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Guest Blogger: Vanessa Saulsberry | April 11, 2014
Far too long ago to mention, I listened attentively as my marketing professor elucidated the Four P's of marketing. It was a different world then; smartphones and tablets weren't en vogue, virtual events and Spreecasts didn't exist, and Facebook and Twitter were rarely used for business. Magazines and newspapers flourished and face-to-face events reigned. On that foundation today's marketing leaders are challenged to think differently about the marketing mix. Read more »
Mila D'Antonio | March 25, 2014
A study released today by Adobe at its 12th Annual Digital Marketing Summit in Salt Lake City, revealed that most marketers are cemented in ad-hoc processes and age-old methodologies. In fact, 42 percent of 1,000 marketers polled in the survey, stated that they want to reinvent themselves, but only 14 percent know how to do it. Read more »
Tom Hoffman | March 25, 2014
As B2C marketers continue to gain experience engaging with customers in digital channels, a growing number of practitioners are striving to become more adept at segmenting customers by psychographics and demographics as part of their efforts to deliver relevant content, messaging, and experiences for specific target audiences. Some marketers are taking this a step further by creating buyer personas that represent the different customer types that are represented within a targeted demographic, psychographic profile (lifestyle, interests, and preferences), behavioral makeup, Read more »
Mila D'Antonio | March 24, 2014
Today I head to Salt Lake City, Utah, for Adobe's annual Digital Marketing Summit. Last year was my first Summit and I look forward to attending again this year, as it is one of the rare events in which attendees can see first-hand how quantifiable marketing results maximize a company's marketing ROI. The Summit will offer best practices and techniques on topics ranging from how to personalize a cross-channel strategy, best practices for managing a global digital presence, and how Read more »
Guest Blogger: Vanessa Saulsberry | March 21, 2014
What a wondrous world in which we live - one of infinite choice and possibility. I can buy a pair of the skinniest jeans (well, maybe not that skinny) from an Old Navy store, grab a new sweater for my hairless kitty on Petco.com, and deposit a check with my Chase mobile app. Mostly all of these tasks can be done in the comfort of my footy pajamas. I'd say that seven out of 10 of my interactions with companies Read more »
Tom Hoffman | March 18, 2014
Business leaders use a variety of metrics to gauge the financial health and performance of a company. One of the most popular metrics used by marketers is Net Promoter Score (NPS), a simple loyalty measurement to gauge customer satisfaction and likelihood to recommend. Last week, I had a chance to speak with Satmetrix data scientist Brendan Rocks about the results from the company's 2014 Net Promoter Industry Benchmarks reports. The findings offer a glimpse into some of the aspects of Read more »
Anna Papachristos | February 26, 2014
With technology comes an air of mystery. Because the overall landscape continues to evolve at breakneck speed, companies across industries see technology as an alluring force that must be embraced in order to remain competitive. Yet, while senior executives work to integrate the latest and greatest tools, this focus often leads many to forget and forego the communication strategies necessary to keep employees engaged. Read more »
Anna Papachristos | February 12, 2014
On ABC's The Bachelor, the man of the hour typically splits his time between one-on-one dates and group dates. Each eligible lady eagerly anticipates the prospect of the one-on-one, as they logically prefer the intimacy of one day alone over sharing their potential love interest's attention. Such dates allow the "couple" to build and strengthen their budding relationship, while group dates pander to the insecurities of every woman in the group. Read more »
Mila D'Antonio | February 10, 2014
CVS made a bold move last week when the chain announced that it would discontinue selling tobacco products in its retail pharmacy stores. In an effort to align its merchandise with its mission of, "helping people on the path to better health," the company's decision is a question of ethical business and doing what's right for the customers. Read more »
Mila D'Antonio | February 3, 2014
In 1984 Steve Jobs introduced the Apple Macintosh during a Super Bowl XVIII commercial. The computer went on to become the first commercially successful personal computer to feature a mouse and a graphical user interface. Read more »
Guest Blogger: Cory Munchbach | January 17, 2014
Marketing is in trouble. In a world in which the empowered customer asserts her needs and wants with abandon, marketing hasn't done a great job of adjusting its budget, strategy, and energy toward putting the customer at the heart of what they do. Read more »
Anna Papachristos | January 15, 2014
Marketing campaigns require great care and thoughtful execution. Those involved must weigh both the positive and negative repercussions before following through. Yet, when one stops to contemplate the CW's latest television promo for The Originals, it's hard to believe any such deliberation went into its conception at all. (Watch the ad via Entertainment Weekly here.) Read more »
Mila D'Antonio | January 6, 2014
As we enter into 2014, we look for help and advice in organizing our businesses and teams. We also look toward experts' forecasts and trends to help us best prepare for the year ahead and to decide where to focus key investments. Read more »
