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Marketing Articles: Customer Behavior

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  • I Know What You Did Last Summer
    "Online behavior is not limited to purchasing activity alone," says Sheldon Gilbert in an article at MarketingProfs. "To truly understand someone's buying potential, you need to see more than that. You need to know what they are looking at, what they are searching for and what they have recommended to ... more
  • Look to the Future, Scrooge
    As the economy sags, consumers are tightening their purse strings. And that's not good for business. This holiday season, the average customer is looking more and more like Scrooge. What's a marketer to do? Recent research says, it's time to get folks to look to the future. In a recent ... more
  • Let Me Go!
    In a recent blog post, Patrick Byers talks about an email he received from a ski resort announcing the opening dates for each of its mountains. "I don't recall signing up to receive these notifications," he notes, "but I was there last season, and might have provided my email address ... more
  • Testify!
    "Testimonials are critical to any website that's marketing or selling products or services," says Rick Sloboda of Webcopyplus. To make his point, he cites the Robert Cialdini book Influence: Science and Practice, which posits that "we determine what's correct by finding out what other people think is correct." Customers feel ... more
  • All You Need is Patience
    If you're considering a site redesign for the new year, you'll want to optimize it for search engine results. What's the best way to optimize? Jody Nimetz at SEO Space says that designing a site to generate revenue through search takes a good amount of planning and, most importantly, patience. ... more
  • Surprise: You've Been Upgraded!
    Let's say you've been working around the clock on an improvement for your product, service or online interface. Because you know all about your upgrade, why it's needed and how much value it offers, you might forget that it will be a completely new concept to your customers. A post ... more
  • Sorry, I Have to Grab That
    Things are going great with your new customer. She's interested in that fabulous product you just showed her. You're about to go into a sales pitch to get her to upgrade to a pricier model, but just as you begin, the phone rings—and you have to grab it. Drat! Sale ... more
  • Look at What They Went and Did!
    "In the two weeks leading up to the November 4th election, email messages came fast and furious from both campaigns," writes Morgan Stewart in an article at MarketingProfs. "I saw … commonly held best practices to be emulated, other [elements] that should be avoided … and a few new concepts ... more
  • Shut Up and Listen. Please.
    "Most people are not very good listeners," write Don and Sheryl Grimme in The New Manager's Toolkit. The reason, the say, is that we spend our days juggling personal and professional issues, and find it difficult to focus entirely on those facing our employees and colleagues. When this happens, we ... more
  • Please Come Back to Me
    According to Loren McDonald, any email list will include recipients who have unsubscribed "emotionally." Instead of hitting the unsubscribe button, they delete your messages without reading them, or direct their delivery to a junk folder they rarely check. "Their addresses are valid," he says, "but their attention is elsewhere. They ... more
  •  B2B and CRM: Together 4 Ever
    What's B2B without CRM? Not much. Every smart B2B marketer knows that much of the process of converting prospects into loyal clients rests on customer service. In a recent post at the B2B Marketing Confidential blog, Andy Hasselwander offered a way to craft a practical, tangible CRM plan for your B2B ... more
  • It's Brewing on the Horizon
    The possibilities for mobile marketing grow with each new smartphone introduced. For marketers, it's best to keep on top of the latest iterations—to better design mobile campaigns that dazzle. The latest newcomer? RIM's new multimedia Blackberry, the Storm, arrives tomorrow. After 18 months in development, some say this slick combination ... more
  • Don't Be Stupid: Keep It Simple
    If your product or service caters to well-heeled customers, you might soon discover a new segment: the Middle Aged Simplifier. According to John Quelch of Harvard Business Online, they spent the boom years accumulating status symbols. "As [those at the top] grew richer," Quelch reports, "pressure increased on those below to ... more
  • I Told You Not to Call Me Here
    Lots of marketers recognize the demographic of chatty young females who can't live without their cell phones. And many rush to create ads to get into that chatty mix. But, hold the phone! One group studied by ExactTarget and Ball State University does not want to hear from you by ... more
  • Seven Ways to Woo the 'Aspirational' Luxury Customer
    by Suzanne Hader
    Ongoing economic uncertainty has made aspirational luxury customers more selective about what they purchase than ever. "Aspirationals" are aggressively prioritizing discretionary spending, purchasing a select few emotionally charged luxury items but buying everything else at mass or "masstige" outlets. Companies that want to continue to profit from aspirational customers must make their ... more
  • The Sport of Unhappiness
    In a post at his blog, Seth Godin notes some of the seemingly unfounded whining in which our consumer culture likes to indulge. We bitch and moan about a Facebook redesign, when it's a free service; we can't wait to get our hands on the new 3G iPhone, but dogpile ... more
  • Kermit Got It Wrong
    Being green can be a plus for marketers. For instance, converting mail to email helps the environment, but also has a number of practical marketing benefits. Customers can take immediate action or forward email offers to friends; you, meanwhile, reduce costs, see quicker results, and gather the information you need to ... more
  • Was It Something I Didn't Say?
    In a recent Marketing Interactions blog, Ardath Albee asks: "[W]hat happens when the frequency and recency of a lead's engagement stalls?" Often, B2B marketers will roll these leads into a "general" touch campaign, she reports, "with the intent of keeping [their] company in the lead's mind so that when something ... more
  • In-Game Ads: Real, Not Virtual, ROI
    Gaming is no longer the sole domain of geeky guys with programmer's pallor: 44% of online gamers, and 40% of gamers in general, are women. Over half are between 18 and 49, and "extreme gamers" devote 45 hours a week to games. Salivating yet? Good, because here's a pretty meaty ... more
  • You Just Don't Understand Me!
    You've got a great new product for the high-school crowd. The demographics you've researched are screaming that teens love all things digital. So, your marketing team has crafted a great email campaign, with social-media components and links to a fun landing page at your site. Will this totally rad approach ... more
  • Knock It Off!
    "I subscribe to a wonderful Web-based entity that sends me a weekly newsletter, which I enjoy very much," begins an entry in the Editorial Emergency newsletter. "But a while back they started sending me a daily e-mail on top of my weekly e-mail." The first problem with this scenario is—of ... more
  • Going Green: Moving Printed Newsletters, Statements, and Promotions to Email
    by Chris Lovejoy
    In this day and age, one could say that green is the new black. More than ever, consumers are engaged in environmentally sound practices. And companies can easily leverage this "green" trend to not only show their customers their concern with the global environment but also reduce the continually increasing ... more
  • A Bad Trip
    In a post at Emergence Marketing, Francois Gossieaux tells the story of making reservations with Air France for a trip to Belgium, where his father—who had been diagnosed with a pair of aneurisms—was scheduled for a complex surgery. Gossieaux didn't notice a glitch in the itinerary until calling ahead to give ... more
  • Might as Well Jump!
    To do search marketing right, it's best to send potential customers who click on your search-engine-generated links to a "jump" or landing page. This page is the gateway to your site, and should promote further action from your prospective clicker, be it to make a purchase or leave a name ... more
  • Gimme That!
    Sales promotions that offer either price discounts or free goods (premiums) are often used to entice customers to buy products. But which is better? Every family has one or two bargain shoppers—always looking for discounted products, and priding themselves on never paying full price. So, logically, marketers would assume that ... more

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