2423 Posts Found

We are aware of many brands in our over-advertised existence, but they only become relevant when our current focus matches their offerings. Like how we notice other vehicles of the same make right after we buy a new car, brand relevance is often about our focus relative to time and place.

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

Existing brand health measures rely almost exclusively on survey data to gather their findings. While surveys are insightful, they are also prone to collection errors through inaccurate recall and distorted response by surveyed consumers.

Marketers can do better by creating more-direct and less-biased approaches. Rather than relying solely on survey data, we should find additional methods that seek to analyze consumers’ relationship to brands in … [ Read more ]

Content: Article | Author: Matthew Syrett | Source: MarketingProfs | Subject: Marketing / Sales

In the fight against commoditization, companies are scrambling to create value-added services to protect their precious margins. But making the switch is easier said than done. To complete its metamorphosis, Dow Corning needed to transform the entire company.

Content: Case Study | Author: Christopher Caggiano | Source: CMO Magazine | Subjects: Change Management, Marketing / Sales | Company: Dow Corning

Treat the pursuit of customer satisfaction as you do any other profit-driven investment — that is, assess it in terms of its net present value (NPV) and/or return on assets employed (ROA).

Content: Article | Author: Chic Fojtik, Ph.D. | Source: Graziadio Business Report | Subjects: Customer Related, Marketing / Sales

For subscription-based businesses, even a small reduction in churn can have a huge impact on enterprise value. But traditional satisfaction data and attempts to rescue departing customers don’t get to the root causes that make customers want to leave. Instead, companies should invest in understanding which aspects of the customer experience drive consumer behavior, so that they can act to reduce churn cost-effectively.

Content: Article | Author: Martin Kon | Source: Mercer Management Journal | Subjects: Customer Related, Marketing / Sales

Trying to outshout the competition in an environment that is increasingly cluttered and expensive can lead to frustration and low returns. Managers can increase returns immediately and dramatically with a zero-based budgeting approach to advertising and promotions. In allocating investments according to the distinctive needs of brands, regions or countries, and market segments, companies can free up as much as 20 percent of their A&P … [ Read more ]

Content: Article | Authors: Emile Gostelie, Mark Kistulinec, Rich Hutchinson, Wouter-Jan Schouten | Source: Boston Consulting Group (BCG) | Subject: Marketing / Sales

While all other corporate definitions have evolved and changed, much of what we call marketing today harks back to the era of mass media, with information compressed into marketing-designed messages and distributed by one-way broadcast channels, primarily television. Marketing today is really “message making” aimed at influencing consumers’ needs and wants. It’s heavily steeped in interpreting the psychology of the customer and the marketplace, not … [ Read more ]

Content: Quotation | Source: Optimize Magazine | Subject: Marketing / Sales

Gallup’s very first studies of sales forces more than four decades ago yielded some conclusions that are as valid now as they were then. One of those conclusions is that managers make a difference. If you want to improve the quality of your sales organization, start by improving the quality of your front-line sales managers.

Content: Article | Author: Benson Smith | Source: Gallup Management Journal | Subjects: Human Resources, Marketing / Sales

Marketing has finally become a conversation. Not, in most cases, as was intended, BETWEEN corporations and consumers (that would make too much sense), but rather a global conversation involving millions of consumers ABOUT corporations.

Why now? Because they finally can. For decades, consumers have been saving up their insights and rants about the stuff they consume, simply because there were no adequate means to interact … [ Read more ]

Content: Article | Source: TRENDWATCHING.COM | Subjects: Marketing / Sales, Trends / Analysis

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Surf on over here for a Web Site Metrics spreadsheet, which is a simplified version of spreadsheets developed for this firm’s clients. It is designed specifically for marketing managers and e-commerce managers to help them track changes in the marketing effectiveness of their websites over time. If you’re just getting started with conversion rate marketing, this will put you on the right path. Author Dave … [ Read more ]

Content: Online Resource | Author: Dave Chaffey | Source: Marketing Insights | Subject: Marketing / Sales

Transaction pricing is the key to surviving the current downturn-and to flourishing when conditions improve.

Content: Article | Authors: Craig C. Zawada, Eric V. Roegner, Michael V. Marn | Source: McKinsey Quarterly | Subjects: Marketing / Sales, Pricing

If you’ve ever agonized over whether it’s the right time to replace an old gadget with a spiffy new model-knowing that the new one may well become obsolete in a few months-you probably have an inkling of the kinds of decisions high-tech marketers must make in planning their products. And if you’re marketing such products yourself, you probably have puzzled over when to time each … [ Read more ]

Content: Article | Authors: Sang-Hoon Kim, V. “Seenu” Srinivasan | Source: Stanford University | Subjects: Market Research, Marketing / Sales

Like Thoreau and the band Devo, psychology professor Schwartz provides ample evidence that we are faced with far too many choices on a daily basis, providing an illusion of a multitude of options when few honestly different ones actually exist. The conclusions Schwartz draws will be familiar to anyone who has flipped through 900 eerily similar channels of cable television only to find that nothing … [ Read more ]

Content: Book | Author: Barry Schwartz | Subjects: Economics, Marketing / Sales

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In a world of product and brand proliferation, consumer companies face bleak prospects for sustained revenue growth. But a few firms such as Kraft, Procter & Gamble, and Netflix are creating new growth by using their product position as a starting point from which to create solutions that address the issues and hassles that surround the product.

Content: Article | Authors: Ana Dutra, James Frary, Rick Wise | Source: Mercer Management Journal | Subject: Marketing / Sales

The Harvard Business School offers up this downloadable interactive workbook, which is designed to help estimate the cost of acquiring a customer and the Net Present Value (NPV) of that customer’s business during his or her useful economic life. The simple model is programmed to evaluate a single product offering. The more complex model allows you to incorporate multiple products with distinct customer loyalty and … [ Read more ]

Content: Online Resource | Authors: Chad Ellis, Jon B. DeFriese | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Free Stuff / Tools, Marketing / Sales

A first-hand view of what happens when 100 top-tier enterprises, non-profits, and governmental agencies try to communicate via email with their opt-in customers.

Editor’s Note: a bit topical, but interesting.

Content: Article | Sources: MarketingSherpa, Pivotal Veracity LLC | Subject: Marketing / Sales

Marketing is as old as business, but the discipline of marketing only emerged in the last century. Today, marketing differs less than the perspectives academics take on it. It is also context dependent: the product, be it goods, services or service, may have only a small impact on the fundamental logic of marketing. Choice and complexity are influencing practice, as is the pressure for accountability, … [ Read more ]

Content: Article | Author: Tim Ambler | Source: European Business Forum (EBF) | Subject: Marketing / Sales