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Voice of Customer` Marketing

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.

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.

Simplification in Marketing: Apple's Not-So-Secret Weapon

Ernan Roman | Posted 12.03.2012 | Business
Ernan Roman

How is a company with only a handful of mobile products capable of outselling the hundreds of models their competitors are cranking out? The answer might be simplicity itself.

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.

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.