The document discusses different marketing strategies, including product-centric vs. customer-centric approaches. A product-centric strategy focuses on offering generic products at low cost to gain market share, while customer-centricity aims to offer differentiated products that meet customer needs and build long-term customer relationships. Research findings show referred customers are more profitable and loyal than those acquired through other means. To maximize value, companies should understand customer wants and identify the most valuable customers using metrics like RFM, then find more customers like them and reduce defection through fair solutions and customer knowledge.
Technology democratization has created a plethora of opportunities for brands to connect with consumers. Brands now need to understand what their consumers really want and establish connect with them at every stage of the purchase decision journey.
This post discusses the growing complexity in the brand-consumer love story and the need for brands to revisit their consumer engagement strategy in order to succeed in the digital age. Customer loyalty in the digital age outlines the gap that exists between consumers demand and brand outreach. It also designs the customer loyalty strategy for brands to reach to the connected consumers.
What's your consumer loyalty strategy? Do share your thoughts.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
11 Trends That Will Shape Shopper Marketing In 2018John Andrews
Shopper behavior change is accelerating and the front porch is becoming the new store shelf. In this new retail paradigm, relevancy depends on great content that helps shoppers along the path-to-purchase.
Technology democratization has created a plethora of opportunities for brands to connect with consumers. Brands now need to understand what their consumers really want and establish connect with them at every stage of the purchase decision journey.
This post discusses the growing complexity in the brand-consumer love story and the need for brands to revisit their consumer engagement strategy in order to succeed in the digital age. Customer loyalty in the digital age outlines the gap that exists between consumers demand and brand outreach. It also designs the customer loyalty strategy for brands to reach to the connected consumers.
What's your consumer loyalty strategy? Do share your thoughts.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
11 Trends That Will Shape Shopper Marketing In 2018John Andrews
Shopper behavior change is accelerating and the front porch is becoming the new store shelf. In this new retail paradigm, relevancy depends on great content that helps shoppers along the path-to-purchase.
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
Consumer Behavior is changing rapidly everyday. How do brand marketers of today deliver their message cutting through the clutter and optimize their brand messaging using the ever changing media trends. This presentation talks about several approaches various industries and companies are adopting today to market themselves more effectively using consumer behavior.
This presentation was given by Mark Strella and Mike Massey of Locally at the June 2017 Grassroots Outdoor Alliance in Albuquerque, New Mexico. Mark and Mike covered the changing landscape of omni-channel shopping, and how brands can leverage their retailer network to effective serve this ever evolving breed of shopper.
Social / Digital Media - A Presentation on New TrendsManeesh Garg
To get a copy of this presentation, share your views about the presentation with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new upload don't forget to press the "FOLLOW" and "LIKE" button
The prevailing digital path to purchase - Triangle Marketing Club 19 Sept 2017John Andrews
The future of marketing lies in the cooperation between humans and artificial intelligence. This presentation was created for the Traigle Marketing Associations gathering on September 19, 2017, and shared the approach being developed by Prevailing Path, an influencer driven AI company focused on shopper marketing. http://www.trianglemarketingclub.com/tmc-speaker-interview-featuring-john-andrews/
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
My keynote presentation from TEDxUniversityofMacedonia. Through my talk, I tried to bridge the gap between brands and consumers. My goal is to describe how hard it is for a marketer to do the right campaign to advertise a product in consumers that come from very different generations. [2018]
"The Future of Selling" white paper by Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, provides recommendations on how marketers can maximize sales using social media and features best-in-class examples from companies that are winning in the Social Selling space. It is based on a a four month research project conducted in the US, UK, Brazil and China and has been informed by interviews with over 30 sales experts.
Consumer Behavior is changing rapidly everyday. How do brand marketers of today deliver their message cutting through the clutter and optimize their brand messaging using the ever changing media trends. This presentation talks about several approaches various industries and companies are adopting today to market themselves more effectively using consumer behavior.
