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Marketing Articles: Customer Relationships

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  • What Am I, Chopped Liver?
    It looks like companies may talk the talk of customer service, but not that many walk the walk. That's the finding of a recent study by the CMO Council. As reported by Internet Retailer, the study's results show that, "Despite overwhelming agreement on the importance of the customer experience and ... more
  • Hey, Pop! We Can Do This!
    According to Kara Trivunovic and Andrew Osterday, most mom-and-pop businesses can't do much with email marketing advice that concentrates on sophisticated topics like multivariate testing, dynamic content development and data integration. For those who need entry-level advice, they created a 10-point Do-It-Yourself Primer that includes handy tips in plain English. ... more
  • A Lesson from Sears: Creating Relevance in Email Marketing
    by Stephanie Miller
    Sears performed a courageous email-marketing act in mid-December. Like every retailer, Sears was surely eager for additional sales and revenue as the worst holiday season in memory reached a crescendo and the sale window started to close. Despite that pressure, the Sears team had the discipline to hit the pause button on ... more
  • Case Study: How a Franchiser Automated Its Marketing Support to Improve Efficiency, Profitability
    by Kimberly Smith
    Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a centralized marketing resource center, upping efficiency and increasing profitability. more
  • Come As You Are
    A recent McDonald's ad sets a scene many of us see every day, but throws in a twist. Two cultured-looking men are reading at a table in a highbrow coffee house when the first friend—neck wrapped in a scarf—mentions that McDonald's now sells cappuccino. His goateed compatriot greets the news ... more
  • Don't Look Phishy
    You know you're on the up-and-up, and that your email messages contain legitimate offers for actual products or services. Unfortunately, though, you're often sharing inbox space with fraudulent messages that claim to come from popular retailers and banks. Those emails are, in fact, nothing more than phishing scams designed to ... more
  • Brand 'Em, and Let 'Em Roam Free
    We are exposed to people interacting with their favorite brands every day—for instance, commuters drinking bottled water. Might these glimpses of others using common brands influence our own brand choices? This new research says yes. These researchers asked consumers to focus on the faces of people in a "study" of ... more
  • That's Too Fwd:
    When he saw a reputable marketer praising the use of Fwd: in the subject line of an original email, Matt Hill decided to explain why he disagrees. "[E]ven selectively this is a bad idea," he says at the Email Karma blog, noting that spammers often use this device to trick ... more
  • Leverage the Voice of the Consumer
    by Evan Gerber
    There are a number of ways to measure the success of a Word-of-Mouth marketing campaign on the Web. Start by looking in the right place: where the target audience congregates online. more
  • Case Study: How the Obama Presidential Campaign Leveraged Mobile Marketing to Generate Support, Increase Participation and Outreach
    by Kimberly Smith
    Mobile marketing offers a sense of immediacy and intimacy that few other media can. Such timely connection is what the Obama for America Presidential campaign leveraged to establish deeper relationships with supporters. Here's how. more
  • Write? Right!
    How many times have you heard the phrase, "Content is king"? When it comes to search marketing, it's not hyperbole. Content is, well, the key to keywords. "This is the reason writing articles is probably the most [popular] Internet marketing tool being used today," writes Uchenna Ani-Okoye in a recent ... more
  • The Chart to the Rescue
    When gas prices spiraled toward the stratosphere, car-rental companies saw a distinct change in their customers' reservations strategies. Chris Payne, Dollar Thrifty's senior manager of corporate communications, offered this explanation in an article on Direct magazine's Web site: "There are road warriors who like to get the best deal they ... more
  • Enough, Already!
    In a post at the ExactTarget blog, Nate Romance recounts a visit with his tech-savvy mother, a woman who makes frequent online purchases through sites like Craigslist and Amazon. While scanning her email, she became annoyed with a particular message. "If they send me one more stupid email this week," ... more
  • Get Your Goat
    In a video post at the Church of the Customer Blog, Jackie Huba and Ben McConnell use the example of a goat-milk carton (that's right: a goat-milk carton!) to underscore the importance of listening to your customers. "One thing you have to know about goat's milk," explains Huba," is that ... more
  • Just Call It the YouHouse
    Barack Obama wowed the nation with his social media savvy when he won the bid for President on November 4—but he surprised us again when he didn't stop there. Just weeks after scoring the title of POTUS (President of the United States, for those who didn't take poli sci in ... more
  • Get Those Happy Customers Yakkin'
    "[M]any companies hesitate to launch customer case studies because they worry about imposing on their best customers," say Barbara Bix and Olga Taylor in an article at MarketingProfs. "To their delight, however, companies often discover that decision-makers are happy to discuss their experiences and look forward to being featured in ... more
  • I Make the Decisions Around Here
    Oh, the dreaded negative customer review: shoppers love to read it, and marketers live in fear of it. Marketing teams across the land have been trying to develop strategies for dealing with this new reality. Well, take heart: a recent Forrester Research report called "Myths and Truths About Online Consumer ... more
  • Case Study: How a Women's Clothing Retailer Bucked the 2008 Downturn, Upped Revenues via Email
    by Kimberly Smith
    Today's economy has earnest marketers scrambling for consumer attention. As inboxes become inundated with yet more marketing messages, the bar continues to inch higher for those attempting to stand out from the clutter. Here's how one retailer tweaked its email program to grow revenue, even in this market. more
  • They Can't Drive 55
    If your B2B product or service has a lengthy sales cycle, you've probably developed an excellent program for nurturing leads until a prospect decides to pull the trigger. But what if a customer needs a solution ASAP? Paul Dunay, who blogs at Buzz Marketing for Technology, observed a pattern of ... more
  • Monkey See, Monkey Choose
    Social scientists have long been intrigued by the human tendency to mimic the behavior of others. Research has shown that people automatically mimic other people's posture, mannerisms and facial expressions as they interact. But does mimicry translate to product preferences as well? These researchers say yes. Consumers were invited to ... more
  • Love the MIME
    In a wide-ranging video interview with BNET, strategist RJ Talyor of ExactTarget discusses a range of email marketing issues, and provides insight on the best way to handle messages sent to subscribers, whether they're reading email at their desk or on the go. Says Talyor, "You need to develop an ... more
  • Mobile Marketing Mavens, Oh My!
    Ah, the mobile phone: we know it well as consumers, and as such are in a perfect position to approach it from a direct marketer's POV. Here are a few ground rules for truly covetable mobile marketing: Bait your line. A useful iPhone app could do you right, as could ... more
  • Know How to Hold 'Em
    "It probably comes as no surprise," say Kara Trivunovic and Andrew Osterday in an article at MarketingProfs, "[that] the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives." This places a high priority on the cultivation of customer loyalty—and, therefore, ... more
  • Five Small-Business Email Customer Lifecycle Tactics for the New Year
    by Kara Trivunovic, Andrew Osterday
    It's probably no surprise that the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives. The value of growing your customer base is obvious: the potential to sell more products or services. Moreover, increasing customer loyalty will reduce your marketing ... more
  • Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting)
    by Kimberly Smith
    For IT company CenterBeam, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead nurtures a smaller quantity of well-qualified prospects. more

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