Marketing professionals should be able to make a case for why social networks such as Twitter and Facebook can add invaluable assets and leverage to a brand, whether it’s customer care, data collection or reach. What might be a toss up is which serves you better. (more…)

User-generated content (UGC), engagement and interaction allow brands and consumers to connect and build relationships that develop and create loyalty that is extremely valuable. However, it doesn’t always help with your search rank - So how can we combine these two? (more…)

Acquisition and Retention via Online Communities EMarketer recently published research into interactive ROI, and concluded that the primary objectives of online marketers are to acquire and retain new customers. Now it’s the fall and little has changed. There are a number of projects, technologies and tactics that can be deployed to drive customer acquisition and retention, and I will be focusing on how publishers and brands can apply their online community platform for this purpose. While the explicit definition of the terms ‘customer’, ‘acquired’ and ‘retained’ vary across organizations, I consider a new registered website user to be acquired, and a returning registered website participant to be retained. (more…)