Corporate Eye

Susan Gunelius

Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.

She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

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customers

New research from the Chief Marketing Council (CMO) and SAP reveals that most marketing executives agree on three specific things.

First, nearly 3 out of 4 of them (73%) agree that customer centricity is critical to success for the business and for their own roles.

Second, nearly 9 out of 10 of them (86%) agree that customer centricity is not high for their businesses.

Third, nine out of 10 marketers agree that their customers would … Read the rest


brand storytelling

How do you come up with ideas for brand storytelling? Buyer personas can become characters and consumer problems can become story conflicts, but brand stories should cover external and internal stories. To effectively communicate your brand promise through brand storytelling, you need to tell the whole story.

This is where your company culture can become a source of many brand story ideas. A powerful company culture that executives truly live and which trickles down through … Read the rest


online banking

Nearly three out of four British consumers avoid companies that regularly have technical problems. That data comes from research by Delphix, a data virtualization company. In fact, ongoing technical problems will motivate 42% of British consumers to switch their business to a different company and another 40% will consider moving their business to another company.

Not only do British consumers have little tolerance for technical problems, they also have high expectations for the type … Read the rest


mouse click online advertising click fraud

Online ad fraud has been a big problem for brand advertisers for years, and now, the Interactive Advertising Bureau (IAB) has taken new steps to curb it.

Back in December of 2013, the IAB Traffic of Good Intent Task Force released a set of best practices to reduce exposure to online ad traffic fraud, and now, the IAB is expanding those efforts. This week, the IAB announced that the IAB Traffic of Good Intent … Read the rest


tumblr

Tumblr referrals just got bumped up higher on many brands’ priority lists. The 2014 U.S. Mobile Benchmark Report from Adobe Digital Index was released this month, and Tumblr referrals were found to drive the highest revenue per visit (RPV) from mobile devices.

Driving $2.57 per visit generated to a retail site on tablets and $0.67 on smartphones, Tumblr outpaced Facebook which only drove $1.55 on tablet devices and $0.42 on smartphones. Both Twitter and Pinterest … Read the rest