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Marketing Articles: Customer Behavior

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  • 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
  • Just Let 'Em Go, OK?
    According to a post at the True You Marketing (TYM) blog, "Dennis McConnell … sailed merrily into the office … only to find seven unsubscribe messages in his inbox." All were in response to an email he had sent announcing an upcoming Photoshop workshop. You probably understand why he made ... more
  • You Look Mahvelous!
    Let's face it: as consumers, we're not that good at judging the volume of a product (eg, how much liquid is actually in that bottle or glass of juice). Moreover, we use (sometimes erroneous) mental shortcuts to make inferences about how much a given product contains. For example, a well-documented ... more
  • Try Some Nonprofit Holiday 'Retail'
    "In these stressful economic times, it is more important than ever to build messages that resonate with your audience," says Winston Bowden in an article at MarketingProfs. "Like retailers, nonprofits should be thinking about how they can tell their story and leverage the holiday season." Here's some of his advice ... more
  • Marketing to India: The New Frontier for American Business
    by Gunjan Bagla
    Marketing executives and entrepreneurs alike have rushed to China in the last decade. Yet, today, India offers an excellent, although somewhat misunderstood, alternative. Here are some myths (and realities) about tapping the potential of this country of 1.1 billion. more
  • Staying on Top in a Downturn
    With the latest seismic shifts in the U.S. economy, it seemed a good time to check back to Jon Miller's "definitive guide to B2B marketing during a downturn," first presented last June in his Modern B2B Marketing blog. Here are seven of Miller's smart tips. 1. Use lead management to maximize ... more
  • Cut the Mystery Man Act
    Is it more effective to tell customers your brand name right away in advertising? Or is it better to create a little mystery, and reveal the brand name only at the end of the ad, once you've intrigued them? One might think that it's better to create some mystery. (After ... more
  • Four Tips for Customer-Centric Copywriting
    by Sharon Ernst
    A customer-focused approach to marketing communications applies whether you're a property manager renting out high-end vacation homes in Maine to wealthy residents of NYC, or an international high-tech company providing support to clients who rely on an enterprisewide accounting software. No matter what you sell or to whom, by framing your ... more
  • Get Patronized
    Let's say your company has a great approach to customer service—you offer quality products or services, your front-line staff are friendly and knowledgeable and you respond quickly and effectively to any concern. As good as this scenario sounds, your customers might still consider you so-so if the competition is even ... more
  • End on a High Note
    Whether customers come back and buy your product again may likely depend on whether they remember it fondly or not. So, how do you promote positive product memory? Well, research on consumers' memories for experiences (eg, listening to music, attending an event) shows that whether they remember an experience as good ... more
  • Cool Open-Rate Stats
    Even if your email campaigns meet goals and deliver great ROI, you probably wonder how you compare to industry standards. If so, you’re going to love the spreadsheet in a recent blog post from Mailchimp. The company analyzed 271 million emails delivered by its system on behalf of small business ... more
  • How to Be a Good Public Relations Client
    by Ford Kanzler
    Since public relations isn't done "to" a company, it's done "with" the management team or owners, there's an essentially different nature to how this kind of professional service is successfully delivered. It's much more akin to legal or medical services with the "defendants" or "patients" (read management team members) having ... more
  • You're the Top, You're the Louvre Museum
    No doubt about it: corporate images are important, and many companies work very hard to cultivate them. But how do specific corporate images (eg, an image of being innovative, trustworthy, socially conscious) affect customers' impressions of the products a company makes? In some instances, quite a lot. Research shows that ... more
  • Top Lessons Learned in Consumer-Generated Advertising
    by Neil Perry
    Marketers have recognized the immense creative talent that resides outside of Madison Avenue. They've recognized that, with Consumer-Generated Advertising, properly executed, they can generate quality, consumer-relevant content at a fraction of the cost of conventional agency productions. And these commercials break through the clutter with their "real" feel and relevant ... more
  • The Price-Hike Gamble
    No doubt you've noticed it with your cable bill, your phone bill or anything else you pay on a regular basis—prices that creep slowly, and steadily, upward for no readily apparent reason. Most of us shrug off the extra cost as a minor annoyance; we won't go to the trouble ... more
  • The Ties That Bind
    Of course we want customers to like our brand. But recent research suggests that an even more important driver of brand equity is brand attachment. Brand attachment represents the emotional bond that consumers have between a brand and themselves. (Ahhhh! That's the cologne he wore on our wedding day!) Consumers ... more
  • Hardwired to Love Brands
    by Martin Lindstrom
    Why are "mirror neurons" so relevant to marketers? Because they reveal why we're hardwired to imitate, cradle to grave. Mirror neurons explain why we sometimes do things that we can't explain. They can also be a source of valuable instruction for product marketers, able to turn a brand from ... more
  • Keeping Up With the Kremplers
    Some advertisements stand the test of time, and a classic television spot for Volkswagen is currently making the online rounds. It opens with a shot of two neighbors emerging from a pair of identical houses. "Mr. Jones and Mr. Krempler each had $3,000," intones the narrator as each man walks ... more

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