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- Connecting to the female consumer is not easy, because there is no single magical way to target women. They are a diverse group, and in many ways it is harder to reach them than their male counterparts. As a follow up to part one of this article, here are specific ideas ... more
- Some of the most recent cultural touch points—groups riding the underground buzz on YouTube; MySpace selling music from indie bands; and the skinny jeans fashion trend—show a new market code at work. The young, tech-savvy members of a new generation of consumers are rewriting the rules and changing how everyone ... more
- The marketing times, they certainly are a-changin'. So how does it feel? To be on your own? With no direction home? Like a complete unknown? Like a rolling stone? How does it feel to have consumers in charge of what, how, and when they watch, read, listen, and click? So ... more
- The value of creating passionate users is becoming clear to brands wishing to thrive in the "experience economy." Provide an experience that is useful, usable, desirable, and differentiated... and you will create demand for your brand and delight your customers. This article is not about just visual design. As designers of ... more
- Baby Boomers may still hold the purse strings, but a new generation of savvy 18- to 40-year-olds are changing the way all of us do business. It doesn't matter whether you're a rock band, a fashion designer, a nonprofit organization, or a sporting goods outlet, you and your team need ... more
- Referrals are one of the most effective ways to gain business. But what's the best vehicle....in-person conversations, email newsletters, blogs, articles? more
- Most companies have a policy that puts the customer first, but too often that policy isn't implemented by the people on the front lines. Why is that? more
- Web 2.0 has changed what product definitions look like, and how things that are sold as 'free' can make money. So while the 4 Ps are a good start as buckets, let's update them for today's era and discuss what you need to be doing to keep your mix both ... more
- Rewards program members are more likely to have spent a greater amount of money in the past six months across 11 retail categories examined in a recent study, including home improvement, electronics, grocery and book stores. Check out the study's specific results here. more
- In Part 1 of this two-part article, the author looked at how MySpace (and the social networking industry in general) has evolved. Here in the second part, Cliff examines how he has applied what he has learned and observed to the MyCityRocks testbed, which he launched in Houston in 2005. more
- Why should you create a Voice of the Customer program? And what steps should you take to do so? more
- A customer reference program can have a significant impact on all customer-related functions in an enterprise. To maximize and demonstrate the strategic business benefits of a program, an effective RMS needs—at a minimum—the following capabilities.... more
- "User-generated content" is much more than today's most tossed-around-the-tongue buzzword. It's the difference between having a flood of site traffic or just a trickle. Empower your users to create information that their peers want to see, and your site becomes a living, breathing place to be. Profiles, photos, and blogs ... more
- A reference management system is an important part of customer relationship management. But if you're waiting for this functionality to get added to your CRM system, don't hold your breath. This is the first part of a two-part article that examines the importance of an RMS and the choices available ... more
- Is your commitment to customers real? Or are you merely jockeying for position on the latest customer scoreboard? more
- Today's multichannel catalog/online environment is a lot like the summer county fair. In fact, there are some surprisingly apt comparisons. more
- To design marketing plans that are effective in attracting and selling to more women, you have to know where you are today. In other words: To get the right answers, you must start with the correct questions. As your company focuses on developing appropriate strategies, here are some questions you ... more
- Remember back in the '90s, when voice of the customer (VOC) was all the rage? It was a process discipline, a way for companies to gather customer insight to drive product and service requirements. But VOC got lost amidst a booming tech sector, abundant resources, and the many, many new markets, ... more
- If only clients would stand still. How much easier our lives as marketing professionals would be if client needs were consistent year after year and their marketplaces were never buffeted with changes from the economy or competition. Unfortunately, that's not the case. more
- If you want to learn how to develop new revenue generating customer relationships, check out the strategic Nike+ iPod alliance. Would a similar model work for you? more
- Customers have more power than ever, requiring marketing to change how it works to better meet customer demands. more
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