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Marketing Articles: Customer Behavior

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  • Another Email? Great!
    "In the holiday email season of 2008, retailers turned up the gas on their email campaigns, hoping to salvage what was predicted to be a flat or down consumer spending season," says Loren McDonald in an article at MarketingProfs. If handled haphazardly, that's a risky strategy that increases the likelihood ... more
  • That Green One Is So Me
    As the new year dawns, companies—and their products—are competing for consumer attention like never before. What will set you apart from the crowd in 2009? We hope it's the extra knowledge you gain here, of course. So let's get right to work: this time, we'll focus on getting noticed. A ... more
  • Managing Email Frequency: Focus on the Subscriber
    by Loren McDonald
    In the holiday email season of 2008, retailers turned up the gas on their email campaigns, hoping to salvage what was predicted to be a flat or down consumer-spending season. Chad White's Retail Email Index shows retailers sent a record number of emails in early December. But, he also points out, ... more
  • Customer Success Stories Speed the Sale
    by Barbara Bix
    Would your prospects be more likely to buy if they knew how others have benefited from your services? If so, maybe it's time to tell them. Better yet, let your current clients do the talking. But make it easy for them to share their experiences with a wide audience. Launch a ... more
  • This Time, It's Personal
    Everyone likes personalized attention, and it seems that a handwritten note might be worth the time it takes to write. A post at the Neuromarketing blog cites an interesting study discussed by Robert Cialdini in the book Yes! 50 Scientifically Proven Ways to Be Persuasive. When researchers sent a survey ... more
  • This Email Doth Protest Too Much
    Marketers committed to a permission-based email strategy have an understandable urge to remind subscribers of the fact, especially when they're being unfairly flagged as spammers. In a post at the Email Marketing Reports blog, Mark Brownlow highlights the type of copy often used to justify legitimate messages. But there's a ... more
  • I'll Have What She Was Wearing
    Past marketing research has shown that, although consumers like to touch products themselves, they often don't like it when other people do so. But does that always hold true? A recent retail experiment says no—especially when an attractive other person is involved. In this study, staff at a clothing store ... more
  • This is Only a Test
    "A great way to capitalize on the democratic medium of email is to put your burning questions, late-night hunches, and out-of-the-box ideas to the test with an A/B split test," says Megan Walsh in a post at the Email Experience Council blog. Here's some of her advice for using split ... more
  • Hocus-Pocus, Keyword Focus
    The secret to success in the new year may lie in divining the right keywords. As Christine Churchill says at Search Engine Land, the words you buy in pay-per-click, the terms you target for organic, the phrases you focus on in your images and videos, all depend on making good keyword choices ... more
  • You Don't Know I Want to Go
    In a post at the Email Wars blog, Dylan Boyd discusses the tricky status of permission-based email lists following a corporate merger or acquisition. "[H]ow does a company go about changing permissions from one brand to another?" he asks. Boyd got a front-row view of one such hand-off when a ... more
  • You Know You Want Me
    If you offer an upscale product or service, you probably have "aspirational" customers who take a mix-and-match approach to luxury goods. In an article at MarketingProfs, Suzanne Hader describes some typical personas: "[T]he affluent stay-at-home mom who plans five-star vacations and Target shopping trips with equal enthusiasm; the student who ... more
  • You Belong in Pictures, Baby
    "In 2007, 9 million digital picture frames were sold, about 1 million of them Wi Fi-enabled," writes Katy Bachman in an article for Brandweek. "By 2010, that's expected to jump to more than 42 million, with the vast majority of them Wi-Fi equipped, according to data from IDC." Can advertisers ... more
  • I Need My Spicy Nutty Latte Grande
    Once hubs for consumers seeking a little indulgence on a busy day, many specialty coffee shops are now searching for ways to keep customers coming back. Does this mean the days of the Half-Caff Iced Mocha Latte Grande with Whipped Crème and Sprinkles are behind us? In other words, should ... more
  • Why Don't You Click With Me?
    Chances are good that fewer than 15 percent of your list clicked on at least one link in your last email. "Think about that," says Mark Brownlow in a post at Email Marketing Reports. "We have over 85% of subscribers not clicking on email they explicitly asked to receive. Over ... more
  • Shopper Marketing vs. the Asteroid
    by Mitch McCasland
    In a genre of disaster movies, there's a dramatic moment when an asteroid is plummeting toward Earth. Amidst a flurry of intense heroics, the asteroid is redirected... and tragedy is averted. But shouldn't the scientists be working sooner to change the asteroid's path? Which brings us to the relationship between ... more
  • How Packaging Your Offering Enhances Your Brand
    by Anthony Cirillo
    Is your company packaging experiences? Are they sought—or are they sold? And, drilling the concept down one more level: have you ever looked at yourself and considered the package that you offer and the experience you provide? In the current downturn, where layoffs loom large, those with the better shot at ... more
  • Four Parts to Valuable Personas
    by Angela Quail
    Recent buzz about personas has created some confusion. If you've tried to develop and deploy personas, you may have experienced resistance from other departments because they don't grasp the value that personas purportedly provide. The reason may be that personas (in the form of customer profiles) by themselves don't offer ... more
  • Chew on This
    What do kids—and, maybe, you—like about Bazooka bubble gum? It could be the flavor, or perhaps the size of its bubbles, but we'll bet it has more to do with the Bazooka Joe comic strip contained in each wrapper. You open it up, hope for a strip you haven't yet ... more
  • I See You. I Want You.
    Just when you've mastered the whole key word concept, along comes—key pictures? Online retailer Amazon.com has released a free downloadable mobile application for the iPhone and iPod touch that enables shoppers to search for products to purchase online by simply snapping photos of them. If you like your co-worker's shoes, ... more
  • Welcome Home!
    "A good opt-in procedure lays the foundation for a strong email program," writes Loren McDonald in an article at MarketingProfs, "but a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber." A proper welcome program speeds up engagement, notes McDonald, and reduces list churn "because ... more
  • Nah, That's Not Just an Ad. Is It?
    You learned in school that there's no such thing as a free lunch. But as cable TV's popularity wanes against the force of the almighty Internet, it looks like "free lunch" has become stat quo: nobody wants to pay for TV shows, movies or SNL video clips anymore. They want ... more
  • Holiday Appeals? Bah, Humbug!
    It's that time of year when even for-profit companies focus on non-profit giving. For instance, some merchants add an option for charitable giving to their Web sites, or set aside a percentage of holiday sales for a cause. So, what's the best way to get customers to give to a ... more
  • The Long Goodbye
    "Contrary to popular belief among marketers," says a ReturnPath whitepaper, "an unsubscribe request is not necessarily the end of a customer relationship. By executing a well-thought-out, positive unsubscribe experience, a company can extend their brand equity and keep the customer for years to come, even if that customer is no ... more
  • Returns? Exchanges? Take It Easy.
    In a post at GrokDotCom, Jeff Sexton puts the winter-holiday quandary in blunt terms: "[Y]ou won't keep profit margins healthy unless you actively take business away from someone—either from direct competitors, or from businesses outside your market/category. If the pumpkin pie gets smaller, you'll have to cut a fatter slice ... more
  • Now, That's a Powerful Presence!
    A Web site has to accomplish two crucial things in its quest for success: to attract customers, and to hold their attention. To achieve both, optimum site design is critical. As David Salinas says in a recent MarketingProfs article, if you design a great-looking, user-friendly site with well-written marketing copy that ... more

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