Instagram: 4 Lessons on Optimizing for Engagement

The Challenge: Instagram’s billion-dollar exit was not an anomaly. It was a lesson about the value of “engagement” that every marketer must heed. Since the advent of social media advertising on Facebook, Twitter, and other platforms, “engagement” has become a mantra for marketers. But despite the media buzz, many businesses remain hesitant to embrace the […]

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Pinterest: 3 Takeaways About Personalizing the Customer Experience

THE CHALLENGE: Customer-driven personalization is a powerful competitive differentiator, and marketers should take note of how Pinterest provides this. True personalization is complex to achieve and requires a deep database of individual’s opt-in preferences. However, the results are powerful. Personalization is an Expectation: Online shoppers view personalization as a requirement for their preferred shopping venues, […]

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Are You Engaging and Empowering Your Customers?

THE CHALLENGE: Consumers have shifted from being passive recipients of “push” marketing to selecting companies who seek their voice and reflect their input. Engaged customers offer exponentially greater value than passive buyers. Seek Out and Act On Customer Input At Adobe, customers have the opportunity to submit ideas and vote on ideas submitted by others […]

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Creating an Effective Peer-to-Peer Community

CHALLENGE: Your web site should be the gateway to an engaged online peer-to-peer community. It can be a space where customers and prospects share ideas and insights, troubleshoot common problems, and (you hope) praise your brand. Supporting these communities is now an essential marketing responsibility … but unless the peer-to-peer experience is driven by Voice […]

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Customer-Focused Websites: 4 Best Practices

THE OPPORTUNITY: Creating customer-focused websites that are more engaging, yield more inquires, and generate more revenue than traditional “corporate” sites, using these 4 Best Practices. To get customers to interact with your enterprise, websites today must provide a multi-dimensional experience. This means abandoning the old and familiar one-dimensional, “corporate brochure” web experience. 4 BEST PRACTICES: […]

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Starbucks – 3 Twitter Best Practices

Twitter can help your business get closer to its customers … create better word of mouth and greater brand advocacy … and generate great ideas from engaged fans. How? Start by learning from the best practices used by companies that have been successful with Twitter. Start by learning from Starbucks. When a national brand accumulates […]

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Social Media Engagement: Not Just For B2C Anymore

If 2011 was the year that business-to-consumer companies embraced social media for customer engagement, I hope that in 2012, business-to-business vendors will follow the B2C’s lead. Unfortunately, many B2B companies are at risk of being left behind, as social media is still not on their radar. At a recent meeting with several global manufacturers, we […]

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Three Voice Of Customer Innovators To Watch In 2012

Three Voice of Customer (VoC) innovators — Pitney Bowes, JetBlue, and Intel — implemented important best practices in 2011. Watch them closely in 2012. What is VoC? Voice of Customer (VoC) is a marketing process that values, and is guided by, the insights of customers and prospects. The VoC process is made up of three […]

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“The Customer Is Always Wrong”

THE CHALLENGE: We invite retention problems, loss of market share, and loss of good will when we consistently ignore big problems that gall our consumers … and assume that they must be wrong when they complain. Although this challenge affects all marketers in all industries, I want to illustrate how important it is by looking […]

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