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Use Intent Data to Drive Influence Advertising Strategy

By Sam Fiorella | influence marketing, Uncategorized | Comments are Closed | 22 June, 2015 | 0

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 toRead more

The Flip Side of Social Media: Servicing Customer Expectations

By Sam Fiorella | Customer Experience, Uncategorized | 2 comments | 27 May, 2015 | 1

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,Read more

Customer Loyalty Does Not Equal Customer Advocacy

By Sam Fiorella | Customer Development | 2 comments | 4 May, 2015 | 0

“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 notRead more

Survey: Real Forces Disrupting Marketing Effectiveness

By Sam Fiorella | Customer Development, Customer Experience, CX Strategy | Comments are Closed | 25 January, 2015 | 2

In a 2014 survey conducted by McKinsey & Company and the ANA, B2B and B2C marketers revealed the real forces disrupting marketing effectiveness today. Below is a summary highlighting the results. 1. Complexity and Fragmentation 48% of marketers reported that the fragmentations of the audience, and complexity of solutions and options for audience engagement, areRead more

360 Degree Retailing: Reassessing Brick and Mortar Stores

By Sam Fiorella | Customer Experience | Comments are Closed | 7 January, 2015 | 0

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 previouslyRead more

Sensei Marketing Pivots to Meet Customer and Market Demand

By Sam Fiorella | Sensei Perspective | Comments are Closed | 5 January, 2015 | 0

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 listRead more

How Mobile is Disrupting Traditional Loyalty Programs

By Sam Fiorella | Customer Development, Loyalty Marketing | Comments are Closed | 11 December, 2014 | 0

My last post here on Sensei blogs shared some statistics that demonstrate the disruptive effect of smart phones on the photography habits of consumers.  Mobile technology and devices have had a disruptive influence on many aspects of our lives beyond digital photography, which, in turn, has disrupted how businesses must engage consumers. Mobile is DisruptingRead more

Crowdsourcing: Customers Don’t Always Know Best

By Sam Fiorella | Customer Development | Comments are Closed | 1 October, 2014 | 0

In 1985, the Coca-Cola Company, in a move that is still hotly debated today, concocted a new Coke recipe in hopes of reinvigorating interest in its number-one selling soft drink. Logic dictates that when a product is number one, you don’t mess with it.  The problem, however, was that Coke’s market share had declined toRead more

The Principle of Reciprocity and Influence Marketing

By Sam Fiorella | Influence Marketing Methodologies | 4 comments | 24 September, 2014 | 4

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 youRead more

Comcast Customer Recovery Strategy – Too Much, Too Late.

By Sam Fiorella | Customer Development | Comments are Closed | 16 July, 2014 | 1

Arguably, phone, wireless, and cable providers are simultaneously the most predatory and desperate of all direct-to-consumer businesses. They conspire with each other to set inflated prices for mediocre service and negotiate territories to avoid competition, which, in turn, helps them set inflated prices for mediocre service. They demand your loyalty but only seem to rewardRead more

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