Engagement marketing – It’s about time

Articles
Engagement marketing aims to engage people. It encourages them to participate in the evolution of a brand. Customer engagement and conversations are what marketing is all about. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs. Recently I read an interesting article "Brands fail to follow rules of engagement" in Marketing Week. I was always aware of engagement marketing but I needed to dig a bit deeper to write something about it. Engagement is a marketing approach that—in contrast to traditional brand and direct marketing strategies—allows a brand’s customers and prospects to shape the company’s marketing. People choose what messaging they will receive, and in what channels. Engagement marketing begins at the moment…
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Stimulate Loyalty – Power of networks, data and convergence

Articles, customer acquisitions, customer retention, loyalty, marketing, strategy
Loyalty schemes are an established feature of the retail and services landscape. They have become widespread and arguably ubiquitous. There are a number of major groups of loyalty schemes, including: retailer loyalty schemes, financial service loyalty schemes, online reward schemes, frequent flyer and other travel reward programmes, geographically based loyalty schemes, and coalition loyalty schemes. Businesses have been keen to enhance customer retention, to find approaches to increasing customer spend and encourage customers to act as advocates. When the first loyalty programs hit the market uptake was huge and rewards for marketers were high. Some years on, however, the market is overrun with these schemes, each with little point of difference from the next. As a result, consumers are evermore difficult to please, and uptake on offers is reducing. One…
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Marketing Trends for 2010

Articles, customer acquisitions, customer retention, marketing, strategy, word of mouth
Accommodating these trends will require a paradigm change on the parts of some companies. But whether a brand does something about it or not, the future is where it’s going to spend the rest of its life. How long that life is up to the brand, determined by how it responds to today’s reality. This year is poised to be an exciting year for marketers; trends that have been taking shape over the course of the past decade are creating new opportunities for business owners. Marketing Trends for 2010: (more…)
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Generation Y – Exploring marketing opportunities

Articles, loyalty, strategy, word of mouth
It takes more than selective targeting to market effectively to Generation Y. Members of Generation Y seeks products that create an ambiance and community experience, rather than just provide a function. They like brands to express a reality in which they are involved, interconnected, and interactive. To be successful, build a brand with them, not for them. Computers have made knowledge cool through a fusion of fun and learning. Merchandise concepts that make exploring the unknown fun, bring information to life, or challenge consumers to design their own products will be a sure-fire hit. Also, look for cause-related tie-ins, lifestyle sponsorships, interactive promotions, etc. to become more means by which brands can provide memorable experiences and build community. Some very large brands are struggling to learn these lessons. Therefore, they…
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Sex Appeal as a Promotion Strategy

Articles
There is one element that arouses the immediate interest of both men and women. Sex, perhaps not surprisingly, has the greatest universal acceptance of all stratagems ever used in advertising. Probably even more important are the hidden, unconscious feelings that sex arouses in people. Sex can make the beholder feel young again. Sex may also reassure men of their masculinity and women of their femininity. This reassurance may be an important consideration in today's confused relationship between men and women. Additionally, sex is one of the most basic of all human emotions. Lastly, sex is a status symbol. One of the simplest ways for an advertiser to give his models an air of importance is to bestow then with sex appeal. (more…)
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10 Tips for building customer loyalty

Articles, customer retention, loyalty, marketing, strategy, word of mouth
I propose these tried-and-true tactics with interpersonal strategies that can deepen relationships with customers, establish greater levels of trust and build stronger customer loyalty. Here are 10 tips for you to consider if you are sincerely interested in having a business that is notable for customer loyalty and referrals. 1. Understand the true purpose of marketing. Effective marketing is largely about building trust and developing relationships. The purpose of marketing is to "create and maintain a strong feeling with customers so they are mentally predisposed to continually choose and recommend you." Successful marketing also requires being relevant and unique. This brings us to tip #2. (more…)
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Buying motives – Do you know why do they buy?

Articles
Buying motives often overlap. Suppose you just purchased a new jacket. What was your dominant motive in making that purchase? Maybe you bought the jacket for comfort; you expect it to keep you warm. You might have bought it simply because it has a style or label that you're proud to wear or show your friends. Maybe you bought it because the colour makes your eyes look bluer, or it makes you look taller and thinner, or in some way it makes you feel good about yourself -- it gives you emotional satisfaction. Maybe you bought the jacket for all three reasons merged together: It's comfortable, you're proud to own it, and it makes you feel good about yourself. As a salesperson you might think that people buy your product…
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Marketing to women – Are you ready!!

Articles, marketing, segmentation, women
Marketing to women will deliver more profits to your bottom line than putting the same budget against an all-male target. Marketers must understand that women are elusive. Today’s woman is modern and confident, yet still holds onto some of the traditions of the past. So while they don’t want to be associated with the nuclear family of the ‘50s, they also don’t want marketers to assume they are so modern that they don’t value traditional family roles. Marketers must move away from the status quo and towards a fresh approach that mirrors the attitudes and thinking of the current female segment. While women continue to hold a stronger position in the corporate world and choose to be single, they still hold onto some of the traditional roles and responsibilities of…
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Beware of Invisible Competition

Articles, competition, marketing, segmentation, strategy
You might think it's pointless to identify future competitors when it's hard enough trying to forecast sales and uncover existing competitors' strategies. However, you need to take invisible competition into account when developing your firm's long-term strategies or plans, especially plans for global expansion. In fact, just thinking about new, future competition is worthwhile for the following reasons: It facilitates the long-term view. It forces you to look beyond the obvious and evaluate new international players; disparate companies joining in a potential alliance, joint venture, or merger. It helps you identify future business-building opportunities for your own company. This link between what people considered two very disparate companies spurred thinking about competition we cannot easily envision, or what is called "Invisible Competition” Competition isn't really invisible, of course. But we…
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A Customer

Articles, customer acquisitions, customer retention, loyalty, marketing, niche
Sam Walton founder of Wal-Mart nicely describes A Customer... A customer is the most important person in any business A customer is not dependent upon us. We are dependent upon him/her. A customer is not an interruption of our work. He/she is the sole purpose of it. A customer does us a favor when he comes in. We aren't doing him a favor by waiting on him/her. A customer is an essential part of our business--not an outsider. A customer is not just money in the cash register. He/she is a human being with feelings and deserves to be treated with respect. A customer is a person who comes to us with needs and wants. It is our job to fill them. A customer deserves the most courteous attention we can give him/her.…
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