Engagement Marketing Archive
Service Contract Marketing – Modernizing with PURLs
Posted by: Nathan Baldwin on Friday, January 6th, 2012
I recently wrote about combining PURLs and QRs (PQRs) as a way to reduce sales friction. In this latest article, I’ll focus specifically on how PURLs (Personal Uniform Resource Locator) are helping to modernizing missed point-of-sale Service Contract direct marketing. Service Contract marketing is one of the more operationally complex areas of the customer life [...]
Fulcrum Wins Prestigious Marketing Award
Posted by: David King on Wednesday, December 14th, 2011
Fulcrum and Whirlpool Corp. were recognized for their marketing programs with a NCDM Excellence Award.
Fulcrum Wins NCDM Excellence Award
Posted by: David King on Wednesday, December 14th, 2011
Fulcrum P2P, a leader in marketing services and technology, and Whirlpool Corporation have won the prestigious NCDM Database Excellence award in the technology category, as announced yesterday at the NCDM 2011 Conference in Las Vegas.
The Art of Cross-Selling
Posted by: David King on Tuesday, December 6th, 2011
We’ve written a lot about cross-selling over the years — how important it is and how to to succeed at it. Check out some of our latest thinking in today’s article on the 1to1 site.
New Consumer Insights Book from MSI
Posted by: David King on Tuesday, November 29th, 2011
Now that Black Friday and Cyber Monday have come and gone, it’s a good time to reflect on how pricing, branding, and other factors influence shopping and buying behavior. Coincidentally, I received an early Christmas present to myself on yesterday’s invented cyber-holiday, one that I can recommend to any marketer looking to make sense of the [...]
The Wisdom of Crowds Redux
Posted by: David King on Wednesday, November 2nd, 2011
Many of us on the data-driven side of marketing feel that analytics, data, and computing technology trump the fallible decision-making of humans whenever we have lots of data and many variables. But technology is allowing us to harness human computation in new ways that may become as central to marketing models as logistic regression.
Five Keys to Cross-Channel Marketing Excellence
Posted by: David King on Wednesday, November 2nd, 2011
As many of you know, Fulcrum sponsored a webinar with Chief Marketer on October 25, 2011. The presentations by David King and guest speaker Fatemeh Khatibloo of Forrester Research can be accessed here. You may also replay the presentation with audio by registering at this site: Note that these links will be active only for ninety [...]
Designing Products for the (Long-Term) Customer Lifecycle
Posted by: Nathan Baldwin on Monday, October 24th, 2011
Devices, such as Apple's iPod, now celebrating its 10th anniversary succeeded not only because of great product design, but because they made it convenient for owners to access and buy content that enhanced the customer experience with the product. What other places, could such value-added products and services be incorporated into product designs?
Cross-Channel Cross-Selling
Posted by: David King on Thursday, October 20th, 2011
Cross-selling additional products and services can be highly profitable, but getting customers to buy more can be a challenge, even more so when marketing has to flow across many channels. Gain insights on how to succeed from this recently published article.
Marketing Agility, Part 2: Analytics
Posted by: David King on Wednesday, October 12th, 2011
Successful companies rely on analytics to make them more competitive. We discuss our to invest in ways that provide greater agility through analytics.
Finding The True Value of Extended Service Programs, Part 3: Data and Analytics
Posted by: Nathan Baldwin on Tuesday, October 4th, 2011
Our experience shows that extended service plans generate a wealth of customer and product data that can be used across the enterprise to improve customer experience, product design, and marketing.
Finding The True Value of Extended Service Programs, Part 2: Customer Continuity
Posted by: Nathan Baldwin on Tuesday, September 27th, 2011
Extended service plans often are though of as centers for producing short-term profits. Yet, when designed properly, they can also help foster customer continuity that translates in lasting relationships.
On Friction and Agility
Posted by: David King on Monday, September 19th, 2011
Eliminating sales friction, as noted by the behavioral economist Dan Ariely, encourages customers to buy more by reducing the thought and effort that needs to go into the buying process. Finding these areas of friction also is a way to identify processes that keep marketing from becoming more agile.
Finding The True Value of Extended Service Programs, Part 1: Modernization
Posted by: Nathan Baldwin on Monday, September 12th, 2011
Extended service programs are often designed and run for maximum operational efficiency. As a result, good marketing often falls by the wayside. With modest investments, companies can modernize their ESP programs and realize significant gains in revenue and profits.
Going Native: The Dilemma of Platform Proliferation
Posted by: Nathan Baldwin on Tuesday, August 30th, 2011
We live in an age, in which the number of channels and devices continues to grow steadily. More outlets provide the opportunity to reach larger audiences, but at the cost of increasing complexity. Look for new technologies to allow marketers to design and deliver cross-platform communications more easily.