Mila D'Antonio | December 23, 2013
Whether it's the airlines embracing mobile to assist customers, a bad-boy company promising to make over its service standards, or the launch of new technology that will change how consumers pay for everyday retail goods, these 10 customer experience incidents will change the course of how organizations deliver customer experiences. Read more »
Mila D'Antonio | December 2, 2013
So you've survived Black Friday--the long lines, the impassible parking lots, and the in-store brawls over door buster sales. It's time to settle into a comfy chair, or close your office door, and start shopping online on this Cyber Monday. Read more »
Anna Papachristos | November 20, 2013
Big Data continues to befuddle marketers, and those in the retail sphere are no exception. With consumer information constantly flowing into the organization, it can be rather difficult to keep everything under control and remain vigilant in case concerns arise. But, as Don Patrick, president of Infogroup Targeting Solutions, says, without proper data hygiene practices and analytics, Big Data is no more valuable than the sum of its parts. Read more »
Anna Papachristos | October 30, 2013
Big Data can be rather scary. With vast amounts of structured and unstructured data flowing into the organization each day, analyzing and utilizing this information can be quite daunting. Yet, for those who collect prospect and customer data for Big Data's sake, the noise can be deafening. Many recognize the need to deliver Big Data in the right context at the right time to the right people, but they don't know where to turn to bring this information to action. Read more »
Mila D'Antonio | October 21, 2013
Modern-day CRM started its roots in the 1960s with the "4 P's" marketing framework--product, price, place, and promotion. Any relationship marketer who has been at their craft since the 1980s knows that this structure eventually became the foundation to describe companies' focus on understanding individual customer segments and delivering personalized service and marketing engagement strategies. Read more »
Anna Papachristos | September 4, 2013
If you get the chance to go to the movies this weekend, you might want to consider seeing Edgar Wright and Simon Pegg's final installment in the Three Flavours Cornetto trilogy, The World's End. Though seemingly focused on the main character's determination to reclaim his youth by dragging his old friends along for a nostalgic pub crawl, one cannot ignore the social implications of this science fiction comedy. I don't want to pack this post full of spoilers, but for Read more »
Mila D'Antonio | August 12, 2013
Today's rapid proliferation of digital channels has put the need for constant, relevant content front and center for marketers. But many lack the time and resources necessary to create impactful content marketing. Read more »
Anna Papachristos | July 17, 2013
Back in 1964, Bob Dylan released his third studio album, and the sentiment still holds true today--the times, they are a-changin'. Yet, while people's habits and behaviors continue to evolve alongside technology's rapid advancement, the digital world may be growing too fast for many businesses to keep up. Know as Digital Darwinism, this phenomenon highlights the conflict between brands and their environment, and the difficulties that arise for companies trying to maintain the same pace as their consumer base. As Read more »
Mila D'Antonio | July 15, 2013
Many marketers who have ventured down the path of A/B testing will never veer off course. They've come to realize and reap the benefits of applying data-driven decision-making as well as the consequences for not approaching each campaign and website design with an analytical eye. Read more »
Anna Papachristos | June 26, 2013
Marketers and IT professionals constantly express their concern over Big Data, yet they neglect to realize that consumers are being bombarded by information, as well. From Facebook and Twitter, to email and text messages, the average human cannot seem to escape the ever-present flow of words and images. Whether we're reading articles or watching YouTube videos, one bit of content usually trickles into another until we have distanced ourselves so far from our initial intent that we cannot even remember Read more »
Elizabeth Soltesz | June 17, 2013
I spent the past two days at the Corporate Social Media Summit in New York City, hearing from companies like Dunkin' Donuts, Chobani, Adobe, General Mills and others about how they have built and continue to build their social media strategies. While every speaker provided insight on how to maximize each social channel- what made my heart skip a tweet was Adobe Director of Strategy Jeff Feldman's concept that social doesn't equal social networks. What a groundbreaking concept for this Read more »
Mila D'Antonio | June 5, 2013
I recently came across an interview with Amazon Chairman and CEO Jeff Bezos, in which he was quoted this: "What's dangerous is not to evolve...You have to have a willingness to fail.... It's not enough to just listen to customers; you have to invent on their behalf." Read more »
Mila D'Antonio | May 1, 2013
Today we announce the winners of the 2013 Gartner & 1to1 Media CRM Excellence Awards. I've been with 1to1 Media since the inception of the awards and have seen it evolve into what it has become today: An international program that recognizes customer experience leaders--companies that have taken chances and have overcome adversity to advance their customer-centric practices forward. Read more »
