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Marketing Best Practices

The Stupid Reasons Marketing Departments Don't Outsource

Sajeel Qureshi | Posted 11.18.2015 | Business
Sajeel Qureshi

Outsourcing helps businesses focus on what they are good at and get smarter, cheaper and faster support in areas they aren't.

Customer-Driven Innovations Deliver 8 Times the Revenue as Employee Ideas

Ernan Roman | Posted 11.11.2015 | Business
Ernan Roman

Once upon a time, brands made products and consumers bought them. But not anymore. Today, it's all about what people want to buy -- not what companies want to sell. Consumers have very smart and specific ideas about the products they are willing to purchase. And, it's the brands that listen who get their business.

Why the Hell Did You Hire a Web Developer?

Sajeel Qureshi | Posted 10.30.2015 | Business
Sajeel Qureshi

As marketing battles become more and more digital you are going to need the services of web developers. No doubt about it. However, there is no need for a shorthanded marketing team or small business to hire them in house.

How Brand Ambassadors Make Social... More Social

Ernan Roman | Posted 10.28.2015 | Business
Ernan Roman

People are social beings. So why is it that most corporate social postings are both irrelevant and anonymous? Putting a personal, social component into your social marketing is imperative to engaging 2-way communication.

The Damage Brands Suffer From Breaking Promises

Ernan Roman | Posted 10.21.2015 | Business
Ernan Roman

According to a recent report by Gallup, a brand promise represents everything a company stands for, it is the unique statement of what the company offers, what separates it from its rivals and what makes it worthy of customers' consideration.

How To Streamline Marketing Operations In Small Marketing Departments

Sajeel Qureshi | Posted 10.08.2015 | Business
Sajeel Qureshi

Is your small marketing department staffed to handle all of your business' needs? If you answered yes then you're probably not marketing as efficiently as you think. Here's why.

Marketers Must Understand The New Mobile Mind-Set Of Immediacy

Ernan Roman | Posted 10.06.2015 | Business
Ernan Roman

In the spring, Google rolled out algorithm changes to devalue "non-mobile-friendly" websites in its search rankings. This has added additional fuel to the ongoing mobile marketing conversation.

Founder of Stitch Fix Answers 4 Questions for Marketing Innovators

Ernan Roman | Posted 09.30.2015 | Business
Ernan Roman

Article by Ernan Roman Featured on Inspired by the opportunity to create a truly personalized online shopping experience by blending the bes...

Tips for Innovating with Integrated Messaging and Experiences to Engage Customers

Ernan Roman | Posted 09.23.2015 | Business
Ernan Roman

Michaels and Sally's are taking omnichannel to new levels through interconnected campaigns that blend and blur the lines between media boundaries to achieve a united 360-degree presentation of messages and experiences to consumers.

Citi Cards' Chief Customer Experience Officer Answers 4 Questions For Marketing Innovators

Ernan Roman | Posted 09.16.2015 | Business
Ernan Roman

Alice Milligan is the chief customer experience officer for Citi Cards, the world's largest credit card issuer, where she is responsible for driving all aspects of customer experience and engagement globally.

How IBM, Similac And Other Marketers Think Beyond The FAQ When It Comes To Customer Support

Ernan Roman | Posted 09.11.2015 | Business
Ernan Roman

Recently, the annual list of companies with the worst customer service came out and it got me thinking. It's time that marketers seized the opportunity of "helpfulness" and use its value at every stage of the purchase journey, from prospect to long-term, raving fan. All too often, helpfulness is dismissed as a throwaway, when it can be transformed into your most valuable engagement strategy.

3 Ways to Foster Consumer Trust in a Personalized World

Patricia Morizio | Posted 08.20.2015 | Business
Patricia Morizio

Data is being used by businesses in innovative and illustrious ways to generate widespread value. Companies should be as inventive in respecting users' wishes without inhibiting data's exponential promise for economic growth.

What Your Future Marketing Department Looks Like

Sajeel Qureshi | Posted 08.26.2015 | Business
Sajeel Qureshi

Save the pretty picture people for children's books. You're marketing department needs to put points on the board. We've come back from the future (ok, not literally) and these are the people we found in the best marketing departments.

How Disney Influences Small Customer Segments for Major Impact

Ernan Roman | Posted 08.18.2015 | Business
Ernan Roman

The art and science of engaging customer segments via influencer marketing or blogger outreach has emerged as a necessity for marketers. The success of this strategy depends on focusing on specific customer segments rather than broad blasts.

Marketers: Use These 2 Strategies to Engage With Consumers, Win BIG

Ernan Roman | Posted 08.06.2015 | Business
Ernan Roman

Your marketing messages go through a virtually instantaneous evaluation by consumers. They either identify with your communication and say, "Yes, that's me!" or, disconnect, feeling that you have no idea who they are or what they want. It's all based on your degree of relevancy.

Days of 'Spray and Pray' Marketing Are Done

Ernan Roman | Posted 07.23.2015 | Business
Ernan Roman

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

5 Effective Ways to Reheat Cold Leads

Reuben Yonatan | Posted 07.15.2015 | Business
Reuben Yonatan

According to, you are nine times more likely to convert web leads if you do a follow up within five minutes. And did you know that the best time to email any of your prospects is between eight in the morning and three in the afternoon?

Human Data: The Powerful Differentiator

Ernan Roman | Posted 07.14.2015 | Business
Ernan Roman

Findings from the latest B2B and B2C VoC research conducted by our firm, ERDM, indicate that the key drivers for achieving deep customer engagement are self-defined life stages and attitudes toward the company and the product categories. So, today more than ever;

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

Ernan Roman | Posted 07.07.2015 | Business
Ernan Roman

Beau Avril, Global Head of Product Commercialization, Google Preferred will address 4 questions.

The End of Persona-Based Marketing: Part II in the series, "Marketing in the Age of Intelligent Machines"

Julie Ginches | Posted 06.30.2015 | Technology
Julie Ginches

At one time, persona-based marketing -- marketing that is based on designing journeys for fictional stakeholders who should like your company or product -- was seen as innovation.

Signs You Need to Outsource Your Digital Marketing

Sajeel Qureshi | Posted 06.26.2015 | Business
Sajeel Qureshi

Digital marketing budgets are going through the roof, but do most departments understand how to allocate their money? Not really.

CMOs Must Shift Focus from Transactions to "Addictive Experiences"

Ernan Roman | Posted 06.23.2015 | Business
Ernan Roman

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

5 Conversion Rate Platforms for Generating Leads

Alex Ivanovs | Posted 06.26.2015 | Business
Alex Ivanovs

Where do you go from launching a business website, to acquiring potential customers? It would clearly be a more popular choice to start an online business if the task was as easy as that.

Marketing in the Age of Intelligent Machines [a Five-Part Series on the New "Marketing Mix," and What It Means for All of Us]

Julie Ginches | Posted 06.19.2015 | Technology
Julie Ginches

In 1953 -- so long ago, and in so many ways -- a business professor named Neil Borden coined what's possibly the most enduring phrase in marketing history: "the marketing mix." He was inspired by the work of a colleague, James Culliton, who described the modern marketer as

3 Ways to Re-ignite the Bond with Current Customers

Ernan Roman | Posted 06.10.2015 | Business
Ernan Roman

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.