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Editor's Picks
Come buy with me
Without service there are only buyers, not customers
Lester Wunderman, 2009
In an article for the Direct Marketing Association, Lester Wunderman argues that the lesson from previous recessions is that during the downturn you must make regular customers out of occasional buyers. Marketers must identify those who are continuing to spend money, and find ways to make them come back again and again. As Wunderman puts it so eloquently: “Creating a buyer is an expense, creating a customer is an investment.”
Re-drawing the line
Back to the Future,
Trish Wheaton, 2007
In a presentation to the DMA Global Symposium, Trish Wheaton reviews the landscape and finds that the old definitions of above and below the line are no longer relevant. In the wired world, digital marketing is direct marketing, but the imperative to measure and deliver return on investment is greater than ever. CRM has been re-invented as Customers Really Manage, with consumers at the control – evidenced most starkly in China’s group purchasing schemes. And sustainability is on the radar for the first time.
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Also in Relationship MarketingSee all
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Gretchen Scheiman, 2010
How to create a segmented email campaign.
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Paul Walker, 2007
Paul Walker, President of GCI Group, writes about how major brands don't know what to do with happy customers.
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Aruna Natarajan, 2007
Positive word of mouth shared by real consumers with prospects or other consumers can prove to be highly effective and credible when it comes to influencing opinions
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Mark Taylor & Shane Atchison, 2007
Mark Taylor and Shane Atchison report on how success online is dependent on both the relevance of, and the customer experience with, content
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Aruna Natarajan, 2006
The world's most populous country is set to become the world's largest ageing country, with implications for the generation who will have to support them, and for marketers too
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Simon Silvester, 2004
Brand owners are good at making an initial hit with consumers, but lousy at forming deeper relationships, says Simon Silvester. If the brand can develop a sense of community with users, they'll come back for more
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Garth Hallberg & David Ogilvy, 1995
A conceptual approach to marketing practice which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment.
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