jenn minko 150x150 In a Minute: Customer Contact Strategies[Posted by , Sr. Man­ager, Field Mar­ket­ing, Neolane, Inc.]

Cus­tomers today are using an arse­nal of tools to gather, con­sume, and share rel­e­vant infor­ma­tion. With this world of oppor­tu­nity for cus­tomers comes a sig­nif­i­cant chal­lenge for mar­keters to stream­line their efforts and deliv­er­ing tar­geted mes­sages through the proper channels.

In 2012, Neolane fea­tured sev­eral webi­nars focused on the “age of the cus­tomer,” with tips and tac­tics for mar­keters to imple­ment a cross-channel mar­ket­ing strat­egy to acquire and retain loyal cus­tomers.  This post high­lights five of our favorite webi­nars from 2012, rang­ing from loy­alty mar­ket­ing to dig­i­tal mar­ket­ing chan­nels, to explore cus­tomer mar­ket­ing in the ever-evolving dig­i­tal landscape.


Loy­alty Pro­grams: Best Prac­tices in the Age of Transparency


This snip­pet fea­tures Don Pep­pers, a lead­ing author­ity on customer-focused rela­tion­ship man­age­ment strate­gies, talk­ing about the four steps in man­ag­ing cus­tomer rela­tion­ships. Draw­ing from con­cepts in his new book, Extreme Trust: Hon­esty as a Com­pet­i­tive Advan­tage, Don dis­sects key loy­alty pro­gram chal­lenges, such as under­stand­ing cus­tomer expec­ta­tions in the “Age of Trans­parency,” and “doing things right” while “doing the right things” to build cus­tomer trust.


Align­ing your Mar­ket­ing Tech­nol­ogy Roadmap and Mobile Apps


In this webi­nar clip, Rob Bros­nan, Senior Ana­lyst at For­rester Research, talks about mar­keters’ biggest strug­gle: cus­tomer data uni­fi­ca­tion. Rob gives advice about how to get started cre­at­ing a roadmap for cross-channel rel­e­vance, rang­ing from lever­ag­ing big data to incor­po­rat­ing emerg­ing chan­nels, such as social media, geo-location ser­vices, and mobile apps.

Unrav­el­ing the Com­plex­ity of Cross-Channel Messaging

This infor­ma­tive webi­nar clip fea­tures Shar Van­Boskirk, Vice Pres­i­dent, Prin­ci­pal Ana­lyst from For­rester Research, and Kristin Ham­bel­ton, Vice Pres­i­dent of Mar­ket­ing, Neolane. Shar shows sev­eral exam­ples of brands that have suc­ceeded by using cus­tomer insights to cre­ate their busi­ness strat­egy in this new “Age of the Cus­tomer” while also explor­ing a customer-centric (not channel-centric) approach that increases share of mind and wallet.

PURLs of Wis­dom: Dig­i­tal Mar­ket­ing Strate­gies for Increas­ing Online Engage­ment and Revenue

In this webi­nar snip­pet, Bernie Turner, Mar­ket­ing Man­ager & Dig­i­tal Strate­gist at Fan One Mar­ket­ing, pro­vides a def­i­n­i­tion of PURLs and explains why mar­keters should be using them to ele­vate the cus­tomer expe­ri­ence.  He also shows an exam­ple PURL tem­plate that can be used for acqui­si­tion, devel­op­ment, or reten­tion. In the full webi­nar replay, Bernie shares many pro­fes­sional sports exam­ples and how they have used PURLs in their mar­ket­ing initiatives

Tak­ing Charge of Email Deliverability

In this last webi­nar, Mark Raf­ferty, Man­ager of Account Ser­vices at Fresh Address, goes over the WIIFM (What’s In It For Me?) ques­tion mar­keters have to address in order to get valid and usable email addresses from cus­tomers. He explains the impor­tance of col­lect­ing qual­ity con­tact infor­ma­tion from cus­tomers to estab­lish trust with the brand and make cus­tomers feel mar­keters are offer­ing some­thing of value to them.

Upcom­ing Webinar

As we head into 2013, Neolane will be offer­ing a whole new series of excit­ing webi­nars. Our webi­nar series will kick off as we part­ner with Return Path to deliver “7 Prac­ti­cal Email Deliv­er­abil­ity Res­o­lu­tions You Can Stick to in 2013” on Jan­u­ary 23, 2013. Reg­is­ter here.


  1. […] Webi­nars give mar­keters a ben­e­fi­cial plat­form in which to tell a story about their mar­ket, solu­tion, prod­uct, or just their com­pany as a whole. They serve as an effec­tive plat­form to illus­trate a story in real time, some­thing that can­not be done by many other dig­i­tal mar­ket­ing channels. […]