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Marketing Articles: Customer Relationships

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  • All You Need is Patience
    If you're considering a site redesign for the new year, you'll want to optimize it for search engine results. What's the best way to optimize? Jody Nimetz at SEO Space says that designing a site to generate revenue through search takes a good amount of planning and, most importantly, patience. ... more
  • Surprise: You've Been Upgraded!
    Let's say you've been working around the clock on an improvement for your product, service or online interface. Because you know all about your upgrade, why it's needed and how much value it offers, you might forget that it will be a completely new concept to your customers. A post ... more
  • Sorry, I Have to Grab That
    Things are going great with your new customer. She's interested in that fabulous product you just showed her. You're about to go into a sales pitch to get her to upgrade to a pricier model, but just as you begin, the phone rings—and you have to grab it. Drat! Sale ... more
  • Look at What They Went and Did!
    "In the two weeks leading up to the November 4th election, email messages came fast and furious from both campaigns," writes Morgan Stewart in an article at MarketingProfs. "I saw … commonly held best practices to be emulated, other [elements] that should be avoided … and a few new concepts ... more
  • Mobile Marketing: What is UR txt msg str@tegy?
    by Alan Berrey
    Where R U? In other words, where is your text message strategy? When will your organization begin using text messaging and other mobile messaging services in your marketing, customer care, and collections processes? more
  • Email Marketing Insights From Obama and McCain
    by Morgan Stewart
    In the two weeks leading up to the November 4 election, email messages came fast and furious from the presidential campaigns of both John McCain and Barack Obama. In the last week, both supporters received at least two emails a day from both campaigns. In evaluating those email messages, I saw ... more
  • Case Study: How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales Goals
    by Kimberly Smith
    In tough economic times, one company set out to care for its people in a unique way. Toshiba America Medical Systems efforts to align and nurture its sales team means the team is now on track to exceed sales goals. more
  • Please Come Back to Me
    According to Loren McDonald, any email list will include recipients who have unsubscribed "emotionally." Instead of hitting the unsubscribe button, they delete your messages without reading them, or direct their delivery to a junk folder they rarely check. "Their addresses are valid," he says, "but their attention is elsewhere. They ... more
  •  B2B and CRM: Together 4 Ever
    What's B2B without CRM? Not much. Every smart B2B marketer knows that much of the process of converting prospects into loyal clients rests on customer service. In a recent post at the B2B Marketing Confidential blog, Andy Hasselwander offered a way to craft a practical, tangible CRM plan for your B2B ... more
  • Don't Be Stupid: Keep It Simple
    If your product or service caters to well-heeled customers, you might soon discover a new segment: the Middle Aged Simplifier. According to John Quelch of Harvard Business Online, they spent the boom years accumulating status symbols. "As [those at the top] grew richer," Quelch reports, "pressure increased on those below to ... more
  • I Told You Not to Call Me Here
    Lots of marketers recognize the demographic of chatty young females who can't live without their cell phones. And many rush to create ads to get into that chatty mix. But, hold the phone! One group studied by ExactTarget and Ball State University does not want to hear from you by ... more
  • How to Kill Your Email List
    "Tough economic times increase the pressure on marketers to hit their goals for open rate, click-throughs, conversions, and new email subscriber acquisition," says DJ Francis at the Online Marketer Blog. "Some marketers believe renting email lists is a way to reach these goals." But, as the title of his post ... more
  • Staying Up in a Down Economy: Eight Marketing-Strategy Tips from Best Buy and Wipro CMOs
    by Roy Young
    Leading companies do not subscribe to the notion that marketing is a discretionary expense. They know that there is business opportunity during economic downturns, and marketing can lead the way. more
  • Three Key Tips to Minimize Email-List Churn
    by Loren McDonald
    It's a fact of list life: You're always going to lose a chunk of your email list to bounces, unsubscribes, and spam complaints. In the past, you might have just shrugged off this loss—typically 30 percent or more annually—because you were able to acquire new subscribers at a much higher ... more
  • Seven Ways to Woo the 'Aspirational' Luxury Customer
    by Suzanne Hader
    Ongoing economic uncertainty has made aspirational luxury customers more selective about what they purchase than ever. "Aspirationals" are aggressively prioritizing discretionary spending, purchasing a select few emotionally charged luxury items but buying everything else at mass or "masstige" outlets. Companies that want to continue to profit from aspirational customers must make their ... more
  • The Sport of Unhappiness
    In a post at his blog, Seth Godin notes some of the seemingly unfounded whining in which our consumer culture likes to indulge. We bitch and moan about a Facebook redesign, when it's a free service; we can't wait to get our hands on the new 3G iPhone, but dogpile ... more
  • A Win-Win Scenario
    A post at the Responsible Marketing Blog highlights some companies that aligned marketing campaigns with the recent election. "With estimates of turnout exceeding 130 million people," it says, "Election Day promotions make sense." The roundup includes: A one-minute video from Starbucks yearns for a country in which ... more
  • Kermit Got It Wrong
    Being green can be a plus for marketers. For instance, converting mail to email helps the environment, but also has a number of practical marketing benefits. Customers can take immediate action or forward email offers to friends; you, meanwhile, reduce costs, see quicker results, and gather the information you need to ... more
  • Was It Something I Didn't Say?
    In a recent Marketing Interactions blog, Ardath Albee asks: "[W]hat happens when the frequency and recency of a lead's engagement stalls?" Often, B2B marketers will roll these leads into a "general" touch campaign, she reports, "with the intent of keeping [their] company in the lead's mind so that when something ... more
  • In-Game Ads: Real, Not Virtual, ROI
    Gaming is no longer the sole domain of geeky guys with programmer's pallor: 44% of online gamers, and 40% of gamers in general, are women. Over half are between 18 and 49, and "extreme gamers" devote 45 hours a week to games. Salivating yet? Good, because here's a pretty meaty ... more
  • How to Get Referrals Galore
    Everybody loves referrals. They're easier to close than non-referrals, make quicker buying decisions and tend to be more loyal—in short, they can often become your most profitable customers. Trouble is, referrals are also elusive. Even a likable person with plenty of integrity and knowledge won't see an influx of referrals ... more
  • You Just Don't Understand Me!
    You've got a great new product for the high-school crowd. The demographics you've researched are screaming that teens love all things digital. So, your marketing team has crafted a great email campaign, with social-media components and links to a fun landing page at your site. Will this totally rad approach ... more
  • Knock It Off!
    "I subscribe to a wonderful Web-based entity that sends me a weekly newsletter, which I enjoy very much," begins an entry in the Editorial Emergency newsletter. "But a while back they started sending me a daily e-mail on top of my weekly e-mail." The first problem with this scenario is—of ... more
  • A Bad Trip
    In a post at Emergence Marketing, Francois Gossieaux tells the story of making reservations with Air France for a trip to Belgium, where his father—who had been diagnosed with a pair of aneurisms—was scheduled for a complex surgery. Gossieaux didn't notice a glitch in the itinerary until calling ahead to give ... more
  • Might as Well Jump!
    To do search marketing right, it's best to send potential customers who click on your search-engine-generated links to a "jump" or landing page. This page is the gateway to your site, and should promote further action from your prospective clicker, be it to make a purchase or leave a name ... more

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