Curiosity May Have Killed The Cat But Complacency Will Kill The Marketer

Recently I told you of the One Quarter Of American Consumers (who) Are Brand Loyal. That indeed is a very telling statistic which came from a survey conducted by Ernst & Young. Today comes the results of another survey, this one done jointly by Acxiom and Loyalty360, which sheds some light on why so few consumers are brand loyal. And it all comes to down one word.

com·pla·cen·cy – a feeling of quiet pleasure or security, often while unaware of some potential danger

I give you exhibit A:



That’s right boys and girls, 60% of all the respondents – who were comprised of executives in both B2B and B2C companies from a cross section of industries, dedicate less than 20% of their marketing budget to customer retention.

See where I’m going here with the whole “complacency” thing?

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B2C vs B2B Marketing: Do the Differences Really Matter?

As a professional marketer, you have to know your customers and what motivates them to make a purchasing decision. But are the buyers of products and services in the B2C world really that much different from their counterparts in the B2B world?

The primary differences between B2C and B2B marketing are derived from the emotional perspectives of the buyers. Often, the consumer is focused on quality, comfort, and price, while the business buyer is concerned with increasing profits for his/her company.

“As a general rule, B2B marketing relies more heavily on rational–rather than emotional–product or service benefits,” said Kim Hennig, a B2C marketing veteran and principal of Kim Hennig Marketing, who has delivered record sales, award-winning advertising, and profitable marketing plans for some of the nation’s best-known brands, including McDonald’s, 1-800-Flowers, and Subway. “This is certainly not to say that the business buyer doesn’t have emotional connections to the brands he or she purchases, but there is a far greater need to justify how the features or benefits of a product will have a demonstrable impact on the company’s bottom line.”

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Mastering social media is all about who LEADS!

Having been continuously inundated for the last few years with social media how to books, articles, the five steps to the ten steps of social media greatness and so on, I am now at the point of saying enough already, STOP!

Under such duress my brain has been crying out for a way to crystallize a simplified explanation of the core requirements and sequence required to assist people and businesses to master social media in a straight forward, meaningful and practical manner.

And so recently the LEADS social media concept was born and simply stated, it is an acronym for Listen, Engage, Activate, Dominate and Social mandate or just LEADS for short.

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Why Facebook Should Quickly Improve Business Pages

Social media is radically changing the way we relate with our environment, at large. People, brands, companies all want to communicate with their ecosystems. Amongst social media platforms, Facebook is the heavyweight, whether for individuals, brands and companies.

Facebook has been initially developed for individuals and business pages were first intoduced in 2008. Now that brands and companies are flocking onto the social network, they must adapt the platform to their business needs if they want to remain relevant.

A recent article from Jeffrey Cohen detailing why Facebook is doing it wrong for B2B businesses makes me want to extend the thought and say that they are doing it wrong for all businesses.

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