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Ernan Roman
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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

Don't Ignore These Three Customer Journey Experiences

(0) Comments | Posted April 20, 2015 | 12:05 PM

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Article by Ernan Roman
Featured on CMO.com

Every consumer is on a journey when they interact with your brand. And each of their journeys are likely to be quite different.

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Recent findings...

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Sephora Innovation Lab VP Answers 4 Questions for Marketing Innovators

(0) Comments | Posted April 13, 2015 | 1:42 PM

Bridget Dolan, Vice President, Sephora Innovation Lab, will address these 4 questions;

  1. What is one marketing topic that is most important to you as an innovator?
  2. Why is this so important?
  3. How will the customer experience be improved by this?
  4. How will this improve the effectiveness of marketing?

Please send...

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Are You Having These 3 Customer Conversations Every Day?

(0) Comments | Posted April 6, 2015 | 2:10 PM

Research findings indicate that customers welcome ongoing communication with brands...if they are based on relevant two-way conversations.

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Learnings from Voice of Customer research we have conducted for Fortune brands indicates that customers want the relationship building process to extend beyond the...
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3 Tips to Improve Your Email Marketing Effectiveness

(2) Comments | Posted March 31, 2015 | 3:50 PM

Here are two email stats which reinforce the role of high value email as part of your mix; people who buy products via email spend 138% more than those who didn't receive email offers, and 44% of email recipients made at least one purchase last year...

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RR Donnelley CMO Answers 4 Questions for Marketing Innovators

(0) Comments | Posted March 16, 2015 | 1:39 PM

Alisa Norris, CMO of RR Donnelley will address these 4 questions;

  1. What is one marketing topic that is most important to you as an innovator?
  2. Why is this so important?
  3. How will the customer experience be improved by this?
  4. How will this improve the effectiveness of marketing?

Please send your...

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Myth Busted: How Direct Mail Can Actually Enrich the Digital Customer Journey

(0) Comments | Posted March 9, 2015 | 2:18 PM

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Article by Ernan Roman
Featured on CustomerThink.com

E-commerce marketers are increasingly seeing the value of direct mail as part of their integrated mix and, in 2014, direct mail spending rose. Why this surprising trend?

Direct Mail Enriches the Customer...

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3 Ways to Increase Customer Retention, Boost Profits

(0) Comments | Posted March 4, 2015 | 11:25 PM

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Featured on CustomerThink.com

We all know that 20 percent of our existing customers generate 80 percent of profits. However, the customer retention efforts of many companies still leave a lot to be desired.

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According...

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Why You Need Human Data For Real Customer Engagement

(0) Comments | Posted February 26, 2015 | 4:58 PM

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Article by Ernan Roman
Featured on Forbes.com


A cataclysmic shift is occurring in BtoB and BtoC marketing. Customers are ignoring generic messaging and demanding personalized and relevant communications based on their individual preferences.

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Free The Children Co-founder Answers 4 Questions for Marketing Innovators

(0) Comments | Posted February 19, 2015 | 9:59 AM

Craig Kielburger, who at the age of 12 co-founded the remarkable charity Free The Children, now a worldwide organization, will address these 4 questions;

  1. What is one marketing topic that is most important to you as an innovator?
  2. Why is this so important?
  3. How will the customer experience be improved...
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HackerAgency CEO Answers 4 Questions for Marketing Innovators

(0) Comments | Posted February 2, 2015 | 12:56 PM

Thanks for all the positive feedback regarding our recently launched 4 Questions for Marketing Innovators. Each blog features one marketing innovator who addresses 4 questions;

  1. What is one marketing topic that is most important to you as an innovator?
  2. Why is this so important?
  3. How will the customer experience be...
Read Post

Customer-Centricity Is Mandatory for 2015

(0) Comments | Posted January 20, 2015 | 11:51 AM

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Article by Ernan Roman
Featured on customerthink.com

For 2015 putting your customer at the center of every strategy and business process will be essential for acquisition, retention and competitive differentiation. No more just talking about it. This coming year,...

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5 Marketing Requirements for Luxury Customer Engagement in 2015

(1) Comments | Posted January 12, 2015 | 1:01 PM

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Article by Ernan Roman
Featured on mobilmarketer.com

In 2015, the biggest challenge for luxury marketers will be to gain a much better understanding of what customers expect in terms of significantly improved customer experiences. Luxury Shopper

In the

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Neiman Marcus CMO Answers 4 Questions for Marketing Innovators

(0) Comments | Posted January 6, 2015 | 4:47 PM

Thanks for all the positive feedback regarding our recently launched 4 Questions for Marketing Innovators.
Each blog features one marketing innovator who addresses 4 questions;

  1. What is one marketing topic that is most important to you as an innovator?

  2. Why is this so important?

  3. ...

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3 Questions You Need To Ask Now For 2015 Success

(0) Comments | Posted December 15, 2014 | 1:06 PM

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Right now is the time to re-evaluate your marketing in terms of the new expectations your customers have developed in the past 6 months. What new insights are they providing regarding what they want--or do not want--from your customer experience, communications and...

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3 Ways Customer Listening Powers Marketing Effectiveness

(0) Comments | Posted November 17, 2014 | 12:21 PM

Today customers can make sure that their voice is heard like never before. And, if marketers don't have measures in place to listen, they are turning a deaf ear to potentially significant problems and missing out on essential insights for improving their customer experience.

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Gilt's Founder Answers 4 Questions for Marketing Innovators

(0) Comments | Posted November 5, 2014 | 1:46 PM

We are launching a new feature of our widely read blog Ernan's Insights on Marketing Best Practices. It is called:

4 Questions for Marketing Innovators.

The goal is to provide a quick read filled with meaningful insights from marketing thought leaders. Each column will feature one innovator who...

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Disney Finds Magic in Reciprocity Marketing

(0) Comments | Posted October 21, 2014 | 4:47 PM

A healthy change is taking place: Consumers are demanding that brands engage them in conversations versus one-way blasts.

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But for this to be effective, both consumers and marketers have to change previous behaviors.

  • Consumers have to recognize that to receive more relevant and...
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Use Human Data to Provide True B2B Personalization

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

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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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