Ernan Roman

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 Communities are you using? Communities have emerged as exceptionally high value and high ROI strategies for BtoB and BtoC…

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 this well and you will build an incredibly loyal community. In The Power Of...

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 the Customer: 7 New Research Findings", "almost 90 percent of marketers agree that personalizing the customer experience is critical 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 the acquisition of a sale they can move on to something else. Instead, the sale should be viewed…

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 Predictions 2016, "2016 will prove to be the most consequential year for companies adapting to digitally savvy,...

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 that reignited my loyalty to this particular company--a shirt maker--which went the extra mile to appreciate my business. “By…

IBM Chief Strategist for Watson Trend App Answers 4 Questions for Marketing Innovators

Justin Norwood is chief strategist for the IBM Watson Trend app, and is an executive in IBM's Commerce business. He has 14+ years of experience in initiatives that help clients use data for competitive advantage. Justin's eCommerce background blends expertise in cognitive computing and predictive...

Alibaba’s Success; 3 TakeAways to Help Your Marketing

Article by Ernan Roman Featured on CMO.com How did online retailer Alibaba leverage Singles Day into an event that will trump Cyber Monday in sales volume? Singles Day, which originated at China’s Nanjing University in 1993 as an occasion for singles to party with fellow…

Smash Every Silo to Build Great CX

Too often customers feel a great urge to introduce a company’s right hand to its left. Interdepartmental and inter-system disconnects are the prime points cited for CX breakage and are the key issues CMOs need to fix...

J&J Worldwide Director of Digital Strategy Answers 4 Questions for Marketing Innovators

Article by Ernan Roman Featured on CMO.com Jeremy Dalnes is worldwide director of digital strategy and platforms for Johnson & Johnson Medical Devices, where he is responsible for shaping global digital strategy, enhancing and extending digital platforms, and delivering digital activation programs to drive customer…

How Brand Ambassadors make social…more social

People are social beings. So why is it that most corporate social postings are both irrelevant and anonymous? Tweet this Putting a personal, social component into your social marketing is imperative to engaging 2-way communication. Here are some thoughts to consider from a consumer perspective:…

The Damage Brands Suffer From Breaking Promises

Article by Ernan Roman Featured on Forbes.com According to a recent report by Gallup, a brand promise represents everything a company stands for, it is the unique statement of what the company offers, what separates it from its rivals and what makes it worthy of…

The Customer is Wrong and Cannot Be Trusted

Haven't we all had those beyond awful customer service experiences? I recently had one of “those” experiences and was stunned that every interaction and communication with this major brand assumed that the customer was wrong and could...

L’Oréal USA’s CMO Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Marie Gulin-Merle has more than 15 years of experience in managing communications and digital strategies for fast-moving consumer goods and beauty luxury brands. Before she was appointed CMO of L'Oréal USA nearly a year-and-a-half ago, Gulin-Merle served as…

Marketers Must Understand The New Mobile Mind-Set Of Immediacy

Article by Ernan Roman Featured on CMO.com In the spring, Google rolled out algorithm changes to devalue “non-mobile-friendly” websites in its search rankings. This has added additional fuel to the ongoing mobile marketing conversation. However, your website is only one component in your total ability…

Founder Of Stitch Fix Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Inspired by the opportunity to create a truly personalized online shopping experience by blending the best of brick-and-mortar retail with an innovative approach to data and technology, Katrina Lake founded Stitch Fix in 2011 while she was a…

Customer-driven Innovations Deliver 8 Times the Revenue as Employee Ideas

Once upon a time, brands made products and consumers bought them. But not anymore. Today, it’s all about what people want to buy -- not what companies want to sell. Consumers have very smart and specific ideas...

Citi Cards’ Chief Customer Experience Officer Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Alice Milligan is the chief customer experience officer for Citi Cards, the world’s largest credit card issuer, where she is responsible for driving all aspects of customer experience and engagement globally. Milligan joined Citi in 2014, bringing along…

How IBM, Similac And Other Marketers Think Beyond The FAQ When It Comes To...

Article by Ernan Roman Featured on Forbes.com Recently, the annual list of companies with the worst customer service came out and it got me thinking. It’s time that marketers seized the opportunity of “helpfulness” and use its value at every stage of the purchase journey,…

An Ace Hardware EVP Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com John Surane is executive vice president of merchandising, marketing, and sales for Ace Hardware. Since joining the retailer in March 2009, he has made significant contributions toward enriching Ace's product assortments. For example, Surane has initiated category growth…

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