Random Articles

• Customers are Cheaper than Ad Agencies When people are sharing more and more with each other and strangers, when audiences are splintering, when the relationship between a company and it’s customers is far more measurable, spending millions of dollars on “brand awareness” would seem hilarious - if it wasn’t sad. In other words: “You don’t want the kind of high-production stories that come
• A Polite Response is Reciprocal Recently, I’ve noticed an impolite practice from some of our vendors. When you connect with a person in customer service, this is the initial exchange “Hello, I’m Steve. May I have your account number?” Rather asking me to reciprocate and introduce myself - as is a common and expected practice in our culture - they
• Advertising is Dead, Part 2 First Amazon, now Dorothy Lane Market ends advertising and focuses on offering customers value. “We realized that we couldn’t give club members the deals that we wanted to give them if we continued spending $5,000 to $10,000 a week on print advertising” More in this Fast Company article: Dorothy Lane Loves Its Customers
• 5 Tips For Better Customer Interviews The easiest way to collect interesting, usable data from a research effort is to blend into the background of the subject’s life. Media journalists know this - that’s why they’re embedded in the presidential campaigns and in the military actions. To give honest unselfconscious, response, subject’s need to be comfortable with researchers - as peers,
• RSS Puts Identification in the Hands of Your Customers I’m listening to the Individualized-RSS podcast over at Marketing Edge podcast. The conversation is an attempt to bring the weakness of email into the strength of RSS (or verse-vica as the case maybe) - unique reader identification. This is what I alluded to in this post from a couple months ago. There’s nothing in the technology