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Ernan Roman
Ernan Roman is president of Ernan Roman Direct Marketing (ERDM).
ERDM specializes in conducting Voice of Customer research to identify high impact customer experience strategies.
Clients include IBM, MassMutual, Microsoft, NortonAntivirus, QVC and NBC.
Roman is the author of Voice of the Customer Marketing and of the Huffington Post published blog, Ernan's Insights on Marketing Best Practices.
Named by the Online Marketing Institute as one of the “2014 Top 40 Digital Luminaries” and by Crain’s BtoB Magazine as one of the “100 most influential people in Business Marketing”.

Entries by Ernan Roman

Use Human Data to Provide True B2B Personalization

(0) Comments | Posted September 29, 2014 | 5:12 PM

Article by Ernan Roman
Featured on CMS Wire

An enormous shift is occurring in how B2B customers think about engagement and relationships. Customers expect marketers to achieve relevance by providing personalized communications based on their individual preferences, rather than...

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5 Emails Which Drive Value and Response

(1) Comments | Posted September 9, 2014 | 4:01 PM

We all struggle to create emails that are worthy of being opened.

We have to overcome the instinctive "Delete" reflex by our customers and prospects.

Following are 5 opportunities for emails that provide value, engagement and drive response.

1) Triggered messaging

Triggered messages (meaning those that are personalized, real time,...

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5 Tips to Boost Native Advertising Effectiveness

(0) Comments | Posted August 6, 2014 | 10:01 AM

There's good news for marketers when it comes to consumer acceptance of contextual advertising. Consumers have come to terms with these ads... but only if the content is relevant, authoritative, and trustworthy.

According to a study Edelman/Berland, Getting In-Feed Sponsored Content Right: the Consumer View:

  • 86% of consumers...
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Driving Word of Mouth Referrals: 5 Research Findings and 5 Tips

(0) Comments | Posted June 16, 2014 | 3:21 PM

The Challenge: Companies rely on customer referrals to bring in new business. But, they continue to struggle to interact, listen, and respond in a manner that provides the engagement and motivation for customers to actually provide those referrals.

Online customer word of mouth interactions and reviews have always been a...

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Don't Use CRM to Automate Bad Behaviors

(0) Comments | Posted May 13, 2014 | 5:47 PM

Here's the good news about the state of CRM today: Most companies recognize the financial value resulting from improving their customer experience (CX) and are spending the necessary dollars to acquire CRM technology and build preference centers.

Now the bad news: Many companies are focusing so heavily on their CRM...

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Why Isn't Your Customer Service Better?

(0) Comments | Posted May 1, 2014 | 5:51 PM

Challenge: At a time when good customer service would be assumed to be a core competency, why are so many companies still not delivering good to excellent customer service? What needs to be done differently?

As marketers adopt new and more sophisticated technologies and methods for servicing customers, you would...

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How Social Listening Helps the Red Cross and Dell

(0) Comments | Posted March 17, 2014 | 2:13 PM

Challenge: Today's consumers are more connected via new media than ever before. To fully engage the multichannel consumer, companies need to leverage the power of social listening.

According to Nielsen's, 2014 U.S. Digital Consumer Report, it's critical to know how consumers are behaving in today's fast evolving digital...

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Experiential Marketing; Creative Ideas From Vanity Fair and Frito Lay

(0) Comments | Posted March 3, 2014 | 2:09 PM

Challenge: Customers want to be actively involved in their own brand experiences. To meet this demand companies are developing innovative experiential marketing campaigns utilizing the virtually limitless opportunities of multichannel engagement. These new strategies are giving both existing and new customers a reason to take action.

Though most viewers may...

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6 Multichannel Takeaways from Best Buy's Marketing

(0) Comments | Posted February 19, 2014 | 9:46 AM

Challenge: Marketers are having a tough time maintaining engagement with today's multichannel, multi-device consumers.

According to ShopperTrack, which uses a network of 60,000 shopper-counting devices to track visits at malls and large retailers across the country, retailers got only about half the holiday traffic in 2013 as they...

