Blog

I am loyal to a particular brand of shampoo but the buck stops with me. I have an affinity to this one coffee shop, but not really loyal to it. Until it had a rewards program, at least… In not so many marketing jargons, simply put from a customer’s perspective, that’s loyalty and advocacy rightRead more

Is there a future for public relations in the era of social media? Will influence marketing kill traditional PR? And what’s the actual difference between the two? To begin with, it might be really tricky to distinguish traditional Public Relations from Influencer Marketing without knowing exactly what you’re talking about. The two seem similar inRead more

The practice of influence marketing or “influencer marketing” is showing no signs of slowing down. Klout scores, which used to be the go-to starting point for most marketer’s influence marketing campaigns are making way – thankfully – to more reasoned engagement strategies that consider what motivates a consumer to make a purchase or what moves him/herRead more

Marketers have long accepted the fact that successful content is that which is helpful to the business’s audience and not overt brand advertising. We know that if the content we produce is to be consumed and shared, it must entertain and inform our audience, instead of simply selling to them. As more and more businessesRead more

The landscape in which businesses operate has changed dramatically in modern times, yet the roles of marketing executives and departments have been slow to change. According to consulting firm Deloitte, the influence and agenda of marketing executives have expanded, yet their organizational context has not fully caught up — they often have only indirect inputRead more

Today’s post will share a personal case study that illustrates, once again, why I consider myself a performance marketer and why all marketers should do the same. I was reminded last month that I’m the world’s greatest marketer, well, until it’s budget review time. First off, let’s get on the same page. Performance marketers areRead more

I have attended a few conferences lately where I’ve heard both presenters and attendees use the terms “customer loyalty” and “customer advocacy” interchangeably, which frustrates me to no end – especially when it’s done by so-called “marketing experts.” In my experience, customer loyalty and advocacy are not interchangeable concepts.  There’s a significant difference between the two.Read more

So you’ve been a loyal Delta Airlines customer for 10 years, travelling almost 300,000 miles.  You’ve chosen it over other airlines even when Delta’s flight options require one- or two-stop layovers. When a competitive airline’s price was lower, you remained loyal to Delta and paid the extra fees. You’re a loyal customer. Your loyalty earned you Silver, GoldRead more

Advocacy, the third stage in the Customer Development sphere of the Sensei Customer Lifecycle model, is the culmination of the business’ effort to engage and support the customer. A customer who has reached this stage in the lifecycle has experienced the seamless conversion of your relationship from vendor-prospect to vendor-customer and now embraces you asRead more