|
 |
Premium Content |
 |
Michael L. Perla
Book Summary: Return on Customer by Don Peppers and Martha Rogers (Part 1) This week, MarketingProfs introduces its first book summary, a new regular feature. "Return on Customer" coauthors Don Peppers and Martha Rogers typically write about one-to-one marketing and customer-centric behavior. This book, their seventh, is no exception. The central thesis of the book is that a company's Return on Customer is a mix of current period cash flows and the long-term equity of its oscillating pool of customers. The long-term customer equity is a function of lifetime customer values, which is a function of how long customers are retained, how much and how often they buy, and the cost of acquiring and serving them, among other things. In writing about the significance of customers, Peppers and Rogers write that "Without customers, you don't have a business. You have a hobby." Get the full story. Please note: This article is available to paid subscribers only. Get more information or sign up here. |
 |  | 
2006 Trends + Video iPod
NEW FOR 2006! Precision email solutions company, ExactTarget, works with over 3,000 companies including Home Depot, Honeywell, and Scotts. They’re offering a brand new whitepaper, "10 EMAIL TRENDS FOR 2006", including insight on relevance, frequency, design and more. If that isn’t enough, ExactTarget offers a REFERRAL PROGRAM with a drawings for Video iPods! |
|
 |
Daniel Jung
Can B2B Newsletters Survive the Preview Pane? It's been long known that preview pane and the blocked-images feature in email clients are problematic for business-to-business marketers. The majority of B2B readers are using both the preview pane and the default blocked-images functions to decide whether to open emails and block unwanted downloads. Companies that do not take steps to address these findings with their email design and format will be doing a disservice to their subscribers. Get the full story. |
Leigh Duncan
What's the Difference Between Customer Experience Management and Experiential Marketing? Many people equate Customer Experience Management with Experiential Marketing. But in recent years, "experiential marketing" has become perceptually aligned with "marketing execution". This is because it largely focuses on developing highly visible, stimulating, interactive, and sensory-engaging environments in which products and services are showcased. Accordingly, experiential marketing is an important component of CEM, but it isn't the whole enchilada. Get the full story. |
|
 |  | |
A Note to Readers New! Book Summaries Greetings, discerning readers! One of my favorite places to hang out is bookstores. Whether it’s Amazon.com or my local independent bookseller, I love wandering the aisles and reading recent recommended titles. Who doesn’t love that, right? But now matter how pleasurable the experience, somehow I always come away with the same unsettling feeling: so many books, so little time. Not so fast – there’s balm for your pain. This week, we introduce book summaries, a new monthly feature for Premium members. In the words of Premium Director Roy Young, there are a whole lot of book summary services available, but none of them digest books that specifically are geared toward marketers. None of them will help you do your job better, or offer up the broader perspective you need. First up is Return on Customer by Don Peppers and Martha Rogers, summarized by our own Michael Perla. Michael’s write-up, the first of two parts, is a book summary, by the way – NOT simply a book review. In other words, it’s not Michael’s opinion of the book, it’s an actual digest of the contents of the book itself – its lessons, ideas, take-aways, and wisdom. So read the first of Michael’s summary, and let me know what you think. As always, your feedback is both welcome and encouraged. Until next week, Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs p.s. As I write this, I’m in Santa Barbara, California, with the rest of the MarketingProfs team on one of our regular staff junkets. As always, we are spending a lot of time talking about how to improve the site experience for all of you, our most valuable asset. If you have ideas you’d like to share on that issue, don’t hesitate to drop me a line. I’d love to share your thoughts with the group while I'm here.
| | |  |
|
|
Michael Ortner
Eight Ways to Improve your Online Lead Tracking Do your salespeople still ask, "How did you hear about us?" when a prospect calls? Do you list your contact information on your homepage? Do you display the same 800 number for all of your Web site visitors? If the answer to any of these questions is "Yes," then buckle up. You are costing your business money by not using all of the available tools to monitor and improve your online advertising campaigns. Following thesr eight guidelines will help you to make better choices about which campaigns you should expand and which ones you should eliminate. Get the full story. |
Andy Sernovitz
Word of Mouth Marketing in Five Easy Steps Word of mouth marketing is an umbrella term for dozens of techniques that can be used to engage customers. Word of mouth includes viral marketing, blogs, communities, loyalty programs, and other techniques that get customers talking about your products. In many cases, WOM isn't actually "marketing" at all. It's great customer service that earns customer respect. There are five basic steps that all word of mouth marketing campaigns share. Get the full story. |
Barry Silverstein
A Few Brand Campaigns Are Forever (Well, Almost) Keeping a campaign fresh and vibrant—and maintaining its breakaway status—is a major challenge. The competitive landscape is turbulent and consumer perceptions are constantly shifting. It takes courage and perseverance to sustain a breakaway campaign over decades. Get the full story. |
Meryl K. Evans and Hank Stroll
Marketing Challenge: When It's Best NOT to Blog Blogging is ubiquitous. Marketing experts, the media and the influx of books on business blogging give the impression that we should all do it, or be thinking about doing it. But should all businesses blog? Is it always a wise use of resources and an asset to an organization? Get the full story. |
|
 | | Contact Publisher:Allen Weiss
amw@MarketingProfs.com
Content: Ann Handley
ann@MarketingProfs.com
Strategy and Development:
Roy Young
roy@MarketingProfs.com
Director of Premium Services
Val Frazee
val@MarketingProfs.com
Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com
| Subscribe to our Future Newsletters Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you without the hype and self-promotion found elsewhere.
| Advertising Info
Reach a professional
advertising and marketing audience. Visit here to
get our contact info. and our current media kit. |
| | Helping marketers from all industries succeed online through highly effective email technology and professional services. |
|
You received this
newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com,
or because you subscribed to our newsletter. You can easily change the newsletter
format to text or html, change your email address by going
here.
To leave our mailing list, simply send us a blank e-mail here.
Copyright © 2006 MarketingProfs.com. All rights reserved.
MarketingProfs, LLC | 419 N. Larchmont | #42 | Los Angeles, California | 90004
We protect your privacy
All logos and names are the copyrights of the respective owners
|
| | |
|
Send our newsletter to a friend or colleague.
Reach 180,000 marketing decision makers
Create, send & track in minutes with VerticalResponse. No contracts.
