How-airbnb-plans-to-become-a-community-driven-superbrand?utm_content=buffer89d15&utm_medium=social&utm_source=twitter. New book: The Dark Side of CRM. I just received my copy of the book ‘The Dark Side of CRM – Customers, relationships and management‘, which I co-edited with Bang Nguyen and Lyndon Simkin and can be ordered here.
The book tackles the duplicitous practices and undesirable behaviours that affect the relationships between firms and customers. Building relationships with customers enables a firm to learn what they want, through continuous interaction and increasing customer intimacy, and to find ways to add value while increasing competencies and skills. However, some practices, such as binding contracts, hidden fees or confounding clauses, exploit customers and damage the relationship. Labels matter for how organisations treat customers. How Social Movements Change Minds. Marketers tend to like big, bold actions that grab attention and spew off metrics.
The Bottled Water Industry Is Fighting To Keep Plastic Bottles In National Parks. When national parks started to notice that their trashcans were overflowing with plastic water bottles, some parks began to stop selling the bottles in vending machines and offer free refilling stations instead.
But the bottled water industry pushed back, and lobbied Congress until a Republican congressman agreed to slip a new amendment in a spending bill. If it passes, the National Park Service will no longer be able to ban bottled water sales. It's the latest in a massive industry effort to keep the products in parks. "For years, Coca-Cola, Nestlé and their trade associations have interfered at all levels of government to attempt to block or delay national parks enacting bottled-water-free policies," says Lauren DeRusha, national campaign organizer with the Think Outside the Bottle campaign at Corporate Accountability International. In 2010, days before the Grand Canyon planned to stop selling bottled water, Coke pressured the National Park Service director to block the ban. 5 Reasons companies are bringing their marketing in house. Here’s a significant trend described in a very fine digital marketing research report from SoDA — in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year.
This shift to marketing in house is even more remarkable considering the report also shows overall spending on digital marketing is going UP. The shift in North America is a little higher — 28 percent. IBM Watson can analyze the tone of a message. Are you a growth marketer?
Do you want to know what it takes to be one? Join us at GrowthBeat, on August 17-18 in San Francisco. Thought-leaders from the biggest brands and most disruptive companies will share winning growth strategies on the most pressing challenges marketing leaders face today. The future of content marketing strategy. In this era of complex and overwhelming information density innovation will rule as brands find ways to cut through the clutter.
In terms of leading content innovation, there is no better leader to observe than Jay Baer of Convince and Convert. Two years ago I would have introduced Jay as a blogger but that is not nearly sufficient enough to describe America’s foremost new media mogul. In the past 24 months Baer has introduced rapid short-form videos, a new curated content property, five new podcasts and flurry of new publishing innovations on channels like LinkedIn and Facebook. In this amazing episode of The Marketing Companion, Jay was my pinch-hit co-host and we cover vital content marketing topics such as: Fasten your seatbelt. If you can’t access the podcast above, click on this link to listen to Episode 53 Important resources mentioned in this episode: Jay Today video series Convince and Convert podcast programs Blog and Definitive newsletter. Germany's Glispa launches its gNative native advertising platform. Are you a growth marketer?
Do you want to know what it takes to be one? Join us at GrowthBeat, on August 17-18 in San Francisco. Thought-leaders from the biggest brands and most disruptive companies will share winning growth strategies on the most pressing challenges marketing leaders face today. Glispa, the global performance marketing firm, is announcing today the formal launch of its gNative platform for native advertising. And Glispa says this means its clients will make more money. Native ads are non-intrusive ads that are embedded in apps. Since Berlin-based Glispa can reach more than a billion mobile users, it claims that its gNative ad platform offers the largest native cost per install (CPI) supply in the mobile industry. RyanAir CMO says: It’s not cheap. It’s smart. Ice Bucket Challenge, Gun Shop Win Gold, But No Grand Prix In Branded Content At Cannes. Studying sentiment on Twitter is… complicated. Emotions are key to explain and anticipate consumer behaviour, and sentiment analysis offers marketers a way of measuring and summarising those emotions.
Emotions displayed on social media conversations, in particular, are very appealing for research, as these platforms offer many opportunities to listen to the conversations in real time, with minimum disruption for the individuals expressing those emotions and in a cost-effective way. Despite its promise and popularity, the sentiment analysis of social media conversations is neither a simple nor a straightforward process. Yuvraj Padmanabhan and I investigated the vulnerabilities present in processing and analysing Twitter data concerning consumers’ sentiment towards coffee. Our study, which has just been published in the Journal of Marketing Management, showed low levels of agreement between manual and automated analysis: Nike Uses Full-Page Print Ad To Remind Cleveland It Didn't Get A Hollywood Ending. When LeBron James penned his "I'm Coming Home" Sports Illustrated cover story explaining his decision to leave Miami to return to the Cleveland Cavaliers, the narrative was immediately in place for one of the all-time great sports redemption stories.
And when LeBron—at times through sheer force of will—took the Cavs all the way to the NBA Finals, the epic payoff seemed downright inevitable. It wasn't, of course. The Golden State Warriors took the series in six, and LeBron and the Cavaliers—and the entire city of Cleveland—went back to waiting till next year. (J.R. Going along with customer lies can be good for business. Yesterday, child #2 lost a tooth.
At night, he carefully placed the tooth under his pillow, for the Tooth Fairy… even though he knows, a-hem, the truth about Father Christmas and the Tooth Fairy. Problem loading page. Positioning: be different but familiar. Sentiment analysis in less than 500 words. Why customer personas may be an outdated marketing technique. In The Talent Recruitment Wars, One Agency Pulls Out A Big Gun. This Is How You Sell Books In The Digital Age. Ask Your Customers for Predictions, Not Preferences. Companies spend an enormous amount of time and dollars on market research, and all too often it disappoints.
You can ask customers to rate anything – product appeal, uniqueness, purchase intent — on a five-point scale, but if you’ve ever run such a test you’ve probably seen lots of results in which every option scores a 3.5. Three Long-Held Concepts Every Marketer Should Rethink » Sparksheet. FriFotos / Nice post! "Learning about Estonian knitting at the Knit #Market in #Tallinn. #FriFotos by @A Crafty Traveler .com. A Fine Wine: Do Labels Make a Difference?