2423 Posts Found

Bob Bly asks readers of his blog about copyrighting for “formulas” for writing copy.

Content: Article | Author: Bob Bly | Source: bly.com | Subject: Marketing / Sales

Would a car that seems to smile at you make you like it more? Perhaps, but only if a marketer succeeds in making you see the product as human.

Content: Article | Author: Ann L. McGill | Source: Capital Ideas | Subject: Marketing / Sales

There are many approaches to using email-campaign metrics to measure and improve marketing performance. The following are the top five approaches along with appropriate measures and usable insights for each.

Content: Article | Author: Karen Talavera | Source: MarketingProfs | Subject: Marketing / Sales

These days many customers don’t have the money to spend and so the natural tendency is to want to go out and look for new ones who do. It’s a great strategy, it’s necessary, but it’s really only half the story. Here’s what you want to know about your customers.

Content: Article | Author: JoAnna Brandi | Subjects: Customer Related, Marketing / Sales

Alexander Chernev has spent his career studying consumer behavior. In a recent study he found that a consumer’s personal goals, particularly their concern for safety and security, strongly influence how likely they are to switch to something new or stay with what they know.

Content: Article | Author: Alexander Chernev | Source: Kellogg Insight | Subject: Marketing / Sales

The cost of a thing is the amount of what I will call life that is required to be exchanged for it, immediately or in the long run.

Content: Quotation | Author: Henry David Thoreau | Subjects: Marketing / Sales, Pricing

Traditional branding strategy would say that a label should tell the consumer what the product is all about. New research suggests that just the opposite might be true–the consumer should see himself in the label.

Content: Article | Author: Aparna Labroo | Source: Capital Ideas | Subject: Marketing / Sales

A lot of marketers call the Internet an “attention economy.” They are looking for consumers who will pay attention to their product, and they try to calculate consumers’ propensity to purchase. They think that attention means intention. But it doesn’t. The reality is, people don’t go online to give attention, but to get it. They don’t want to be part of the audience. They want … [ Read more ]

Content: Quotation | Author: Esther Dyson | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

People spend a lot of time online not looking for something, or at least not for something that can be bought or sold. Marketers need to understand that the Web is not about them; it’s about us. Marketers and media sites keep thinking, “Well,if we can only tweak our banner ads right, we can get the same success rate as Google.” But they can’t, because … [ Read more ]

Content: Quotation | Author: Esther Dyson | Source: strategy+business | Subjects: Customer Related, IT / Technology / E-Business, Marketing / Sales

Despite the emphasis on and progress in marketing performance measurement and management (MPM) over the past decade, research continues to show that the link between marketing and the business still needs to be stronger and clearer.

As a result, the pressure on marketing to show its impact on the business, demonstrate accountability, and communicate its value continues to intensify.

Marketers who use performance-management best-practices are best positioned … [ Read more ]

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

To build closer connections to customers, start by developing analytical prowess.

Content: Article | Authors: Edward C. Landry, Leslie H. Moeller | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

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Suppose you learned that most of your brand’s buyers are switchers… that only 15% of your customers are highly loyal to your brand and account for maybe half of sales. The harsh reality is that that’s a typical pattern for many grocery brands, for example.

You’re probably thinking, Can this really be true? Isn’t marketing about building engagement to create and then “lock in” super-valuable customers? … [ Read more ]

Content: Article | Author: Joel Rubinson | Source: MarketingProfs | Subject: Marketing / Sales

New research address a gap in the happiness literature: how particular purchases affect happiness. This gap may be due to a surprising agreement among theorists on this issue. Perhaps the theory has proved so convincing that experimentalists saw no need to test it. From as early as the time of David Hume through the eras of Tibor Scitovsky and many others, the sentiment has been … [ Read more ]

Content: Article | Author: Joseph K. Goodman | Source: Discovery@Olin | Subject: Marketing / Sales

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As customers’ needs fragment, marketers must develop common, actionable segmentations and integrate segment-level goals into planning and performance-management processes.

Content: Article | Authors: Marc Singer, Peter W. Dahlström, Sean R. Collins | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales

Olin research studies how surcharges affect consumers’ purchase decisions, especially when they are offered by sellers with low versus high reputations. The results from scenario-based studies and eBay data show that surcharges affect purchases more for low- (versus high-) reputation sellers. This interaction of surcharges and seller reputation is looked at across four studies.

Content: Article | Author: Amar Cheema | Source: Discovery@Olin | Subject: Marketing / Sales

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For your green message to be heard and translated into sales, you have to make your message relevant not only to the fate of the planet but also to the fate of the people living on it. The question is, How?

Content: Article | Authors: Carolyn Parrs, Irv Weinberg | Source: MarketingProfs | Subjects: Marketing / Sales, Social Responsibility (ESG)