I recently attended a movie, and the theatre showed a commercial for a new smartphone. The ad featured the phone’s developers (or at least actors playing developers) talking about one of the phone’s new features. I can’t recall what the feature was, but my friend commented that it was something only a developer would care... More »7 Ways to Tell if Your B2B Technology Content Is Trying Too Hard
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Do you have “Lighthouse Customers?” Lighthouse Customers are critical for every organization. They are organizations in which we have very close relationships. They are important to our business, not necessarily for their business volume—more on that later. We are important to their business. Lighthouse customers give us the opportunity to really learn. They help us... More »Leveraging “Lighthouse Customers” For Insight
Virgin America’s latest in-flight safety video is a bit of marketing brilliance. Tapping into the Glee generation with its up-tempo song and fast choreography, the video is more like a promotional pop video than an instructional guide to in-flight safety. The video was directed by John M. Chu, the director of classics Step Up 2,... More »Virgin Does It Again With In-flight Video
Have you ever noticed that most customers tend to ignore people who work with the public, treating them like cogs in a machine unless the customers want to complain? Have you also noticed how most of these customers start off their requests (or what may be more accurately described as demands) with the word “gimme”... More »Guest Blog: A Different Kind of Sociability
No matter what kind of business you do, you need to promote it to get the profit from it and this rule does not change for automotive business as well. In order to do this, you can either promote your automotive business with a traditional method that is more costly and time consuming or you... More »Promoting Your Automotive Business Online
You have a marketing budget. You need to see a return on this investment. I get it. A bunch of smart people have worked to quantify what ROI you should expect from inbound marketing. These are articles you should take the time to read, probably more than once. This is important stuff. 2013 MIT ROI... More »What is the ROI of my Inbound Marketing?
Putting out fresh, relevant content is more than a good idea for companies — today, it’s a vital step in achieving business success. Through content, you can engage prospects and customers, boost search results for your website, enhance branding, and more. So how do you get started? It all begins with building a content calendar... More »Build Your Content Calendar: 3 Easy Steps
Recently, while online one evening, I was surfing the net and decided to make a purchase for a family member. I entered the required product information, conducted a search, found the desired item, and then continued to maneuver around the site to enter my name, address, and credit card details. I was a new customer... More »What Happens When A Website Goes Down During A Transaction?
The term “global marketing” has become outdated. Companies may be global and have marketing departments hoping to reach audiences in various regions and of diverse demographics, but there is no longer a need to differentiate between what is global marketing and what is not. In today’s constantly connected business world, all marketing is global marketing.... More »How the Internet Killed ‘Global Marketing’
A thoughtful, insightful post from the Content Marketing Institute caught my eye in my feed reader earlier this week. The post, “The Details Behind Kraft’s Content Marketing Strategy” had three things that were high-value: two matrices and a video from Julie Fleischer, Director of Media and Consumer Engagement at Kraft Foods. Fleischer’s two-by-two analysis of... More »A New Analysis Model for Content Marketing From Kraft Foods
For business owners and their marketing managers, the role of the firm’s website has fundamentally changed. A firm’s website is a key asset in generating a consistent stream of leads for the sales team. A site is no longer just an “online brochure”. This blog outlines the seven “must haves” for today’s websites. If your... More »The Business Leaders 7 Step Guide to Website Redesign
IT’S NOT WHAT YOU SAY, BUT SOMETIMES HOW YOU SAY IT… The language we choose and how we use it plays a big role in customer experience. This idea was driven home in a story shared by Joan McGeogh. Joan and I connected at a recent speaking engagement for MENG in New Jersey. Jane related... More »Leveraging Language to Enhance the Customer Experience
There’s no denying it now – Christmas is here. This week, two of the UK’s largest retailers, M&S and John Lewis, released their much anticipated Christmas ads. As consumers spend more at this time of year than any other, the launch of their Christmas ads is crucial for both retailers. It’s interesting to note that... More »M&S vs John Lewis – Battle of Christmas Ads
Service quality is directly related to customer expectations. If people expect an exceptional experience, anything less is disappointing. If people expect less, a little more is pleasing. Managing expectations is the first step to consistently delivering top notch service. Doing it well improves customer loyalty and reduces costs. Marketing and service is really promise and... More »Managing Customer Expectations to Avoid Self-Inflicted Wounds
Marketing a hospital, healthcare facility, or medical practice is different than sliding a flyer in a windshield wiper. Instead, doctors and marketers have to take a unique approach that sets them up as an authority and necessary, vital asset in any given area. Medical E-Marketing, then, is a given for any practice or hospital. Doing... More »Medical E-Marketing Made Easy