This presentation was given by Mark Strella and Mike Massey of Locally at the June 2017 Grassroots Outdoor Alliance in Albuquerque, New Mexico. Mark and Mike covered the changing landscape of omni-channel shopping, and how brands can leverage their retailer network to effective serve this ever evolving breed of shopper.
Social / Digital Media - A Presentation on New TrendsManeesh Garg
To get a copy of this presentation, share your views about the presentation with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new upload don't forget to press the "FOLLOW" and "LIKE" button
The prevailing digital path to purchase - Triangle Marketing Club 19 Sept 2017John Andrews
The future of marketing lies in the cooperation between humans and artificial intelligence. This presentation was created for the Traigle Marketing Associations gathering on September 19, 2017, and shared the approach being developed by Prevailing Path, an influencer driven AI company focused on shopper marketing. http://www.trianglemarketingclub.com/tmc-speaker-interview-featuring-john-andrews/
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
My keynote presentation from TEDxUniversityofMacedonia. Through my talk, I tried to bridge the gap between brands and consumers. My goal is to describe how hard it is for a marketer to do the right campaign to advertise a product in consumers that come from very different generations. [2018]
Vietnam Digital Landscape Q3/2015 by Moore CorporationMoore Corporation
Moore Corporation – a member of IREP (the largest SEM Agency in Japan - http://www.irep.co.jp/english/history.html), is a Digital Agency focus on Performance Based Adverting in Vietnam
With knowledge and experience, Moore Corp consults and implements Digital marketing campaign by using technology and industry knowledge to maximize the effectiveness of advertisement campaign with the motto: "Strategic solution, Effective concentration”
To follow Moore mission for enriching community's value, from 2014, Moore Corp is the sole Agency process Series of Digital Activities Report (http://moore.vn/tin-tuc/digital-report) and Vietnam Digital Landscape which is free published and shared for Clients, Partner and Digital Community
Find more about us and our work at: www.moore.vn
For over 8 years developing, Moore Corp has handled many case studies in Digital Market and got great experiences in consulting as well as developing Digital Advertising Campaign on multi-media channels such as Google ads, Facebook ads, Email Marketing, Ad network, Booking banner, PR booking. Besides, Moore Corp is a pioneer in leveraging Ads optimization technologies such as Aquisio, Criteo, Marketia and other DSP, SSP systems to optimize campaign effectiveness. Moore advantages are use of technology and insightful understanding in clients and industries to make stratergy, plan and optimize campaign of our partner.
Moreover, to follow Moore mission for enriching community's value, from 2014, Moore Corp is the sole Agency process Series in Digital Activities Report and Vietnam Digital Landscape which is free published and shared for Clients, Partner and Digital Community.
From 2015, Moore is positioning as Digital Marketing Agency focus on Performance Based Ads, which aims to being the Leading Performance Based Agency in Vietnam.
Asking the Right CX Questions: Optimizing your Customer Relationship SurveyBusiness Over Broadway
I present best practices for relationship-based surveys for Voice of Customer (VoC) programs. Based on his 20+ years of implementing these types of surveys, I talk about the primary goal of relationship surveys and propose a set of survey questions that will improve how you measure and improve the health of the customer relationship. My talk covers four parts of the optimal customer relationship survey: 1) Customer Loyalty Questions; 2) Customer Experience Questions; 3) Competitive Benchmark Questions; and 4) Additional Questions.
Khóa học sẽ đưa ra những tình huống, những rủi ro hoạt động mà doanh nghiệp thường gặp, từ đó phân tích mục đích hoạt động cũng như mục đích kiểm soát liên quan để học viên có thể tự tiếp cận và đưa ra những thủ tục kiểm soát cho từng nội dung cụ thể.
