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ThoughtShape of the Week: Chris Rollyson


by Jeff Molander
jeff-at-thoughtshapers.com


“The financial crunch will accelerate social network adoption among those focused on substance rather than flash…

Social media can save money.. how much did it cost the Obama campaign in time and money to raise $500 million? Extremely little....

People like to get involved and contribute, when you can frame the activity as important and you provide the tools to facilitate meaningful action. Engagement raises profits and can decrease costs. Engaged customers, for example, tend to leave less often than apathetic customers…

Social media presents many new possibilities for revenue, but to see them, look outside existing product silos. Focus on customer experience by engaging customers, not with your organization, but with each other...”

Chris Rollyson
The Global Human Capital Journal

January 12, 2009

Resources

Emerging Technologies

Multi Channel Retailing

Lead Generation Strategy



ThoughtShape of the Week: Lewis Green


by Jeff Molander
jeff-at-thoughtshapers.com


“At the end of the day, the objective of inbound marketing is not conversation for its own sake, as some social media evangelists suggest, but to use those conversations to learn as much as we can about what customers most want and need from us…

... and then create great customer experiences by meeting those wants and needs at the right time and the right place, which are when customers contact us and wherever they do so.”

Lewis Green
L and G Business Solutions

January 03, 2009

Resources

Multi Channel Retailing

Lead Generation Strategy



ThoughtShape of the Week: Jonathan Salem Baskin


by Jeff Molander
jeff-at-thoughtshapers.com


“... as retailers try to make up with sale items all the sales they were unable to realize with regular pricing, they’re daring consumers to revalue what they’re buying. The greater the pricing variability, the less qualities of brand have any inherent value. Something that costs less due to the exigencies of sellers can never fully be worth more when it comes to the needs of buyers.

Sales are a chronic affliction for businesses, and a constant reminder to consumers that all the imagined promises of branding don’t necessarily connect to the reality of prices.  This week’s sales aren’t price discounts; they’re proof that efforts to sell stuff the remainder of the year will be attempted at inflated prices.”

Jonathan Salem Baskin
Author
Branding Only Works on Cattle

December 26, 2008

Resources

Multi Channel Retailing

Lead Generation Strategy



ThoughtShape of the Week: Kevin Hillstrom


by Jeff Molander
jeff-at-thoughtshapers.com

“... our industry (catalogers and direct marketers) hawks the standard ‘Multichannel Customers Are The Best Customers’ line. We encourage people to read the paper and consume information online. We homogenize the overall user experience by trying to make the look and feel of each medium appear the same—instead of capitalizing on the unique differences between channels, we try to force people into doing things the way we want for them to do things, causing both channels to fail.”

Kevin Hillstrom
President
MineThatData

December 22, 2008

Resources

Multi Channel Retailing

Interactive Business



Thoughtshape of the Week: Chris Kenton


by Jeff Molander
jeff-at-thoughtshapers.com

“... when we reach the point where we’re writing massive amounts of content that’s designed only for computers to read, we’ve reached a tipping point where marketing becomes a parody of itself. In the name of cutting through the clutter, we create more clutter. In the name of building customer relationships, we develop content that customers would never want to read. Instead of putting our resources and creativity into actually connecting with customers, we focus instead on trying to engineer some immaculately efficient engine to boil the ocean and spit out customers ready to buy our product with the least amount of input or effort…

I’ve discovered that about 70% of the splogs (content posted for no other purpose than to game search traffic) we’re filtering out are posted at Blogspot, a free blog service owned by Google. That’s right. Google. The company whose mission it is to help you cut through the noise and clutter on the Internet also happens to be one the biggest enablers of noise and clutter on the Internet…

We’re on a quest for clinical efficiency, but all the while we keep talking about customer intimacy. And then we wonder why consumers themselves are so drawn to social media, drawn inexplicably to connect with other consumers to share experiences that belie all the marketing bullshit their lives are flooded with every moment.”

Chris Kenton
SocialRep

December 02, 2008

Resources

Multi Channel Retailing

Interactive Business



ThoughtShape of the Week: Gerry Bavaro


by Jeff Molander
jeff-at-thoughtshapers.com


“We may be at an inflection point in the evolution of search, which finally breaks out of the ‘immediate ROI’ calculus toward a more holistic understanding of what’s really important. The challenge, of course, is a company’s operational ability to track, report, and analyze those numbers that span channels and departments.

The catalyst for true search/media integration and a breakdown of operational silos may actually be business-threatening times like these; breakdown, break-through as they say.”

Gerry Bavaro
EVP, DidIt.com
(via MediaPost)

November 11, 2008

Resources

Multi Channel Retailing

Interactive Business



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