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  • Kraft’s Mobile Branding Recipe
    eMarketer
    A 99-cent mobile app has gone far to help Kraft engage consumers in a meaningful and relevant way. "The most important thing is we’re providing utility above branding," says Ed Kaczmarek, Kraft's director of innovation and consumer experiences, in an interview with eMarketer.

  • Seven Keys to Building Customer Loyalty--and Company Profits

    Fast Company
    From ensuring the first and final elements of your customer interactions are particularly well-engineered because they are going to stick in the customer's memory, to finding suitable employees for all customer-facing positions, here are seven tips for building customer loyalty in a big way.

  • CMOs: Create A Customer Scorecard
    Forbes.com
    Like a good doctor's report, a good scorecard can give you a true picture of what is going on below the financials. That picture will allow you to adjust your customer offerings to ensure the long-term health of your company. Here are some suggestions for what you should use to help monitor your customers.

  • Publishers: Triumph From Within the Belly of the Content Beast!
    AdAge.com
    No one can deny the carnage wrecked on the publishing industry last year. But also in the wreckage, we see new ideas about how to thrive from within the belly of the digital content beast (a.k.a. the Internet). Here are two, quite distinct examples that share two strategies.

  • Chief Marketer 2010 Prospecting Survey: General Outlook
    Chief Marketer
    Results from Chief Marketer's first survey on prospecting and lead generation reveals whether marketers' are more inclined to reach new customers or keep the ones they have, where their spenders come from, reliance on targeted lists, and more.

  • The three key personalities of the online consumer
    iMedia Connection
    Tailoring your brand message for the different mindsets online can create an ongoing conversation that turns general consumers into paying customers, and paying customers into brand loyalists. Here's how.

  • Make Sure Your Customers Find You Online
    Chief Marketer
    The crux of your online success resides between your customers —present and potential—search engines, and your Web site. If you can't remember the last time your Web site provided a sales lead, then you're clearly doing something wrong.

  • In Building Communities, Marketers Can Learn From Cults
    Forbes.com
    If you want a community, then you need members -- not fans or followers. Members act together, buy into the same goals and values, and feel responsible for each other. To help understand the responsibilities of assembling and leading a community, here's a list of the five key "ingredients" of a real cult -- or community.

  • How to Make the Most of Your Customer Feedback
    Chief Marketer
    Too often, companies implement a survey or provide opportunities for customers to offer praise, criticism and feedback, and then the engagement ends. Nothing can hurt your company more; understanding the elusive "why" behind customer behavior is only the first step.

  • Micro-Targeting: It's Not Just for Niche Brands Anymore
    Nielsenwire
    Micro-targeting is one tool that really can enable companies to "do more with less" and grow brands in new, creative ways. The Cambridge Group offers five key steps to help consumer packaged goods companies get started.