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Marketing Articles: Customer Behavior

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  • 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
  • Ditch the Pitch
    According to Justin Hitt, B2B sales teams routinely get it wrong when seeking new customers. "The problem is, not every sales person knows who makes a good client," he explains. Among the common errors he sees: Chasing too many prospects. "Successful sales people focus on highly qualified prospects most likely to ... more
  • Twitter for Timeliness
    "What are you doing?" Twitter asks. What an existential question! But from the company's roots as a slightly nosy oddity in 2006, users have responded in unexpected, and quite interesting, ways. Much of the conversation remains mundane ("high on coffee"). But it's also a handy place to:  share experiences (Newcomers Adjust, ... more
  • Cut the Hype. (Some).
    As demonstrated in past issues, consumers often make choices based on their feelings. We also know that their decisions about what to buy may be based on how they think a given product will make them feel. Simple formula: promote it with a positive hype, and they'll love it. Right? Not so fast. Now ... more
  • Are Your Customers Happy?
    Get behind the wheel of any luxury car today, and you'll face a dashboard and console packed with buttons that run elaborate climate control, stereo and navigation systems. On paper all these options sound great—in practice, though, attempting to operate increasingly complicated electronics might leave many drivers frustrated and annoyed, ... more
  • Target Jim and Mary
    Research has uncovered quite an interesting effect that guides customer brand choices. They call it the "name letter branding effect." The NLB effect shows that customers are more likely to choose a brand name that has the same letters as their first name than they are other, equally attractive, brands. ... more
  • When Less is More
    You've crossed all your marketing t's and dotted all your best practices i's with a relevant, enticing offer sent only to subscribers who opted in to your campaigns. You're anxious to see how well the offer performs, but then you learn a major ISP has blocked your IP address because ... more
  • Time to Get Engaged
    In a post at the Neuromarketing blog, Roger Dooley discusses the book Sway, by Ori and Rom Brafman, and explains a key takeaway from their study of unorthodox demographic segments: That investing your time in customer engagement is one of the best investments you can make. These "customers" might not sound ... more
  • Help Me Out, Here.
    Customers often want advice when making decisions—particularly if they involve an emotional element. So, they seek the opinions of friends, colleagues, and marketers. Now research is showing that they also may seek a more personal connection with a salesperson when facing an emotional decision. This researcher says that sales professionals ... more

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