marketing

In last week’s post, I wrote about the acquisition versus retention “dilemma” from the marketer’s perspective. Obviously, there are two sides to every story, and the customer’s version is the most important side of this story.

How this dilemma affects customers

In last week’s post, I wrote about the acquisition versus retention “dilemma” from the marketer’s perspective. Obviously, there are two sides to every story, and the customer’s version is the most important side of this story.

How this dilemma affects customers

Should acquisition vs. retention really be a dilemma? Can’t there just be a balance between the two? Must one outweigh the other?

Companies have long been pouring disproportionate resources – human, time, effort, capital – into the top of the funnel, on attracting and acquiring new customers, while retention efforts have gotten little more than loyalty programs and discount offers.

I originally wrote today’s post for GetFeedback. It appeared on their site on July 25, 2020.

I originally published today’s post for Oracle CX. It appeared on their site on October 7, 2019.

I originally published today’s post for Oracle CX. It appeared on their site on March 20, 2019.

Over the last few weeks, I’ve been writing about lessons and takeaways from the current crisis. This week, I’m channeling a post I wrote years ago called Do We Care About Brands?, which I shared again recently on social media. After re-reading that, it had me asking, “What about brands? Do they really care about us?”

People don’t care how much you know until they know how much you care.

-Theodore Roosevelt

It’s not a slogan, vision, mission, or message either.

Sustainability is what companies do, sooperating in a way that ensures that they stay in business isn’t a new idea, it’s what they’ve been doing since forever.

To stay in business, companies must always strive to meet the requirements of their markets and expectations of their stakeholders. If they’re not sustainable, they go out of business.

Those requirements and expectations change and evolve.

As 2019 begins, it’s time to reclaim marketing as a key driver of business.  Management guru Peter Drucker once said, “Because its purpose is to creat

According to the Chinese zodiac, 2019 is the year of the pig — which usually means a spirit of relaxation and enjoyment.  It’s unlikely, though, that all brands will enjoy a happy, prosperous 2019.  Many will undergo significant changes – others will face challenges from category disruption and stiff competition.  And all will have to figure out how to navigate an economy that will likely end up slowing down in the back half of the year.  Here’s the list of brands I’ll be keeping my eye on, in my annual tradition of one brand for each letter of the alphabet — my list of