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Emotional and Logical Connections in the Purchase Decision Process

By Sam Fiorella | Customer Acquisition | 4 comments | 5 December, 2013 | 1

There’s entirely too much focus on social networking and technologies among marketers today and far too little focus on how and why consumers make purchase decisions. In fact, this has been the case since the advent of Web 2.0 technologies and social media networking. That being said, I’m a big proponent of social media andRead more

The Courage of Passion Brands and Leaders

By Sam Fiorella | Customer Experience | Comments are Closed | 13 April, 2012 | 0

In my last post: Changing the Rules of Engagement, I challenged readers with the notion that business can no longer grow and thrive by simply being the best at their game as they once could. Today, winning requires the ability (and courage) to change the rules of the game completely. Innovation must be so radicalRead more

Advertising Should Follow Social Media’s Lead in Engagement Practices

By Sam Fiorella | Customer Acquisition | Comments are Closed | 11 January, 2012 | 0

In reviewing a client’s internal branding/marketing plan recently I noticed that the Marketing VP called for an increase in broadcast and social media “advertising”. Given that CX or the Customer Experience is a key focus of my firm’s practice, I questioned what the impact on the customer’s experience with the brand would be? How wouldRead more

Marketers: Make an Emotional Connection in 2012.

By Sam Fiorella | Sensei Perspective | Comments are Closed | 3 January, 2012 | 0

We’ve often discussed the concept that consumers make decisions based on emotions, which they then justify by logic on this blog. A concept that few dispute yet few seem to put into practice. While businesses may understand how decisions are made, they are not confident enough to shift their culture to cater to the customer’sRead more

I’m Taking Back my Influence; Opting Out of Klout

By Sam Fiorella | influence marketing | Comments are Closed | 16 November, 2011 | 0

So after almost a year of complaining about the evils of Klout and its minions, I’ve finally been told to put my money where my mouth is. And I’ve accepted the challenge by opting out of Klout. Make no mistake, this is a business. As a business, I admire Klout. But I also firmly believe thatRead more

The Business Value of Proficient Tweeting

By Sam Fiorella | Social Enterprise | Comments are Closed | 20 October, 2011 | 0

I was recently categorized as a “social chatterbox” by a colleague, referencing my frequency of tweets and engagement with followers on Twitter. …I’ll give you all a few moments to nod your head in agreement… I’ll admit that for a split-second my reaction was to be insulted but that quickly passed since I’m not hungRead more

Learning, not Failure, is the Key to Lasting Success

By Sam Fiorella | Sensei Perspective | Comments are Closed | 17 October, 2011 | 0

There has been much discussion and writing recently suggesting and even claiming that failure is the key to success. So, my point of view on “Failure is the Key to Success”… What a steaming load of politically correct bull shit! I’m sorry but are we actually serious about this statement? This concept has no doubtRead more

Lucky for Business, We’re All Sheep.

By Sam Fiorella | influence marketing | Comments are Closed | 19 August, 2011 | 0

At the beginning of this year, when the cult-like Klout fascination started to boil over, I wrote a post called Are You Worthy of My Follow? asking if those that I followed were in fact “follow-worthy”. It was a tongue-in-cheek statement to illustrate my predictions on the changes in online behaviour that would result from usRead more

Is Brand Management an Offensive or Defensive Play?

By Sam Fiorella | Sensei Perspective | Comments are Closed | 16 August, 2011 | 0

This week’s #bizforum debate is inspired by fellow Social Media Master Jonathan Copulsky’s presentation Brand Resilience: Managing Risk and Recovery in a High-Speed World.  The topic inspired me to question whether Branding has become a defensive play? According to the Kellogg School of Management, a brand is the “psycho-cultural associations linked to a name, markRead more

Employees. The Corporation’s Greatest Social Brand Advocates?

By Sam Fiorella | Social Enterprise, Social Media | Comments are Closed | 8 August, 2011 | 0

The evolution of marketing and communications, driven by the popularity of social media has placed a lot of attention on the customer as a valuable business asset. The theory dictates that the “wisdom of crowds” (if enough people are saying it, it must be true) is a more powerful purchasing motivator for prospective consumers thanRead more

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