Customer Engagement

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• Case Study: How a Single Voice Recording Scored Immediate Ticket Sales for Boston CollegeKimberly Smith
  Boston College had just two weeks to inspire alumni and fans to make a last-minute trip to Florida after the school's football team secured its first conference title game. An ...
• Gimme Shelter! Quick!
  The iPhone and iPod touch positively swept the Engadget Awards, winning Gadget of the Year, Smartphone of the Year, Handheld of the Year, Portable Media Device of the ...
  Brand Awareness, Customer Engagement, Interactive Marketing, New Media, Smartphones, Social Media, User-Generated Content
• The Times They Are A-Changin'
  With 2009 well underway, your goals and strategies probably look a lot different than they did just last year. Something that made sense for 2008 might seem antique or laughable ...
  Customer Engagement, Print Collateral, Small Business, Writing
• Beware the Spaminator
  The best email offer in the world won't accomplish much if it never reaches your intended recipient. Beware:  there are strong forces at work these days trying their best to block your ...
  Customer Engagement, Email Deliverability, Email Marketing, Writing
• How to Become 'Their Brand': Engaging Today's Fickle CustomersManila Austin
  Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the ...
  Branding, Community, Customer Engagement, Customer Relationships, Feedback, Market Research, Personalization, Personas, Segmentation
• Anatomy of a Novel-Sized Landing Page (Part 1)Kim MacPherson
  A good landing page should tell a story. But filling the page with fluff isn't going to sell your product or service. There is a method to the madness behind ...
  Copywriting, Customer Engagement, Landing Pages, Website Design
• Case Study: How a Little Sweet Talkin' on a Company Blog Led to Increased Search Engine Rankings, SalesKimberly Smith
  Fairytale Brownies cooked up a win-win strategy to satisfy both its bottom line and its costumers' preferences. It created magic with a brownie blog optimized for search and attuned to ...
• They Gotta Believe
  When writing copy for email messages, landing pages and a host of product descriptions, marketers need to be more than clear and concise; they must also persuade readers to click through and ...
  Customer Engagement, Email Marketing, Landing Pages, Writing
• 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 ...
  Customer Engagement, Google, Interactive Marketing, Search Engines, Social Media, Videos
• 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 ...
  Customer Engagement, Customer Relationships, Customer Service, Small Business
• 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 ...
  Brand Awareness, Customer Engagement, Email Campaigns, Email Marketing, Writing
• Should You Launch a Brand Community?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 ...
  Collaboration, Customer Engagement, E-Commerce, Search Engines, Web Content, Websites, Word-of-Mouth
• Did My Video Ad Work? How to Use Simple Tools to Measure the Effectiveness of Online Video AdsDiaz Nesamoney
  Do video ads work to turn viewers into buyers and passionate brand advocates? For starters, measurement of the effectiveness of video ads gets bogged down by syndication, viral distribution, viewing via ...
  Advertising, Brand Awareness, Customer Engagement, Economic Crisis, Lead Generation, Measurement, Metrics, Social Networking, Videos
• 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 ...
  Creativity, Customer Engagement, Marketing Inspiration, Websites
• 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 ...
  Brand Awareness, Brand Loyalty, Customer Behavior, Customer Engagement, Email Marketing
• 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] … ...
  Customer Behavior, Customer Engagement, Email Marketing, ROI
• Know Where to Find Some Progressive Metrics?
  In a post at the Marketing Interactions blog, Ardath Albee discusses an ongoing debate between "Hard" and "Soft" marketing proponents on the best way to measure ROI.  ...
  Blog Comments, Customer Engagement, Marketing Analytics, Personas, ROI, Twitter, Videos, White Papers
• Five Questions to Ask Before You Hit SendDoug Stern
  Some businesses opting for digital instead of print do it because they've gone green. Others want to harness the internet's speed, reach, and other capabilities. The rest like the convenience ...
  Customer Behavior, Customer Engagement, Customer Relationships, Email Marketing, Marketing Tips, Writing
• Case Study: Four Steps to Spurring B2B New-Product Awareness and Sales via TwitterKimberly Smith
  Twitter isn't the first tool that comes to mind in the B2B marketing toolbox. But COOP Ale Works deftly used it to generate buzz among potential consumers of its specialty ...
• 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 ...
  Customer Engagement, Customer Experience, Email Marketing, Marketing Strategy, Social Media