Ernan Roman

Tips for Innovating with Integrated Messaging and Experiences to Engage Customers

Michaels and Sally's are taking omnichannel to new levels through interconnected campaigns that blend and blur the lines between media boundaries to achieve a united 360-degree presentation of messages and experiences to consumers. ...

A Visa Marketing SVP Answers 4 Questions For Marketing Innovators

Featured on CMO.com Lara Hood Balazs leads North America marketing for Visa, where she is responsible for building the brand and business in the U.S. and Canada, launching digital products, such as Visa Checkout and Apple Pay, and leading sponsorships, such as with the Olympics,...

Lowe’s Innovation Labs Director Answers 4 Questions For Marketing Innovators

Article by Ernan Roman Featured on CMO.com Kyle Nel is executive director of Lowe's Innovation Labs, where he has developed the Lowe's Holoroom, an augmented and virtual-reality home improvement design tool, the OSHbot autonomous retail service robot, and in-store and online 3D scanning and printing.…

Days Of ‘Spray And Pray’ Marketing Are Done

Article by Ernan Roman Featured on CMO.com Too much marketing communication and too little targeting has been behind a sharp uptick in brand damage. In a recent study on Millennials, the Aimia Institute coined the term “High Volume Sensitive Consumers” for those segments across all…

How Disney Influences Small Customer Segments for Major Impact

The art and science of engaging customers segments via influencer marketing or blogger outreach has emerged as a necessity for marketers. The success of this strategy depends on focusing on specific customer segments rather than broad blasts. ...

Human Data: The Powerful Differentiator

Article by Ernan Roman Featured on the DMA Advance Blog. Human Data: The Powerful Differentiator “We believed that with tighter targeting we could increase engagement. By acting on insights from Voice of Customer research, we were able to go far beyond our previous segmentation strategies…

A Google Head of Product Commercialization Answers 4 Questions for Marketing Innovators

Beau Avril, Global Head of Product Commercialization, Google Preferred will address these 4 questions; What is one marketing topic that is most important to you as an innovator? Why is this so important? How will the customer experience be improved by this? How will this…

CMOs Must Shift Focus from Transactions to “Addictive Experiences”

Customers become "brand partners" when companies shift from treating them as transactions to creating addictive experiences which meet and exceed customer's needs. Following are important findings from a new study on loyalty conducted by the Direct Marketing Association and Forrester Research analyst Tina Moffet: 58%…

Marketers: Use These 2 Strategies to Engage with Consumers, Win BIG

Your marketing messages go through a virtually instantaneous evaluation by consumers. They either identify with your communication and say, “Yes, that’s me!” or, disconnect, feeling that you have no idea who they are or what they want....

3 Ways to Re-ignite the Bond with Current Customers

Most companies take existing customers for granted. They make 3 deadly assumptions; customers understand everything about your products, you know everything about your customers and, customers feel you are so special that they will be yours forever. So, here are the 3 things never to...

3 Keys for Experiential Marketing Effectiveness

Customers want their voices heard like never before. They want to know that their concerns are acknowledged. They want to know that their wants are being met. And, they want to know that they are an active part of their chosen brands, digitally or...

Mercedes-Benz Head of Marketing Communications Answers 4 Questions for Marketing Innovators

Article by Ernan Roman Featured on CMO.com Dr. Jens Thiemer, Head of Marketing Communications at Mercedes-Benz will address these 4 questions; What is one marketing topic that is most important to you as an innovator? Why is this so important? How will the customer experience be…

3 Websites That Are Winning With Consumers

Article by Ernan Roman Featured on Forbes.com Results from Voice of Customer (VoC) research our firm has conducted for major brands among 25 to 55 year old shoppers indicate just how important website experiences are to customers and prospects today. Additionally, per the research findings,…

3 Companies Redefining Personalization and What This Means for You

Findings from VoC Research our firm has conducted among BtoC and BtoB marketers such as MassMutual, Gilt, IBM and QVC indicate that buyers now expect unprecedented levels of personalization. Key to these findings is that personalization has been...

3 Ways Mobile is Impacting Your Marketing Right Now

Your company has become a mobile experience for customers whether you are ready for it or not. Today's multi-device consumer is increasingly accessing your information, messaging and ads on a mobile device. Your challenge is how to utilize mobile to take consumer experiences to...

A MassMutual CMO Answers 4 Questions for Marketing Innovators

Heather Smiley, CMO, Retirement and Worksite Insurance at MassMutual, will address these 4 questions; What is one marketing topic that is most important to you as an innovator? Why is this so important? How will the customer experience be improved by this? How will this improve…

Don’t Ignore These Three Customer Journey Experiences

Article by Ernan Roman Featured on CMO.com Every consumer is on a journey when they interact with your brand. And each of their journeys are likely to be quite different. Recent findings from Voice of Customer (VoC) research conducted by our firm for Fortune brands…

How to Use VoC Insights from Employees & Customers to Improve Experiences

We are often asked what sources of VoC insights should be used to improve the company’s customer experience. And often, these insights are right in front of you--from your own customers and employees. Gain Insights From Your Customers Your...

Sephora Innovation Lab VP Answers 4 Questions for Marketing Innovators

Bridget Dolan, Vice President, Sephora Innovation Lab, will address these 4 questions; What is one marketing topic that is most important to you as an innovator? Why is this so important? How will the customer experience be improved by this? How will this improve the effectiveness…

Are You Having These 3 Customer Conversations Every Day?

Research findings indicate that customers welcome ongoing communication with brands…if they are based on relevant two-way conversations. Learnings from Voice of Customer research we have conducted for Fortune brands indicates that customers want the relationship building process to extend beyond the sale, in fact post...

New Posts

CustomerThink