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Marketing Articles: Customer Behavior

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  • Get Your Goat
    In a video post at the Church of the Customer Blog, Jackie Huba and Ben McConnell use the example of a goat-milk carton (that's right: a goat-milk carton!) to underscore the importance of listening to your customers. "One thing you have to know about goat's milk," explains Huba," is that ... more
  • Just Call It the YouHouse
    Barack Obama wowed the nation with his social media savvy when he won the bid for President on November 4—but he surprised us again when he didn't stop there. Just weeks after scoring the title of POTUS (President of the United States, for those who didn't take poli sci in ... more
  • I Make the Decisions Around Here
    Oh, the dreaded negative customer review: shoppers love to read it, and marketers live in fear of it. Marketing teams across the land have been trying to develop strategies for dealing with this new reality. Well, take heart: a recent Forrester Research report called "Myths and Truths About Online Consumer ... more
  •  So You Wanna Be a Swan?
    "We're duped into believing that the pretty, the pristine, and the perfect get all the perks, all the breaks, all the glory," says Vicki Kunkel in her book Instant Appeal. In many cases, she argues, the opposite is actually true. Obvious imperfections have their benefits—whether in your personal or corporate ... more
  • Bring Deliverability and Design Together to Maximize Email Marketing Success
    by Neil Anuskiewicz
    Getting your permission-based email marketing emails into the inbox and ensuring that your email design is just right are closely related. Here is some useful information on the nexus between the two as well as on doing both well. more
  • The Art of Courtship
    Some email marketing practices should always be avoided. "There are a hundred ways to skulk around, to collect email addresses, to write clever privacy policies or to argue about whether opt-out ('you can always unsubscribe!') is a valid way to build a brand," says Seth Godin at his eponymous blog. ... more
  • Monkey See, Monkey Choose
    Social scientists have long been intrigued by the human tendency to mimic the behavior of others. Research has shown that people automatically mimic other people's posture, mannerisms and facial expressions as they interact. But does mimicry translate to product preferences as well? These researchers say yes. Consumers were invited to ... more
  • A Tale of Two Emails
    In a post at the Emma blog, Jim Hitch tells the story of two emails he received within 20 minutes of each other. "They're similar at first glance," he says. "Almost identical, really. Both are very image-heavy, both came from brand-name clothing retailers, both include simple calls to action, both ... more
  • Love the MIME
    In a wide-ranging video interview with BNET, strategist RJ Talyor of ExactTarget discusses a range of email marketing issues, and provides insight on the best way to handle messages sent to subscribers, whether they're reading email at their desk or on the go. Says Talyor, "You need to develop an ... more
  • Mobile Marketing Mavens, Oh My!
    Ah, the mobile phone: we know it well as consumers, and as such are in a perfect position to approach it from a direct marketer's POV. Here are a few ground rules for truly covetable mobile marketing: Bait your line. A useful iPhone app could do you right, as could ... more
  • Make Extensions Work for You
    Brand extensions are a popular promotional tactic with marketers. It just feels safe to promote a new product by piggy-backing it with a proven winner. But what type of extension ads work best? Here's an interesting study that might help with your next promo. Researchers ran three experiments to test ... more
  • Know How to Hold 'Em
    "It probably comes as no surprise," say Kara Trivunovic and Andrew Osterday in an article at MarketingProfs, "[that] the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives." This places a high priority on the cultivation of customer loyalty—and, therefore, ... more
  • Too Much of a Good Thing
    A prospective customer does a search for a product your company carries, and your brand appears in the number one, three, five and seven spots. Terrific, right? Not necessarily. As Shari Thurow, author of the forthcoming book When Search Meets Web Usability, wrote in a recent blog, finding the same content delivered ... more
  • Who Wants Seconds?
    "One of the little secrets in email marketing is that it's not the same people opening your emails each time," says Mark Brownlow in a post at Email Marketing Reports. "Even if your open rate stays relatively constant, a closer look reveals that it's (usually) different people opening each time." ... more
  • Stood Up at the Altar
    Because your customers will abandon online purchases if they encounter a tedious checkout process, it's critical to make your e-commerce functionality simple and efficient. In a post at the Conversation Marketing blog, Ian Lurie offers recommendations like these: Never make a customer log in before ... more
  • Bear Market? Change Your Tune!
    Last year, Google and MediaVest reported on a brainwave-tracking study about banner ads. According to the ad giants, banner ads rated a 6.3 in effectiveness—which was said to be a "very encouraging score." But combined with overlays, the effectiveness of banner ads increases to 6.6. This is because users find ... more
  • I'm Ignorant. I'm Blissful. Shut Up.
    Ah, chocolate. Who doesn't love it? Short of an ice cream cone, nothing produces an instant state of bliss better than a good chunk of the sweet stuff. Now, a new research study presents chocolate as a product that can virtually sell itself—better than any marketer can, anyway. These researchers ... more
  • Sometimes, Less is More
    When your subscribers cut back on spending, you might be tempted to compensate for lost revenue by stepping up your email campaigns. But be forewarned: It's a potentially hazardous strategy. "Instead of being financially rewarded for emailing more," says Barton Schaefer, PhD in an article at MarketingProfs, "you may be punished ... more
  • It's a Brand New Day!
    If you've made some recent improvements—whether to your product, service or customer experience—now is the time to trumpet those changes!  A new year, with consumers anxious for a new start, is a great time to tell your subscribers what they can expect on their next visit to your site. In a post at the ... more
  • Show Me Your Sense of Urgency
    In a post at her Conversation Agent blog, Valeria Maltoni recounts how a Skype call to her family in Italy went horribly wrong on Christmas day. "My account is set up to auto-recharge when it dips below a certain amount so that I do not need to worry about interrupting ... more
  • Go gif in a Jiffy!
    "It can be done, I've seen it," says the Email Karma blog of Goodmail's email certification platform, which now enables users to include video in email messages. "However," the blog says, "if you don't have the marketing budget for certification, you can always try … converting video to an animated ... more
  • The End of TV Ads? Not so Fast.
    The advent of DVR technology struck fear in the hearts of advertisers worldwide. Suddenly, viewers were able to fast-forward through TV commercials! A sad truth quickly emerged: when given the option, consumers love to hit that FF button. Now, let's (ahem) fast-forward to today. Are we witnessing the demise of ... more
  • I Resolve to Treat You Right
    Cost-effective, and just plain effective, email communications are quite possibly the one sure thing to cling to in the current downturn. So, are you treating them—and your subscribers—right? In a post at ClickZ, Stefan Pollard says there's no time like the present to improve your email marketing programs. He offers ... more
  • Going Up the Down Escalator
    MarketingProfs' own Roy Young recently asked Barry Judge (CMO of Best Buy) and Jessie Paul (CMO of Wipro) how they planned to stay up in a down economy. An article at MarketingProfs details their responses, including this helpful tip from Judge: "Seek out pockets of demand, and invest." Here's how: ... more
  • Got a Waffling Customer? Push Her Over the Edge!
    "If you want to avoid being stuck with inventory or downtime during a recession," advises Seth Godin in a post at his eponymous blog, "you might profit from realizing that people [now] tell themselves a different story when they go to buy something." Two years ago, your customers might have ... more

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