Download Customer Share Marketing: How the World's Great Marketers by Tom Osenton PDF

By Tom Osenton

Accurately deployed, a shopper percentage business plan creates a collectively lucrative courting among you and your consumers. realize the easiest how one can deepen your courting with consumers you have got already invested to obtain.

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Extra resources for Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty

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Instead, the large agencies typically acquired their interactive competencies by buying an upstart group of online creative types from the Valley (Silicon) or the Alley (New York). These actions indicated that the agencies knew that they had to add these services. Their biggest clients were demanding them—building Web sites and creating banner ads. But even today, Madison Avenue is not totally comfortable with the notion that it might also be in the business of creating campaigns that communicate with customers one at a time as a way to cut through the noise and build customer relationships.

For many consumer products, the upside to switching after making a brand selection years ago is just not that compelling. Add to this the fact that the local Rite Aid or CVS carries over 100 variations of toothpaste—more than 30 iterations of the Crest brand alone—slicing the market share pie into infinitesimal slices that result in waging a very expensive battle for a market share point or two. 3. More media-savvy consumers. Consumers are simply more jaded than they were during the post-war years.

Less in-home time. More parents are working outside of the home today, and those at home are busy shuttling kids to and from all sorts of activities. Once parents do come home after commuting both ways to work, a typical pattern today might look like this: (a) check the answering machine; (b) open the mail; (c) check email; (d) cook dinner or order out; (e) eat Chapter 3 • Marketing Through the Chaos 35 dinner; (f) make sure the kids do their homework; (g) help the kids do their homework. At this point in the evening, watching TV has about the same odds as going to bed.

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