Get Boutique or Die Trying: How Experience Loyalty Trumps Brand Loyalty

Marketers are dealing with a paradox where views get cheaper but real attention gets more expensive. Because of this attention problem, along with the fact that products themselves are getting harder to differentiate in a commoditized world, customer retention really requires creating a boutique experience. The notion of brand loyalty is changing, and there’s a shift to what I call experience loyalty.

That means customers talk about, tweet about, pay for, and come back for the “hot towel experience.” Customers are loyal to great experiences, so instead of thinking in terms of customer LTV, marketers would be better off trying to create customer return-on-experience.

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Written by Founder

Embracing the Fear of Failure: Why Vulnerable Teams Are the Most Innovative Teams

If you look through a history of great inventions and businesses, you’ll see a common thread: these people didn’t let a fear of failure stop them. I continually remind myself and my team to make ourselves vulnerable to failure—even though it’s difficult—because vulnerability is the key to unlocking the innovation and creative potential in each and every one of us.

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Written by Founder

Podcast Killed the Video Star:  How Podcast Advertising Builds Authentic Engagement with Millennials

Despite a consistently growing audience, podcasts rarely are top of mind for brands looking for non-traditional advertising platforms. With increased competition for share of attention, banner blindness, and prevalence of adblockers, podcasts could (and probably should) become part of the marketing mix for some, but not all brands in 2016.

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Written by Business Development & Marketing Strategist

10 Reasons We Love JavaScript’s ES2015

JavaScript has grown up over the last few years from a teenager of scripting languages with flaws and quirks that we love to hate, into a much more mature programming language powering some of the most sophisticated applications on the planet. Bless, how they grow up fast. With the release of ES6, (or ES2015 as the new versions will affectionately be named after the year of their release) JavaScript has seen huge improvements — improvements that we at Digital Surgeons are beyond excited about. Here’s just 10 of our favorite features that push JavaScript into the modern age of web development.

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Design-Thinking for CMOs: How to Focus Amid a Flood of Data

Chief marketing officers are blessed and cursed at the same time with all the data coming at them.

They are blessed because, as the buyer journey continues to become digitized, every touch point, every moment of decision — even the literal smiles and frowns on a customer’s face — can be tracked and tallied. New digital marketing tools are creating a tremendous opportunity for new information about customer behavior.

CMOs are cursed at the same time because they are swimming in the data. And it’s not a relaxing swim in a tropical lagoon. It’s like being washed overboard in a hurricane. This is not an environment conducive to innovating and driving growth.

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