eMarketer recently posted an article citing a Q1 2014 report from Gallup and Wells Fargo—it found that attracting customers, targeting business opportunities and finding work or new business was the top challenge among U.S. small business owners (21 percent). The solution to this challenge, according to March 2014 polling by Huzzah Media, is friend referrals. Over half of this survey’s respondents noted that friend referrals were the most successful marketing tool, with advertising ranking second
A letter from Wells Fargo Bank pitching a debt consolidation loan to my wife was so off base it could only have been generated by a computer. No actual banker could have looked at my wife’s accounts and concluded that she needs a loan. She’s as conservative as Ben Franklin, with saving and spending habits formed back when she was a commercial real estate broker and wanted her money to last through the next closing. That letter had to have been just another data-driven marketing pitch
Though nearly as old as time itself, influencer marketing is suddenly getting fresh attention from brands, agencies and service providers. Deciding to hop into bed with the trend is a little like getting married. Here's how to engage the key ideas. “Mawage. Mawage is wot bwings us togeder tooday. Mawage, that bwessed awangment, that dweam wifin a dweam.” Besides being one of my favorite scenes from one of my favorite movies, these words from Peter Cook, the priest in "The Princess Bride," are a fitting introduction to the “dream within a dream” promise of influencer marketing.
Unlocking the keys to loyalty and word of mouth: Today’s consumer is empowered. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: current customers. Referrals and word of mouth are keys to future growth. This slideshare presentation makes the case for a paradigm shift in marketing. Focusing on the customer, instead of constantly chasing the prospect. It features nine marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zanes Cycles and Zappos
A sports apparel retailer is fighting back against the arbitrary multi-million-dollar penalties that credit card companies impose on banks and merchants for data breaches by filing a first-of-its-kind $13 million lawsuit against Visa. The suit takes on the payment card industry’s powerful money-making system of punishing merchants and their banks for breaches, even without evidence that card data was stolen. It accuses Visa of levying legally unenforceable penalties that masquerade as fines and unsupported damages and also accuses Visa of breaching its own contracts with the banks, failing to follow its own rules
Asking a customer for birth date information is a very intimate question, and one that I tell clients to consider carefully before including on any registration form. When I celebrated my birthday in early December, I received all sorts of interesting emails and direct mail wishes and offers from a variety of brands. So which ones left me feeling warm, fuzzy and loved, thereby achieving their objective of deepening my relationship with them, and which ones left me in the cold?
Prior to widespread use of the Internet, the purchasing process was simple: An individual first became aware of a product or service through a direct mail piece, print ad or TV commercial. Then, the person filled out an order form, called a toll-free number or visited a store to make the purchase. Today, marketing is much more complex.