Mila D'Antonio | April 29, 2013
Each year, the Gartner & 1to1 Media CRM Excellence Awards are given to end-user organizations that have implemented successful customer strategy and CRM initiatives. These awards spotlight excellence among organizations that take a customer-centric approach to improving their business performance and have proven results from doing so. Read more »
Mila D'Antonio | April 22, 2013
As consumer mobile adoption continues to increase, people's expectations of how companies should connect and engage with them have also changed. Read more »
Mila D'Antonio | April 15, 2013
You know the importance of aggregating, analyzing, and acting on your voice of the customer data, but with continually emerging channels, VOC practices become increasingly challenging to carry out. An organization with cross-departmental ownership of VOC, sophisticated data collection and analytical methods in place, and the commitment from the C-suite to communicate the importance of acting on VOC must be in place for real results to occur. Read more »
Mila D'Antonio | April 8, 2013
The success of marketers everywhere is increasingly tied to the use of analytics and Big Data, with the goal of correlating campaign success to real business results. No longer are marketing departments simply thought of as creative machines, as their responsibilities now reach a broadening scope of channels and tasks that range from tying social media success to business ROI and delivering mobile messaging where it matters most in the customer's buying journey. Read more »
Mila D'Antonio | April 1, 2013
More and more marketers today are incorporating their loyalty programs and campaigns as part of the overall customer experience. They're replacing "channel" with "customer," analyzing Big Data to drive individual loyalty programs that stick, and leveraging gaming mechanics to engage customers in new and innovative ways to drive loyalty. Read more »
Mila D'Antonio | March 25, 2013
A well-aligned strategy serves as the building blocks of a company's products and services, and eventual growth. But that doesn't just mean that a company's marketing messaging or customer service must be consistent across channels; it also means that an organization's marketing must align to the actual products and service it delivers. Read more »
Mila D'Antonio | March 11, 2013
In our ultra-connected world, in which your 3-year-old is adept at using an iPad and your mother now texts you photos of her cats, marketers are in constant pursuit of the Holy Grail that will help to leverage this digital explosion. With more devices and more audiences comes added pressure. Read more »
Anna Papachristos | February 20, 2013
When you tell someone you remember card catalogs in a time before online databases, they immediately assume you have three grown children and a mortgage. But, once people discover you're really a 25-year-old woman with the countenance of a teenager, you suddenly become the enemy--a lobotomized creature that cannot function without the support of their smartphone. To most companies, I am not an individual, but one of many. I am just another piece in a puzzle they cannot seem to Read more »
Mila D'Antonio | February 4, 2013
Ever since the emergence of digital, much has been written and discussed about bridging the social/mobile and traditional marketing divide by getting a handle on Big Data and ultimately having the ability to understand and respond to consumers' ever-changing needs and behaviors. Read more »
Mila D'Antonio | January 28, 2013
Last Thursday, at its 28th Silver Apple Awards Gala, the Direct Marketing Club of New York honored Peppers & Rogers Group's Don Peppers and Martha Rogers, Ph.D., for their leadership on customer-focused business strategies for the past 20 years. Read more »
Mila D'Antonio | January 14, 2013
Delta proved last week that it must have learned a thing or two from United Airlines' lack of response in 2008 to now famed passenger David Carroll when a flight crew broke his guitar after tossing it, prompting him to record "United Breaks Guitars." The song launched him into an Internet sensation and made him the poster boy for the power of social media when customers are wronged. Read more »
Mila D'Antonio | December 24, 2012
As 2012 draws to a close, I have a few wishes for 2013 to ensure that we all have better customer experiences. Read more »
Anna Papachristos | December 5, 2012
For most of my life, I've been considered a child in the eyes of the law. But, even though my ID now claims I'm older than I appear, there's no denying that the holiday season ignites the spark that brings my inner child back to life. Retailers can put every TV, tablet, and smartphone in the entire store on sale and I will still gravitate toward the toy aisle. Read more »
Mila D'Antonio | November 26, 2012
Like Thanksgiving and Black Friday, Cyber Monday has become an annual "holiday" for consumers who seek online sales in an effort to avoid crowded stores and to find better deals. Research from BIGinsight for the National Retail Federation estimates an even bigger turnout today compared to last year, with an estimated 129.2 million Americans shopping online, compared to 122.8 million this time last year. Read more »
Mila D'Antonio | November 19, 2012
Crunched for time, short on cash flow, and often understaffed, small business owners in the past have largely ignored social media channels as a way to market their business and engage customers. In fact, in August of last year, eMarketer polled 304 small business decision-makers, and 64 percent of them said social media was either unnecessary or something about which they didn't have an opinion. Read more »
