The Loyalty Ecosystem
In nature, ecosystems are dynamic. The denizens of an ecosystem don't simply live peaceably side by side; they exist in symbiotic harmony. They benefit, interact with and feed each other. And to survive, ecosystems adapt to change. Because of these characteristics, an ecosystem is the perfect metaphor for a customer loyalty strategy....
Can Small Businesses Benefit From PR?
Size really doesn't matter when it comes to public relations. Any size company can benefit from publicity, but the practice is commonly misunderstood in the business arena....
Dialing Isn't Outdated
The potential for message clutter and deception online means that marketing and selling by phone — especially in business-to-business — is enjoying renewed interest....
Search Engine Benchmarketing
In search engine marketing, the consumer’s attention is largely focused on three or four items at the top of a search results page. Getting into those high impact slots requires knocking someone else out… and doing it in a completely fluid environment where minute by minute adjustments and multiple factors keep the head-to-head action going 24x7....
COLLOQUY Corner: The joys of a well-constructed financial model
The key to operating a financially sound loyalty program, of course, is to model the financial results before launch. While your analysis must contain basic assumptions about enrollment, funding, program operating costs, retention benefits and increased yield potential, you’ll still find it extremely useful. ...
Using DRTV to Drive Traffic to Retail, Catalogs, and the Web
In recent years, the role of DRTV has evolved to include increasing overall brand/product awareness, sometimes creating a market where there wasn’t one before. ...
Social Media: Latest Fad or Strategic Marketing Tool?
While not entirely mainstream, terms like blogging, RSS and wikis are increasingly being discussed in marketing blogs and ezines. Social Media is here to stay, and marketers ignoring this trend are missing out on an important new communications medium. ...
What Direct Merchants Can Learn From Direct Marketers
While the most sophisticated direct marketers have applied for decades statistical modeling techniques for teasing out subtle insights to optimize catalog and direct mail investment, the majority of traditional retailers who evolved into equally robust direct merchants through their e-commerce and e-mail investments have remained on the outside looking in....
BrandAnimation: Leveraging Experiential Retail
Over the past few years there have been some “A list” brands that have begun to effectively engage the consumer at the retail level. But only a few. Apple is clearly an innovator in this field, and the first brand that comes to mind when I think of a great retail experience. ...
Small Businesses Can Learn a Stern Marketing Lesson from Howard
The King of All Media can make people buy products and services with one mention of them on his show. Discover secret marketing tactics that Stern knows that the establishment has been keeping from you. These secrets can mean significant growth for small businesses in 2006....
The Five Keys to Branding Success in 2006
A critical element of predictive loyalty metrics is their ability to measure the direction and velocity of consumer values 12-18 months in advance. With that in mind, here are five key trends that I predict will determine the difference between success and failure for brands and marketers for 2006...
Simon Williams: The 10 New Rules of Branding
The marketing community needs a new set of branding rules, says Simon Williams, chairman of New York-based branding consultancy Sterling Group. And he’s more than happy to supply them....
Q&A with Fara Warner: The Power of the Purse
The Power of the Purse (© 2006, Prentice Hall) takes a behind-the-scenes look at how today's smartest marketers are discovering the immense power of women consumers and using it to achieve breakthrough campaign results. CHIEF MARKETER web editor Tim Parry discussed the book, as well as some of today’s marketing trends and myths, with author Fara Warner....
