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Relationship Marketing

Volvo and Pinterest: Re-branding Through Customer-Driven Social Media

Ernan Roman | Posted 11.26.2012 | Business
Ernan Roman

Volvo is taking to the Pinterest boards with a consumer-driven campaign designed to re-establish the company's image. But can their campaign succeed in an unproven community-based social medium like Pinterest?

USPS: New Service May Not Be Beneficial to Marketers or Consumers

Ernan Roman | Posted 11.24.2012 | Business
Ernan Roman

The United States Post Office has introduced a new direct mail service for businesses. But the program could prove to be more detrimental than beneficial.

Super-Social and Sophisticated, MacHeist 4 Marketing Creates Experience, Fun and Value: Exclusive Interview

Lisa Tener | Posted 11.20.2012 | Technology
Lisa Tener

Macheist brings together a community of over 1.4 million Mac Software enthusiasts to learn about great mac apps, solve puzzles and complete missions -- this marketing model seems a win-win-win-win for the Mac user community, app developers, MacHeist and even select charities.

Google Remarketing: Combine the Reach of Display with the Precision of Search

Ernan Roman | Posted 11.13.2012 | Business
Ernan Roman

Display advertising has significant limitations when it comes to high impact branding. However, it's worth evaluating Google's innovative "Remarketing" Campaigns which can achieve double-digit click-through and conversion rates, if used carefully.

Priceline: Propel 'Massive' Growth with Paid Search

Ernan Roman | Posted 11.07.2012 | Business
Ernan Roman

As we reported last week, Search Engine Optimization (SEO) is an extremely effective way to create customer intent. To generate customer demand online, a particularly effective tool is Search Engine Marketing, or SEM.

Have You Forgotten About SEO?

Ernan Roman | Posted 11.04.2012 | Business
Ernan Roman

Marketers have grown obsessed with building "engagement" on social media platforms like Facebook and Twitter. Are they neglecting old-fashioned SEO in the process?

Five Best Practices for Marketing on Twitter

Ernan Roman | Posted 10.23.2012 | Business
Ernan Roman

Real-time platforms like Twitter make it easier than ever for public conversations about customer's brand experiences -- for better and for worse. Marketers need to be part of the conversation.

3 Best Practices for Facebook Sponsored Stories

Ernan Roman | Posted 10.14.2012 | Business
Ernan Roman

Marketers are eager to take advantage of Facebook's huge customer base and powerful targeting options, but Facebook's most powerful tool remains relatively unknown.

Sam Adams: Using Social Media to Create a Beer

Ernan Roman | Posted 10.07.2012 | Business
Ernan Roman

Companies are learning how to tap into the potential of social media not only to strengthen their brands, but to create new products.

Facebook Ads: Optimize for Awareness, Not Direct Sales

Ernan Roman | Posted 10.03.2012 | Business
Ernan Roman

Facebook ads have not proven to be an effective direct sales medium. While this has led to shareholder frustration, advertisers should ignore the focus on sales and optimize for engagement and awareness.

Poor Service: Key Factor in Customer Churn

Ernan Roman | Posted 09.24.2012 | Business
Ernan Roman

Even for the world's fastest-growing companies, neglecting service can lead to significant customer churn.

Facebook, Twitter and Google: Too Big To Care?

Ernan Roman | Posted 09.18.2012 | Business
Ernan Roman

Major Internet companies like Google, Facebook, and Twitter have decided that customer service call centers are obsolete. Many customers disagree.

Microsoft's Innovative Use of Interactive Ads

Ernan Roman | Posted 09.15.2012 | Business
Ernan Roman

Paid streaming services are gaining in popularity, making interactive ads the new norm for TV. Marketers need to respond by integrating interactivity across channels.

NASCAR: The Future of Branded Hash Tags on Twitter

Ernan Roman | Posted 08.18.2012 | Business
Ernan Roman

Twitter just unveiled major changes to how they handle branded hash tags. Marketers have to act quickly to keep up.

Lowe's: Customers Personalize Their Experience with Cross-Channel Profiles

Ernan Roman | Posted 08.12.2012 | Business
Ernan Roman

Marketers cannot leverage retail purchase information without collecting it. To do so while maintaining a positive customer experience, businesses need to create incentives for customers to link their online and retail purchase behaviors.

Sephora: Succeeding Where Others Fail; Integrating Offline Into the Digital Mix

Ernan Roman | Posted 08.05.2012 | Business
Ernan Roman

While in-store iPads bring digital convenience to retail stores, updates to Sephora's online presence are bringing the full retail experience online.

Is Your Customer Service Multichannel?

Ernan Roman | Posted 07.22.2012 | Business
Ernan Roman

If you focus on a single channel at the expense of others, you're neglecting a significant portion of your customer base. The same holds true for customer service.

Failure to Engage with Social Media Will Reduce Revenue and Increase Risk

Ernan Roman | Posted 07.16.2012 | Business
Ernan Roman

Social media platforms are crucial to building customer engagement, but the vast majority of marketers haven't incorporated that reality into their daily workflow -- with outsize consequences to their bottom lines.

AmEx: High Value Customer Service Drives Shareholder Value

Ernan Roman | Posted 04.30.2013 | Business
Ernan Roman

Businesses that do not recognize the power of high quality customer service, increase the risk of revenue loss and decreases in market valuation.

Have You Forgotten About the Value of Direct Mail?

Ernan Roman | Posted 06.30.2012 | Business
Ernan Roman

All businesses want to engage in sophisticated multichannel marketing, but many are forgetting about the power of direct mail as a vital element of their media mix.

Instagram: Four Lessons on Optimizing for Engagement

Ernan Roman | Posted 06.25.2012 | Business
Ernan Roman

Facebook put a value on engagement: $1 billion. That was the price they paid for photo-sharing site Instagram: a company with no revenue -- and very impressive engagement metrics.

Social Media: Three Disaster Planning Tips

Ernan Roman | Posted 06.19.2012 | Business
Ernan Roman

Domino's Pizza. GoDaddy. Chrysler. Mattel. The Gap. Nestle. And the list goes on. Some of the biggest brands have suddenly found themselves entangled in social media crises that no one could have predicted... but that we all must now plan for.

Pinterest: Three Takeaways About Personalizing the Customer Experience

Ernan Roman | Posted 06.11.2012 | Business
Ernan Roman

True personalization is complex to achieve and requires a deep database of individual's opt-in preferences. However, the results are powerful.

New Value Exchange: Preference Info to Drive Personalization

Ernan Roman | Posted 06.03.2012 | Business
Ernan Roman

As consumers find more ways to avoid unsolicited marketing communications, panicked businesses are responding by creating opt-out relationships wherever they can. This is the wrong approach.

Customer-Focused Websites: Four Best Practices

Ernan Roman | Posted 04.23.2012 | Business
Ernan Roman

To get customers to interact with your enterprise, websites today must provide a multi-dimensional experience.