I guess after the freshness of being a part of a team has worn off, team members begin to raise the inescapable what’s-in-it-for me question. In the beginning, the chance to have more input in decisions might be adequate to keep the marketing team motivated. […]
I believe that in today’s world it’s very important to know what the main marketing segments are and where you have your skill set/s. The list below will help you identify your area of expertise. […]
It is no secret that measuring marketing ROI and effectiveness is important to access how your campaigns are going. But, the question really made me think as what should be the elements (you want to track) to make the marketing dashboard really effective. […]
Customer churn in the services industry is still a growing issue, primarily because many consumers have little or no allegiance to a particular service provider. I believe that customer churn adversely affects companies because they stand to lose a great deal of price premium, decreasing profit levels and a possible loss of referrals from continuing service customers. […]
The significance of data is that you can see behaviour change daily. If a trend emerges from analysis of your data, it is appropriate to review marketing strategy and assess the success or relevance of the plan under way. The data and the insight they provide become an extremely precious indicator of customer satisfaction. Data linked to loyalty programs becomes a rich source of market research. It is not what people say they do but what they actually do. […]
Customer retention programmes have historically had insufficient priority in most sectors, but then the forces affecting customer churn, and therefore the need for retention focus, have never been so great. The idea is not new. What is new is the approach. What is now being witnessed is a market increasingly commoditised and far more susceptible to competition – from other players and from new media. Customer knowledge and confidence have had a significant impact: it has become so much easier to compare and to swap products. Changing sales structures and wearing away of face-to-face interaction have helped to dilute or eradicate conventional ‘loyalty’. […]
To succeed, customer retention must be a top-down, company-wide initiative. Truly committing to customer retention is hard work, because it affects virtually every aspect of your organization. But the ultimate payback in sustainable growth and profitability makes the effort worthwhile. The path to customer retention involves six key steps. […]
A recent article in the The Sydney Morning Herald certainly highlights as how clever you have to be to gain an advantage when you use ambush as a strategy. Nike’s global ambush marketing of the World Cup appears to be paying off, latest research indicating it is beating its rival, adidas, in connecting with soccer fans and consumers. […]
The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets.
So how do we convert these into profits? Read on to see the typical 4 Ps of marketing for the seniors market. […]
Today’s consumers are the most informed buyers in history. They can find out everything they want to know about a brand and the company behind it. Consumers don’t demand engagement from you, but they will be indifferent to the businesses and brands that are indifferent to them. And they will seek out relationships—knowledge-based, product-based and community-based—with the companies that they choose to do business with. […]
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