Customer loyalty is an approach to marketing and brand building in which a company focuses on customer retention rather than (just) customer acquisition. In this primer we look at the ins and outs of customer loyalty and programs.
The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.
How is the concept of customer loyalty developing, what are the trends, and who is doing interesting stuff?
Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.
When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.
Switchmode – or switch-mode – is the name of a certain kind of power supply. Why is this power supply interesting?
Marketers want more influence within the business, with the ultimate validation being a seat on the board. But is this the wrong goal?
According to this article in Business Week, the essentials of strategy can be summarized as follows: Ditch the To-Do list and start a Not-To-Do list.
Switchmode Consulting and Helene Venge is featured in Business Traveller Denmark, a special interest publication about business traveling. Read the feature here.
No, marketing analytics is essential. A new study about the use of marketing analytics referred in Strategy + Business concludes that
“I know of a pharmaceutical company that only calls in a marketer when it wants to decide on the color for a new pill.” (Philip Kotler).