2015

Heartbreak: When Customer Engagement Is Bad

So Adele is back and she’s just as forlorn as ever. Love and loss is ground she’s covered extensively in the past. “Hello” adds to that canon.  I feel her pain. I love a certain clothing store. I want to think they love me too. But we’re a little estranged— just not on the same page. Adele writes songs. I write blogs. Viva l’difference. The other day I got a note from my fave retailer. Here it is. 

2015

2015

Mobile Customer Engagement: How Digital Impacts Engagement

The old model was long, linear, and often laborious. Most marketing campaigns began with a Planner who would attempt to crawl inside the mind of the target— usually a composite of both demographics and psychographics wrapped up in a descriptive moniker: “Soccer Moms”, “Hard Hats”, “Urban Strivers”… as but a few examples. After peering into the soul of the target, planners would then write a brief for the kind of messaging required to connect most profoundly with the intended audience.

2015

Mobile Loyalty: Breaking Through the App Clutter

App clutter is a real thing. Recent studies by Nielsen and Forrester highlight that while Americans have a large number of apps on their phones (26+ according to Nielsen), we use a comparatively small number (5 non-native apps). The rest? Destined for the trash bins of our digital lives.   What characterizes the ones we use most? Utility and Engagement.