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Multichannel Marketing

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.

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.

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.

Five Ways Agencies Can Solve the Omnichannel Problem

Jorge Urrutia | Posted 09.22.2015 | Business
Jorge Urrutia

Channel fragmentation won't be solved by taking shortcuts. The hard route is about fundamentally changing the way agencies and marketers operate. Those who succeed will generate a competitive advantage that is very hard to replicate -- precisely because you can't build it by addition.

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 Marketing Got More Personal

Julie Ginches | Posted 09.16.2015 | Business
Julie Ginches

In 1996, a Stanford professor named Clifford Nass created a bit of buzz when he published a book touting his findings that people tend to treat computers they way treat real people.

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.

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.

The Rebirth of Permission Marketing -- Part III in the Series, "Marketing in the Age of Intelligent Machines"

Julie Ginches | Posted 07.15.2015 | Technology
Julie Ginches

It was a more than sixteen years ago -- how time flies -- that Seth Godin published his little marketing classic, Permission Marketing. The premise of his book: the digital experience is changing the way we engage with customers because customers have more power to manage their relationships with brands.

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.

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.

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.

3 Keys for Experiential Marketing Effectiveness

Ernan Roman | Posted 06.02.2015 | Business
Ernan Roman

By listening, acknowledging and involving customers you are inviting them to incorporate your brand into their life. Mastering this critical type of engagement is the essential ingredient that sparks successful customer experiences.

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

Ernan Roman | Posted 05.28.2015 | Business
Ernan Roman

Article by Ernan Roman Featured on Dr. Jens Thiemer, Head of Marketing Communications at Mercedes-Benz will address these 4 questions; What...

How to Use VoC Insights from Employees & Customers to Improve Experiences

Ernan Roman | Posted 05.12.2015 | Business
Ernan Roman

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 employees.

3 Ways Mobile is Impacting Your Marketing Right Now

Ernan Roman | Posted 05.05.2015 | Business
Ernan Roman

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.

A MassMutual CMO Answers 4 Questions for Marketing Innovators

Ernan Roman | Posted 06.27.2015 | Business
Ernan Roman

Heather Smiley, CMO, Retirement and Worksite Insurance at MassMutual, will address these 4 questions.

Don't Ignore These Three Customer Journey Experiences

Ernan Roman | Posted 06.20.2015 | Business
Ernan Roman

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

Sephora Innovation Lab VP Answers 4 Questions for Marketing Innovators

Ernan Roman | Posted 06.13.2015 | Business
Ernan Roman

Bridget Dolan, Vice President, Sephora Innovation Lab, will address these 4 questions; What is one marketing topic that is most important to you as a...