Ernan Roman
Ernan Roman
Ernan Roman (@ernanroman) is president of ERDM Corp. and author of Voice of the Customer Marketing. He was inducted into the DMA Marketing Hall of Fame due to the results his VoC research-based CX strategies achieve for clients such as IBM, Microsoft, QVC, Gilt and HP. ERDM conducts deep qualitative research to help companies understand how customers articulate their feelings and expectations for high value CX and personalization. Named one of the Top 40 Digital Luminaries and one of the 100 Most Influential People in Business Marketing.
Burberry: 3 Powerful Ways To Engage Consumers Online
The Challenge: According to a study conducted by Martini Media, luxury brands have been gradually dropping TV from their multichannel marketing mix in favor...
The Election: What Marketers Should Learn About The Multichannel Mix
The Challenge: During this tight Presidential campaign, both parties are deploying an unusually diverse and integrated multichannel marketing mix. What lessons should you be...
Simplification in Marketing: Apple’s Not-So-Secret Weapon
The Challenge: We all know that Apple has been holding court over the mobile market for the past several years with various incarnations of...
Volvo and Pinterest: Re-branding Through Customer-Driven Social Media
The Challenge: As we mentioned earlier this year, Pinterest has been captivating online users with its emphasis on engagement, content, and personalization. Now Volvo...
Google Remarketing: Combine the Reach of Display with the Precision of Search
The Challenge: Display advertising has significant limitations when it comes to high impact branding. However, it's worth evaluating Google's innovative "Remarketing" Campaigns which can...
Priceline: Propel “Massive” Growth with Paid Search
The Challenge: As we reported last week, Search Engine Optimization (SEO) is an extremely effective way to create customer intent. To generate customer demand...
Have You Forgotten About SEO?
The Challenge: Marketers have grown obsessed with building "engagement" on social media platforms like Facebook and Twitter. Are they neglecting old-fashioned SEO in the...
5 Best Practices for Marketing on Twitter
The Challenge: Real-time platforms like Twitter make it easier than ever for public conversations about customer's brand experiences—for better and for worse. Marketers need...
3 Best Practices for Facebook Sponsored Stories
The Challenge: Marketers are eager to take advantage of Facebook's huge customer base and powerful targeting options, but Facebook's most powerful tool remains relatively...
Sam Adams: Using Social Media to Create a Beer
The Challenge: Companies are learning how to tap into the potential of social media not only to strengthen their brands, but to create new...
Facebook Ads: Optimize for Awareness, Not Direct Sales
The Challenge: Facebook Ads has not proven to be an effective direct sales medium. While this has led to shareholder frustration, advertisers should ignore...
Poor Service: Key Factor in Customer Churn
The Challenge: Even for the world's fastest-growing companies, neglecting service can lead to significant customer churn. We wrote last week that "major Internet and social...
Facebook, Twitter, and Google: Too Big To Care?
The Challenge: Major Internet companies like Google, Facebook, and Twitter have decided that customer service call centers are obsolete. Many customers disagree. Last week, The...
Microsoft’s Innovative Use of Interactive Ads
The Challenge: Paid streaming services are gaining in popularity, making interactive ads the new norm for TV. Marketers need to respond by integrating interactivity...
Pseudo-Customization Is Annoying; True Personalization is Valued
The Challenge: A recent article in The New York Times highlighted the fact that customers find poor etailer customization "creepy". It appears that businesses...
Songza: Achieving Competitive Differentiation Based on Customer Expectations
The Challenge: As an online music start up in a market crowded with undifferentiated offerings and several large, well-funded competitors, the challenge for Songza...
NASCAR: The Future of Branded Hash Tags on Twitter
The Challenge: Twitter just unveiled major changes to how they handle branded hash tags. Marketers have to act quickly to keep up. Twitter ran their...
Lowe’s: Customers Personalize Their Experience with Cross-Channel Profiles
The Challenge: Purchase history is crucial information, but many marketers miss significant opportunities by neglecting offline purchase behaviors. Digital advertising makes it simpler than ever...
Sephora: Succeeding Where Others Fail; Integrating Offline into the Digital Mix
The Challenge: To engage increasingly multichannel customers, businesses need to integrate their digital and retail experiences. Today's customers expect businesses to personalize their experience across...
How Jawbone Uses Customer Forums to Improve Products
The Challenge: Ongoing feedback from customers is essential. Have you integrated Forums into your Voice of Customer, (VoC) feedback process? As businesses including AmEx ...