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Poor customer support costs businesses $1.6 trillion in lost opportunities, according to an Accenture estimate. While most articles on customer support focus on companies that serve consumers directly, customer churn affects companies that serve other businesses too. Business people are also consumers. They develop expectations about customer service based on their experience as consumers, and …

It’s easy to forget that we are part of something much bigger than ourselves. That for all the freedom we have to shape our businesses, that freedom exists within the confines not just of our immediate world, but within the limits of our Solar System, which orders everything we do. Does this sound too “far …

Social media usage has been rapidly increasing every year. It has become a substantial medium for a lot of people to express and vent their feelings, and this trend does not look to be changing any time soon. Within any organization, 9 out of 10 people are likely to have a personal social media account. …

For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

About 1.65 billion social media users are active worldwide, and 1 million new accounts are created every day. Social media has proven to be fertile territory for advertisers, and as the user base grows, so does the value of that ad space. Combined digital spending by just U.S. media and entertainment companies was $7.34 billion …

According to PwC’s “2016 Global Innovation 1000” report, between 2010 – 2015, total R&D investment by the world’s biggest-spending public companies grew by 35% and reached a record high of $680 billion in 2016. But against a backdrop of shortening product lifecycles, the need to get products to market more quickly, and demand for continuous …

Marketing is about so much more than turning a prospect into a sale: it is about getting inside the mind of the consumer, and turning an indifferent, disinterested person into a loyal, long-term customer who is passionate about your brand. Incentives are one of the most effective ways of doing this – but only when …

Business Dictionary details the Silo Mentality as a mindset present when certain departments or sectors do not wish to share information with others in the same company. This mentality will reduce the efficiency of the overall operation, reduce morale and could potentially contribute to the demise of a productive company culture. Let us consider the …

, something that could have saved myself and others a great deal of time earlier in our careers. Which, as we’ll see, is ironic because many businesses regard ethnography itself as time-consuming and costly. The Wrong Research Methodology To appreciate the role of ethnography in creating brand experience, it’s important to first consider how research …

During any periods of economic uncertainty, it is often the retail sector that is hit the hardest, particularly the high-end brands, as cost-conscious consumers become more reluctant to invest in luxury items. While genuine products at discounted prices can indeed be found on the Internet, consumers can often find themselves unknowingly caught out by counterfeit …

Content Marketing is here to stay.  There is a broad and compelling consensus that content is the key to unlocking thought leadership, brand leadership, market leadership, and effective demand generation programs. In most B2B marketing approaches, this means blogs, e-books, white papers, case studies and compelling email and demand generation programs built around these. However …

In the world of targeted marketing, we often tread the line between being personalised and being personal. On the one hand, using a consumer’s data can lead to marketing that is tailored to the individual, helping them to cut through the noise and get to the products or offers relevant to them. However, if that …

The simple adage “think like your customer” might have guided business decisions since the world’s first sale was made, but these four words are charged for companies operating on a global scale. Not only do global brands need to adapt to the rapidly evolving digitization of multiplying customer touchpoints, but in delivering their message, there’s …

Consumer perception of brands has evolved greatly since we have entered into the digital age. Traditionally, there was a simple formula for how brands could project an image through the combination of three basic things: have a great product, toss in some good values, and present it all through a compelling advertising campaign. Fast forward …

The phrase “big data” most commonly might be associated with the tech side of marketing – analytics broken into charts and spreadsheets. But marketing executives should consider another aspect of digital marketing when putting analytics insights to use: the creative side. The trick is marrying digital and creative into one seamless marketing campaign. Collecting and …

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