2430 Posts Found

To reap the rewards of AI and other new technologies, marketing measurement efforts must be grounded in sound fundamentals and people processes. A BCG survey of senior marketers found that leaders share common approaches that help deliver up to 70% higher revenue growth than their peers.

Content: Article | Authors: Derek Rodenhausen, Joanna Stringer, Ray Yu, Shubhank Goswami | Source: Boston Consulting Group (BCG) | Subjects: Best Practices, Marketing / Sales

Most growth experiments aim to convince people who aren’t doing a certain thing to start doing it. Ideally, those experiments rest on a theory about why they’re not doing it in the first place.

Content: Quotation | Author: Matt Lerner | Source: First Round Review | Subjects: Market Research, Marketing / Sales

Statistical researchers always try to disprove a null hypothesis (e.g., we believe income and education are not correlated). Doing so reduces the risk of confirmation bias.

Content: Quotation | Author: Matt Lerner | Source: First Round Review | Subjects: Market Research, Marketing / Sales, Statistics

The key to a successful marketing plan based on the 4Ps means starting with a framework from the outset that includes what I like to call “the 4Ms.”

1. Market intelligence
2. Modeling
3. Mix
4. Measurement (and make sure you assess how you will measure before you begin developing the program)

Content: Article | Author: Terry Healey | Source: MarketingProfs | Subject: Marketing / Sales

Ten years ago, “going viral” was the gold standard for brands, helping them engage their base and reach a wide range of new customers. But in an age of increased polarization and brand scrutiny, does virality still matter? The author argues that while virality is still one of the most important ways to increase brand awareness, how you do it matters. A six-point, research-backed framework … [ Read more ]

Content: Article | Author: David Dubois | Source: Harvard Business Review | Subject: Marketing / Sales

If your product solves real problems but still struggles to attract the right audience, the Value Proposition Canvas can sharpen your focus. It helps you match your offer with what your customers truly care about. Learn how to make your value crystal clear and turn attention into action.

Content: Article | Source: European Business Review | Subjects: Customer Related, Innovation, Market Research, Marketing / Sales

Brand growth through a cross-generational approach to consumer profiling

Content: Article | Authors: Curt Fedder, Jagadish Upadhyaya, Shweta Joshi | Source: Deloitte Review | Subject: Marketing / Sales

Although people buy on emotion and justify with logic, a customer’s decision to buy is not based on emotion. An emotion is simply the way the unconscious communicates its decision to the conscious mind. So, if you want to influence how a customer feels about your product, instead of appealing to emotions, you must provide the experience that creates the desired emotion.

Content: Quotation | Author: Michael Harris | Subjects: Customer Related, Marketing / Sales

Building a sales team requires more than just recruiting great talent—it requires compensating that talent effectively. Research is showing sales managers how a data-focused approach can help identify which incentives will work best, which might be costing them money, and how they can find the right solution for each of their employees.

Content: Article | Authors: Alina Dizik, Harikesh S. Nair, Sanjog Misra, Øystein Daljord | Source: University of Chicago | Subjects: Compensation, Human Resources, Marketing / Sales

From mailshots to influencers, all the basics and not-so-basics to boost your website traffic.

Content: Article | Authors: Inigo Gallo, Javier Segarra, Lorenzo Panlilio | Source: IESE Insight | Subject: Marketing / Sales

Identity is an increasingly central driver of consumer purchases, even as diversity suffers backlash in some parts of the world. Here’s how brands can get it right.

Content: Article | Authors: David Dubois, Kanayo Ogodazi, Rachel Eva Lim | Source: INSEAD Knowledge | Subjects: Brand, Marketing / Sales

Images have become a defining factor in how brands communicate online—from social media posts and e-commerce product galleries to blogs and digital ads.

Many organizations follow a set of stages in their use of images, beginning with simple image resizing, then gradually evolve into more sophisticated, data-driven strategies.

Understanding and embracing each phase of that “Image Processing Maturity Model” is essential for businesses looking to stand out … [ Read more ]

Content: Article | Author: Craig McDonogh | Source: MarketingProfs | Subject: Marketing / Sales

A money word that is almost without compare, “you” tells the prospect that the copy they’re reading is about them, without actually using their name.

Content: Quotation | Author: Joanna Wiebe | Source: First Round Review | Subjects: Customer Related, Marketing / Sales

In order to positively impact persuasion, you should make the consumer the grammatical subject of a sentence. Study after study proves it. When you lead with the brand name — rather than the user — you get poor results.

Content: Quotation | Author: Joanna Wiebe | Source: First Round Review | Subjects: Customer Related, Marketing / Sales

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

Content: Quotation | Author: David Ogilvy | Source: First Round Review | Subject: Marketing / Sales

Cost, competition, and customer value … are the three fundamental information sources for the development of any business strategy. The traditional pricing perspective, however, treats these information sources as inputs into price calculations… From this tactical perspective, customer value sets a price ceiling or a maximum price, while costs define the floor or the minimum price. To calibrate the range in between, leaders take competitor … [ Read more ]

Content: Quotation | Authors: Arnab Sinha, Jean-Manuel Izaret | Source: Boston Consulting Group (BCG) | Subjects: Marketing / Sales, Pricing, Strategy

Marketing is about values. This is a very complicated world. This is a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear what we want them to know about us.

Content: Quotation | Author: Steve Jobs | Subject: Marketing / Sales

Letting go of contacts you’ve worked so hard to gather isn’t pleasant. Even more unpleasant, though, is getting bounces and seeing your engagement decline because your emails are going to the spam folder. Cleaning obsolete data from your email list is best-practice if you send mass emails.

Most marketers know that a high number of bounces indicates that it’s time for an email list cleaning. But … [ Read more ]

Content: Article | Author: Liviu Tanase | Source: MarketingProfs | Subject: Marketing / Sales

What can digital dating teach us about long-term customer loyalty?

Editor’s Note: I thought the online dating angle was a bit of a stretch and not so useful, but there is actually a lot of god content for marketers and for understanding and thinking about customers in this article.

Content: Article | Authors: Rodney R. Sides, Stacy Kemp, Susan K. Hogan | Source: Deloitte Review | Subjects: Customer Related, Marketing / Sales

In today’s digital world, marketers manage thousands of images and videos. These digital assets consist of a variety of file types, from JPG and TIF to PNG, GIF, RAW, MPEG, MP4, and many others. Marketers use these digital files for e-books, whitepapers, infographics, social media, webpages, and other branded materials. Finding the right version of the right file—right when you need it—is key for staying … [ Read more ]

Content: Article | Author: Leslie Weller | Source: MarketingProfs | Subject: Marketing / Sales