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

By Sam Fiorella | Branding, Customer Acquisition | Comments are Closed | 13 January, 2015 | 0

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 weatherRead more

Is the War Between Marketing and IT Over?

By Sam Fiorella | Sensei Perspective | Comments are Closed | 28 August, 2014 | 0

The strained relationship between marketing and IT departments, it’s a tale as old as time (well, at least as old as the invention of computers). There’s certainly no love lost between these two; marketers request digital work to be completed in a month but it takes the IT guys that much time to stop laughingRead more

Ipsos Study: 80% of Marketers Still Tied to “Soft Metrics” as Social Success Measurement

By Sam Fiorella | Sensei Perspective, Social Media | Comments are Closed | 30 June, 2014 | 0

A study by Ipsos OTX, conducted on behalf of the Association of National Advertisers, caught our attention this week. The study was commissioned to gauge how marketers are currently measuring the success of their online marketing efforts. Those of you following this, or those of you who have read the book I co-authored with DannyRead more

Business Strategy: Reinventing the Rules of the Game

By Sam Fiorella | Corporate, Sales and Marketing, Sensei Perspective | Comments are Closed | 9 April, 2014 | 8

I spent this past weekend in Chicago, Illinois, delivering a keynote presentation to the innovative folks attending the 3M Frontline Sales Conference. At most of these events, I try to sit in on presentations offered by others whom I admire. Such was the case this weekend when I sat in on a presentation made byRead more

Managing Disruptions in Customer Acquisition Strategy with Social Relationship Software

By Sam Fiorella | Customer Acquisition, Lead Conversion, Lead Generation, Lead Nurturing | Comments are Closed | 2 April, 2014 | 0

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 trueRead more

Do Marketers Need Email Marketing 101 – Again?

By Sam Fiorella | Customer Acquisition, Email Marketing | 1 comment | 28 January, 2014 | 0

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 areRead more

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

From Chick-fil-A to Barilla – Is Courting Controversy The Next Big Thing?

By Sam Fiorella | Customer Acquisition | 3 comments | 29 September, 2013 | 0

Are more businesses taking a social or political stand today than ever before? Or has the amplification power of social media simply drawn more attention to those that do?  It’s a question I’ve asked myself often over the past year; however, at no time more than recently when a client asked if the creation ofRead more

Buzzwords and The Business of Conversation

By Sam Fiorella | Sensei Perspective | Comments are Closed | 12 July, 2012 | 1

Buzzwords are a growing export thanks to the lightning-fast content generation and consumption we’re experiencing in the social-era. Buzzwords have become increasingly vilified by the social media elite with claims that they are crutches used by marketers to mask their inability to think, write effectively or say exactly what they mean. Others go so farRead more

Can You Be Influential While Under the Influence?

By Sam Fiorella | influence marketing | Comments are Closed | 13 May, 2012 | 0

The debate around influence scoring and measurement has once again reared its ugly head with a new series of articles written in Wired Magazine, Forbes and Social Media Examiner, among others. Mark Schaefer also published a book recently titled: Return on Influence, which presents the online influence tracking service Klout.com as the future of marketing:Read more

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