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Category Archive: Customer Acquisition

Low Digital Marketing Acumen Is Hurting Brands

There’s a discrepancy, it seems, between the amount of time marketers spend talking and blogging about digital marketing and their likelihood to actually execute digital marketing efforts. From the volume of articles written, conferences attended, and twitter chats participated in, one would assume that all marketers and the brands they represent are completely digitally savvy and thus…

Does Your Business Need A Personality to Succeed Online?

A new report by the Interactive Advertising Bureau (IAB) highlights the importance of Display Rising Stars ads – a collection of six units that include the Billboard, Filmstrip, and Pushdown – “in giving more personality to the brand.” When I first scanned the report, I expected to see statistics about the increase in traffic driven or the…

Your Business Doesn’t Need A Facebook Page

I’ll start this post with the disclaimer that the title may be a little misleading. This article won’t argue that businesses can’t benefit from Facebook pages but it won’t kneel at the altar of Zuckerberg either.  The goal here is to shed some light on misconceptions generated by “social media gurus” about the importance of Facebook pages…

Marketing Management, Choosing Leads or Branding

This is part of an occasional series by the principals of Sensei Marketing on the issue of Marketing Management.  Too often marketers are required to make decisions for which the right answer is “it depends.” Factors such as the business environment, the political environment, past sales performance or even internal politics can influence our decision making. Further,…

Ben & Jerry’s: Aggressive Customer Acquisition During “Low Season”

You think your business has customer acquisition issues? Consider the plight of ice cream manufacturers and retailers during the winter months!  Eating ice cream – let alone buying it – during the cold winter months is about as counterintuitive as buying sunglasses in London, England, where clouds and rain are permanent symbols on the weather forecast.  Yet…

Happy Customers + Smart Phones = Increased Sales

How many of your customers are using their mobile device appendages to capture photos? A study conducted by Edelman and Shutterfly this year reports that 81% of US photo-takers (people who have taken at least 10 digital photos in the three months prior to polling) have done so using their smart phones. Consider the fact that at…

Customer Acquisition Lessons From the Auto Industry

According to a recent study conducted by the Interactive Advertising Bureau (IAB), 96 percent of consumers research online before making a large purchase, especially when considering a new car.  And the auto industry has taken notice, embracing digital and social platforms better than most of their colleagues in other industries. However, there’s nothing new in reporting the…

Case Study: Ringling College Embraces Lifecycle Marketing

Ringling College of Art and Design, the premier art college located in Sarasota Florida, had the same goal that every higher education institution has: to increase admissions. However, while every college may have the same admissions goal, each faces a unique set of challenges in trying to achieve that goal. Ringling College is a private, not-for-profit, fully…

Ikea Targets Millennials, Combines Sitcom and Reality TV Themes

Forsman & Bodenfors, Ikea’s Swedish agency, has turned to boxed themes to support the distribution of the retail giant’s latest catalogue (pun intended). However, like the popular Ikea Hacks generated by its loyal fans, Ikea’s new marketing effort has combined standard reality TV and sitcom themes to create innovative and captivating YouTube videos targeting Millennials. Here’s the…

Bud Light Embraces Content Marketing, Builds Millennial Audience

It’s almost time to reveal the secret location and videos of the hinted-at debauchery of Bud Light’s Party City!   BBDO’s campaign, called “Up for Whatever,” has been promising Millennials the opportunity to be invited to the party of the year on Labour Day weekend at a yet-to-be revealed Bud Light town called “Whatever USA.” Along with the…

Johnson’s Baby Capitalizes on Prince George’s Birthday – Real-Time Marketing

We’ve been discussing the pitfalls of real-time content marketing here on the Sensei blog lately. Frequently, the issues reported revolve around the “need for speed” or the marketing team’s insistence on emulating successful campaigns by other brands that have capitalized on trending news/social topics. More often than not these campaigns have failed to deliver the intended result….

Online Customer Reviews – Are They Worth The Trouble?

  A New York City restaurant is learning a valuable lesson in social media marketing and community management this week.  Feast, a relatively new, yet popular, East village restaurant, finds itself at the center of brewing debate across social channels because of its reaction to a patron wearing Google Glass.  In reality, the kerfuffle can be attributed…

Does Poor Grammar Affect a Business’s Bottom-Line?

