OK, so check this out: If you go
to the various sports properties around the web, you may be targeted with
an SAP banner. But when you click the banner or logo, you aren’t blindly taken
to our corporate website or an expensive “landing page.” You are taken to the
homepage of our Business Innovation blog site. You may not realize it
but you don’t see the same featured story everyone else sees. You are presented
with a feature story and “Top Content” that relates directly to the
site you just came from. Click here for the
full article.
A recent study indicates that 88
percent of CEOs consider getting closer to customers a top priority. However,
most companies narrowly confine the customer experience to the front office
within sales, service, and marketing domains. By doing this, they are building
a customer-centric strategy that only goes halfway. This is not enough. Click here for the
full article.
In this era of the empowered
customer, companies must understand that, while data and consumer insights may
be available at every turn, preserving privacy breeds trust. With technology
becoming increasingly invasive, consumers are growing wary of the safety
measures in place as identity theft and data breaches gain prevalence in the
public eye. Most wonder how feeding this information to their favorite brands
will impact them in the future. Yet, while such sentiment could hinder customer
relationships, companies have the opportunity to generate a dialogue that
promotes transparency and loyalty. Click here for the
full article.
Every marketer knows that the
ground is moving beneath our feet. Today's consumers are empowered, smarter,
better connected, and more informed. As a result, it's become increasingly
challenging for brands to break through the clutter—and even tougher to create
an enduring, meaningful (and profitable) customer relationship. A lot of
brands, and a lot of agencies, are struggling to adapt. For some marketers and
their agencies, customer engagement is the answer. Click here for the
full article.
If B2B marketing is so different
from B2C...why do we use a B2C model? First, the funnel. B2C marketers can
often get away with thinking their job is done at the sale. A person researches
and buys a ping pong table and boom, you're done! The B2B customer relationship
doesn't end at the sale. In fact, according to Demandbase, 82 percent of
revenue for mid-large B2B companies comes from current customers. Click here for the
full article.
With 25 years of experience, Eric firmly believes that
permission-based marketing and preference management is a mega trend and the
path to success for marketers today.
Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda http://www.cemsummit2013.com
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