Ngoài ra, khóa học còn phân tích kỹ càng các thành phần của Hệ thống kiểm soát nội bộ doanh nghiệp như Môi trường Kiểm soát, Đánh giá rủi ro, Thủ tục kiểm soát, Trao đổi và thông tin, giám sát và kiểm tra và vai trò của từng thành phần đối với một Hệ thống Kiểm soát nội bộ hiệu quả. Từ đó học viên có cơ sở nhìn nhận và đánh giá về Hệ thống Kiểm soát nội bộ của đơn vị mình cũng như có cơ sở để đưa ra những biện pháp hoàn thiện hệ thống đó.
these slides gives depth knowledge regarding consumer behavior. Marketing manager and students of Marketing can increase their knowledge regarding this aspect.
Customer Lifetime Value: The Core Metric in MarketingAdknowledge
How to use data and lifetime value to maximize the ROI on your marketing spend.
Out of all the metrics that we monitor in our business, there is one that captures the heart, soul, and ROI of our efforts: lifetime value (LTV) of our customers. The measurements of digital marketing have evolved dramatically over the years from CPM to CPC, CPA, CPI, and more. The next phase, and perhaps the most important, is calculating LTV. Few are taking the leap to position this metric as the core KPI of their marketing teams’ success. But the reality is, the moment your competitor starts to figure out LTV and you can’t, you’re dead.
In this session, Ben outlines best practices for developing the strategy necessary to undertake calculating lifetime value to better understand your customers and the essential analytics you need so you can boost your ROI.
This presentation expresses our view on the long term effects of the recession on consumer attitudes and behaviors, and introduces our concept of the M-Powered Era - the next generation of consumers.
Similar to Chiec luoc Marketing tap trung vao Khach Hang trong thoi dai Internet (20)
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
3. 60%
of marketers allocate < 20%
their budget to nurturing
customer relationships
70% of marketers allocate < 20% of
their people to this goal
Source: adage.com
4. “A PRODUCT CENTRIC ORGANIZATION
IS ONE THAT IS FOCUSED ON THE
PRODUCTS IT BRINGS TO MARKET
RATHER THAN THE CUSTOMERS THAT
BUY THOSE PRODUCTS”.
18. CASE STUDY: BEST BUY
Best Buy wants to focus on customers’ individual wants and
needs— to become “that trusted advisor capable of
helping customers use technology the way they
dreamed,” says Anderson.
Source: Principles of Marketing
19. CASE STUDY: BEST BUY
“We started this [customer-centricity] journey by learning
how to see the differences in the desires of our
customers, and then learning how to meet them,” says
former CEO Brad Anderson.
Source: Principles of Marketing
20. CASE STUDY: BEST BUY
Best Buy’s “customer-centricity” strategy serves its best
customer segments better while sending less
attractive customers packing.
The result: Sales are jumping despite the recently gloomy
economy.
Source: Principles of Marketing
32. RESEARCH FIDINGS: ACQUISTION THOUGH REFERRAL
Source: Philipp Schmitt, Bernd Skiera and Christophe Van den Bulte
Researchers compared two groups
of customers acquired,10.000
customer, by a leading German
bank over a three year period.
All of the first group were
customers acquired through
the bank´s referral program
The second group comprised a
random sample of customers
acquired through other means
such as direct mail or advertising
over the same period of time.
33. RESEARCH FIDINGS: ACQUISTION THOUGH REFERRAL
Source: Philipp Schmitt, Bernd Skiera and Christophe Van den Bulte
25%
Referred customers are more profitable
Researchers compared two groups
of customers acquired,10.000
customer, by a leading German
bank over a three year period.
All of the first group were
customers acquired through
the bank´s referral program
The second group comprised a
random sample of customers
acquired through other means
such as direct mail or advertising
over the same period of time.
34. RESEARCH FIDINGS: ACQUISTION THOUGH REFERRAL
Source: Philipp Schmitt, Bernd Skiera and Christophe Van den Bulte
25%
Referred customers are more profitable
18%
Referred customers are more loyal
Researchers compared two groups
of customers acquired,10.000
customer, by a leading German
bank over a three year period.
