Strategic Planning

How to Choose the Best Social Media Objectives for Your Business

July 29, 2011

Too many businesses get caught in the objective trap. The process of creating short and long term objectives begins innocently enough. A management team is assigned to define the best direction for the company in the coming years. The initial brainstorming session identifies some strengths and challenges along with ideas for capitalizing on the good [...]

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The Death of Social Media (and the Birth of Something Better)

July 8, 2011

Social media is dying. The promise of a world where marketing is a conversation failed to deliver. Millions of blog posts, tweets, and Facebook likes can’t change the fact that social media as a stand-alone marketing channel doesn’t work. Let’s pause for a moment and give a hat tip to the people who have dedicated [...]

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Friday Favorites: Eight Trends to Watch for 2011 Plus One

December 10, 2010

This week’s Friday Favorites are are from Spin Sucks author and Arment Dietrich CEO Gini Dietrich. A few weeks ago, she wrote two blog posts covering eight trends to watch for 2011. And, next week she is presenting a webinar on 9 Marketing Trends for 2011. Her abbreviated comments are in italics followed by my thoughts.

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The Marketing Solar System: Making it Easy for Customers Makes Them More Loyal

December 9, 2010

In a world where all products and services are rapidly becoming commodities, the only thing that differentiates one company from another is the relationship with individual customers. It is impossible to deliver sustainable growth and profitability without focusing on the people who financially support your business.

This means that every person, process, and policy within your organization has to make it easy for your customers to complete their transactions. Time and effort are the most valuable resources today. Helping people to maximize their efficiency binds them to you. The only way to do this is with an integrated marketing and customer care strategy that includes everything from initial contact to order fulfillment.

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Why Customer Relationship Care is Better than Customer Relationship Management

October 7, 2010

Implementing a CRC strategy requires that the marketing team work closely with the customer care team to identify bottlenecks, policies, and processes that reduce service quality. Everything a company does provides some sort of service for the customer whether it is a marketing campaign, answering questions, or delivering products. When team members start seeing their functions within the organization as serving their customers, it is a game changing event.

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