Peter Fisk from PA Consulting Group explores
what is required for high performance marketing in today's markets, and how it
is only achieved when people and process development is anchored in the critical
issues and priority actions of the business.
Measuring the success of your web site
Web sites typically represent substantial investments for their owners, but what
are they delivering in return? This is an obvious question but surprisingly few
books have been written on this topic. In 2002, after a long time waiting, like
the proverbial number ten bus, two have come along at once and are reviewed by
Dr Dave Chaffey.
I don't want to have a relationship with
you, but an affair could be attractive
In the entertaining, but informative, CRM article Andy Owen reminds us that Customers
out there are now very smart. They are fully aware of their power. They realise
that a relationship will benefit the company first and them second. And, they
are, quite rightly, having none of it.
CRM in finance
Merlin Stone - IBM Professor of Relationship Marketing joins forces with Premala
Shan, an Independent Consultant in Financial services to present a very interesting
case study that shows how successful CRM implementation in Banking has transformed
the bank branch experience for many customers.
Tracking 'true' success
from your online media
With all of the different media types available to the online marketer the true
success of each is often hard to measure. The traditional forms of measurement
- traffic generation - is fast being replaced by attributing sales to traffic
and identifying a conversion rate, however, how do you determine what a conversion
is and whether the information reported on is a true representation of success?
Ten things you really
need to know about your customers
Answering these questions honestly and objectively will help you to:
- Challenge your existing assumptions
- Ensure that you are the customer's
- Recognise that the customer's perceptions
- Develop an understanding of the profitability
of individual customers
- Ensure that your customers are not
simply those that your competitors don't want.
Exhibiting - A Bowl of Cherries and
the Cherry Pie
If life is like a bowl of cherries, then trade shows are like a cherry pie. There
are three parts to a successful trade show. Logistics. Presentation. Promotion.
Each part is a big job in and of itself, and some firms have whole departments
to handle just a small portion. But like baking a pie - at home or in a commercial
kitchen - the success is measured in the coordination of the process.