Harvard Business Review

SEPTEMBER 11, 2013

Those numbers have mobile advertisers salivating. Despite the popularity of apps, however, most mobile ad dollars go to search, which is better at targeting users and tracking ROI. Despite the popularity of apps, brands spend more than ten times as much on paid search advertising as they spend on ads on apps.

Advertising 8

Advertising Loyalty ROI Brand 8

Harvard Business Review

SEPTEMBER 11, 2013

Those numbers have mobile advertisers salivating. Despite the popularity of apps, however, most mobile ad dollars go to search, which is better at targeting users and tracking ROI. Despite the popularity of apps, brands spend more than ten times as much on paid search advertising as they spend on ads on apps.

Advertising 8

Advertising Loyalty ROI Brand 8

Strategy Driven

APRIL 2, 2012

How to be memorable enough to create word-of-mouth advertising and unsolicited referrals. Loyalty actions. By your actions, creating positive word of mouth advertising. Luckily in sales, ROI is the easiest part. At the end of the month, a full pipelne ensures you’ll exceed plan. Customer service skills. About the Author.

Education 50

Education Training ROI Loyalty 50

Harvard Business Review

OCTOBER 1, 2018

Blockchain has important implications for marketing and advertising. There are implications for marketers and advertisers as well. Every time they open the app and spend at least a minute on it, the retailer can pay them a few cents or loyalty points’ worth of store credit, up to a maximum per day. RyanJLane/Getty Images.

Marketing 8

Marketing Advertising Technology Content 8

Harvard Business Review

OCTOBER 3, 2018

” Like many of the CMOs described in the 2017 article, she was initially hired to focus on downstream commercialization roles, such as overseeing advertising. We’re working on a model for the ROI of a technology dollar, versus a marketing dollar, versus a sales dollar, so we can make trade-off decisions.

CFO 8

CFO CEO Agility Marketing 8

Harvard Business Review

DECEMBER 23, 2013

In our experience, marketing can increase marketing ROI (MROI) by 15 – 20 percent. However, in-depth analytics revealed that customers’ decisions to switch energy providers were driven by their and competitors’ prices, advertising and company’s position in in social media, TV, print and other mass media.

Marketing 9

Marketing NPV Short-term Net Present Value 9

Harvard Business Review

JANUARY 16, 2013

The tag is small, about the size of a dime, and can be embedded in or attached with a sticker to a product or advertisement. I saw an NFC-enabled advertisement on a bus stop. With a few clicks, we create wish lists, get recommendations, use loyalty points, or build shopping carts for future purchases. NFC is always available.

Download 8

Download Loyalty Objective Brand 8

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. ’” To reverse this perception and to get greater bang for marketing’s buck, we believe that CMOs must become true collaborators with CFOs and adopt a marketing ROI approach that’s driven by analytics. The opportunity is enormous. Why is this so challenging?

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

AUGUST 29, 2016

Many companies are busy mapping their customer experience and tracking customer activity across physical stores, call centers, e-commerce sites, and social media, gathering mountains of data from their own surveys, customer tracking systems, loyalty programs, and third-party providers.

Retail 11

Retail Apparel Motivation Attrition 11

Strategy Driven

NOVEMBER 8, 2010

When you stop to think about it, you’ll realize that your fans and followers are essentially volunteering their time and energy to serve as developers, sounding boards, and advertisements for your company. So for goodness’ sake, respect what they have to say and take their input to heart!

Media 50

Media Follow-up Software Newsletter 50

Harvard Business Review

DECEMBER 5, 2013

“There were catchphrases that had to be hammered into the head of the employees, just like advertising does to the general public.” . “There was a lot of minutia that had to be crammed into the shows,” says Murphy. Patterson , who “had this very paternalistic ideal towards his company.”

Morale 8

Morale Conference Hammer Film 8

Harvard Business Review

JANUARY 28, 2015

”) Delivering a consistent experience on the most common customer journeys is an important predictor of overall customer experience and loyalty. (For further convincing, see the HBR article, “ The Truth About Customer Experience.”) When looking at quote and bind ratios (i.e. See the customer journey all the way through.

COO 8

COO Planning Metrics Call Center 8

Harvard Business Review

AUGUST 5, 2014

Overly simplistic notions – “the people who do the advertising”– were based on stereotypes that never accurately reflected the range of responsibilities that many CMOs had. CMOs need to show the ROI of every pound spent on marketing and how it delivers against the bottom line.”. The CMO role is undergoing a renaissance.

P&L 8

P&L Banking Marketing Call Center 8

Harvard Business Review

MAY 7, 2018

How exactly are they doing that, and thereby realizing further gains in ROI? As a result, the brand substantially increased conversion of searches to sales of its cold medication, building greater brand loyalty at the same time. Trust, Transparency and Value-How Google Is Working to Improve Online Advertising for Everyone.

Marketing 8

Marketing Content Brand Advertising 8

Harvard Business Review

JULY 18, 2011

It's remarkably easy, with minimal investment, to decrease your spend on research, customer service and advertising. The UFC is saving money, historically spent on advertising, because the company has built direct communication channels with high volume reach to their audience. Trust is the first step to building loyalty.

Media 15

Media Brand Advertising Loyalty 15

Women on Business

MARCH 18, 2013

Without understanding CLV or analyzing the ROI of customer acquisition, you’re essentially operating in a marketing vacuum. Think about the fierce loyalty – and value – of an Apple, Patagonia, Amazon, Zappos or Dunkin Donuts customer. How can you reach them, communicate with them and sustain their loyalty?

Efficiency 259

Efficiency PR ROI Loyalty 259

Harvard Business Review

SEPTEMBER 4, 2015

This isn’t lost on advertisers. These programs also tend to attract the highly coveted 18-to-34-year-old demographic, known for having the most disposable income and believed to be more easily influenced by ads than older adults with more entrenched buying habits and brand loyalty.

Advertising 8

Advertising Brand Audience ROI 8

Harvard Business Review

APRIL 20, 2016

In the B2C world, it is about sales and customer loyalty: not just getting your customer to click and buy, but getting them so worked up about your product that they’ll never so much as think about buying from your competitor instead.

Cost 8

Cost Marketing Content Media 8

Harvard Business Review

MARCH 18, 2016

Marketing executives are being tasked with leveraging technology to improve customer experience, drive client growth, and meet loyalty goals. Collectively: What is the cost benefit to the organization, and how quickly can we show ROI? Can IT help us integrate different tools to deliver a more seamless experience?

Marketing 8

Marketing Enterprise Architecture Technology Project 8

Harvard Business Review

MAY 23, 2012

Stop bombarding consumers who don't want a relationship with your attempts to build one through endless emails or complex loyalty programs. Those efforts will be low ROI. Then, apply different expectations to those two groups and market differently to them. Chances are there are higher returns to be had elsewhere in your marketing mix.

Aaker 16

Aaker Brand Marketing Mix Marketing 16