Zappos – a billion dollar business with zero dollar marketing spend

Have just read Delivering Happiness by Tony Hsieh, CEO of Zappos. A great story with some great insights. Hsieh says “Most of the money we would have spent on paid advertising or paid marketing we invested in customer service and the customer experience instead”.

As the return on advertising spend declines, companies are seeing how improving the customer’s experience of their brand delivers greater benefits. The social media content frenzy means people need to have things to say of interest, and what better topic of conversation than a big brand that has done something really bad or really good. Today, brands have no choice. You are social media food whatever you do, so make it something really palatable for the customer and also for yourself as a brand.

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