Customer Engagement

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• By Example—How Marketing Paves the Way to VOC LeadershipPromise Phelon
  It may be bold. It may be controversial. But the author is convinced the following will prove true: Without customer-centricity, or a role in gathering and interpreting the voice of ...
  Collaboration, Customer Engagement, Marketing Strategy, Metrics, Voice of the Customer
• How to Become a Great Media SpokespersonVivian Kelly
  Customer Engagement, Marketing Tips, Public Speaking
• Why Rebranding Often FailsGalen DeYoung
  As competition heats up and sales start to stagnate, companies often seek to breathe new life into the brand through rebranding. In all too many cases, however, those expensive rebranding ...
  Brand Awareness, Brand Positioning, Customer Engagement
• Innovation in Industry: Why 1981 Lessons Are Still RelevantRoger von Oech
  The business conference season is in full bloom this month, and you've probably noticed that many of these get-togethers are focused on the current hot topic of corporate innovation. ...
  Creativity, Customer Engagement, Public Relations, Social Media
• The 10 Biggest Mistakes Marketers Make—No. 4: Failure to Dream With the R&D TeamRoy Young
  Look to dream with the R&D team if you want marketing to be valued as a leader of future cash flow.
  Collaboration, Customer Engagement, Market Research, Marketing Challenges, Product Marketing, Targeting
• Sleepwalking Through the Workday: How Internal Communications Can Engage EmployeesTonya Bacon
  According to a survey recently published in Gallup Management Journal, a startling 69% of workers are either not-engaged or actively disengaged on the job. Further research from the firm estimates ...
  Customer Engagement, Management, Writing
• The Marketing Times Are a-Changin'Tom Asacker
  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 ...
  Advertising, Brand Awareness, Customer Engagement
• Marketing Challenge: Three Ways to Engage Employees and CustomersHank Stroll
  Web 2.0 reflects how the Web is changing from watching to "involving." What are the best ways to engage with customers in this new climate?
  Blogging, Blogging Policy, Customer Engagement, Marketing Challenges, Social Media
• Telling Ain't SellingAbhay Padgaonkar
  A fundamental question in selling is not why people sell, but why people buy. People buy for their own reasons—not for the seller's. In fact, their motivation to buy may have ...
  Customer Acquisition, Customer Engagement, Sales
• Beyond the Elevator Pitch: A High-Credibility ConversationJeff Thull
  Your initial contact with a prospective customer leaves little margin for error. The first conversation is the most critical and least forgiving point of the entire sales process. Within the ...
  Customer Engagement, Positioning, Sales
• How to Create Effective Brand-Driven Entertainment Content for the WebTed Page
  Computers are the campfires of today, around which we are all gathered. If you have a good story to tell there, people will listen. Here is a practical guide to creating ...
  Blogging, Brand Awareness, Customer Engagement, SEO, Videos, Websites, Word-of-Mouth
• The New Rules of PRDavid Meerman Scott
  Creativity, Customer Engagement, Keywords, Landing Pages, Press Releases, Public Relations, Writing
• Seven Steps to Writing Copy Your Market Will Actually Want to ReadDaphne Gray-Grant
  In a classic "New Yorker" cartoon, a man approaches the pearly gates. Saint Peter, greeting the new arrival, gestures to a sign saying "Birth, Death & Beyond" and comments, "Actually, ...
  Copywriting, Creativity, Customer Engagement, Writing
• How to Make the Online Community Your Marketing PartnerMack Collier
  Marketers have a choice: You can continue using the same marketing methods you have always used to reach your customers, or you can try something revolutionary. You can join them. ...
  Blog Monitoring, Blogging, Customer Engagement, Mobile Marketing, MySpace, Social Networking, Word-of-Mouth, YouTube
• Wired for Winning LoyaltyJill Griffin
  Brand Ambassadors, CRM, Customer Engagement, Interactive Marketing, Mobile Marketing, Personalization, Word-of-Mouth
• Meeting the CEO's Mandates: The 'New' Executive Sponsor Program (Part 2 of 3)Promise Phelon
  Vendors are in ferocious competition to engage customer C-level executives who can assure prospective peers that "this" purchase decision is the right one. One such way of engaging executives is ...
  Collaboration, Customer Engagement, Measurement, Segmentation
• The Case for an Identity Preference Service: Saving the Relationship Marketing Industry (Part 2 of 2)Tim Kitchin
  Consumer preference services are a proven tool to curb the invasive use of personal data through cold calling and cold mailing. They protect the integrity of the marketing industries that ...
  Customer Engagement, Customer Relationships, Marketing Smarter
• Leveraging Customer Feedback in 'Coproduction Experiences'Peter Honebein
  As marketers, we are continually investing in strategies that set customer expectations about how our goods and services will perform. Through advertising, sales meetings, product demonstrations, and so on, we ...
  Brand Loyalty, Customer Engagement, Customer Experience
• Cause Marketing: Good Deeds as Good BusinessSherlyn Manson
  Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are ...
  Brand Loyalty, Customer Engagement, Sponsorship
• Take This Quiz: Is Your CEO Really Committed to Customers?Jeanne Bliss
  We've never seen a CEO who wouldn't sign up for customer loyalty, customer focus, and just plain improving things for their customers. It's getting them to drive the company to ...
  Collaboration, Customer Engagement, Management