Examine what your customers are actually using your loyalty program for: discounts, advantages, upgrades, exclusives, and privilege, right? So, are these truly advantages they wouldn't normally get? Are they in line with what your competitor offers? Better yet, how often are those rewards being cashed in? Are they really disadvantaged by advantage?

We recently commissioned a study that looked at what online marketers say that they want to do ... and then at what they're actually doing. Some of the results were surprising; but the most astonishing piece of information of all was this: Marketers are slow to adapt to mobile devices and incorporate them into their marketing efforts.

Social is a transformational and revolutionary medium that has given consumers worldwide an empowered and renewed spirit. Consumers now have more channels than ever before to learn, share, engage and let their voices be heard-and all in real-time. It has made us view "word-of-mouth" and its persuasive power in a brand new and powerful light. Gartner noted in a recent presentation that today's empowered consumer has put the nail in the coffin of the traditional marketing funnel. Today's modern marketer puts the consumer at the center and creates ongoing relationships. Social media usage, fueled by mobile growth, has forever transformed …

Mention statistics and data to most people, and they will quickly lose interest. Present this information as an infographic and suddenly those "boring" figures become eye-catching, interesting and a way to stimulate client conversation. While many people may poke fun at USA Today's highly visual presentation of the news, it was ahead of the infographic curve with its "Snapshots" that provide easy-to-read statistical graphics.

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.

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 …

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."

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.

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?

In an era when consumer products and services rapidly commoditize, the customer experience has become the point of brand differentiation. It matters more than ever before - as evidenced by an increasing number of businesses adding a Chief Customer Officer to their executive leadership team. A good experience has the power to unlock a lifetime of loyalty and advocacy. A bad one can be relayed across the world with just the click of a mouse. More than 86% of customers say they will simply stop using a brand after one bad experience, and 82% of customers will communicate their bad …