Search results

Sort by: Relevancy | sort ascendingDate | Title | Rating

 
Image by rawpixel from Pixabay

Existing Customers and Home Markets Drive Growth

Idea posted: June 2019
  • Strategy
  • Marketing

The biannual Duke Fuqua CMO survey highlights growth strategies that are inward-focused, as well as incorporating the strengthening of marketing capabilities, a significant increase in strategic channel partnerships, continued growth in social media spending, and the continuing emergence of AI.

Idea #741
Read Idea
 
Source: Pexels

CMO Survey: Value of Company Spending on Social Media

Idea posted: March 2018
  • Marketing

While digital age marketing channels such as social media marketing and mobile marketing has captured the public’s attention, the view from the Chief Marketing Officer’s desk is more measured, according to a new survey of marketing leaders in the U.S. Social media marketing continues to grab more and more of the marketing budget, for example, but measuring its impact on the bottom line remains elusive.

Idea #697
Read Idea
 
The Boy in the Red Vest (detail) Cezanne c-1890 (Courtesy: Foundation E.G. Bührle, Zurich)

The Good, Bad and Ugly of Covert Marketing

Idea posted: March 2018
  • Marketing

With traditional marketing losing its impact in today’s overcrowded marketplaces, marketers are developing creative covert campaigns to create buzz around their products. Sometimes, however, these covert campaigns can backfire. 

Idea #694
Read Idea
 

How User Reviews Replace Advertising

Idea posted: February 2018
  • Marketing

Reflecting the impact of customer review sites, new research shows that independent hotels are adjusting their advertising spending based on reader reviews — the better the reviews, the less they spend. 

Idea #692
Read Idea
 

Varied Effectiveness of Paid Endorsements on Social Media

Idea posted: April 2016
  • Marketing

New research reveals the potential benefits and pitfalls of including paid social media endorsers in new marketing efforts. The research notably revealed that paid endorsers are either eager to participate or very effective — but rarely both.

Idea #599
Read Idea
 

What Influences Our Choices? What Others Prefer or What They Actually Consume

Idea posted: October 2015
  • Strategy
  • Marketing

A series of psychological experiments reveal that people will imitate others’ preferences, but not their actions — a revelation that can have marketing implications. For example, Facebook ‘likes’ are more influential than lists of best-selling products.

Idea #556
Read Idea
 

Buyers of Experiential Products and Consumer Reviews

Idea posted: September 2015
  • Marketing

Shoppers find consumer reviews to be less useful, and are less likely to seek out such reviews, for experiential purchases (events to be lived through such as vacation packages) than for material products (objects to keep such as electronics). 

Idea #546
Read Idea
 

Harness Big Data Using Visualisation Software Tools

Idea posted: January 2015
  • Strategy
  • Innovation & Entrepreneurship
  • Marketing
Institutions: NUS Business School

The phrase “big data” puts the emphasis on quantity — and it’s true that the data available in the world continues to grow exponentially every year. But for businesses wanting to make the most of big data, it’s not quantity that counts, but what you do with the data. Companies are losing millions of dollars because they are not fully exploiting the data they are already gathering. Given the complexity of big data, visualisation software tools are required to help companies avoid this mistake.

Idea #474
Read Idea
 

Social Media Grabbing a Major Share of the Marketing Budget

Idea posted: October 2014
  • Marketing

Companies will be steadily increasing their spending on social media marketing in the next few years, even though most marketing executives cannot measure the financial impact of such spending. The shift in consumer buying patterns to online makes a shift to social media marketing a logical step, despite the current inability to demonstrate ROI. The pressing issue now is for companies to integrate social media activities into their general marketing campaigns. 

Idea #456
Read Idea
 
EU Energy Label

Why Differentiating Rating Scale Labelling is Important

Idea posted: August 2014
  • Marketing

Rating scales, such as those used in online review platforms or stores (for example, Amazon or Tripadvisor) or by government rating agencies (such as agencies rating energy savings), allow consumers to evaluate the performance of products or services. However, new research shows that when the scale levels of the rating scale are not distinguished visually (e.g. by colour) or linguistically (e.g. using the linguistically different A, B, C, D rather than A, A+, A++, A+++), consumers are more likely to ignore them — and this can hurt the sales. 

Idea #431
Read Idea
 

Online Customers Reviews: Loyalty and Deception

Idea posted: April 2014
  • Marketing

While it might seem easy for competitors to hurt a rival’s sales by posting negative reviews, research reveals that many of the most negative product reviews are written by loyal customers trying to influence company strategy. 

