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Relationship Marketing

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 Amazon.com. 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.

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.