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Marketing Quick Reads: Customer Behavior

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  • Social-Media Rules of EngagementSocial Media
    You hear a lot of talk about the need for openness and transparency in the social-media space, but what does it really mean to be transparent? According to Charlene Li ...
  • How to Keep Your Customer Experience Efforts on TrackMarketing in a Downturn
    There's a good chance your company has responded to the recession with an increased commitment to providing an exceptional customer experience. Such efforts might address systemic issues like "poorly designed ...
  • Three Smart Ways to Extend Your Brand Customer Insight
    "Many of the successful new product introductions each year are brand extensions, such as Apple's iPhone, Godiva coffee, and Jeep strollers," one group of researchers recently wrote. However, not all ...
  • Gain Icon Status OvernightEmail Marketing
    "Adding social-media icons to your email campaigns … takes just a few seconds," writes Jim Hitch at the Emma blog, "but it can increase your reach and help you identify ...
  • Find Your Glory StoryMobile Marketing
    Remember Foursquare, the mobile game where users check in to gather badges and mayorships at their favorite local spots? If you're not a brick-and-mortar retailer, it's understandably hard to imagine ...
  • Who Are You? Who Who Who Who?Social Media
    One of the toughest things about cracking the social-media nut is figuring out the right voice to use for your brand persona. To do that, you need an immediate sense ...
  • Caution: This Could Be a TrapB2B Marketing
    The best that most B2B companies achieve with their online marketing programs is "average performance through a favorite tactic and/or advertising partner," states Ben Hanna in a post at the ...
  • Baby, Please Don't GoEmail Marketing
    When people click on your unsubscribe button, there's a good chance it takes them to a preference page where they can confirm the unsubscribe request, or adjust their subscription to ...
  • Debunking Top PPC MythsSearch Engine Marketing
    A few years ago, John W. Ellis wrote the post, "If Paid Search Isn't Working, Then You're Doing Something Wrong" at the Search Engine Land blog. Recently, now at his ...
  • It's a Virtual Love Shack!Social Media
    In March, Facebook hosted 484 million unique visitors worldwide, up 22 million from February, per comScore. On average, people log in 11 times a month, meaning a big pile of ...
  • Now That's a Serious TradeoffCustomer Insight
    As direct marketers know all too well, the obligation to collect taxes from Internet and catalog sales depends on whether a retailer has a "physical presence" in a customer's state. ...
  • This Won't Hurt a BitEmail Marketing
    "My dentist is Dr. Matt Stohl of Foothill Dental," writes DJ Waldow in an article at MarketingProfs. "As an email-marketing nut, instead of critiquing how he administers Novocaine or how ...
  • A Map to Build a Dream OnSocial Media
    Researcher Christophe Aguiton of Orange, a mobile carrier in France, praised the merits of maps in a recent speech: "They are practical things. But at the same time, a map ...
  • When Plain is GoodEmail Marketing
    If we were to suggest plain text for your next email campaign, you'd probably laugh in our faces. "The superiority of HTML email to plain-text email for driving response has ...
  • Do I Really Want to Hear This?Marketing in a Downturn
    Does your marketing content tell buyers what they want to hear—or only what you want to say? Writing at the Marketing Interactions blog, Ardath Albee reports on a study that ...
  • Ease Their Separation AnxietyCustomer Insight
    Conflicting views exist on the desirability of "service separation" for customers, say the authors of a new research report. Service separation occurs when a customer is "absent" from the "production" ...
  • It's OK to Count Me In for NowEmail Marketing
    "Responsible consumer marketers have adopted an 'opt-in' email policy for determining who receives their marketing messages," writes Ruth Stevens at the Harvard Business Review blog. Unless customers give ... permission ...
  • A Rose by Any Other NameSearch Engine Marketing
    ...will go unnoticed by Google. That's what some search pundits are saying these days: To achieve smooth-and-easy SEO, you need to spell out who you are, plain and simple, for ...
  • It's an iWorld After AllMobile Marketing
    Time to start thinking "i" again—this time for the iPad. Like it or not, it's a mobile device, and 120,000 were preordered in the first 24 hours of its release ...
  • Frankly, You're a DisappointmentEmail Marketing
    As a longtime reader of GQ magazine, Dylan Boyd subscribed to The Hound—the magazine's recently launched email newsletter—with high expectations. "So as I opened the email and took a gander," ...
  • Calling All Ugly DucklingsSocial Media
    Earlier this year, eBay invited six French fashion bloggers to engage in a crafty campaign called Wardrobe Commando. The objective: The bloggers were to select one reader each for a full-on ...
  • Guaranteed to Make You SmileMarketing in a Downturn
    "Recently," writes Mark Riffey at the Business is Personal blog, "you've seen a number of major car companies offer to buy your car back if you lose your job—and that's ...
  • When the Customer Is WrongCustomer Insight
    The Alamo Drafthouse Cinema of Austin, Texas, encourages its patrons to enjoy dinner and a movie—at the same time. "The theater is laid out like a traditional movie theater," explains ...
  • It's All in How You Present YourselfEmail Marketing
    "The basic method of gaining a subscriber is simply asking someone to sign up for your mailing list," writes David Godot in a Pro article at MarketingProfs. "If a customer ...
  • IM as Team SportMobile Marketing
    The Blackeyed Peas' will.i.am recently raised eyebrows during a concert in Florida when he freestyled, in real-time, anything users sent to his BlackBerry. You're thinking, "Whoa, that's a lot of people ...

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