Here’s a short article from the Harvard Business Review on lead capture. The stats: $12.5 billion in 2005 to $22.7 billion in 2009: The amount of advertising dollars spent generating leads 2,241 U.S. companies: The number of companies measured in the study to test lead response time 37% of the companies responded within one hour, [...]
This e-loyalty research paper helps clarify the roll of online customer service in creating customer loyalty (“e-loyalty”). The paper focuses on the Austrian mobile industry but the findings are applicable to many industries, including real estate. Two broad categories frame customer loyalty: customers who become your repeat purchasers and customers who become promoters of your brand. [...]
I thought this kiosk flyer below, which I found pinned to a wall somewhere in Estes Park, Colorado, is a novel use of QR. What I like is how the purveyor has conveniently arrayed the subject matter. As a tourist, I especially liked the choices put before me and the prospect of interacting in [...]
What’s the ROI of conversing with someone while queued to buy a PEET’s coffee? What’s the ROI of engaging other parents and teachers at a monthly PTA meeting? What’s the ROI of swapping stories at a monthly book club meet-up? Common sense tells us these interactions are inherently unquantifiable, yet immensely important and powerful. Now [...]
Two seemingly unrelated articles recently caught my attention. Both articles touch on a similar meme: making sense out of the data bog which is le Web. Article one: The Path to Web Intelligence Maturity (.pdf) discusses how companies can leverage Web analytics to gain behavioral insights on individual prospects and customers. The author walks you through [...]
The book Democratizing Innovation by MIT Professor Eric Von Hippel (available via free .pdf download) makes an interesting observation about the term “consumer”. Throughout his book, Von Hippel employs the term “user” as opposed to consumer: Users, as the term will be used in this book, are firms or individual consumers that expect to benefit [...]
The Gartner Hype Cycle is a useful graph for analyzing technology hype. Looking at the Gartner graph, I’ll posit we’re somewhere near the “Slope of Enlightenment” and the “Plateau of Productivity” with respect to social media. Over the past couple of years, business leaders have stepped up to the plate and faced some serious pitches [...]
Collaborative CRM strategies offer firms unparalleled opportunities for establishing more meaningful relationships with their customers and clients. Mobile CRM is closely aligned to collaborative CRM concepts. This research paper characterizes collaborative CRM as: The notion of collaborative CRM is still in discussion and has two interpretations that are often mixed…The first is closely connected with [...]
Art can inform business decisionmaking and processes in so many ways. And choreography is one artform that does. Choreography is designing a series of movements to convey an expression of an idea. The best choreographers apply a scientific approach to their dance notation. These choreographers carefully map movement through time and space–in essence navigate time [...]
There is a reason I choose Southwest Airlines as my preferred airline: client attentiveness. There is a reason why I don’t pay attention to accumulating miles with a competing airline to ensure preferred boarding status but love Southwest’s Rapid Rewards program: client attentiveness. There is a reason I am a self-appointed brand ambassador for Southwest Airlines: client attentiveness.
Metrics Here is a great primer on RFM analysis, which I believe has applicability to social media marketing. The foundation of RFM is something that can drive the establishment of engagement metrics as well as allowing marketers to do a better job at managing the social media marketing channel. Social media Scoop44, an online “newspaper” [...]
Real estate marketing professionals interested in farming, cultivating, or harvesting customers should consider something new. Livestock management perhaps? How about genetic engineering of new hybrid corn? Better yet how about driving a combine or cultivator? It’s time to shed these agri-centric terms that are so often used in conjunction with traditional Customer (Client) Relationship Management [...]
