for me. ... more
  • GM's Biggest Strategic Blunder
    by David A. Aaker
    GM's CEO, Rick Wagoner, has opined that the automaker's biggest blunder was to walk away from the electric car. But GM's biggest strategic blunder might have been its failure to view Saturn strategically—and as a consequence not allowing it to fulfill its destiny as a domestic competitor to Toyota, Nissan, and ... more
  • Case Study: How Kodak Generated Marvelous Results by Turning Users Into Superheroes
    by Kimberly Smith
    Kodak knew that in all of us there's a superhero yearning to come out. It launched a viral-video campaign that reached two million customers and prospects who unleashed their inner superhero (along with howls of laughter), generating traffic to—and sales for—KodakGallery.com. more
  • Now, That's a Tiny Window!
    In search, you have a very short window of opportunity for engaging your prospect. The key to ensure you get seen through that tiny window: give searchers exactly what they're looking for. One way of doing this, says Medium Blue's CEO Scott Buresh in a MarketingProfs article, is to use ... more
  • Sure, I'll Come Fly With You!
    It's refreshing when a company seems to get it right, and DJ Waldow uses a post at the Bronto blog to explain why email messages from US Airways impress him on a regular basis. Why, it's like they're singing "Come Fly With Me!" Here's what sets them apart, according to ... more
  • You're Driving Me Crazy!
    Dylan Boyd, who blogs at The Email Wars, tells the story of an email with the subject line: "Limited time only: save up to 25%! Plus get free shipping." Within, he discovered more action verbs than you could shake a stick at. At the top of the email there's a ... more
  • It Really Is All in the Mind
    Lingerie label Agent Provocateur is characterized by its risqué unmentionables and the naughty ladies that grace its adverts. So when it announced plans to explore social media earlier this year, we thought we knew what to expect: simpering femmes fatales that appeal more to men than women. We scoped out ... more
  • Tell It Like It Is, With a Smile
    "Given the challenging times we're living in, it's likely that the worldview your prospects hold today is not the same one they held a year, or even several months, ago," says Ardath Albee in a recent post at the Marketing Interactions blog. So, have your communications changed to reflect the ... more
  • Coming on Too Strong
    Not long ago, Ardath Albee of the Marketing Interactions blog registered with a company's Web site so she could download a whitepaper that looked interesting. The next day she received an email from a "Sales Development Specialist" asking Albee to place herself in one of three "buckets" so he could ... more
  • Terms, Shmerms! Why Business Can't Afford to Get Distracted by Facebook's Usage Policies
    by Crosby Noricks
    There's been a lot of brouhaha of late about Facebook's ill-fated attempt to change its terms of service to maintain licensing rights of terminated accounts—and understandably so. The issue of customer data ownership is an important one. However, many businesses with an active presence on the social site are now fearful ... more

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