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Marketing Articles: Customer Behavior

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  • Our Friend, the Difficult Customer
    You have a great product or service, and you do your best to create an exceptional customer experience. Despite your efforts, though, you encounter difficult customers with more frequency than you'd expect. What gives? In a post at the Conversation Agent blog, Valeria Maltoni suggests 10 reasons this might be ... more
  • Just Ask the Man Who Owns One
    You've probably made a practice of asking customers to review your products, but are you using their praise to its full advantage? "Recently," says Kelly Lorenz at the Bronto blog, "I have seen an uptick in retailers utilizing customer reviews to sell products in their emails." Why? Because user-generated reviews ... more
  • This Packaging Makes Mother Earth Glad
    Especially for those of us trying to reduce our negative impact on the planet, the volume of waste generated by food packaging is discouraging. Cardboard cartons, plastic bottles and vacuum-sealed pouches—a single meal might produce a pile of trash. You can recycle, certainly, but it would be nicer to limit ... more
  • Survey Says ...
    When you receive an invitation to take a survey, are you more likely to click on a link labeled Take a brief survey, or one that says Take a 5-minute survey? Suzanne Norman suspected it was the latter, and decided the hypothesis called for a test. "[A]fter all," she says ... more
  • Baby, You Can Tweet My Car
    Last month, talk of Volvo invaded the blogosphere when the company embedded live Tweets into a YouTube banner ad for its XC60 model. The feed kept viewers abreast of live coverage of the NY Auto Show, then gave them the option to follow Volvo on Twitter. It's a simple enough ... more
  • Why Do You Love That Fake Bag So Much?
    Here comes summer. Soon, tourists will descend on New York for the time of their lives. The shows! The dining! The street vendors hawking fake Louis Vuitton handbags! Needless to say, the appeal of that last attraction perplexes many marketers of luxury goods. Why do women flock to buy worthless knockoffs? ... more
  • Conversionary Tactics
    While most retailers have experienced various degrees of tumult during this recession, the picture isn't entirely gloomy. A recent survey by Internet Retailer, for instance, shows many online-only businesses have maintained—or are improving—their email marketing conversion rates. Of the 275 retailers surveyed: 56.4 percent report their ... more
  • Think and Act Like a Nonprofit to Deepen Connections and Build Relationships
    by Roger Sametz
    For decades, the prevailing wisdom was that nonprofits should learn from for-profit enterprises how to become "more businesslike." Many nonprofits thus embraced best practices in branding, marketing, service delivery, money management, and leadership. They have also learned how to keep different business models running simultaneously. To be successful in all these ... more
  • 25 Ways to Build Trust (and Sales!) with Customer Success Stories
    by Casey Hibbard
    Capturing the experiences of your most successful customers not only boosts your credibility but also educates buyers and shows them the payoff of your solutions. Here are 25 ways to use customer success stories in your sales and marketing to increase buyers' trust. more
  • Five Stages of the Purchase Cycle
    Occasionally people may buy on impulse. Often, however, they go through a recognizable purchase cycle. "By targeting specific cycle stages, advertisers can increase relevancy by delivering appropriate messages at the right time," says Page Zero Media's Mona Elesseily in an article at Search Engine Land. Here are her definitions of the five ... more
  • They're Just Not That Into You
    It's one of the oldest clichés in the book, and one of the most persistent: parents who assume everyone else will share an equally enraptured fascination with the accomplishments of their toddlers. As if no other child in the history of mankind has ever taken his or her first step! ... more
  • Hello? Is There Anybody In There?
    We hear lots of advice about maintaining a clean list, and much of it centers on how to handle subscribers who seem uninterested in your messages. At a certain point, you might decide it's time to take them off your list. Before you do, though, consider these four "hidden" segments ... more
  • Too Smart to Lose
    Last year, Southwest Airlines refused passage to two young women for obnoxious behavior. The ladies immediately went out and told the press they weren't permitted aboard because they were "too pretty to fly"—sparking a media-driven feeding frenzy on Southwest's precious brand equity. It didn't matter that it wasn't true. It ... more
  • The Seven-Second Rule
    When subscribers open email messages, you have about seven seconds to answer their most important question: "What's in it for me?" According to Steve Adams, the best way to prove value is to deliver great content again and again. Here are three time-tested rules to keep in mind when writing ... more
  • Case Study: How a Single Modification to a Web Site's Functionality Significantly Upped Natural Search Traffic, Sales
    by Kimberly Smith
    Customer reviews are powerful, held in high regard by consumers—and search engines, which love keyword-rich content. But the technology that serves up reviews on a product page makes them all but invisible to those engines. By getting around that conundrum, Diapers.com scored big. more
  • Where Did They Go?!
    If you've noticed an unusual drop in open rates for messages sent to Gmail accounts—and for B2C companies, this could represent a large percentage of subscribers—it's probably not your fault. "There's growing evidence that Gmail is disabling images for senders that users had previously whitelisted and enabled images for. Near-term, ... more
  • Put a Bug on That WOM!
    Clearspring Technologies, which has helped everybody from WaPo to UCSF bring their branded wares to the mainstream, has put out a new tool that tells you how popular your widgets are on social networks. The ConnectedAds tool can follow the movement of your branded widget across 80 different social networks, ... more
  • Recession Marketing II: <br>What NOT to Cut
    In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a look at a few line items you should probably keep intact—or even fund a bit more. According to Pat LaPointe ... more
  • I'm Worth My Weight in Gold
    We all know it: your best customers love it when they are made to feel special. New research that demonstrates just how important status tiers are in loyalty programs. The researchers ran a variety of tests to determine what resonated best with customers in terms of loyalty-status designations. For instance, ... more
  • Time for Some Spring Cleaning
    Spring is here, and Karen Talavera wants to clean house. "[N]ow is the perfect time for us to critically re-examine our programs, campaign processes, and messages with a fresh, unbiased eye," she says in an article at the MarketingProfs site. "Time to sweep away the cobwebs of inefficiency or neglect ... more
  • I'm Satisfied. Now Make Me Loyal.
    Think about a product or service that does everything it's supposed to do, rarely breaks down and comes with a reasonable level of support. For Rohit Bhargava, his cable service, which he bundles with Internet access, falls into this category. Though he wouldn't call the package price a bargain, it's ... more
  • BTW: We Should Meet IRL
    "For too long, too many marketers have underestimated the value of email's impact on offline retail," say Lisa Harmon and Alex Madison in a post at the Email Experience Council blog. If you focus entirely on generating online sales, they argue, you might be missing out on bricks-and-mortar opportunities. They've ... more
  • Working Miracles, One by One
    "Now more than ever, the email channel in particular is being asked to contribute higher revenue," says Stephanie Miller in a post at the Daily Fix blog. "Yet, we all must make that happen with existing (or lower) resources." Reaching that goal requires innovation, and Miller reports on a number ... more
  • Stream a Little Stream of Me
    Email remains one of the least-expensive and highest-converting online marketing techniques out there, but few would argue it isn't past-due for a trendy facelift. Thankfully for the intrepid marketer, there are lots of programmers working on this problem, like little elves, day and night. And a whole passel of them apparently ... more
  • Can We Get Irrational for a Moment?
    "The most common frustration I see, and I see it daily, comes from marketers who can't figure out why more people won't buy their product," says Seth Godin in a post at his blog. All the rational arguments in the world, it seems, won't dissuade irrational customers from giving their ... more

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