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Marketing Articles: Customer Behavior

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  • 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
  • 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

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