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Marketing Articles: Customer Behavior

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  • 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
  • by Jonathan Holiff
    With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at celebrity product placement. Here are three common approaches and a description of what steps you can take to encourage results. more
  • by Mike McLaughlin
    Many wonder how a rainmaker reels in so much business while others can only shake their heads in amazement. Some suggest that rainmaking is a genetic predisposition and therefore beyond reach for all but a select few. Nothing could be further from the truth. Rainmaking is part skill and part ... more
  • by Sean D'Souza
    Apple's iPod is a necessity with travelers, teenagers, fitness fanatics, students, business executives and, yes, even grandmas and grandpas. So did the iPod break the rules of staying with one target audience? How can you argue with one billion dollars in sales? Find out how the iPod looked at "target audience" ... more
  • by Michel Néray
    Regardless of whether you are in the service business or sell a tangible product, everyone needs to establish credibility, especially with prospective clients. But if you're a consultant, adviser or coach, then it's harder for your clients to evaluate the value of your advice and recommendations. more
  • by Jonathan Kranz
    If you have clients (or bosses) who want you to write about who they are, you probably witness them thrusting a list of attributes in your face. On the list, you'll find the usual suspects: quality, commitment to service, out-of-the-box this and proactive that. But such vague attributes have little ... more
  • by Amanda Ayles
    Companies who are excited about developing a corporate Web site and are gung-ho to get started is a beautiful thing. But, oddly enough, many companies falling into this category seem to be missing out on other essential branding fundamentals. There are several keys to developing a winning brand for ... more
  • by Lisa Johnson
    Growth opportunities are everywhere—especially when industry sales have flatlined and new prospects look grim. Sounds impossible? Not if you understand that there's a new breed of adventurous female customer waiting in the wings, ready to experience your products and services. Here's the story of one company that got ... more
  • by Mary Brown
    At almost 80 million, Baby Boomers make up the largest generational demographic today. And, among Boomers, women not only outnumber men, but they also influence as much as 80% of household purchase decisions, from food and finance to travel and technology. In other words, Baby Boomer women are the greatest ... more
  • by Angi Fisher
    More and more companies around the world understand the importance of really knowing how their customers and prospects view their organizations. They also realize that viewpoints can change quickly. So how do you keep informed of your customers' opinions? How do you know they're continually satisfied? How do you know ... more
  • by Brian Carroll
    Imagine your marketplace is a field of banana trees. Your marketing people are those who nurture and pick the bananas. Bananas are harvested when they are green, and they turn yellow as they ripen. Roughly 95% of your leads are like harvested green bananas. Here's how to ripen all those ... more
  • by Sherri Dorfman
    There was a time, not long ago, when companies could generate new business by simply listening to and following the advice of their investors and business advisers. To remain successful today, however, companies must collaborate directly with their most important stakeholders—paying customers. more
  • by Sean D'Souza
    Are you losing truckloads of dollars simply because you don't get the customer to consume what they've ordered? Can't entice them to move beyond the sale? What's missing in your marketing? more
  • by Dan Herman
    The act of branding has 10 different meanings, which translate into 10 different ways to create instrumentality or usefulness beyond the tangible benefits of a product/service. Following those 10 approaches will make the difference between masterful creations of brands and amateur imitation. more
  • by William Arruda
    When your brand is highly differentiated from your peers' or competitors', it is important to fortify that differentiation through all of your brand affiliations. Be aware that such affiliations are not co-branding—sharing a product or service with two brand names. Rather, it is connecting your brand to another brand to bolster ... more
  • by Robert F. Hogeboom
    Generation Y is the segment born between 1979 and 1994. They are anextremely marketing-savvy group that understands how numerous companies actively covet their business. As a result, Gen Y-ers greet new brands with intense skepticism, making it increasingly imperative for Gen-Y businesses to focus on brand strategy. more
  • by Hank Stroll
    This week, the SWOT Team asks: Outside of direct referrals, how do you reach other potential customers within the same company? Also this week, read your answers to the last issue's dilemma: How do you challenge the "customer is always right" policy when the customers, well...isn't? more

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