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Marketing Articles: Customer Behavior

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  • by Bill Babcock, Bill Rozier
    This is the first in a series of point/counterpoint articles by Bill Babcock and Bill Rozier. Babcock is CEO of a direct and relationship marketing agency. Rozier is on the client side. This week, the pair discuss relevance: How long do you have to convince prospects that ... more
  • by Sean D'Souza
    You wouldn't go on a date with the next person that walked through your door, and yet, you have no qualms in accepting any client that comes your way. The result? Your customers will push you around; not pay the invoices on time; and end up being the most pedantic, irritating ... more
  • by Nido Qubein
    What makes a successful salesperson? Is it the right product? The right attitude? A certain mastery of a skill set? All those things help. But they don't go far enough to identify what makes for a truly successful salesperson. more
  • by Mike McLaughlin
    For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients to grow a profitable business. Those days aren't gone, but they're fading fast. more
  • by Kelly Goto
    What do companies like Nordstrom, Jet Blue, Amazon and Dell have in common? They have built their brand value on providing a positive experience for their customers on- and offline. Successful companies match business objectives with customer needs. They combine ongoing testing, feedback and improvement cycles into their daily practices and ... more
  • by Hank Stroll
    It's the time of year when many businesses start thinking about sending their clients appropriate gifts to thank them for their business. There's no strict rule of thumb with gift giving, but here are some valuable ideas. more
  • by Neil Davidson
    Marketers often delegate responsibility for thinking and decision-making to research companies. Yet much of the customer intelligence in these research debriefs already exists within organizations—and in a format that is easier to understand and remember, and is far more engaging, than PowerPoint presentations or documents. It also encourages innovative solutions. Such ... more
  • by Lisa Johnson
    Pets are the new people. We've all seen celebrities prancing around with tiny dogs in tutus, or we've read a magazine spread featuring actors and their four-legged companions. Pets are an increasingly important part of the family, and giving them treats, services or special gifts is a fun way to ... more
  • by John Moore
    As marketers, we are always seeking ways to make our products and services more attractive to consumers. When we do it right, we know we've created marketing juju. Consumers are more than just attracted to these businesses. They are downright captivated by them. Each of these brands creates marketing juju ... more
  • by Andrea Learned
    Are all the consumer options available today actually serving customers better, or does the exhaustive selection overwhelm (and ultimately discourage) potential buyers? What if all the great new products and models lining the shelves were actually inspiring would-be buyers to decide...well, not to decide? That's where doing your homework of ... more
  • by Gerry McGovern
    The Web is not a great place to win hearts and minds. It is not a great place to convince people to do something they did not come to the Web already intending to do. Traditional marketing techniques, such as brand name repetition and the use of images to communicate ... more
  • by Mike McLaughlin
    Professional services marketing literature is full of claims about the quality of offerings and dedication to client results. Without a guarantee to back up those words, though, clients just perceive them as empty promises. If you're serious about service excellence and client results, put some teeth into your assertions. more
  • by Stephanie Janard
    Despite this age of information overload, buyers still need information to help them make the right choices. By incorporating some of these tips, you and your marketing staff can produce pieces that will stand out from your competition's—and guide the buyer to the close of the sale. more
  • by Sean D'Souza
    You've probably already had dozens of reasons and seasons to create the accidental evangelist. And yes, you can play Santa in July, if only you'd listen. Here's how to recognize those "accidental" opportunities. more
  • by Steve McNamara
    It helps to define what "branding" is. Start here: A brand is like a person. And like a person, brands have relationships, and these relationships evolve, for better or worse, over time, and need to be constantly nurtured. more
  • by Chris Maher
    This is an open letter to major advertisers and marketers from one of your own ranks who is also (like us all) a consumer. The author is unhappy, worn out, and ill-tempered. When you think of him from this point forward, he says, hear the words "diminishing returns." more
  • by Steve Bosking
    Sometimes genius comes in the form of amazing innovation. Other times, genius is right under our noses—ripe for the picking. You just have to look. more
  • by Jonathan Kranz
    You can think of the case study as a cross between the testimonial and the business article. Like the testimonial, the case study features a satisfied customer who "speaks" on your behalf. Like the article, it's structured dramatically, with a clear beginning, middle and end, and holds your audience's attention ... more
  • by Promise Phelon
    Speak any language long enough, and you'll become fluent; take on the mindset of a strategist and you'll start to see things through a strategist's eyes. And others will notice the change in you--you'll find yourself more and more being called on to act as counsel on all matters customer. ... more
  • by Sherri Dorfman
    Most businesses these days are under pressure to differentiate their products and services to attract new business. Although customers can play an important role in helping companies define their differentiation, a surprising number of businesses decide to skip this important customer research and launch offerings based on what “we think ... more
  • by Hank Stroll
    This week, read your answers to a previous dilemma: What are the most effective ways to launch a Web site for teens who have little spending money? Also this week, add your two cents to the current dilemma: What makes for compelling Web copy? more
  • by Barbara Bix
    It will come as no surprise that customers want it their way (to paraphrase Burger King). Yet many companies don't have processes for figuring out what that means. Take this quiz to assess your customer "IQ" (or "Insight Quotient") and determine the necessary next steps for shortening your sales cycle. ... more
  • by Mary Brown
    Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century. With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping your eye on the horizon of future trends in branding gives your company the advantage. What trends are already ... more
  • by Wendy Comeau
    Marketers everywhere are tasked with finding out about causation: "Is this advertising causing people to buy more of our lemonade?" "Is our new viral marketing effort causing our brand awareness to increase?" "Would having blonde hair cause me to have more fun?" It's virtually impossible to answer questions about causality ... more
  • by Sean D'Souza
    Clients come to you every single day asking you to give them a choice. A choice between yes and yes. Instead, all you're giving them is a choice between yes and no. Your bank account would see far better days if only you'd step back and use the immense power ... more

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