In Loyalty, Talk Now, Earn Now, Redeem Now
The best loyalty programs thrive on dialogue. Members agree to provide information--through transactions, survey responses and declared preferences--and marketers respond with offers that not only reward customers for sharing, but also prove that the marketers are listening....
Social Media Monitoring and Analysis: Call It What You Will
Consider the diversity of terms widely espoused over the past couple of years to describe a set of technology solutions now offered by upwards of 40 marketing vendors and deployed by a rapidly-growing number of major companies within the realm of consumer-generated content. These terms include brand monitoring, buzz monitoring, social media monitoring, market influence analytics, and online consumer intelligence. ...
All Commerce Is Local, But Some Locales Matter More than Others
The biggest and most multinational companies regularly sell their wares across many markets. The best use locally savvy channels and Web sites to make themselves known, sell and support their products wherever they sell them. But one thing is clear: There's an infinite amount of opportunity, but a limited pool of resources to do the work. ...
RSS: Are marketers missing a trick?
Ever since Alexander Graham Bell invented the telephone, marketers typically haven't been slow in using new technologies to keep customers informed. So it's a bit surprising that RSS remains a niche tool....
Three Basic Tips For Marketing Success
Sometimes the simple things in life are the best. Good marketing isn't hard if you know the basics. Here's three easy tips to success....
To Reach Upscale Consumers, Upscale Customer Service is Essential
If you want to reach upscale consumers with luxury products, be prepared to go above and beyond the typical call of duty. The Luxury Institute, which specializes in reviewing high-net worth marketing programs, sees several trends for the upcoming new year. ...
Picture Perfect Marketing: Using Photography to Enhance Your Product Presentation
How many times have your photo shoots gone into rush mode because a deadline was fast approaching? That's a mistake, because the outcome may be pictures that don't really properly enhance your product. Here are some tips to get shots that will put your marketing in focus. ...
Top Ten: Marketing Ideas To Consider in 2008
Few marketing programs completely fulfill one's hopes. In the new year, marketers should avoid over-hyped opportunities to focus on measuring success by one satisfied customer at a time. Here are the key ideas you should consider....
Lazy PR People, or Improper E-mail Appends?
Sometimes I groan when a press release comes across my inbox. But I'm not about to go all Chris Anderson on the public relations people who send me things of no relevance to my publications....
The ABC's of Mailing Lists
The list is key to the success of your direct mail campaign. Joy Gendusa shares the basics of how to choose the names and addresses that will make your ROI soar. ...
Blocking PR People – At Long Last, Lazy Flacks Get Their Comeuppance
You think Len Stein, the president of New Rochelle, NY-based Visibility Public Relations, is angry about Wired magazine editor-in-chief Chris Anderson's "had enough" moment, which involved posting the e-mail addresses of the PR flacks who fill his inbox with irrelevant press releases daily? He's not....
The Nine-Figure Difference Between "Search" and "Search Engines"
Search is not synonymous with search engines. Search is a pervasive online activity. To truly engage consumers at the point of their expressed interest, marketers do well to think beyond their paid search campaigns....
Color Blind Consumers
Anyone who's recently watched NBC Universal's networks like NBC, USA, Bravo or the Sci-Fi Channel, or a host of their other cable, broadcast, Web, and wireless offerings simply could not have missed how they leaped upon the environmental movement. "Green is Universal," get it? But did they get the point across, or just try to use green as a brand differentiator?...
The Language of Vision
Take in enough intoxicating substances, or go on a spiritual quest without food or water, and anyone can have a vision. But what makes a true visionary is being able to communicate your vision t to your followers clearly, with relevance, passion and commitment. What makes a good a corporate vision statement? ...
When a Good Brand Goes Bad, Don't Blame Globalization
When Mattel faced a crisis with toys tainted with lead paint last month, it said, "blame China." But now it appears to have a new scapegoat. ...
