Customer Loyalty – Create It, Nurture It. There is the argument that almost all forms of loyalty programmes are really only good for generating synthetic type loyalty. While there is some truth in that, I believe the key rests in how you use each tool, rather than what the tool is designed for. So in …

What is that secret ingredient that makes a shopper choose one loyalty program over another? How do you become the consumers’ choice in a market overcrowded with these incentives?

In talking with Rashmi Schafers (VP of Content Services & Localization at SAP) it was abundantly clear she has a true passion for sharing her knowledge and expertise in the localization field. Rashmi allows us a window into her years of experience, managing international marketing and roll-out programs, that make her is a genuine thought …

Finding the balance between standardization and localization of the web content is one of the preeminent dilemmas that companies face when tapping international markets. Many times companies, either due to lack of coherent global marketing strategy or for cost/efficiency reasons choose to standardize their marketing mix for international markets. Rationales for standardization strategy are many …

How An Old Tactic Makes Your Brand Human Storytelling has experienced somewhat of a recent renaissance as marketers are looking for better ways to connect with their audience. The term “storytelling” itself gets thrown around quite often in marketing departments without much thought to what it truly means. There are several interpretations to storytelling, but …

The businesses that win in the future are those that apply what I call the science of winning. Science is all about evidence-based insights and using the best available data to draw new conclusions. Businesses, big or small, that apply the same principles will outperform their competition. At the moment, 90% of business decisions are …

When we engage in discussions or group meetings, there usually are several people who like to observe and listen.  Pushing their seat back, as to take in the full view from afar.  Becoming a spectator as opposed to a participant.  In the end, leaving the participants to wonder and guess at what spectators of a …

The global marketing landscape is ever changing with emerging technologies and marketers need to ensure that they are tuned into the latest high tech trends that will have a strong impact on their industry. There are two technologies in particular that marketers need to pay close attention to as they could bring the art of …