Gmail’s change from one inbox to automatically sorting emails into tabs continues to capture media attention and concern marketers. New articles filled with ideas on how to game the interface are appearing daily. Email marketers have resorted to begging subscribers to move incoming emails to the primary tab hoping that will give them priority viewing. [...]
Customer Relationships
“Marketing is an investment. Service is an expense.” While those words may never be spoken aloud in corporate board rooms, it is a common misconception reinforced by resource allocation. All of the talk about the importance of customer service fades into the background when budgets are created. Shortfalls in revenue trigger reductions in service. The [...]
How many marketing dollars were wasted last year contacting customers who didn't buy from you? It's easy to look back and see where your investment was ineffective. On the tangible side, there are the catalogs and direct mail pieces sent to people who didn't buy and resources invested in social networking. Less quantifiable are the [...]
“A sale is a sale is a sale.” The toy department manager at Best Products repeated this saying as if it were a spell that would miraculously change him from mediocre employee to super-manager. Periodically, he would change it to “A customer is a customer is a customer.” If asked to explain, he would respond [...]
Improving customer loyalty is the best way to increase revenue at minimal expense. Loyal customers demonstrate their commitment to your company by purchasing regularly and promoting your brand freely. Some companies try to buy loyalty with member rewards and discounts. The programs encourage short term loyalty but don’t create the solid connections established over time [...]