Mila D'Antonio | November 12, 2012
Transformative leaders are obsessed with innovation, employee culture, and customer-centric strategies--they put the company culture and customers before anything else. True innovation, however, not only requires having a vision for change, but also the tools and solutions integration to enable it. Read more »
Guest Blogger: Adele Sage | November 9, 2012
You just bought something at your favorite store. You walk out with a skip in your step thinking about when you might wear this new purchase. You give into your compulsion to check your email on your smartphone, and there, waiting for you, is a survey from that very company asking about your experience. You groan, but you click on the link. The survey isn't formatted for your phone, so you have to pinch to zoom in and out. You Read more »
Mila D'Antonio | October 22, 2012
Henry Kissinger said, "The task of the leader is to get his people from where they are to where they have not been." This year's 1to1 Customer Champions are doing just that. Their enthusiasm to improve the customer experience, and their willingness to try new tactics for organizational adoption, underscores why they were chosen as exemplary leaders who drive their companies' customer experience forward. Read more »
Mila D'Antonio | October 15, 2012
In a world that's ever-more reliable on data, some proposed policies in front of Congress threaten to hamper companies' customer-experience efforts. If Congress passes some of the proposed data privacy bills, personalization in marketing and one-to-one communications will deteriorate. Read more »
Mila D'Antonio | October 15, 2012
The new reality of marketing is one in which consumers expect a sophisticated level of personalization in their communications, offers, and interactions with companies. Today, at DMA2012 in Las Vegas, thought leaders from all aspects of the direct marketing industry will converge to discuss and share best practices about how to help organizations move forward on the path toward integrated, one-to-one communications. Read more »
Anna Papachristos | October 10, 2012
Over the weekend, Mercedes-Benz UK test-drove the first-ever TV-to-Twitter crossover, putting The X Factor viewers behind the metaphorical wheel. To promote their 2013 A-Class line, Mercedes created a 3-part series of commercial advertisements, encouraging viewers to tweet using the #YOUDRIVE hashtag. Read more »
Tom Hoffman | October 9, 2012
1to1 Media's Tom Hoffman speaks with David Petersen, CEO of Sense Networks, about different ways that companies can use analytics to better understand the mobile customer and how customers are using mobile devices as part of their multichannel journeys. Read more »
Cynthia Clark | September 27, 2012
Change is good. But when it comes to making a change to a recognized element within an organization, business leaders need a sound strategy that ensures consistency. According to Eric Courville, director of marketing at North Plains Systems, changing a company logo isn't something that should be taken lightly. "It's the essence of what the company is," he says. Read more »
Cynthia Clark | September 20, 2012
Customer reviews have become an integral part of the shopping experience, aiding prospects in their search for their next product. In fact, 72 percent of customers who took part in this year's Local Consumer Review Survey said that they trust online reviews as much as personal recommendations. Read more »
Mila D'Antonio | September 17, 2012
This week marks the start of the official 2012 TV season where networks will introduce a bevy of new comedies and dramas with the hope of attracting the magic number of viewers sufficient enough to get the green light on a second season. Read more »
Anna Papachristos | September 12, 2012
Because of the recession, the average consumer has become increasingly pocket conscious. Since 2008, couponing has seen a 27 percent increase, and with the proliferation of social channels, many brands are beginning to transition their offers from print to digital. While coupons were once pieces of paper clipped from inserts in the weekend paper, connected consumers can print offers online and access coupons on their smartphones, erasing scissors from the equation and putting social media at the center instead. Read more »
Mila D'Antonio | September 10, 2012
The term "showrooming" is gaining increasing popularity lately as more consumers visit bricks and mortar stores to view and test products only to buy them at a deeper discount online. Read more »
Cynthia Clark | September 5, 2012
Social media is offering new ways for organizations not only to reach out to their customers, but also to allow these clients to promote their favorite brands among their social networks. A number of organizations are finding innovative ways to engage with their customers while at the same time promoting themselves over social channels. Read more »
Anna Papachristos | August 29, 2012
Email has become an increasingly popular marketing channel. Yet, while it has the propensity to reach many, email communication has the tendency to lack that personal touch we all prefer. Earlier this month, we took a look at how marketers in the space are using email to expand their reach and connect with customers in relevant, meaningful ways so as to cultivate relationships instead of stopping them dead in their tracks. Read more »
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