ROI Is Dead. A New Metric Is Needed for Customer Relationships

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The concept of return on investment came to prominence in the mid-20th century when marketers entered the age of mass media and large campaigns, and they began demanding to know the impact their ads were having on awareness and sales.

We are well into the second decade of the 21st century, and I would suggest that the era of ROI has come and gone, primarily because of the digital revolution that launched some 15 years ago. Through digital channels, we have powerful tools that can create highly personalized and emotive relationships between a brand and a consumer.

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Myth #27: UX design is about usability

by ZOLTAN GOCZA and ZOLTAN KOLLIN

Designing for the user experience has a lot more to it than making a product usable. Usability allows people to easily accomplish their goals. UX design covers more than that, it’s about giving people a delightful and meaningful experience.

A good design is pleasurable, thoughtfully crafted, makes you happy, and gets youimmersed. Think of games, they usually have these characteristics. Or think of the iPhone that makes even failures “more enjoyable than succeeding on a Blackberry”.

Good design is pleasurable and seductive.

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Integrated Content Management Strategy Rising in Dominance

by TED KARCZEWSKI

Enterprise marketers have prioritized multi-screen campaigns for the foreseeable future, according to Nielsen’s recent report, “Unleashing the Power of Cross-Platform Advertising.” Nearly 40 percent of executives in the survey say integrated marketing was “very important” to their success in 2013, but that it will become more prominent in the next few years: 85 percent said the practice is going to become “very important” by 2016.

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Social Media Helps Companies Find Their Funny Bone

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by LISA O

With the exception of a few short-lived jobs, I spent my professional career in corporate America. While ultimately a stable, fair place to work, corporations have never been known for their sense of humor.

Social media is helping to change all of that.

From Bodyform’s hilarious video response to a Facebook post to the Taco Bell tweet shown above, big companies are finding their funny bone. Social media has done what decades of calculated advertising and marketing couldn’t: hilarious, public, one-on-one contact with customers.

Oh sure, companies can be funny, such as MethodAxe, and Old Spice. But these are reflections of a brand, not spontaneous interactions with customers.

I say bring it’s about time we see their sassy side. It’s engaging and instantly humanizes an entire business. Plus, we all need a good laugh every now and again.