Idea #356
Read Idea
 

Search Engine Ranking: Consumer Behaviour and Revenue

Idea posted: January 2014
  • Marketing

New research shows that developing product search engine rankings based on best value factors — the logarithm for a hotel site search engine would be calculated not just on price but also on proximity to beach and/or proximity to shopping areas, for example — generates greater revenue than rankings based on one criteria, such as price. The research also explores a number of other issues related to product search rankings, such as how rankings impact click through rates for various classes of products or how consumers react to personalised rankings.

Idea #298
Read Idea
 
Three monkeys (Source: Wikimedia Commons)

Multichannel Strategies for Better Customer Experience

Idea posted: November 2013
  • Marketing
Institutions: Henley Business School

The proliferation of devices and channels has brought new challenges to just about every organization in delivering consistently good customer experiences and effectively joining up service provision with marketing activity, data and content. A good multichannel strategy and execution is increasingly becoming essential to marketers and customer experience professionals from every sector.

Idea #261
Read Idea
 

Paid-for Online Product Reviews: The True Price

Idea posted: September 2013
  • CSR & Governance
  • Marketing

Increased awareness of the power of online word of mouth (WOM) in marketing means many companies now offer people financial incentives to write reviews of their products and services. But this could be a short-sighted strategy. Recent research suggests that knowing a review has been ‘solicited’ leads to negative pre-conceptions about products among potential consumers – and that these could prove quite hard to reverse.

Idea #222
Read Idea
 

If the Price is Right: Charging for Online Content

Idea posted: September 2013
  • Strategy
  • Marketing

Publishers and media owners who provide sought-after online content can profit financially by charging for it – rather than relying on declining online advertising revenues. But it is crucial how a fee-based charging structure is implemented: charge too little and you are missing out on valuable subscription revenue; but charge too much – or for the wrong content – and you will lose viewers, further undermining advertising revenues. The key is for media companies to take a flexible approach, charging optimal fees for selected content

Idea #224
Read Idea
 

Social Media – Time for B2B to Join the Party

Idea posted: September 2013
  • Marketing
Institutions: Henley Business School

The advent of Web 2.0 – the use of social media tools for marketing – has created new ways to communicate, collaborate and share content. Businesses that market their products or services to consumers (B2C) were first to realise its potential, not least through social networking sites such a Facebook. But research suggests that the benefits can be just as significant for businesses that market to other businesses (B2B).

Idea #204
Read Idea
 
Participants in the 2008 World Wide Knit Day. Knitters learnt about this event from Ravelry.com, an online community for knitters (Source:Wikipedia Commons)

Social Dollars and Online Customer Communities

Idea posted: September 2013
  • Marketing

Many companies have now launched brand-specific online communities. Using data from a specific retailer, a research team from University of Michigan’s Ross School of Business and Wilfrid Laurier University sought to measure the actual revenues generated by an online community — also known as ‘social dollars’. Their findings confirm the effectiveness and profitability of online communities. Nearly 20% of the revenue from community customers in their research could be traced to their joining the community. Social dollars also persisted over time — the spending was not a temporary spike due

Idea #206
Read Idea
 

Word-of-Mouth and On/Off Line Marketing

Idea posted: August 2013
  • Marketing
Institutions: Insper

Increases in online communities have led to behaviours that influence online activities, such as shopping, becoming more and more important for executives to understand if they want their businesses to flourish. One of these behaviours is word-of-mouth communication (WOM). In this Idea, the impact of WOM on consumption is analysed, with a discussion of those strategies that work and those that do not.

Idea #190
Read Idea
 
Twitter- 1000 Words / Shutterstock.com

How Twitter Levels the Information Dissemination Playing Field

Idea posted: May 2013
  • Strategy
  • Finance
  • Innovation & Entrepreneurship
  • Marketing

All businesses want to increase their visibility, but for small businesses this is even more of a concern. Could Twitter be the key to getting your firm noticed by investors? According to new research, small businesses that use Twitter to communicate with investors may experience an increase in the demand at market value of their stocks, helping to level the playing field between them and larger firms.

Idea #140
Read Idea
 

The Impact of Technology and Social Media on Sales Relationships

Idea posted: March 2013
  • Strategy
  • Marketing

Technology, and especially social media such as Facebook and LinkedIn, has fuelled an ‘always on’ culture. The pervasiveness of social media is fundamentally altering the methods through which buyers and sellers interact — salespeople feel obliged to respond immediately to communications from anywhere in the world, at whatever time. Potentially there is a revolutionary change in the way contemporary selling is conducted, driven in large measure by social media technology.

Idea #112
Read Idea

Authors

Real Time Analytics