Customer Engagement

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• Case Study: How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineKimberly Smith
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little ...
• Case Study: How a University Embraced Social Media and Scored Millions in YouTube ViewsNettie Hartsock
  How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation ...
• Online Customer Communities Power Routine InnovationJohn Kembel
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater ...
  Collaboration, Creativity, Customer Advisory Programs, Customer Engagement, Thought Leadership
• Case Study: How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page PersonalizationNettie Hartsock
  Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct ...
• Engagement—A New Information-Based Form of AdvertisingLester Wunderman
  An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can ...
  Advertising, Customer Engagement, Customer Experience, Marketing Smarter
• Case Study: How MyFax Upped Customer Engagement, Achieved a 79% NetPromoter ScoreNettie Hartsock
  Internt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, ...
• Engagement—A New Information-Based Form of AdvertisingLester Wunderman
  by Lester Wunderman
  Advertising, Customer Engagement, Customer Experience, Marketing Smarter
• Case Study: How a Retail Company Increased Web Sales Order Value 60% via Automated PersonalizationKimberly Smith
  For personalized gifts retailer Personal Solutions, matching up complementary items for a monthly catalog was one thing. Manually serving up suitable recommendations and keeping up with seasonal inventories for real ...
• Case Study: How a Digital Input Device Manufacturer Increased Engagement With Customers, Upped Holiday SalesLaurie Lande
  Wacom's digital pens and their capabilities are well-known in the business world. To continue growing, however, the company needed to address the consumer market. Here's how it effectively reached a ...
• Marketing's New 5 Ps: Turning What You Know Inside outJason McNamara
  With apologies to Philip Kotler, whose four Ps—product, price, place, and promotion—have been integral to any successful product or service marketing effort of the past 50 years, today's successful marketing ...
  Customer Engagement, Customer Experience, Marketing Smarter, Marketing Strategy
• The State of Customer Focus Around the World: 2007 in ReviewJeanne Bliss
  The Net Promoter concept and idea has taken hold the world over. The simplicity of one "ultimate" question is compelling. And it gives CEOs something to easily grasp and point ...
  Collaboration, Customer Engagement, Customer Retention, Customer Service, Net Promoter
• Case Study: How a Patient-Support Program Increased Therapy Participation 20%, Upped SalesKimberly Smith
  Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has ...
• How to Build 'Master-Planned' Customer Communities—Not ShantytownsAdrian Ott
  Just as city planners utilize master plans to promote healthy municipal growth, a "Customer Community Master Plan" enables marketing executives to determine an overall customer interaction plan that will allow ...
  Chief Marketing Officer, Customer Engagement, Marketing Strategy, Social Media
• Recovering the Lost Art of Product MarketingLaura Patterson
  With product marketing, your company will be able to prepare the sales channels to relate to the buyer and enable these channels to focus on the most effective messages and ...
  Collaboration, Customer Engagement, Product Marketing
• Seven Rules for Achieving Higher Online Survey Response RatesDean Wiltse
  Online surveys are an increasingly common way to solicit feedback, but response rates are often quite low due to poor survey design, lengthy surveys, requests for personal information, or a ...
  CAN-SPAM, Copywriting, Customer Engagement, Email Campaigns, Surveys
• The New Rules of Internet MarketingNilofer Merchant
  Understanding how the Internet changes the rules of marketing is a huge challenge for CEOs: Which practices are obsolete? What new opportunities should be pursued? How do we define success ...
  Customer Engagement, Customer Relationships, Interactive Marketing, Online Marketing
• MarketingProfs Book Club: Q&A with 'Robin Hood Marketing' AuthorChristina "CK" Kerley
  The MarketingProfs Book Club is back! "Robin Hood Marketing" shows how to sell your cause as successfully as the great marketers of corporate America sell their brands and products. Here's ...
  Customer Engagement, Marketing Budgets, Nonprofits
• Killer Web Content ExamplesGerry McGovern
  Out of 18 choices, why does one piece of content get 49% of the vote while another gets 0%?
  Customer Engagement, Web Content, Web Copy, Websites
• Partnership Brand Marketing—It's About Distribution ChannelsGregory Pollack
  Today many companies and brands are engaging in "Partnership Marketing," "Marketing Alliances," "Strategic Partnerships," and even "Partnership Brand Marketing" programs. But often they boil down to just promotions, perhaps maybe ...
  Branding, Channel Marketing, Collaboration, Customer Engagement, Economic Crisis
• A Web Site Without Video Is Like...Jerry Bader
  ...television without sound, romance without kisses, the rumba without rhythm, a joke without a punch line. If your Web site disappointments, you need something that provides the eureka factor.
  Customer Engagement, Landing Pages, Videos, Web Copy, Websites