Zappos, the e-commerce purveyor of shoes, utilizes micro-channels as part of their marketing strategy.
Here's how Zappos leverages Twitter.
And here, Zappos embraces a YouTube channel.
There's the little things they do, as illustrated on Flickr.
Maybe you've seen their ads in shoe trays at the airport?
Zappos will circulate a magalog to 1,000,000 folks in the near future.
They experimented with television ads.
Employees get to share the culture with customers.
Upgrades to the site are tested publicly --- would your IT staff try out a beta site with the public before launching it?
You can look through the comments of this blog post to see what a customer said about Zappos.
And then there's the things they don't brag about, like the kind gesture they gave to this woman.
Our future increasingly suggests that we'll apply several hundred advertising micro-channels to acquire the same number of customers we used to acquire with two or three customer acquisition strategies. These are tactics that we're not entirely comfortable with, tactics that don't have an immediate ROI, but many are measurable. Many of these activities will fail, some will succeed.
We owe it to ourselves to experiment, to try new stuff --- especially now.
You become a New Marketing Leader ... let's say it is at an Apparel company. Two things are happening. Womens Merchandise has a +3% ...
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...