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Relationship Marketing

It's How They Want to Buy... Not How You Want to Sell

Ernan Roman | Posted 09.28.2013 | Business
Ernan Roman

Companies that focus on what they want to sell -- not how customers want to engage -- miss the boat on opportunities to drive initial and ongoing sales.

Free Shipping and Returns: Cost, Value and ROI

Ernan Roman | Posted 09.14.2013 | Business
Ernan Roman

It's no secret that online shoppers don't like to pay for shipping. With carrier rates on the rise e-commerce businesses are fully aware that there is no such thing as "free shipping," it is an expense that has to be factored into pricing one way or another.

Is Social Media Damaging Your Brand?

Ernan Roman | Posted 09.01.2013 | Business
Ernan Roman

The Challenge: Companies who do not monitor what customers are saying about them online can wind up using social media for damage control rather than ...

Online Reviews: 4 Tips for Building Customer Trust

Ernan Roman | Posted 08.18.2013 | Business
Ernan Roman

Do you have a strategy for encouraging reviews? Do you monitor reviews? Are you responding to reviews and taking action based on this powerful voice of customer guidance?

JC Penney: If You Don't Listen to Your Customer... You Lose

Ernan Roman | Posted 08.04.2013 | Business
Ernan Roman

Few companies know as much as they should about their customers and their expectations for meaningful engagement.

New Research: It's Not About Satisfaction It's About Engagement

Ernan Roman | Posted 07.22.2013 | Business
Ernan Roman

Businesses that rely heavily on customer satisfaction surveys as a gauge of overall customer happiness, without an evaluation of total customer engagement, run the risk of losing valuable sales opportunities.

Making Your App a Customer Engagement Solution

Ernan Roman | Posted 07.08.2013 | Business
Ernan Roman

Businesses know mobile apps offer tremendous customer engagement opportunities -- if done correctly. Unfortunately, businesses can also eat up marketing budgets -- without the customer engagement payoff -- if mobile apps are not planned out with customer needs in mind.

70-75 Percent of Email Subscribers Are Inactive: Tips for Improvements

Ernan Roman | Posted 06.30.2013 | Business
Ernan Roman

Per recent guidelines, you will be penalized if your emails do not have adequate levels of deliverability and "engagement". Consider the following options to optimize your lists to increase open rates and engagement.

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.

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.

Teaching As Marketing: How Changing Your Perspective Can Rapidly Enhance Your Business

Daniel DiPiazza | Posted 03.09.2013 | Small Business
Daniel DiPiazza

People can feel benevolence. People will bond with that. That bond will lead to an enhanced relationship and ultimately, much higher conversions from prospect to customer. It's the ultimate win-win.

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.