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Marketing Articles: Customer Behavior

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  • by Jonathan Kranz
    It may be awkward to openly acknowledge it, but every sale is a kind of seduction. As marketers, we make introductions, pursue courtships and hope for consummation—the sale. Here are a few thoughts on how to use words—which may be applied to everything from direct mail to Web site ... more
  • by Hank Stroll
    You've heard of many word-of-mouth marketing campaigns that help companies or people get more contacts or sales than they can handle. But how do you generate this kind of buzz? more
  • by Hank Stroll
    How would you sell computer repair services? Fast, friendly, and reliable? That kind of language speaks to the company's opinion of itself, not necessarily what it can do for its customers. Here's how to position yourself with your clients and customers when you are selling a service. more
  • by Leigh Duncan-Durst
    Many companies equate Customer Experience Management with Customer Relationship Management. But they are not the same. So what's the difference between them? And why is it important to understand the difference? more
  • by Madhubalan Viswanathan, Jose Antonio Rosa, James Edwin Harris
    Over 20% of the US population consists of functionally illiterate consumers, yet we know very little about their thinking and behavior. Why should marketers pay attention to a segment that may seem less than economically desirable? Understanding how functionally illiterate consumers think and behave has many implications for businesses, particularly retail ... more
  • by Leigh Duncan-Durst
    Too many consultancies and agencies equate Customer Experience Management (CEM) with User Experience. They are not the same. User Experience is an important part of CEM. But like Experiential Marketing, it's a part of a much larger whole. more
  • by Jill Griffin
    Customers—even bad ones—are our best loyalty teachers. In fact, the lessons gleaned from "problem" customers are often rich and long-lasting. Consider the following less-than-ideal customer types and some of the loyalty-making insights they provide. You might recognize some of these individuals! more
  • by Leigh Duncan-Durst
    Many people equate Customer Experience Management with Experiential Marketing. But in recent years, "experiential marketing" has become perceptually aligned with "marketing execution". This is because it largely focuses on developing highly visible, stimulating, interactive, and sensory-engaging environments in which products and services are showcased. Accordingly, experiential marketing is an important component ... more
  • by Andy Sernovitz
    Word of mouth marketing is an umbrella term for dozens of techniques that can be used to engage customers. Word of mouth includes viral marketing, blogs, communities, loyalty programs, and other techniques that get customers talking about your products. In many cases, WOM isn't actually "marketing" at all. It's great customer ... more
  • by Robert Kaden
    The way research is practiced today taps into the consumer spontaneous attitudes. While this may be all that is needed for many of our studies, it's rare that tapping into consumer's top-of-mind provides breakthrough brands. It's time to try some new approaches that dig below the surface. more
  • by Terri Whitesel
    Webster defines "community" as a group of people living together as a smaller social unit within a larger one. Communities provide a convenient way to look at slices of your market. However, they are not the same as market segments; rather, they are groups of people linked by a common thread, ... more
  • by Tim Kitchin
    Value chains are replacing brands are the most powerful weapon in the marketing arsenal. While still widely perceived as source of risk, value-chain transparency actually offers brand owners an opportunity to create new forms of value for customers at an emotional and ethical level—the level where brands have traditionally operated. In contrast ... more
  • by Jeff Thull
    Gaining access and connecting to executive decision makers is a challenge of most sales professionals. Here are seven common challenges that sales professionals need to resolve in order to effectively engage the executive suite. more
  • by Hank Stroll
    When it comes to promoting technological devices, it helps to focus on the product's benefits. But, sometimes, promoting a complex menu of benefits isn't easy. Here's how to approach the issue so that prospects can quickly understand how benefits come into play. more
  • by Marti Barletta
    Women age 50+ constitute a market force to be reckoned with. These women are in their prime—this is the healthiest, wealthiest, most influential generation of women in history, and terms like mature (overripe), middle-aged (frumpy) and senior (out to pasture) fail to convey their vitality and potential. These women should be ... more
  • by Jonathan Kranz
    Is there a better way to support sales? Is there something you can leave with prospects that's just a bit more memorable—and more effective—than the standard brochure with its forced march through company "visions," product descriptions, and corporate bios? Yes, indeed. Here are eight suggestions, not as comprehensive answers to every ... more
  • by Barbara Bix
    If your sales cycles seem to be dragging, it may be time to revamp your communications plan. Done well, your communications programs can generate demand for your solutions, create a sense of urgency, attract prospective buyers' attention, and keep you high on their radar—all without sales intervention. Your communications ... more
  • by Hank Stroll
    Turning online lookers into buyers takes work. You have to ensure the site is intuitive, in that visitors can find what they want and there's a clear path of for them to follow. more
  • by Mary Brown
    Never before in history has such a large demographic group as the Baby Boom generation experienced major life-stage transitions en masse. Now in their 40s and 50s, Boomer women are grappling with one of the most challenging stages they have faced to date: the empty nest. A critical juncture in a ... more
  • by Jim Stachura, Meg Murphy
    Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power of ethnic Americans who, according to estimates, make up $1.3 trillion or 18.5 percent of all US buying. To appeal to ... more
  • by Jim Sterne
    Aside from server logs, clickstream tracking and a host of analytics tools, it's necessary to consider customer experience and customer satisfaction. This is the art of peering into the hearts and minds of visitors rather than simply following them around. It's time to ask them for their opinion. more
  • by Bill Babcock, Bill Rozier
    This is the first in a series of point/counterpoint articles by Bill Babcock and Bill Rozier. Babcock is CEO of a direct and relationship marketing agency. Rozier is on the client side. This week, the pair discuss relevance: How long do you have to convince prospects that ... more
  • by Sean D'Souza
    You wouldn't go on a date with the next person that walked through your door, and yet, you have no qualms in accepting any client that comes your way. The result? Your customers will push you around; not pay the invoices on time; and end up being the most pedantic, irritating ... more
  • by Nido Qubein
    What makes a successful salesperson? Is it the right product? The right attitude? A certain mastery of a skill set? All those things help. But they don't go far enough to identify what makes for a truly successful salesperson. more
  • by Mike McLaughlin
    For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients to grow a profitable business. Those days aren't gone, but they're fading fast. more

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