Category: Living in trouble
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Why today’s retailers have to choose between lowest-price and highest-touch
The stakes have been raised. When I'm checking out at a retail establishment, I expect them to be able to see my customer history. Unless they have a low-price strategy, I expect them to offer me a one-to-one relationship. The Art and Science of Customer Centric Growth: Me-tail, 2011-Aug-5, by Steven P. Dennis Me-tail can…
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Is loyalty a ritual?
In working to better understand loyalty, I've often heard from marketers who want to capture customers and get them to buy unconsciously. However, as a consumer it usually sounds like a negative position to occupy. But I do value the rituals that keep my life running smoothly. For instance, I do wish that shoe buying…
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Sharing information is a social tool: Let’s give them something to talk about
When your audience shares the content you provide, they are seeking social status. If you're not providing information that will make them look good, they aren't going to share it. Investor Press Release: New York Times Company, 2011-Jul-13 Sharing as Information Management – With more content, more sources and more people to share with, many…
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Why CRM is inadequate to make customers happy
The information tracked by the companies with whom I do business is woefully incomplete. In order to anticipate what I want, they have to tap into my network. If I live transparently they only have to look into the window. New Rules for the New Economy: To create what the customer wants, 2011-Jun-27, by Kevin…
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How to talk with your customers, not at them
If you want to use news to build content on your web site, be careful not to spend too much time talking about yourself. Fortunately the firehose of information coming through the internet allows you to pick interesting stories that you can discuss with your customers. Mediapost Marketing Daily: The Curation Notion, 2011-Jun-20, by Len…
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The right way to build on others’ creations
You may think you're an original but you're wrong. You may have labored long and hard to realize an idea, but 'nothing comes from nothing.' Claiming sole credit will never win you long-term supporters. Be grateful that people are showing you the way. Be mindful that they recognized their ideas in your work. Be careful…
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We all struggle to think critically, with or without the internet
Recent arguments about whether hyperlinked online research is affecting our intelligence has left me feeling like Forrest Gump's mother—stupid is as stupid does. Any new tool, when used as a crutch instead of a lever, can be abused. Up until now, I've found the voice of reason hard to find in the media, but fortunately…
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The voice of the small business operator comes through loud and clear at NY Times
Back in the day, you’d have to read INC. magazine to hear the voice of small business owners. Now the NY Times is sharing the nitty gritty in the group blog “You’re the Boss.” Best business blog I’ve recently found. NY Times: You’re the Boss, 2010-May-14, by Paul Downs I’m not spinning my story to…
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Trying to use a recently compiled email list, but freaks me out when I get a 17% failure rate.
The alumni association recently had a sister organization share an email list with us, but it's not as clean as I keep my lists, and I just got a 17% bounce rate ten minutes after sending. Friends, there is nothing as important as our reputation, and I fear this list will shred mine.
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Social capital becoming a competitive tool, so be afraid of not having any (via Brian Solis)
Okay, now you can be afraid of not participating in Facebook, Twitter, and LinkedIn. In this brilliant article, Solis points out that if you're not establishing an online reputation, you're falling behind competitively. He also notes that you can't be everything to everybody, so you'll have to prioritize who you're trying to reach (but that's…
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