crm
Taking Location-Based Services To A Micro-Level
Last Wednesday, I visited a Geomarketing congress organized by my alma mater and Geodan. In this post, I’ll discuss how geomarketing on both a macro-level and a micro-level gives you more pieces to the customer puzzle. Geomarketing focuses on the relationship between spatial awareness and marketing. Here are some of the real-life cases that were [...]
Social Media’s Impact On Marketing – Part 1: The Shift To Experiences
The Fundamentals series continues this week with a look at how social media has impacted marketing. This will be a three-part series that looks at marketing in general, public relations and advertising. At the end, I’ll present what I see as the “Online Value Framework”. For marketers, the fundamental power shift from organizations to individuals [...]
Dear Customer
Customers are an investment. Time, money and resources have been spent on reeling them in to buy your product or service. Once they’re in, your cost to get them to re-purchase will be much lower than the initial cost. Therefore, their return on your investment increases over time. I encountered a great example of this [...]
Social Media And Your Customer Contact Cycle
With every product/service you’re marketing, selling and servicing, you’ll have a customer contact cycle. The customer contact cycle consists of touch points that represent moments of interaction (contact) with your consumer. There are roughly four stages: Awareness: When a consumer is first exposed to your product. Examples are reading a review or seeing an ad. [...]
The Fly On The Wall
In reference to last month’s post about apathy, I’d like to extend some more thoughts about consumer feedback. While negative comments might be actionable, they’re only actionable if you listen. Have you set up listening tools, such as Google Alerts, or are your agencies/partners listening to the feedback that is given in your consumer community? [...]
Apathy Is Your Worst Enemy
When you’re selling a product or a service, people will talk about you. They’ll say good things, which you like. And they’ll say bad things, which you might not like, but is it really that bad? Suppose that people don’t say anything at all. Isn’t that the worst thing that can happen? Negative comments are [...]
You Get What You Pay For
When selecting a product or a service, price tends to play an important role. Except price sometimes plays an important role for largely the wrong reasons. Price is equated with cost and not with value. Lower prices mean lower costs, but (long-term) benefits, such as value (in quality and/or speed) and a good relationship, might [...]