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Macy's Rewards Customers for Providing Tracking Permission

(0) Comments | Posted February 3, 2014 | 8:19 AM

Challenge: New technology allows companies to track consumer's every move; however, caution must be taken to ensure that permission is gained before tracking commences.

In a new IBM study of more than 30,000 consumers it was found that consumers are willing to share their personal information if...

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Montreal Transit's Innovative App Drives High Engagement

(0) Comments | Posted December 17, 2013 | 4:44 PM

Direct Marketing News ( Feature Story.

Deep consumer insights and personalized messaging and offerings are now essential requirements for marketers. But many companies are just beginning to understand the unprecedented opportunities that deeply connecting with consumers for engaging experiences...

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4 Tips That Transform Holiday Shoppers Into Loyal Customers

(0) Comments | Posted December 10, 2013 | 11:46 AM

Challenge: 'Tis the season for customers to think "sale." However, while customers are concentrating on transactions, companies need to think beyond the holidays. We hope the following four tips will help you move beyond "quickie transactions" for the 2013 holiday season to creating relationships for 2014 and beyond.

1. Understand...

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Preference Centers: Are CMOs Overlooking Their Importance?

(0) Comments | Posted November 11, 2013 | 7:32 PM

A good preference center is akin to a good first date. It is all about initial appropriateness, understanding, and communication. Once accomplished, you have earned the right to a second date and deeper levels of discussion.

"Is Your Preference Center Hurting Your Customer Experience?"--the first article in...

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Pizza Hut: Preference Driven Communications and Pizzas

(0) Comments | Posted October 22, 2013 | 6:20 PM

The Challenge: Many companies capture large quantities of customer data. But few use the data to deliver a competitively differentiating customer experience.

Pizza Hut is asking customers to provide their preferences and using that information to deliver preference driven communications and pizzas.

Recently, Pizza Hut shifted to more personalized...

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Delta : Preference-Based Offers for Friendlier Flying

(0) Comments | Posted October 8, 2013 | 6:01 PM

The Challenge: The airline industry has been fighting passenger negativity regarding a barrage of fees for services that were once free and taken for granted. Now airlines are following the path of retailers and using consumer preference data to create brand new personalized (fee-based) upgrades. Delta Customer Service

Airlines are...

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The Sales Funnel Is Dead

(0) Comments | Posted October 4, 2013 | 12:47 PM

2013-10-04-DMNews.png Article posted on September 17, 2013
on Direct Marketing News (

The sales funnel is dead.
A circle of continuous engagement is born.

We all grew up with the sales funnel. You know, the one where the company was in control and...

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Transforming Intrusive Customer Tracking to Valued Information Exchanges

(0) Comments | Posted September 25, 2013 | 3:22 PM

The Challenge: The bad news is that consumer resistance to unauthorized data tracking is growing. The good news is that many consumers understand that in order to receive more targeted and relevant communications, they need to provide companies with more of their personal information.

Extensive research conducted by our...

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Preference-Driven Personalization: What Men's Wearhouse Can Teach Us

(0) Comments | Posted September 12, 2013 | 3:48 PM

The Challenge: Many companies are still not using preference based personalization. This compromises relevance and sacrifices engagement and potential sales.

40% of consumers say they prefer buying from retailers that cater to their preferences. According to research firm The E-tailing Group, respondents said they:

  • Find it valuable if...
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How Viral Emails Can Drive More Sales Than Promotional Emails

(0) Comments | Posted August 26, 2013 | 1:48 PM

The Challenge: Viral emails can often generate greater response and revenue than sales-focused emails. Following are examples and tips for sending engaging/interactive emails that do not contain sales pitches or feature products.

MediaAirNB Case Study

The holidays are an important time for the travel company AirNB. They...

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Hewlett-Packard -- 5 Actions to Improve Social Media Effectiveness

(0) Comments | Posted August 12, 2013 | 7:18 PM

The Challenge: Social media has become one of the most important points of contact for consumers. Marketers however, seldom access the gold mine of information waiting on their fan pages. Tech giant, HP does. They're raising the bar for social interaction by developing an innovative strategy that's setting the standard...

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