Category archive for: digital marketing

In Customer Experience, Consistency is the New Delight

July 30, 2015 | 2 Comments

We’ve all heard the stories about brands that go to extraordinary lengths to delight a customer. The home visit bearing gifts. The call from the CEO. The impromptu tropical vacation to reward your loyalty. There’s no doubt that this sort of delight is a powerful currency, particularly in the age of social where these highly… Read More

Use Four Senses in Your Customer Experience Strategy

July 21, 2015 | 0 Comments

I had a great conversation the other day with a customer experience leader at a large global organization who, I must admit, sounded perhaps just a bit whipsawed by customer feedback data. It’s an issue that I’ve encountered before. So many voices, each clear enough on their own, but utterly cacophonous in combination. How do… Read More

What Presidential Campaigns Can Teach Marketers About Branding

July 14, 2015 | 0 Comments

Ah, politics are in the air, the silly season of the election cycle. Even the most civic-minded among us can grow a bit tired of the nattering din of the news cycle—the attention-seeking antics, the artificial sound bites, the power ties and the pant suits, the overwrought, hyper-enunciated stump speeches, the insistent wagging of innocuously tucked… Read More

What’s the Role of Advertising When Machines Do the Buying?

July 9, 2015 | 1 Comment

A couple years ago, it was fashionable to suggest that earned media would be the savior of escalating paid media spending, offering welcomed relief from an addiction marketers were eager to shake. As the theory suggested, chatty social networks and the bottled lightening of virality would carry messages to the masses and vast media empires… Read More

MRM is Dead. Long Live MRM.

July 1, 2015 | 0 Comments

Of all the capabilities in the modern marketer’s technology stack, marketing resource management—or MRM—is among the most necessary and unloved. Why MRM is necessary is of no great surprise. Marketing needs a system of record to manage the plans, the assets and the performance of all the various marketing programs launched out into the wild.… Read More

The Iron Triangle of Customer Experience

June 24, 2015 | 1 Comment

You probably already got the memo that customer experience is the new competitive battlefield. In fact, I’d argue that customer experience is fast becoming the top imperative of modern business. But while we all generally agree on the importance of customer experience, it’s one of those things that’s easy to say and hard to do.… Read More

Beware of Customer Data that Blinds You

June 17, 2015 | 0 Comments

I just read an excellent C/NET article about Electronic Arts’ fall from grace and its hard-earned redemption from its nadir as “the worst company in America,” according to Consumerist.com. How did EA lose its way? According to the article, it stopped listening to its customers. It acted more like a business than a game developer, making decisions… Read More

The Slippery Slope of Marketing Personalization

June 12, 2015 | 0 Comments

Conventional wisdom tells us that customers expect a high degree of personalization in their experiences with brands. In many cases, this is undoubtedly true. Most customers rightly expect their preferred brands to return the basic courtesies of any relationship: know something about me, value our history. There’s perhaps nothing more alienating than treating your most… Read More

Ode to the Marketing Persona

June 9, 2015 | 1 Comment

Oh, poor, beleaguered persona. You’re hardly given a chance. In an age of data-driven everything. You’re dismissed at first glance. Like a hollow expression. As if drawn from thin air. With your cheerful visage and fictional names. Such judgment isn’t exactly fair. For the idea of the persona isn’t flawed. That verdict belongs to how… Read More

The Power of Pairs in Digital Marketing

June 2, 2015 | 2 Comments

In business, as in life, there is power in pairs. From Ben’s Jerry to Job’s Wosniak to Rivera’s Kahlo, exceptional men and women have been made even better by the marvel of their match. The truth is that we do better—often much better—when we’re paired with our perfect counterpoint. You’re the yin to my yang.… Read More