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The Importance
of an Effective First Paragraph
Your headline has grabbed the reader.
That reader is on side and interested. You have a fish on the hook. Now you have
to secure the fish and land it. In this article, Andy Owen explains why that first
paragraph is vital to the success of your campaign.
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Can E-mail
Marketing Survive SPAM?
The
tide of SPAM doesn’t show any sign of turning. In fact, according to one source,
in 2003 SPAM increased from 40% to 60% of global e-mail traffic. In this article,
Dave Chaffey examines the future of unsolicited commercial e-mail messages and
their impact on your e-marketing.
Read the full article
Shifting
Channels
Getting customers to move to channels that suit suppliers
is an important issue for many businesses, but not a new one. Professor Merlin
Stone looks at the history of channel innovation and then provides a number of
important lessons in developing your channel strategy, accelerating the move and
then managing the cycle.
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Innovation
– a Sham or a Change for the Better?
Each
year a posh venue in the heart of the big city hosts an advertising and marketing
award ceremony. It is an occasion for men to hire suits, women buy dresses, bowties
to fathom and speeches of thanks jotted down. But when it comes to handing out
the trophies for innovation, is the judges’ choice flawed? Jonathan Gabay looks
at how the wrong people often get the credit.
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Bad Data Means Atrocious Service
Excalibur is back with another
tale of misery from the world of customer relationship management. This month,
a bank is in the firing line as an example of how it is atrocious service that
causes customers to leave, not poor service.
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Customer
Experiences at the Point of Interaction
The experiences customers receive through their interactions
with your organisation will make or break your ability to develop a long-term
relationship with them. Steven Howard looks at how it is often these customer
experiences at the critical Points of Interaction that determine whether the customer
will consider you as a source or a solution to their wants, needs, or desires.
Read the full article
People to
People – Five Lists for Ensuring
that Employees Drive CRM Success
Customer focus is the mantra of the new century. It is virgin territory for many
companies and many approaches have proved to be flawed. Ian Corner and Beth Rogers
look at why analysing people is critical to CRM success.
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The 10 Commandments for Rebuilding a Brand
European branding consultancy
Henrion Ludlow Schmidt has launched its 10 commandments for companies contemplating
rebuilding a tarnished or tired brand.
Read the full article
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