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Marketing Articles: Customer Behavior
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- Are Your Marketing Dollars Buying Customers—or Just Renting Them?
by Debra EllisHow many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look. more - Why Gen Y Is Passing You By by Kimberly SmithWhat works in enticing a new generation of buyers? Here's why some of your efforts to reach this demographic might be going amiss. more
- Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Efforts by Mack CollierCompanies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can do to improve your own efforts to build online communities. more
- Secrets of Viral Video: Three Keys to Launching a Campaign That Resonates by Kimberly SmithVideo viewing is way up, but so are video postings. These days, it takes more than a dancing baby to attract eyeballs and gather viral momentum. Here's a straightforward guide for netting your audience's attention, with advice from organizations that are working video to their advantage. more
- Six Irrational Leaps to Avoid in Marketing by Steve CunoWhy do people believe things irrationally, in the face of zero evidence? You already know the answer: People who really, really want to believe, will believe... regardless of where the evidence points. Are you managing your marketing program this way? more
- How to Use Scenarios to Create Buyer Segments by Laura PattersonWhat if we thought about using scenarios as a creative way to segment the market? After all, different customer sets face different scenarios that trigger their response. By understanding the various scenarios that different customers face, you can take a unique marketing approach to each scenario. more
- Big Impact from Seemingly Small Changes: How Multinationals Are Starting the Sustainability Journey by Rachel BotsmanWe are awash in "green" articles that highlight examples and best-practices of companies such as Patagonia, Stonyfield Farm, and Timberland—businesses that have had sustainability as part of their DNA from the outset. But what is the right approach for large, multinational brands? more
- How to Foster 'Workable Wondering' to Harness Consumer Insights by Gerald Zaltman, Lindsay ZaltmanThe process of thinking deeply is known as "workable wondering," which involves the use of empirical, rigorous, and relevant information to challenge our assumptions. It means more than collecting information. It requires reading between the lines. more
- She's Waiting: Five Ways to Reach Women via Sustainable Business Practices by Andrea LearnedAn authentic and established sustainable commitment resonates with women. Here's how companies can work toward more sustainable operations, offer products that reflect that intention, and (in doing so) create good business with a double whammy. more
- Soothing the Savaged Consumer Soul: 11 Ways to Show Love When Times Are Tough by Jeanne BlissIf you are in the business of serving customers, right now is the time to seek out the intangible opportunities to soothe the savaged consumer soul. Here are 11 ideas that will bring you dividends by soothing the frayed nerves during these times of spending woes. more
- How to Win the Hearts and Minds of Hispanic Customers by Andy Pierce, Jorge AguilarWith the Hispanic population in the US expected to surpass white non-Hispanic inhabitants by 2030, marketers are scrambling for ways to tap into growing spending power while generating loyalty to their brands. Strong, enduring brand loyalty can be built among Hispanics, but not by using tactics that work for white, ... more
- Getting in the Front Door of Prospects: Five Creative Marketing Ideas That Work by Elaine FogelHow can you build and steward a long-term customer relationship if you can't access your prospect in the first place? To reach those big fish takes creativity, perseverance, ingenuity, chutzpah, and, sometimes, just plain dumb luck. Here are five creative ideas that will get you in the front door. more
- How Social Media Is Changing the 4Ps of Marketing: Stories From Real Companies by Mack CollierIncreasingly, companies are beginning to reach out to their customers to help them with their marketing efforts; in some cases, companies are actually turning some marketing functions over to their customers entirely. Here is how companies have successfully turned at least one of the 4 Ps of Marketing over to ... more
- How Social Media Is Changing the 4Ps of Marketing: Stories from Real Companies by Mack CollierAnyone who has taken Marketing 101 knows the 4 Ps of Marketing: Product, Price, Place and Promotion. But what you may not know is that some companies - including these four - are turning these Ps over completely to customers. (Graphic: David Armano.) more
- How to Influence Marketing Decisions When Your Boss Is Dead Wrong by Elaine FogelWhen your boss or client has the final say, and the decision doesn't make good marketing sense, what do you do? Many senior managers have little marketing knowledge, yet the buck stops with them. Here's an approach to help you "convince" them that you have a solid point. more
- Six Tips for Building Better E-Commerce Customer Relationships: If You Build It, Will They Come? by W. Kimathi MaranguLooking at the robust projections for online shopping, it would be tempting to think that if you build it, they will come. Yet marketers must resist temptation and take a more strategic approach—one that focuses on customer experience. The truth is, from a functional and ease-of-use perspective, all e-commerce sites ... more
- Eight Steps to Creating a Successful Online Community by Mack CollierOnline social communities are all the rage. Sites such as MySpace, YouTube, and Facebook have grabbed headlines over the past year or so as examples of how to create successful communities. As a result, many businesses have tried to emulate these sites and create vibrant online networks... with mixed results. If ... more
- Eight Steps to Creating Brand Evangelists by Mack CollierJust as sports teams have fans, brands have evangelists. And just as each fan feels a sense of ownership in the team, a brand evangelist has that same sense of ownership in the brand. That sense of ownership gives brand evangelists a powerful incentive to see the brand succeed. But how ... more
- Five Critical Keys to Reaching the Boomer Consumer by Mary FurlongAs more businesses become aware of the unprecedented number of people around the world who are approaching age 60, more of them are getting serious about reaching Boomers. Call it the new Silver and Gold Rush. Smart businesses understand that the old media—print, radio, and television—won't be enough to reach this ... more
- Seven Actions to Regain Customer Trust When Things Go Wrong by Jeanne BlissAt some point, your business will suffer a failure that disappoints customers. The measure of a company is taken at such moments. Customers see your true colors at these times more than at any other. How you explain, react, remove the pain, and take accountability for your actions, clearly signals your ... more
- Overlooked Brand Components—Every Touchpoint Counts, Especially These by Elaine FogelAs marketers, we often spend considerable time on developing creative logos and brand identities for our companies or organizations. We may ensure our Web site is well designed and easy to navigate, and our marketing collateral is top-notch. We may have sales manuals and charts or graphs to measure our ... more
- Virtual World Transition: What Second Life Business Model Works Best? by Bill NissimSome very successful companies have made the transition from the Real World (RL) to a three-dimensional realm called Second Life (SL)—a virtual world where millions of dollars are spent. The rationale behind these transitions ranges from attracting press coverage to brand engagement with potential clients. Whatever the desired outcome, SL is ... more
- Book Summary: 'Citizen Marketers' by Ben McConnell and Jackie Huba by Mack CollierWho is a Citizen Marketer? The fan who creates his own poster and trailer for an upcoming movie is a Citizen Marketer. But a Citizen Marketer can also be the customer who creates an online community around saving a discontinued product, or the loyal customer who uses their bad customer ... more
- Three Ways to Keep Your Customers Happy When You Screw Up by Elaine FogelGlitches happen and setbacks occur when we deal with customers -- they're as inevitable as death and taxes. The key to retaining these customers when an error occurs is handling them right from the start. Whether your company or organization delivers products, services, or promises... its credibility and reputation is ... more
- Case Study: Smart Marcomm Strategy Enables Precision Manufacturer to Nearly Double Sales in One Year by Stephanie G. HlavinIn the world of engineers, where numbers and measurable impacts reign supreme, marketing communications may seem like a bunch of mumbo jumbo, a pointless exercise in corporate frivolity. But not to electronics components manufacturer Minco. more
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