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Tag Archive: Customer Acquisition

Who and What Is A Micro-Influencer?

The term micro-influencer has become very popular lately. With the practice of influence marketing maturing (well, sort of), marketers are embracing concepts beyond Klout scores and “social amplification as influence” when designing influence marketing campaigns. Micro-influencer is one of those concepts.  However, the definition – like so many other things in this industry – shifts based on…

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…

“The Fat Jew” and Instagram – All That’s Wrong with Influence Marketing

Josh Ostrovsky, otherwise known as “The Fat Jew” is quite a big deal these days (pun intended). Ostrovsky has amassed a large social media audience, predominately on Instagram (5.5 million followers) and Twitter (251,000 followers), through which he shares his humorous take on life. Often, these viewpoints are profanity-laced, lewd, and/or off-color comments and images, which have not…

Will Instagram’s Advertising Platform Hurt Its Popularity?

Instagram announced this week that it will open up the advertising flood gates to businesses seeking access to its 300 million monthly users. The illusive Instagram ad, which previously required personal contact with an Instagram sales person, lots of advance planning, and large budgets will soon be less, well, illusive. Using 3rd party advertising apps, marketers and…

Use Intent Data to Drive Influence Advertising Strategy

It’s no secret that your every click is tracked online; what sites you visit, what ads you click, and what articles you read are all stored by the likes of Google, Facebook, and their ilk in order to create buyer personas to which they may better serve relevant ads. However, despite the resources dedicated to creating these…

Manipulation vs. Influence – Becoming a Trusted Authority

Which is more influential, the message or the messenger? Salespeople have long understood that the likelihood of a proposal being accepted is largely dependent on factors such as the relationship between the salesperson and the buyer. This is such a universal truth that many sales executives refuse to respond to open Request for Proposals if they don’t…

The Flip Side of Social Media: Servicing Customer Expectations

Blogs, Facebook, Twitter, Instagram, Tumblr, Quora, LinkedIn….businesses are pushing harder and harder at engaging customers across multiple digital channels and social networks, each experiencing varied levels of success. It’s that success that I wish to discuss today. When asked what is social media success, most will give you the typical soft metrics including follower count, number of…

Customer Loyalty Does Not Equal Customer Advocacy

“We have very loyal customers; we don’t need a customer advocacy campaign.” I’ve been in a senior sales and/or marketing position for more than 20 years and the one constant mistake I still see and hear is a lack of understanding in the difference between customer loyalty and customer advocacy. Making the distinction is not difficult. Customer…

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…

360 Degree Retailing: Reassessing Brick and Mortar Stores

There’s no doubt that that Internet has changed the business of retailing. Thanks to consumers’ proclivity for pre-purchase research and the availability of online commerce, retail growth is no longer dependent on brick and mortar expansion. In fact, expanding physical stores can negatively affect a retailer’s bottom line because online sales are eradicating revenues previously used to…

Sensei Marketing Pivots to Meet Customer and Market Demand

Sensei Marketing announces a pivot in its business practice to better align with customer and market demand, introduces Customer Insight Analysis (CIA) Platform Sensei Marketing, an established marketing technology and consulting firm based in Toronto and New York City, has been providing sales and marketing consulting, campaign strategy, and development/hosting services to an impressive list of businesses…

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…

The Principle of Reciprocity and Influence Marketing

Within the study of the psychology of relationships is a principle called reciprocity, which speaks to the human need (and tendency) to want to give something back when something is received.  People feel a sense of obligation to do something for you when you’ve done something for them. Reciprocity affects us every day.  Have you ever: Invited…

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…

Community Management: The 90-9-1 Rule is Dead

We’re all familiar with the 90-9-1 rule, which states that in any group of 100 people there is/are: – 1 member that is a super active communicator, actively engaging everyone else in the group –  he/she becomes the thought leader – 9 who are somewhat active, engaging the rest of the group occasionally -90 who are content…

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…

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