The confluence of digital, mobile and social media with big data offers the possibility of addressing, targeting and engaging audiences and segments differently than ever before. Rather than try to psyche out prospects and target them by media use, careful analysis of consumer cohorts can suggest more organic, natural and genuine ways to reach and persuade prospects.
In a nation that loves to eat out, restaurants ought to be CRM learning laboratories. Unfortunately they’re not. But Jim Daleen, CEO of Appsuite, hopes to change all that. Restaurateurs commonly skimp on marketing. They don’t think about connecting their brand to their customers. Many assume that the food and the ambiance will do it for them automatically, saving an investment in technology or marketing people.
At the dawn of a new year there’s lots of talk about new devices, new technologies, new tactics and new trends. But there’s not much talk about evolving customer expectations, which, to a large degree, determine how all these new things are perceived or received.
A new year means new budgets, new priorities, new alignments and new worries. Here are four critical issues my clients are working on for 2014. Leveraging Loyalty. People with strong connections to favorite brands buy more, buy more often and influence others to buy. Identifying, engaging and motivating these people to serve as vocal advocates are high on every brand’s wish list. Incenting loyal customers to talk up a brand, especially in social media, is an incredibly efficient way to go to market. A strong base of loyalists gives brands added flexibility in allocating trade and media resources.