All types of brands, from tiny consumer products to restaurants to large retailers, are creating a new era of loyalty programs, driven, in part, by a need to collect first-party data.
However, the legendary Marketoonist Tom Fishburne says marketing teams sometimes forget the importance of that “trade-off”. There’s a value exchange — consumers give up personal information and brands give something in return. Consumers need to feel that the trade-off is worth it.
Confronted with the gaming of his original NPS, the concept’s founder Robert Reichheld is now advocating that it be paired with a new metric: earned growth rate. However, will this new tool work? Can most firms readily calculate their EGR?
Is Share of Search marketing’s compelling new metric, which can predict future market share? Supporters of the concept say “yes” and then add several caveats. Detractors also frame their “no” with caveats. Check out the Growth Colony’s Share-of-Search webinar which features Forethought Research’s Ken Roberts and Holistic Analytics’ Tasman Murray moderated by myself.
Now into its second decade, the survey by leading Australian B2B marketing agency Green Hat shows that marketers are achieving only slow progress in digitising and driving commercial outcomes.
Marketing has long been a lightweight player in too many old-school Boardrooms, dominated by people with finance and legal backgrounds. As it is not regarded as mission critical, Marketing’s Opex budget profile is typically the first to receive a haircut when challenging times are experienced as they are now. Growth Colony’s Shahin Hoda and I explore what Marketers should be doing to better engage, communicate the customer first imperative and earn commercial credibility in our robust podcast conversation.
Where are our governments’ COVID-19 dashboards? As most professionals know, dashboards are visualization tools used to communicate actionable information. Governments…
Make your customer sentiment surveys better, don’t scale them back; and ask “is there anything we could have done to make your experience more exceptional?” Great insight from Net Promoter System creator Fred Reichheld.
The Art of Exceptional Lead Management.
Salesforce’s “platform and other” business unit jumped ahead of the core CRM sales and service automation clouds during their FY21…
Tesla, the full-stack disruptor, which doesn’t spend on paid advertising and has more in common with Apple than BMW or…