All of the first group were
customers acquired through
the bank´s referral program
The second group comprised a
random sample of customers
acquired through other means
such as direct mail or advertising
over the same period of time.
35. RESEARCH FIDINGS: ACQUISTION THOUGH REFERRAL
Source: Philipp Schmitt, Bernd Skiera and Christophe Van den Bulte
25%
Referred customers are more profitable
18%
Referred customers are more loyal
16%
The difference in customer lifetime value varies
according to customer
Researchers compared two groups
of customers acquired,10.000
customer, by a leading German
bank over a three year period.
All of the first group were
customers acquired through
the bank´s referral program
The second group comprised a
random sample of customers
acquired through other means
such as direct mail or advertising
over the same period of time.
36. RESEARCH FIDINGS: ACQUISTION THOUGH REFERRAL
Source: Philipp Schmitt, Bernd Skiera and Christophe Van den Bulte
25%
Referred customers are more profitable
18%
Referred customers are more loyal
16%
The difference in customer lifetime value varies
according to customer
60%
The referral program pays off
Researchers compared two groups
of customers acquired,10.000
customer, by a leading German
bank over a three year period.
All of the first group were
customers acquired through
the bank´s referral program
The second group comprised a
random sample of customers
acquired through other means
such as direct mail or advertising
over the same period of time.
38. Apple’s research uncovered a key
insight about how people want to
consume digital music—they want
to take all their music with
them, but they want personal
music players to be
unobtrusive.
47. Source: marketing.wharton.upenn.edu
Nordstorm is a retailer, it is famous for HOW it sells – with
truly outstanding customer service. In 1975, an unhappy
owner of a set of worn-down tires walked into the Nordstorm
outpost and asked to return them.
Nordstorm DID NOT SELL TIRES at all. But the store granted
the request anyway. Because they want to know as the store
that not only SAYS the customer always right, but actually
BELIEVES the customer is always right.
53. Conclusion
Fair-value
solutions
Reduce
Defection
Valuable
customers
#1 - Which is the most valuable customer?
RFM, Cluster Analytics, Social Listening
#2 - How to fine them and more like them?
STP process, Cluster Analytics
#3 - What dose the customer want?
Research, 5W1H, Value Map, Social Listening
#4 – How to increase profit from them?
Cross selling, Low Cost, Premium Prices, Referral
54. PRODUCT-CENTRIC & CUSTOMER-CETRIC
Product-centric Customer-centric
Strategy Goal Best product Best solution
Main offers New products Personalized package
Most important Most advanced customer Most profitable, loyal customer
Structure Organizational concept Product team Customer team
Processes Most important New product development Customer relationship management
Rewards Measures Number of new product
Market share
Customer lifetime value & Referral
lifetime value
Customer Share/Retention
People Approach of personnel Power to people who develop
products
Power to people with in-depth
knowledge of customer’ business
Mental process How many possible use of this
product?
What combination of product is the
best for this customer?
Sales bias On the side of the seller On the side of the buyer
Source: marketing.wharton.upenn.edu
55. REFERENCES
Research:
- Acquisition Methods and Customer Lifetime Value – Steffen Zorn (2009)
- How Valuable Is Word of Mouth? – V. Kumar (2007)
- Why Customer Referrals Can Drive Stunning Profits – Philipp Schmitt (2011)
- Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places – David C. Edelman (2010)
- Zero Defections: Quality Comes to Services – Frederick F. Reichheld (1996)
Article:
- Why Aren't More Companies Shifting to Treat Their Best Customers Best? – Adge.com
- A Customer Loyalty Measurement Framework – Business Broadway
- The change in Marketing – Barbara Kahn (2015)
- Moving from Product-Focused to Customer Focused Brands – Barbara Kahn (2015)
- Not All Customers Are Created Equal – Peter Fader (2015)
eBook:
- Understanding Digital Marketing – Damian Ryan
- Principles of Marketing – Philip Kotler
Further reading: https://twitter.com/hashtag/CustomerCentricity?src=hash