Memes about the use of poor grammar seem to be a staple of social media fodder, especially on social networking sites like Facebook. An even bigger trend in digital communications might be the calling out of people and brands for typos and poor grammar in status updates, blog posts, or marketing materials. The Internet may be making…

Managing Disruptions in Customer Acquisition Strategy with Social Relationship Software

In my last post for Sensei Blogs, I discussed the disruption to customer acquisition strategies that has been driven by SoLoMo or social, location, and mobile technologies. The point was that the merging of these technologies, which has increased real-time user engagement by consumers and customer data collection by businesses, has ushered in a true paradigm shift…

SoLoMo – Disruptions and Opportunities in Customer Acquisition

New insights from the Global Consumer Study by the IBM Institute for Business Value confirm what social marketers have been predicting: social technologies have disrupted the manner in which consumers make decisions, possibly foreshadowing the death of many physical retail outlets. Big words maybe but let’s analyze the findings. According to the study, which surveyed 30,554 consumers…

Real-Time Marketing Vs Real-Time Content – Do You Know the Difference?

This time last year, marketing strategists and bloggers declared 2013 the “year of real-time marketing.” These marketers felt vindicated when Oreo famously reassured everyone that we could still “dunk in the dark” when the lights when out in the stadium during Super Bowl ’13. The reaction to the real-time social media campaign received an extraordinary amount of…

Be Wary of Social Media’s Mob Mentality

  I’ve often said that social media is essentially a mob-in-waiting, a collection of digital avatars waiting to wage war on behalf of the armchair critics who pull their strings. This self-appointed, crowd-sourced global watch dog works well when championing social causes and shedding light on social or political injustices. However, there’s another side to the coin….

Do Marketers Need Email Marketing 101 – Again?

Here on the Sensei blog, we rarely plan or write marketing 101-type instructional content.  There is an audience for “How to Tweet,” “What is Pinterest,” and “How to Maximize Google+ for Business” articles, and there are many bloggers and forums for such content. We attempt to look at bigger issues facing our customers, which are typically larger…

How to Expand your Marketing Mind

We have all been taught that narrowing our choices is a good thing. In fact, we automatically seek a choice between campaign 1 or 2, target market X or Y. Narrowing our choices is part of our decision-making process but does this instinct aid us in marketing strategy? That tendency to narrow our choices has an unintended side-effect:…

Starbucks Enters Same-Sex Marriage Boycott Wars

Starbucks enters same-sex marriage boycott wars.  The mega coffee chain has once again inserted its brand into the social and political arena. This time, its CEO Howard Schultz has taken a public stand on same sex marriage by telling an anti-gay investor (and those like him) that he’s not welcomed. Starbucks, already known for its support of…

Do You Know Your Customer Acquisition Costs?

  Social networking, social media marketing, blogging…if you speak to marketers today, these are the words you’ll hear most often when asking about customer acquisition plans. There’s certainly a growing focus on the importance of social media in customer acquisition, but at what cost? Do you know your customer acquisition costs? You know, the amount of capital invested…

Inauthenticity – Social Media’s Dirty Little Secret

According to a report by Small Business Trends this week, a group of SEO companies and small businesses in New York State were caught in a sting operation called “Operation Clean Turf.” Spearheaded by Attorney General Eric T. Schneiderman, the operation uncovered unethical pay-for-review programs. Un der the guise of “reputation management services,” SEO firms were offering…

Can We Please Stop Trying to Redefine Marketing?

I’m growing a bit weary of all the new forms of marketing and advertising being invented in the wake of the Internet and, in particular, social media.  Social media marketing, content marketing, relationship marketing, influence marketing, etc. Every year sees a slew of “new marketing” concepts that become the hot topic around the blogger water cooler, with…

Your Competition Is Setting Your Customers’ Expectations

I asked a business owner recently what she thought about her competition. Her answer? “I don’t.” She said once she stopped worrying about her competition, she was able to better focus on her business. While I appreciate the thought, I worry about the future.  One of the threats with this business strategy is that your competition is setting…

Are You A Company Or An Online Clique?

When we interact online with people that we work with and hence talk to on a regular basis, we run into a few potential pitfalls that can negatively impact customer acquisition. This is an easy problem to experience. It is natural for us to gravitate towards people we know, especially if we can share experiences and conversations…

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