Recent Posts

What Actually Generates High Advocate Marketing ROI

It is becoming increasingly difficult for brand marketers to make an indelible impact on consumers. It is mainly due to the changing roles that marketers now have to play. Until now, a marketing department’s role was restricted to delivering a compelling message to consumers through mass media. But now the current market has divided into multiple channels, often making the Read more…

Olympus Camera’s Visual Commerce Software Story

Maybe photographer Chase Jarvis is right when he says that the best camera is the one that’s with you. Smartphones, more or less, have come close to Jarvis's proposition. But their incredible growth has put a freeze on the photo equipment manufacturers' ambitions. According to Canon’s Q1 2016 financial statement, sales of Canon’s compact cameras have dipped 22% and Canon Read more…

Vital Pros and Cons of Visual Commerce

According to psychologist Albert Mehrabian, 93% of all communication is nonverbal. It’s due to the functional setup of a brain that processes visuals 60,000 times faster than text. In short, our relationship with the world gets developed and nurtured largely through visuals, as they hold unquestionable sway on our psyche and understanding. Marketers' realization of the power of this visual Read more…

4 Ways Of Building Brand Loyalty Through Amazon

With almost 310 million active customers, Amazon has become unavoidable for online sellers. However, brands have used it as a sales channel and not as a loyalty building tool. That's understandable: with over two million third-party sellers competing for attention on the site, creating a lasting and impressive brand impression on the minds of customers is as hard as imagining Read more…

6 Critical Pros and Cons Of User Generated Content

As of March 2016, an estimated 298 million people are actively using mobile adblocking browsers. Click through rates for marketing emails are reaching new lows. This glaringly shows customers’ emotional as well as intellectual delinking with the communication that they receive from companies. Ads and regular marketing messages are often non-participative and monotonous, so customers' lack of engagement makes sense. But Read more…

The 10 Most Important Pros and Cons of Loyalty Programs

Loyalty programs came into existence when companies realized that the competitive advantage that they once experienced due to product differentiation no longer holds good due to a proliferation of similar looking and “me too” products. In such an environment, having loyal customers became more important and more difficult. So much so that Frederick Reichheld from Bain & Company went on Read more…

Sporting Goods User Generated Content Lets Fans Speak for Themselves

As I have discussed in this blog, most sports brands and sporting goods manufacturers have to figure out a way to fight the various hurdles of stiff competition, reduced margins, and high production costs for certain types of goods. There's considerable erosion into the budget done by marketing activities, other ways of reaching out to the masses, and in building Read more…

Loyalty Points Liability Management: Balancing Finance and Freebies

Loyalty programs gave birth to a new currency--points. At this point, points-based programs have been around for a while, and they've always been treated as liabilities, since they constitute a promise for future service. However, many companies never thought too much of it until Delta Airlines announced that at the end of 2015, its loyalty points liability amounted to roughly Read more…

4 Must-Have Customer Engagement Strategies

While discussing customer engagement strategies, CRM Expert Paul Greenberg defined customer engagement as “the ongoing interactions between company and customer, offered by the company, chosen by the customer”. This is by far the most correct and “all-revealing” definition. The first part of this definition accurately pins down the importance of nurturing the customer relationship from the point that customers discover your Read more…