QViews

Which Companies Use Marketkeeping?

2009-11-24T15:12:43-06:00

Marketkeeping is the process of keeping your customers connected to you, as well as making sure your identified prospects don't drift away. This process requires identifying your desired contacts, maintaining an open line of communication, and responding to their needs. In many organizations, this process is managed by a sales staff, but top management cannot assume that sales people are doing the complete job. Who gets it? American Express, for one. I'm speaking from the point of view of one of their long-time small business customers, not from the view of their marketing team. They clearly recognize me as a...

Before You Join the Social Media Party

2009-10-28T12:36:17-05:00

Over at Brazen Careerist, Matt talks about what it takes for an individual to be successful in social media. If you think you'd like to join the rest of us using social media, or worse, if you feel competitive pressure to use Facebook, Twitter, or any other social media tool, please consider these 15 steps. I encourage you to read Matt's original post, which is very insightful, or click through to my paraphrase. Whenever I actually intend to use advice, I re-write it in my own language, so that it becomes part of my thinking. Thanks, Matt! Brazen Careerist: Invest...

Top Ten Email Newsletter Designs

2009-09-28T08:59:18-05:00

Of all the email newsletters I receive, these are the ten best designed. All are excellent in a different way, so there's no ranking. le cool - most innovative Publishing Perspectives - best example of curating a topic ClickZ Experts Today - most effective at humanizing news and opinions Promo Xtra - best at discovering valuable tidbits First to Know - best at showing what news means (relevancy) Fast Company - the glitziest take on technology and business trends Springwise - best use of imagery to convey ideas quickly Fetchdog - most beautiful overall design Flavorpill - best information architecture...

Keeping up with the Sharing System

2009-09-26T11:52:00-05:00

Participating is social media is easier when you have ideas and links to share. Help your audience get into the game by providing them the right stuff to share in the right places. MediaPost Email Insider: Email Share-to-Social: Not Just About The Links, 2009-Sep-24, by Loren McDonald Be ready to educate: ... tell subscribers what's in it for them. Appeal to the reasons that motivate people to share information.... Know where your subscribers hang out: Yes, Facebook dominates social sharing. ... while not included as often as Facebook, MySpace and Twitter, actually had a higher email share rate (percentage of...

What is marketkeeping?

2009-09-23T14:24:41-05:00

Many people equate marketing with creativity, but I prefer to equate marketing with accounting, or better yet, housekeeping. Whether you're in the office or in the home, the quality of your environment depends on keeping the books and sweeping the floors. Instead of hoping for a marketing campaign that 'knocks their socks off,' set up a marketing system that keeps the right audience involved month after month.

Tracking the Audience's Evolution

2009-09-21T21:58:15-05:00

Sales lead management systems have traditionally put the leads into a process, but those leads represent real people who are living an experience where their situation continuously changing. Companies that have frequent conversations with their customers and prospects have a natural advantage. MediaPost Email Insider Funnel Experiences, 2009-Sep-21, by David Baker Funnel marketing is marketing in the past to predict the future. Lifestage marketing is building hypotheses and predictions about the future shifts in market, consumer demand and life circumstances that can influence brand involvement.

Listen past the data

2009-09-21T14:51:00-05:00

We're experiencing an explosion of technologies that help us listen to our audience, but none of them can apply the common sense of a human being to what they collect. While you can't listen to all your customers every month, but you have to make sure you interact with a few. As David Armano points out in this article, reports and surveys can lead you astray. That's what happened to BusinessWeek. Logic + Emotion: How Filter Failure Contributes to Business Failure, 2009-Sep-19, by David Armano Watch this video by Bruce Nussbaum, BusinessWeek's innovation editor and veteran employee with the company....