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Relationship Marketing

3 Questions You Need To Ask Now For 2015 Success

Ernan Roman | Posted 12.17.2014 | Business
Ernan Roman

Right now is the time to re-evaluate your marketing in terms of the new expectations your customers have developed in the past 6 months.

3 Ways Customer Listening Powers Marketing Effectiveness

Ernan Roman | Posted 11.18.2014 | Business
Ernan Roman

Today customers can make sure that their voice is heard like never before. And, if marketers don't have measures in place to listen, they are turning a deaf ear to potentially significant problems and missing out on essential insights for improving their customer experience.

Disney Finds Magic in Reciprocity Marketing

Ernan Roman | Posted 12.21.2014 | Business
Ernan Roman

A healthy change is taking place: Consumers are demanding that brands engage them in conversations versus one-way blasts. But for this to be effective, both consumers and marketers have to change previous behaviors.

7 Reasons Why We Are Fascinated With the #IceBucketChallenge

R. Kay Green | Posted 12.08.2014 | Impact
R. Kay Green

When we think about what makes a successful viral campaign, there are several "must haves" in order for the campaign to be a success.

Use Human Data to Provide True B2B Personalization

Ernan Roman | Posted 11.29.2014 | Business
Ernan Roman

Article by Ernan Roman Featured on CMS Wire An enormous shift is occurring in how B2B customers think about engagement and relationships. Customers ...

7 Recommendations for Treating Customers as Knowledge Workers (i.e., Knowledge Customers)

Jenny Darroch | Posted 11.25.2014 | Business
Jenny Darroch

While I was writing my latest book, Why Marketing to Women Doesn't Work, I came up with a term I quite like called "Knowledge Customers," which borrows from earlier work on the Knowledge Worker.

5 Emails Which Drive Value and Response

Ernan Roman | Posted 11.09.2014 | Business
Ernan Roman

We all struggle to create emails that are worthy of being opened. We have to overcome the instinctive "Delete" reflex by our customers and prospects.

5 Tips to Boost Native Advertising Effectiveness

Ernan Roman | Posted 10.06.2014 | Business
Ernan Roman

There's good news for marketers when it comes to consumer acceptance of contextual advertising. Consumers have come to terms with these ads... but onl...

Relationship Marketing 1-2-3: Why Building Relationships Matters Most

R. Kay Green | Posted 09.22.2014 | Business
R. Kay Green

The reality is that it takes time to nurture your clients into loyal customers, but not if you remember that business is all about Relationships, Relationships, Relationships!

How to Find the ROI in Social

Ted Rubin | Posted 09.18.2014 | Business
Ted Rubin

In the world of coordinated creation of social media stories, there's typically two kinds of success, or ROI, on social campaigns -- Cost Mitigation and Sales Increase.

Driving Word of Mouth Referrals: 5 Research Findings and 5 Tips

Ernan Roman | Posted 08.16.2014 | Business
Ernan Roman

Companies rely on customer referrals to bring in new business. But, they continue to struggle to interact, listen, and respond in a manner that provides the engagement and motivation for customers to actually provide those referrals.

Don't Use CRM to Automate Bad Behaviors

Ernan Roman | Posted 07.13.2014 | Business
Ernan Roman

Here's the good news about the state of CRM today: Most companies recognize the financial value resulting from improving their customer experience (CX...

Why Isn't Your Customer Service Better?

Ernan Roman | Posted 07.01.2014 | Business
Ernan Roman

As marketers adopt new and more sophisticated technologies and methods for servicing customers, you would assume that we've gotten to the point where a satisfactory customer service experience would be a given.

How Social Listening Helps the Red Cross and Dell

Ernan Roman | Posted 05.17.2014 | Business
Ernan Roman

Challenge: Today's consumers are more connected via new media than ever before. To fully engage the multichannel consumer, companies need to leverage ...

Experiential Marketing; Creative Ideas From Vanity Fair and Frito Lay

Ernan Roman | Posted 05.03.2014 | Business
Ernan Roman

Challenge: Customers want to be actively involved in their own brand experiences. To meet this demand companies are developing innovative experiential marketing campaigns utilizing the virtually limitless opportunities of multichannel engagement.

6 Multichannel Takeaways from Best Buy's Marketing

Ernan Roman | Posted 04.21.2014 | Business
Ernan Roman

Challenge: Marketers are having a tough time maintaining engagement with today's multichannel, multi-device consumers. According to ShopperTrack, whi...

Macy's Rewards Customers for Providing Tracking Permission

Ernan Roman | Posted 04.05.2014 | Business
Ernan Roman

New technology allows companies to track consumer's every move; however, caution must be taken to ensure that permission is gained before tracking commences.

Montreal Transit's Innovative App Drives High Engagement

Ernan Roman | Posted 02.16.2014 | Business
Ernan Roman

Today, engaging customers through ongoing, personalized, experience-based interactions is the key to developing loyalty and future sales.

4 Tips That Transform Holiday Shoppers Into Loyal Customers

Ernan Roman | Posted 02.09.2014 | Business
Ernan Roman

Challenge: 'Tis the season for customers to think "sale." However, while customers are concentrating on transactions, companies need to think beyond t...

Preference Centers: Are CMOs Overlooking Their Importance?

Ernan Roman | Posted 01.23.2014 | Business
Ernan Roman

A good preference center is akin to a good first date. It is all about initial appropriateness, understanding, and communication. Once accomplished, you have earned the right to a second date and deeper levels of discussion.

Pizza Hut: Preference Driven Communications and Pizzas

Ernan Roman | Posted 01.23.2014 | Business
Ernan Roman

Many companies capture large quantities of customer data. But few use the data to deliver a competitively differentiating customer experience.

Never Drop Your Prices Again! How to Stop Selling on Price

Marc Wayshak | Posted 01.23.2014 | Small Business
Marc Wayshak

Let me introduce you to two salespeople: Don and Liz. Both have been selling bathroom accessories for 20 years. However, they each sell in a completely different way.

Delta : Preference-Based Offers for Friendlier Flying

Ernan Roman | Posted 12.08.2013 | Business
Ernan Roman

The airline industry has been fighting passenger negativity regarding a barrage of fees for services that were once free and taken for granted.

The Sales Funnel Is Dead

Ernan Roman | Posted 01.23.2014 | Business
Ernan Roman

Article posted on September 17, 2013 on Direct Marketing News (DMNews.com) The sales funnel is dead. A circle of continuous engagement is born. W...

Transforming Intrusive Customer Tracking to Valued Information Exchanges

Ernan Roman | Posted 11.25.2013 | Business
Ernan Roman

The bad news is that consumer resistance to unauthorized data tracking is growing. The good news is that many consumers understand that in order to receive more targeted and relevant communications, they need to provide companies with more of their personal information.