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Multichannel Marketing

AmEx: Small Biz Engagement Drives $5.5 Billion in Spending

Ernan Roman | Posted 06.23.2013 | Business
Ernan Roman

Business Marketing Association, most BtoB marketers say customer engagement is a high priority within their marketing organization (72 percent), but 43 percent grade their company's level of customer engagement, a C, with even more giving their companies a D or an F.

Building Communities: 5 Takeaways From Frito Lay

Ernan Roman | Posted 06.15.2013 | Business
Ernan Roman

The opportunity for brands: build loyal social communities willing to share useful information with friends.

Yoplait's Cause Marketing Deepens Customer Engagement

Ernan Roman | Posted 06.09.2013 | Business
Ernan Roman

Companies can deepen their engagement with customers by championing powerful causes. However, in order for these efforts to be effective, customers must feel that your efforts are authentic and truly helping the charity.

40 Percent of Customers Buy More With Personalized Messaging

Ernan Roman | Posted 06.01.2013 | Business
Ernan Roman

If you are not creating a personalized preference-driven experience for your customers, they'll go looking for that type of experience -- with your competitors.

Focusing on Relationships, Not Sales, Generates Greater Revenue

Ernan Roman | Posted 05.26.2013 | Business
Ernan Roman

Traditional marketing has often focused on getting the sale. Instead, marketers should focus on retention and how to keep more customers for longer periods.

Twitter: Using News to Connect With Your Audience

Ernan Roman | Posted 05.20.2013 | Business
Ernan Roman

News and events provide powerful opportunities to connect with your audience. Twitter makes this easy.

Spike in Email Undeliverables: 5 Tips for Increasing Delivery

Ernan Roman | Posted 05.12.2013 | Business
Ernan Roman

Major email providers such as Gmail, Yahoo, Hotmail and AOL have implemented new algorithms for email deliverability based on "engagement." If your emails are not triggering sufficient interaction, they are likely not to be delivered.

Burberry's Multichannel Innovation; 3 Tips

Ernan Roman | Posted 05.05.2013 | Business
Ernan Roman

The Challenge: What can we learn from a 157-year-old fashion company that's being called "the world's most digitally competent luxury brand"? That a multichannel and personalized customer experience is becoming the expected standard among consumers.

Providing Unforgettable Web Experiences: 4 Tips

Ernan Roman | Posted 04.29.2013 | Business
Ernan Roman

Poor website usability is not the only shortcoming. Per findings from Marketing Sherpa: among 1,100 online retailers evaluated, the study found a near 60 percent average shopping cart abandonment rate.

Four Tips for Earning Consumer Preference Data

Ernan Roman | Posted 04.22.2013 | Business
Ernan Roman

Marketers everywhere are fighting an uphill battle: trying to deliver more personalized communications but lacking the accurate data to do so. Without that information marketers are still stuck sending 'Spray and Pray' blasts of email.

5 Social Media Service Tips

Ernan Roman | Posted 04.14.2013 | Business
Ernan Roman

In the past, brands addressed customer service issues by way of a primary channel -- the 'call center.' But now, companies must also monitor, respond, and engage in a variety of social channels.

The Majority/Minority Report

Jeff Valdez | Posted 04.13.2013 | Latino Voices
Jeff Valdez

Silly me, I always thought that anything above 50% was simply referred to as a "majority." No mas.

Social Media Crises: Three Tips for Calming the Storm

Ernan Roman | Posted 04.08.2013 | Business
Ernan Roman

No company is immune to the possibility of damaging comments, posts and tweets. So how do businesses prepare for unwanted attention on far-reaching social channels? Here, we look at a few companies that have weathered the storm and provided some valuable lessons.

Disney: Smart and Fun Shareable Content to Build Buzz

Ernan Roman | Posted 04.01.2013 | Business
Ernan Roman

Creating content that is conducive to social sharing can be tricky. Here's how Disney used smart and creative magic to crack the code.

Coke's 7 Smart Social Media Rules for Success

Ernan Roman | Posted 03.26.2013 | Business
Ernan Roman

How has Coke thrived in a social media world, ranking as the world's most valuable brand and attracting the biggest Facebook fan base? Learn from their 7 Social Media Rules for Success.

Starbucks: Social Media Revenue Based on Relationships

Ernan Roman | Posted 03.10.2013 | Business
Ernan Roman

How can brands turn their social media fans into revenue? For Starbucks, success through social media begins with a commitment to relationship-building, not sales.

AT&T: Engaging Customers With Personalized Videos

Ernan Roman | Posted 02.18.2013 | Business
Ernan Roman

Gaining customer attention and engagement is tough. Marketer's attempts at "personalization" have not been effective. Can personalized videos engage customers? AT&T thinks so and has the results to prove it.

Strong Customer Relationships: More Powerful than Satisfaction for Retention

Ernan Roman | Posted 02.11.2013 | Business
Ernan Roman

As companies grow, relationships with customers usually suffer. Larger customer files, heavier account loads, and less available time, often contribute to a decrease in engagement with customers. This begins the cycle of increasing losses of customers.

Honoring Brand Promises Is Critical to Your Survival as a Company

Ernan Roman | Posted 02.04.2013 | Business
Ernan Roman

Companies have always made promises to customers and prospects. But with today's socially empowered consumers, companies are made or broken based on how well they keep their promises. Is your company trustworthy enough?

E-Mail: 3 Best Practices for Driving Engagement

Ernan Roman | Posted 01.21.2013 | Business
Ernan Roman

Email is an essential element of almost every marketer's multi-channel mix. But, it needs to do a better job of engaging readers. Here are 3 best practices.

Twitter: Taking Multichannel Marketing to New Levels

Ernan Roman | Posted 01.19.2013 | Business
Ernan Roman

During Ad Week, Twitter VP Joel Lunenfeld drew a staggering correlation between a user's activity on Twitter and their television watching habits. What could this mean for multichannel customer engagement?

Microtargeting: Great for Obama and Romney, but Good for Consumers?

Ernan Roman | Posted 01.06.2013 | Business
Ernan Roman

In the presidential race, both candidates are sending out highly personalized e-mails to voters, using microtargeting to address individual interests. But what privacy issues does this raise for consumers?

SoLoMo Marketers and Multichannel Mix

Ernan Roman | Posted 12.31.2012 | Business
Ernan Roman

SoLoMo marketing presents marketers with a chance to reach consumers when they want, where they want, and in the format they prefer. But with so many different elements, can marketers coordinate them properly?

Starbucks: Using Online to Enhance Bricks and Mortar

Ernan Roman | Posted 12.24.2012 | Business
Ernan Roman

As e-commerce grows in popularity, brick-and-mortar retailers are finding themselves losing more and more sales to online outlets like But how are some of the most successful brick-and-mortar retailers holding their own against online retail?

Burberry: Three Powerful Ways to Engage Consumers Online

Ernan Roman | Posted 12.18.2012 | Business
Ernan Roman

Luxury brands have been gradually dropping TV from their multichannel marketing mix in favor of digital media. But will the move pay off in the end? Digital darling Burberry seems to think so.