Archives for interactive marketing
It is what it is. Or is it?
A marketing mantra for the ages: it is what it is. And then came the web, it changed everything. Integrated marketing was once the Holy Grail. But in today’s rough and tumble economy, integrated marketing across traditional channels, even with a great web site, just isn’t enough anymore. “Getting there first” happens in masse. The internet [...]
Interactive Shopping: Nordstrom’s 2: Macy’s 2
Interactive Shopping, Social Media and Customer Service — these topics are closely related, because the most critical elements of success for a brand are: Relevance: Do you matter to your customers? Can your product or service create superior value for them? Engagement: Do you reach out to your customer? Do you have methods and platforms for marketing, [...]
Use Loyalty Programs to improve your Net Promoter Score
The Net Promoter score is very popular in business and marketing circles these days. Proponents of the Net Promoter scores claim that it is a better metric than customer satisfaction. The thesis is that satisfied customers aren’t good enough. In an increasingly networked world, you need customers who are brand evangelists – customers who refer their [...]
Interactive Shopping: Nordstrom’s 1: Macy’s 0.
At Pop Art, we preach that “Interactive” and “Online” are not synonyms! Companies should invest in making their brands and customer relationships more interactive — this means interacting better with your customers, both online and in-person. Based upon my experiences in the past 24 hours, I think Nordstrom’s gets it, but Macy’s doesn’t. Yesterday, I was [...]
CMO Leadership: Putting your agencies to work for you!
As an interactive agency, Pop Art works with many other agencies. Sometimes we are agency-of-record for a client, but most often, our clients employ 2, 3 or sometimes dozens of marketing agencies and consultants, and we are just some of the actors on the stage. Having multiple agencies can be very expensive because of the necessary [...]
Red Robin, Anyone?
So as I am looking for a venue for the Pop Art holiday dinner, I find myself perusing quite a few menus. Why is it the nicer the restaurant, the more words they use on the menu? And the less pictures there are! I don’t get it. I am an “I want that” type of [...]
Nau Likes Beauty, Performance, Sustainability, Long Walks on the Beach, and Candlelit Dinners
Nau wants you for your heart, not just your wallet. It may sound more like a personal ad than a business strategy, but in this difficult economic market, brands are looking for new (often less expensive) ways to build relationships with customers. In addition to awareness advertising that talks TO people, companies need to start [...]
Earning Mindshare for your Brand
Will you recognize me? Call my name or walk on by? One of your biggest problems is earning mindshare from your customers. As I like to remind salespeople, “Billions of potential customers don’t even know that your company and its products exist!” And those that know about you, aren’t necessarily thinking about you, or thinking [...]
Why Clients and Agencies Need to Take a Holistic Approach to E-Business
The most successful e-business implementations excel, not just by being great in one area, but by being good in all areas and great in some areas. Critical E-Business Success Factors Clear business vision and measurable goals A marketing plan that drives your campaigns and programs Scalable and diversified advertising channels A technology framework that is secure, reliable, [...]
Every Blog has a Beginning
I run an interactive marketing consultancy. I have advised our clients on their blog strategies – finally, I am heeding my own advice and doing the blog thing. This blog will house some of my thoughts on business, society, information design and the interactive marketing industry. Recently, we had some great conversations at Pop Art about what [...]
