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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

Days of 'Spray and Pray' Marketing Are Done

(0) Comments | Posted July 20, 2015 | 11:01 AM

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Article by Ernan Roman
Featured on CMO.com

Too much marketing communication and too little targeting has been behind a sharp uptick in brand damage.

In a recent study on Millennials, the Aimia Institute coined the term "High...

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Human Data: The Powerful Differentiator

(0) Comments | Posted July 13, 2015 | 11:38 AM

Human Data: The Powerful Differentiator

"We believed that with tighter targeting we could increase engagement. By acting on insights from Voice of Customer research, we were able to go far beyond our previous segmentation strategies and now use in-depth self-defined life stages and attitudes toward certain product categories. As a...

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A Google Head of Product Commercialization Answers 4 Questions for Marketing Innovators

(0) Comments | Posted July 6, 2015 | 11:24 AM

Beau Avril, Global Head of Product Commercialization, Google Preferred 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?
...
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CMOs Must Shift Focus from Transactions to "Addictive Experiences"

(0) Comments | Posted June 22, 2015 | 4:02 PM

Customers become "brand partners" when companies shift from treating them as transactions to creating addictive experiences which meet and exceed customer's needs.

Following are important findings from a new study on loyalty conducted by the Direct Marketing Association and Forrester Research analyst Tina Moffet:

  • 58% of marketers...

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3 Ways to Re-ignite the Bond with Current Customers

(0) Comments | Posted June 8, 2015 | 4:30 PM

Most companies take existing customers for granted. They make 3 deadly assumptions; customers understand everything about your products, you know everything about your customers and, customers feel you are so special that they will be yours forever.

So, here are the 3 things never to think about your existing customers:

...
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3 Keys for Experiential Marketing Effectiveness

(0) Comments | Posted June 2, 2015 | 12:05 PM

Customers want their voices heard like never before. They want to know that their concerns are acknowledged. They want to know that their wants are being met. And, they want to know that they are an active part of their chosen brands, digitally or physically.


Experiential marketing is...

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Mercedes-Benz Head of Marketing Communications Answers 4 Questions for Marketing Innovators

(0) Comments | Posted May 27, 2015 | 12:59 PM

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Article by Ernan Roman
Featured on CMO.com

Dr. Jens Thiemer, Head of Marketing Communications at Mercedes-Benz 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...
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How to Use VoC Insights from Employees & Customers to Improve Experiences

(0) Comments | Posted May 11, 2015 | 2:14 PM

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Article by Ernan Roman
Featured on CustomerThink.com

We are often asked what sources of VoC insights should be used to improve the company's customer experience. And often, these insights are right in front of you--from your own customers and...

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3 Ways Mobile is Impacting Your Marketing Right Now

(2) Comments | Posted May 4, 2015 | 11:48 AM

Your company has become a mobile experience for customers whether you are ready for it or not. Today's multi-device consumer is increasingly accessing your information, messaging and ads on a mobile device. Your challenge is how to utilize mobile to take consumer experiences to a higher level.

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A MassMutual CMO Answers 4 Questions for Marketing Innovators

(0) Comments | Posted April 27, 2015 | 12:12 PM

Heather Smiley, CMO, Retirement and Worksite Insurance at MassMutual, 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?
...
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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...
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