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Marketing Quick Reads: Customer Behavior

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  • How Uncoordinated Emails Can Kill Off B2B ProspectsEmail Marketing
    "Email is used by most B2B marketers for a variety of purposes—many of which are executed distinctly, sometimes without visibility across the organization," writes Ardath Albee at Marketing Interactions. "There's ...
  • Four Ways to Eliminate Friction at Your Landing PageEmail Marketing
    "Go to this website, click that link, call this number, fill out that form," writes Lary Stucker at FreshClicks. "Anytime you ask people to do something, you are creating a ...
  • Customers Listen, so Tell Them What You WantSmall Business
    In a post at his Marketing Minute blog, Drew McLellan talks about the frustration he felt every time he made deposits at his bank. "Like most bank drive-throughs," he says, ...
  • Three Alternatives to the Permission GambleEmail Marketing
    In a post at Email Marketing Reports, Mark Brownlow considers the argument that opt-in permission isn't strictly necessary. "The definition of spam has shifted broadly from 'email not asked for' ...
  • Craft an Online Quiz: Boost Leads and ResultsSocial Media
    Few things are more fun than learning about yourself, right? At least when the Net makes it easy. Consider the explosion of personality test apps on sites like Facebook or MySpace—or ...
  • Three Steps to Getting Big Companies to Buy From YouB2B Marketing
    "As a seller, when you approach a big company, you are most likely more concerned about your fears than theirs," writes Barbara Weaver Smith in an article at Selling to ...
  • Four Ways to Boost Response With Welcome EmailsEmail Marketing
    If your company doesn't send welcome or confirmation emails to new subscribers, you could be missing out on some remarkable opportunities. "Jill LeMaire, director of Epsilon's strategic and analytic consulting ...
  • Practical Social Media Tips for 2011Social Media
    With the end of the year comes the compulsion to synthesize what we've learned about the ebb and flow of social media in 2010. Toward that end, John Antonios, writing ...
  • Branding in the Digital Age: How to Stop Wasting MoneyCustomer Insight
    Heads up: The age-old "sales funnel" metaphor—consumers begin their decision-making with a large number of options in mind and narrow their choices to an eventual sale—fails to capture the shifting ...
  • How Uplift Modeling Can Help Improve Your ROIEmail Marketing
    "[I]n an effort to reach as many customers as possible at minimal financial cost," writes Mark Smith at Chief Marketer, "many marketers overlook the pricey consequences that can result from ...
  • Five Ways to Optimize Email Campaigns for Better Link ReportsEmail Marketing
    Reporting on click-throughs is an important way of determining how engaged your audience is, notes Andy Shore in an article at MarketingProfs. However, "a lot of email marketers throw around ...
  • Four Ways to Enchant Your CustomersSmall Business
    "I love to do business with small businesses—in-store, online, for myself, for others, for pleasure, for work—it doesn't matter to me," writes Guy Kawasaki at his eponymous blog. Based on ...
  • Entering Social Media the Right Way: Four Key StepsCustomer Insight
    In a recent post at Bazaarblog, Tara DeMarco reports on author Erik Qualman's concept of the "social media escalator." It's his design for the graceful entry of businesses into the ...
  • Three Ways to Identify Your Brand LoyalistsEmail Marketing
    On any email list, there will be three populations," writes Karen Talavera at MarketingProfs. "[T]he people who love you, the people who like you, and the group who are just ...
  • Using Twitter to Calm ComplaintsSocial Media
    With an article proclaiming "the democracy of fine dining," USA Today recently covered a growing trend of restaurants using Twitter to improve diner experiences and expectations. Among companies like Chipotle and ...
  • Four Ways to Handle Inactive SubscribersEmail Marketing
    Every email list is going to have subscribers who sign up and then apparently vanish. "They may have opted in to a specific offer, then disengaged once they obtained the coupon, ...
  • Four Smart Ways to Trigger ROIEmail Marketing
    According to Molly Niendorf, some marketers worry that triggered email will look inauthentic to recipients. "Sure, automatic emails have been around long enough that recipients know you're not perched at ...
  • Three Deadly Mistakes Email Marketers MakeEmail Marketing
    In a post at the Email Marketing Reports blog, Mark Brownlow examines mistaken assumptions that can seriously damage the long-term success of an email program. Our basic beliefs about how ...
  • How a Customer Promoted 'Barbie Video Girl' BigtimeCustomer Insight
    This year, Mattel launched Barbie Video Girl, a $50 version of the beloved blonde that sports a video recording device in her necklace and an LCD screen on her back. ...
  • Four Tips for Successful Holiday Email CampaignsEmail Marketing
    There's still time to implement plans for your holiday email campaigns, writes Suzanne Norman in a recent post at the Emma blog, and you have reason to be optimistic about ...
  • How a QR Code-Driven Game Paid Off in RussiaSocial Media
    Back in Mother Russia last summer, mobile phone operator MTS engaged users on a titillating mobile scavenger hunt on behalf of its 'Red Energy' branded phone plan. The game kicked off ...
  • What Zappos Can (Still) Teach Us About Customer ServiceSmall Business
    In the last few years, Zappos has become as famous for its stellar customer service as for the shoes, apparel and accessories it sells. And on a recent visit to ...
  • How Gucci's Luxury Shoe Sale Lured Customers WorldwideCustomer Insight
    In the mobile world, luxury brands must find creative ways to reach customers while maintaining a sense of hauteur. Jimmy Choo, for example, captured our imaginations by initiating @CatchaChoo, setting ...
  • Three Ways to Maximize the Power of Testimonials in Email CampaignsEmail Marketing
    The forward to Harvey Mackay's bestselling Swim With the Sharks Without Being Eaten Alive featured 15 solid pages of praise from VIPs like President Gerald Ford and the Reverend Billy ...
  • How to Battle the Downturn With FoursquareSocial Media
    "I think Foursquare is a hugely untapped and powerful little tool for small-business marketing," writes Wendy Kenney at the 23Kazoos blog. "Especially if you own a business that requires customers ...

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