2423 Posts Found

When is the last time you thought about your e-commerce site’s search solution? If you’re like most digital retailers, you probably haven’t given it much thought in years.

Site search is the workhorse of online shopping, yet it is rarely considered a critical part of an e-commerce strategy.

That’s a huge mistake. Site search is the single strongest indicator of online buying intent. When customers use site … [ Read more ]

Content: Article | Author: Kurt Heinemann | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

Marketing sage Philip Kotler defines a brand as an organization’s promise to deliver a specific set of features, benefits, and services to consumers. A brand also functions as a complex symbol that conveys up to six levels of meaning: attributes, benefits, values, culture, personality, and user. When the consumer can visualize all six dimensions of a brand, his or her perception of the brand is … [ Read more ]

Content: Quotation | Authors: John M. Bremen, Thomas O. Davenport | Source: The Conference Board Review | Subjects: Human Resources, Management, Marketing / Sales, Organizational Behavior

In a merger or acquisition, brands sometimes become one, but often remain separate. How should leaders decide which way to go?

Content: Article | Author: Martin Roll | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Mergers & Acquisitions

As a marketer, the key is to figure out where people’s interests and your competencies overlap.

Content: Quotation | Author: Dick Martin | Source: The Conference Board Review | Subject: Marketing / Sales

Smartphones, tablets, even desktops have forced marketers to move on from age-old pricing models. They have had to dig deeper into buyers’ thought process to understand what persuades buyers. This article will explore some creative ways of pricing products for the digital age, backed by some sound research and practical applications.

Editor’s Note: find part 2 at Content: Article | Author: Rohan Ayyar | Source: MarketingProfs | Subject: Pricing

Digital media is evolving rapidly and requires more than traditional marketing. In this opinion piece, Suzie Reider, Google’s managing director for brand solutions, and Gopi Kallayil, Google’s chief evangelist for brand solutions, highlight six common traps that new-age marketers must avoid.

Editor’s Note: a lot of this article focuses on YouTube and related metrics, which IMHO are of questionable relevance to the topic at hand. Having … [ Read more ]

Content: Article | Source: Knowledge@Wharton | Subject: Marketing / Sales

Accenture, in collaboration with CSO Insights, a leading research and benchmarking organization, conducted in 2014 the 20th annual study on sales performance optimization to assess current sales performance, challenges facing sales executives, and what organizations are doing to address those challenges.

Content: Article | Authors: Bryan Berumen, Jason Angelos, Yusuf Tayob | Source: Accenture | Subject: Marketing / Sales

One seemingly sure way to write a best selling book is to come up with a new diet or a new management theory. The routine for management theories is straightforward: Take an idea – however small – write a book, visit the talk shows, count the royalties. As a preliminary matter to developing a new scale for measuring the impact of such “Theories” of management, … [ Read more ]

Content: Article | Author: Randall L. Schultz | Subjects: Management, Marketing / Sales

Brand is a three-legged stool: It is conveyed visually, verbally, and experientially. “Visually” is the easy part: your logo, your colors, your design, your packaging. “Verbally” is how you talk, what you say, and which messages you convey. For example, do you lead with price, or do you lead with value? Does your company speak in conservative, authoritarian tones, or are you more playful and … [ Read more ]

Content: Quotation | Author: Maria Ross | Source: MarketingProfs | Subjects: Brand, Marketing / Sales

Companies invest staggering sums of money on marketing with surprisingly little rigor. Because measuring and optimizing spending on marketing is notoriously difficult, companies often rely on rules of thumb, such as spending as a percentage of revenues. A recent benchmarking study conducted by BCG and Marketing Analytics indicates that these shortcuts can be imprecise and unreliable. This report describes a better approach—one that encompasses all … [ Read more ]

Content: Article | Authors: Jens Harsaae, Kevin Richardson, Neal Rich, Rohan Sajdeh, Ross Link | Source: Boston Consulting Group (BCG) | Subjects: Best Practices, Marketing / Sales

More decisions today are impacted by what we call O sources of information — “Other” information sources, such as user reviews, friend and expert opinions, price comparison tools, and emerging technologies or sources — whereas market research measures P sources — “Prior” preferences, beliefs and experiences. What market researchers often underestimate, though, is the degree to which consumers have difficulty imagining or anticipating a new … [ Read more ]

Content: Quotation | Authors: Emanuel Rosen, Itamar Simonson | Source: Stanford University | Subject: Market Research

As the CEO, here are three questions your Marketing team should be able to answer to help ensure you receive the right metrics:
– How is Marketing impacting and contributing to the business
– What is and isn’t working
– Does the data enable course adjustments?

Content: Article | Author: Laura Patterson | Source: CEO Refresher | Subject: Marketing / Sales

Brand managers entered the social media landscape with the same approach they used for television and radio advertising. With both of those media, we have an understood contract with consumers: In order for you to get free programming, you agree to be interrupted by commercial messages. Social media did not have that contract, so that when customers were interrupted by brands in social media, it … [ Read more ]

Content: Quotation | Author: Jill Avery | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Brand, Marketing / Sales

It’s hard to find a major B2B product company that doesn’t offer some type of value-added solution to complement their standard product lines. However, most of the “solutions” are, at their core, simply pre-packaged offerings which are not specifically designed to target a customer’s true needs.

To truly distinguish themselves from competitors, deliver greater value to customers, and grow more profitably, B2B companies need to focus … [ Read more ]

Content: Article | Authors: Johnathan M. Bray, Michael V. Peterson | Source: Accenture | Subject: Marketing / Sales

When making a decision, does happiness win out over all? It’s important —even for decisions with implications that go far beyond simply achieving contentment, says Wharton operations and information management professor Alex Rees-Jones. But, as the saying goes, happiness isn’t everything. Often people knowingly forego the choice that will give them the most pleasure for one that satisfies other ideals or factors that are important … [ Read more ]

Content: Multimedia Content | Author: Alex Rees-Jones | Source: Knowledge@Wharton | Subjects: Economics, Marketing / Sales

How do you measure love? Beyond the supermarket magazine or social media “quiz” that we’ve probably all taken, you really can’t. It’s a feeling. You just know. But when thinking about a brand’s relationship with consumers, the marketer in me needs something more concrete. I need to know how many of my consumers are in love with my brand and the degree of their passion. … [ Read more ]

Content: Article | Author: Tim Halloran | Source: Harvard Business Review | Subject: Marketing / Sales

The most important question. It’s not:

Is my price low enough?
Is it reliable enough?
Do I offer enough features?
Am I on the right social media channels?
Is the website cool enough?
Am I promising enough?

No, the most important question in marketing something to someone who hasn’t purchased it before is, “Do they trust me enough to believe my promises?” Without that, you have nothing.

Content: Quotation | Author: Seth Godin | Subjects: Customer Related, Marketing / Sales, Trust

Being honest about the expenses that go into developing and distributing a product can increase sales and enhance a firm’s bond with consumers.

Content: Article | Author: Matt Palmquist | Source: strategy+business | Subject: Marketing / Sales

When it comes to human capital, it’s perplexing that companies will use far less sophisticated methods for selecting employees than they do for almost anything else. Companies will spend fortunes on facilities, technologies, and advertising, but they often have no idea what kind of employee is best able to deliver the brand promise.

Content: Quotation | Source: Gallup Management Journal | Subjects: Brand, Human Resources

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