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Marketing Articles: Customer Behavior

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  • 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
  • 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

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