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?

Are there many original ideas? Have you noticed the obsession with originality and the desire to be first to market? Yet most of  the innovations that have shaped our world today are based on ideas or technology that were nothing new at the time. For instance, Apple didn’t invent the touch-screen smart phone. IBM created the first smart phone (known

By - Neal Cole

7 Strategies For B2B Marketing Personalisation

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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