• MARKETINGTOOLS: CRM
    Social Media And The Customer Experience: Shortening The Path To Engagement
    Social media should not be just about listening and engaging with customers, but instead, should be about driving business through key performance indicators (KPIs) that map, measure and manage the customer journey from initial awareness to total engagement.
  • MARKETINGTOOLS: CRM
    Marketing That Has Been Cleared For Take Off
    In an evolving marketing world where consumers are often watching TV with a second screen in their hands and fast-forwarding through commercials, transit advertising has become a growing platform for marketers. Airports, bus vestibules and subway cars all foster an environment that makes travelers exceptionally receptive to advertising messages. Believe it or not, airports are actually a place where consumers want to be exposed to advertising. While in an airport, travelers are mentally preparing for new experiences and willing to embrace new messages in their surroundings. Though sometimes overlooked, airports attract a captivated audience and foster an ideal environment for ...
  • MARKETINGTOOLS: CRM
    The Enemy Mine
    When you report your social media metrics to your boss or a client, naturally you focus on your "fans" and how many you added/lost in a given period of time, right? You added "this many" for this promo but "lost a few more" the next day because you promoted a little too much. Or, say, after a rather provocative point of view or miscue by your parent company, the fans evaporated or showed up in droves to support. Either way, you can't help but take it personally when someone clicks to either "join the party" or "walk away."
  • MARKETINGTOOLS: CRM
    The Relationship Is In The Story
    In his book All Marketers Are Liars, marketing guru Seth Godin emphasizes the importance of storytelling as a successful marketing strategy. And, to my mind, he's absolutely right. As a former teacher and a current-day online marketer, I know exactly how important it is to frame a customer's need in the context of a story-and then to cast the solution as the happy conclusion to that story.
  • MARKETINGTOOLS: CRM
    Client Communication: Cut The Clutter And Maximize Your Message
    Aggregated. Summarized. Concise. These terms are referenced more often than not with regard to digesting news. Then there's the issue of what digital platform you're using to consume information. Smartphone? Tablet? Desktop computer?