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Relationship 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.

The Worst Marketing Advice You'll Ever Get

Bhavani Esapathi | Posted 10.20.2015 | Business
Bhavani Esapathi

Everyone is talking about the right thing to do in social media marketing, yet there are so many cringeworthy things that I find both brands as individuals and organizations doing so if you want to be good at marketing then STOP doing these following things.

My Suggestion for the Best Social Media Tool

Ted Rubin | Posted 10.17.2015 | Books
Ted Rubin

When asked, my suggestion for the best Social Media tool is the very personal tool of relationship building. 2015 needs to be the year of doing what I call Looking People in the Eye Digitally.

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.

How to Keep Your Clients Forever

Irina Jordan | Posted 10.01.2015 | Business
Irina Jordan

Focus on building relationships with your clients to grow your business. You want to be the first person a potential client thinks of and reaches out to. You can be that business on top of minds of your clients by being authentic and consistent in all your interactions with them.

7 Essential Steps to Successfully Market to Women

Helen Roe | Posted 10.01.2015 | Business
Helen Roe

As a marketer or entrepreneur, if you're not tailoring your marketing to women, you are missing out on a huge opportunity. Here are seven strategies to help you connect with and convert more of the lucrative female market.

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.

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.

Lights, Camera, Action! Why Video Is Your Best Marketing Tool in 2015

R. Kay Green | Posted 08.11.2015 | Business
R. Kay Green

What do YouTube, Snap Chat, Instagram, Vimeo, Daily Motion, Veoh, and Vine all have in common? All of these platforms have maximized the use of video to capture massive worldwide audiences.

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.

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;

5 Ways Entrepreneurs Can Build Supportive Business Networks.

Laurie Ashley | Posted 07.10.2015 | Business
Laurie Ashley

Business networking is more than going through the motions and showing up. I will assume you've heard the quote encouraging us that we could achieve 90% success rate just by doing that one thing.

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.

6 Principles of Influence for Real Estate Pros

Irina Jordan | Posted 06.26.2015 | Business
Irina Jordan

As a real estate agent or broker, you have to persuade people to become your real estate clients and to trust you with the biggest purchase of their lives: their home. That is no small task, but if you know the principles of influence and understand how to apply them ethically, you can become the go-to agent in your area.

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.

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.

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...