The entourage effect influences the status of VIPs and needs to be factored into loyalty schemes
By - Neal Cole

Does The Entourage Effect Impact Loyalty Schemes?

Does Exclusivity Sometimes Backfire? Many organisations offer their best customers exclusive rewards to acknowledge their value and to reduce churn amongst their most valuable customer segment. The entourage effect suggests this exclusivity can sometimes harm the effectiveness of a scheme where a VIP customer has a strong entourage. For example, in online gaming VIP players are usually managed by a

Original ideas are rare, most innovation involves copying
By - Neal Cole

What is the most effective strategy for innovation?

有很多原创想法吗?你有没有注意到对原创性的痴迷以及首先推向市场的愿望?然而,今天已经形成了我们世界的大部分创新都是基于当时没有新的想法或技术。例如,Apple没有发明触摸屏智能手机。IBM创建了第一部智能手机(已知

By - Neal Cole

7 B2B营销个性化的策略

How to use personalisation in B2B digital marketing! Personalisation and marketing automation are now proven strategies in digital B2C marketing for increasing conversion rates and revenues. For example eConsultancy estimate that the suggest feature on Amazon.com generates an additional 10 to 30 per cent in revenues. Given the huge sales on Amazon this generates many millions of dollars for the

By - Neal Cole

5 Free Digital Tools That Every Start-Up Should Have

Get free tools to increase Conversion! When you establish a digital start-up budgets are often very tight and yet it is important to have visibility of how your business is performing in the digital space and a strategy for conversion rate optimisation. When I advise start-ups on how to optimise their website the first thing I do is set them

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