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.
Twitter: Using News to Connect with Your Audience
The Challenge: News and events provide powerful opportunities to connect with your audience. Twitter makes this easy. Following are 7 tips. While not all companies...
Spike in Email Undeliverables: 5 Tips for Increasing Delivery
The Challenge: Major email providers such as Gmail, Yahoo, Hotmail and AOL have implemented new algorithms for email deliverability based on "engagement". If your...
Burberry’s Multichannel Innovation; 3 Tips
The Challenge: What can we learn from a 157-year-old fashion company that's being called "the world's most digitally competent luxury brand"? That a multichannel...
Providing Unforgettable Web Experiences: 4 Tips
The Challenge: Brands are struggling to stay relevant online. Per a study by Forrester, only 3% of websites earn a passing score in terms...
4 Tips for Earning Consumer Preference Data
The Challenge: Marketers everywhere are fighting an uphill battle: trying to deliver more personalized communications but lacking the accurate data to do so. Without...
5 Social Media Service Tips
The Challenge: In the past, brands addressed customer service issues by way of a primary channel -- the 'call center.' But now, companies must...
Social Media Crises: 3 Tips for Calming the Storm
The Challenge: No company is immune to the possibility of damaging comments, posts and tweets. So how do businesses prepare for unwanted attention on...
Disney: Smart & Fun Shareable Content to Build Buzz
The Challenge: Creating content that is conducive to social sharing can be tricky. Here's how Disney used smart and creative magic to crack the...
Coke’s 7 Smart Social Media Rules for Success
The Challenge: How has Coke thrived in a social media world, ranking as the world's most valuable brand and attracting the biggest Facebook fan...
Duane Reade: Generating Millions of Impressions Through User Generated Content
The Challenge: Since consumers now trust peers more than most brands, Duane Reade, the drugstore chain, utilized their VIP Blogger Team to create user...
Starbucks: Social Media Revenue Based on Relationships
The Challenge: How can brands turn their social media fans into revenue? For Starbucks, success through social media begins with a commitment to relationship-building,...
AT&T: Engaging Customers with Personalized Videos
The Challenge: Gaining customer attention and engagement is tough. Marketer's attempts at "personalization" have not been effective. Can personalized videos engage customers? AT&T thinks...
Strong Customer Relationships: More Powerful than Satisfaction for Retention
The Challenge: As companies grow, relationships with customers usually suffer. Larger customer files, heavier account loads, and less available time, often contribute to a...
Honoring Brand Promises Is Critical To Your Survival
The Challenge: Companies have always made promises to customers and prospects. But with today's socially empowered consumers, companies are made or broken based on...
Shopping Cart Abandonment And How You Can Stop It
The Challenge: According to recent research done by Fireclick/DigitalRiver, online retailers are experiencing shopping cart abandonment at a rate of about 74%. What can...
E-Mail: 3 Best Practices for Driving Engagement
The Challenge: Email is an essential element of almost every marketer's multi-channel mix. But, it needs to do a better job of engaging readers....
Twitter: Taking Multichannel Marketing To New Levels
The Challenge: During Ad Week, Twitter VP Joel Lunenfeld drew a staggering correlation between a user's activity on Twitter and their television watching habits....
Microtargeting: Great for Obama and Romney, but Good for Consumers?
The Challenge: In the Presidential race, both candidates are sending out highly personalized e-mails to voters, using microtargeting to address individual interests. But what...
SoLoMo Marketers and Multichannel Mix
The Challenge: SoLoMo(Social, Local, Mobile) marketing presents marketers with a chance to reach consumers when they want, where they want, and in the format...
Starbucks: Using Online to Enhance Bricks and Mortar
The Challenge: As e-commerce grows in popularity, brick-and-mortar retailers are finding themselves losing more and more sales to online outlets like Amazon.com. But how...