Ernan Roman

Ernan Roman

Ernan Roman Direct Marketing
Ernan Roman is President of Ernan Roman Direct Marketing and the industry pioneer who created 3 transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research. Ernan was recently inducted into the Marketing Hall of Fame. Clients include Microsoft, NBC Universal, Disney, Hewlett-Packard and IBM. His fourth and latest book on marketing best practices is titled: Voice of the Customer Marketing: A Proven 5-Step Process to Create Customers Who Care, Spend, and Stay.
  • Failure to Engage with Social Media Will Reduce Revenue and Increase Risk
    1 comments 495 reads
    Posted on 2012-05-15

    The Challenge: Social media platforms are crucial to building customer engagement, but the vast majority of marketers haven’t incorporated that reality into their daily workflow—with outsize consequences to their bottom lines.

    Engaging in Social MediaA recent study by IBM found that while more than 80 percent of CMO’s track traditional information sources, only 26 percent of CMO’s track blogs―to say nothing of newer platforms like Facebook and Twitter.

    Mila D'Antonio at 1to1 Media described the consequences: "CMO’s who underestimate the impact of more deeply engaging in social media are ...

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  • AmEx: High Value Customer Service Drives Shareholder Value
    0 comments 521 reads
    Posted on 2012-05-07


    The Challenge: Businesses that do not recognize the power of high quality customer service, increase the risk of revenue loss and decreases in market valuation.
    American Express Cards Welcome Businesses that treat customer service as a cost center, relegate it to an operations function and focus on manufacturing metrics such as reducing the time per call.

    Innovative marketers like QVC treat service as an opportunity to build strong customer loyalty. For them, service isn't a cost;it's a revenue driver.

    Jim Bush, Customer Service Czar at American Express, has pushed the envelope even further. For him, service is a major driver of market valuation and shareholder value....

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  • Have You Forgotten About the Value of Direct Mail?
    0 comments 352 reads
    Posted on 2012-04-30

    The Challenge: All businesses want to engage in sophisticated multichannel marketing, but many are forgetting about the power of direct mail as a vital element of their media mix.

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  • Instagram: 4 Lessons on Optimizing for Engagement
    0 comments 382 reads
    Posted on 2012-04-23

    The Challenge: Instagram's billion-dollar exit was not an anomaly. It was a lesson about the value of “engagement” that every marketer must heed.

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  • Social Media: 3 Disaster Planning Tips
    1 comments 872 reads
    Posted on 2012-04-17

    The Challenge:  Domino's Pizza. GoDaddy. Chrysler. Mattel. The Gap. Nestle. And the list goes on. Some of the biggest brands have suddenly found themselves entangled in social media crises that no one could have predicted ... but that we all must now plan for.

    Social Media Crises on the Rise

    These crises were sparked by thoughtless, tactless, and/or malicious social media postings. Whether the postings were true or false, whether they originated from within or outside the company, they eventually became big mainstream news in both traditional and interactive media.
    ...

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  • Pinterest: 3 Takeaways About Personalizing the Customer Experience
    0 comments 500 reads
    Posted on 2012-04-09

    THE CHALLENGE: Customer-driven personalization is a powerful competitive differentiator, and marketers should take note of how Pinterest provides this.

    Pinterest: 3 Takeaways About Personalizing the Customer Experience True personalization is complex to achieve and requires a deep database of individual’s opt-in preferences. However, the results are powerful.
    Personalization is an Expectation:

    Online shoppers view personalization as a requirement for their preferred shopping venues, rather than as simply a perk. Per our Voice of Customer research:
    » Many BtoB...

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  • New Value Exchange: Preference Info to Drive Personalization
    0 comments 435 reads
    Posted on 2012-04-02

    THE CHALLENGE: Consumer frustration with Opt-Out marketing policies is growing; marketers need to convince them to share information regarding their preferences in exchange for a valuable, personalized relationship.

    Unfortunately, Opt-Out Is the New Norm
    OPT INThere are now over 200 million numbers listed on the National Do Not Call Registry....

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  • Are You Engaging and Empowering Your Customers?
    0 comments 499 reads
    Posted on 2012-03-26

    THE CHALLENGE: Consumers have shifted from being passive recipients of “push” marketing to selecting companies who seek their voice and reflect their input. Engaged customers offer exponentially greater value than passive buyers.

    Seek Out and Act On Customer Input
    At Adobe, customers have the opportunity to submit ideas and vote on ideas submitted by others in the “Labs Ideas” forum. Analysts at the company discovered that customers with the highest feedback scores also had the highest lifetime values. Differences in lifetime value among key business...

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  • Improve How You Integrate Your Media Mix
    0 comments 462 reads
    Posted on 2012-03-19

    THE CHALLENGE: New findings from Voice of Customer research we just completed indicate that customers want brands to get better at using an integrated multichannel mix that engages them to share their preferences regarding offers, alerts, frequency of contact and media preferences.

    Integrate Your Media
    According to a study from the Direct Marketing Association, 93% of marketers using multiple channels indicated they have attempted to integrate their messaging, but only 27.4% of these said their efforts are ‘effective’…”
    Marketers need...

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  • The Tablet Revolution: 3 Marketing Takeaways
    0 comments 354 reads
    Posted on 2012-03-13

    THE CHALLENGE: The rise of tablet computers (such as the iPad) has changed the playing field in profound ways for marketers ... and those who do not adapt to the new environment quickly will miss important opportunities in the marketplace.



    Eye-opening research from Adobe and Bizrate/Forrester provides the following insights:



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