Ernan Roman

How to Harness the Power of Live Social Video: Insights from Periscope’s CEO

“...That we can have this conversation live, I think that’s powerful and important – but the...

Are Your Policies Helping Or Hurting Customer Engagement?

“You can only eat so much plain white cake. The 30 percent is the icing.” This is just one of the statements Joe McFarland,...

Lessons You Should Learn from the Keurig Kold Failure

Not only was the price point too high, but, ...it was an attempt to create a market for at-home single-serve...

CMOs, Here’s Why You Should Care About Explicit Data

It’s time to take the next step with your data strategies. According to our recent research, customers, especially Millennials, want to drive the customized...

Basic Mobile Won’t Win. Here’s What Innovators are Doing Right

Target CEO, Brian Cornell commented during their annual investment community meeting,” Every time we don’t deliver, we’re...

Research: Marketers Overestimating How Well They Listen To Customers

Article by Ernan Roman Featured on CMO.com Recently, we conducted VoC research for an innovative company that prides itself on having achieved high levels of customer...

Post-purchase Engagement is Essential… and Overlooked

Imagine my wife’s surprise when she received this email after a purchase: Thank you for your recent...

Nestle Waters’ CMO Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Before he was appointed executive vice president and chief marketing officer at Nestlé Waters North America in 2014, Antonio...

Research Shows Marketing Personalization Misses The Mark

Article by Ernan Roman Featured on Forbes.com Here’s what a leading CMO told me recently when I asked about the quality of their CX and personalization:...

Samsung’s Head Of Digital Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com James Keady is head of digital at Samsung, where he is passionate about the audience experience across the digital...

Beware Expansion Strategies that Undermine Your Brand

"We are in a time where we have to transform how we connect with and engage consumers," Seth Kaufman chief marketing...

Five Ways CMOs Are Failing At Content

Article by Ernan Roman Featured on Forbes.com Recently, AOL CMO Allie Kline said that content marketing “is an increasingly important investment that brands must make to...

Is Your Brand in Sync With Customer Expectations?

Two events occurred during the past few months that are important to marketers: WalMart, known for a focus on discount pricing experienced a ...

LEGO VP Marketing Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Michael Moynihan is vice president of marketing for LEGO Systems. His 20-plus years of consumer marketing experience guides his...

8 Essentials for Effective Online Communities

Article by Ernan Roman Featured on DMA LATELY Are you leveraging the power of your Community? How many of the following 8 requirements for achieving effective...

What GoPro Can Teach You About Creating an Engaged Community

Bringing a human dimension to your brand requires a tremendous amount of trust in your product and your customers. Do...

Chasm Remains Between What Customers Want and What Marketers Deliver

The gap between marketer's perceptions of how well they are doing and how customers feel remains incredibly large and dangerous. According to IBM’s "Listening to...

Put Life Into Your Customers’ Life Cycles

Article by Ernan Roman Featured on CMO.com Put Life Into Your Customers’ Life Cycles The term “closing a sale” is unfortunate. It reflects marketers’ thinking that with...

3 Ways to Get Consumers to Emotionally Engage with Your Brand

Meaningful engagement is key to determining whether shoppers will buy from you once or come back for more. According to Forrester...

Are You Leveraging The Power Of Surprise And Delight?

Article by Ernan Roman Featured on CMO.com I recently had a surprise show up in my inbox--a $20 appreciation gift certificate. It was also the spark...

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