A study based on an exhaustive review of the research related to personalized marketing—marketing that is tailored to the interests or personalities of consumers—dissects the psychological and contextual factors that impacts how consumers react to personalized matching, including whether the marketing is more or less persuasive. In addition to individual personality traits or interests, marketing […]
Read More… from Why Personalized Marketing Succeeds or Backfires
From General Motors to the local hair salon, every company, business and organization knows that marketing today inevitably includes social media marketing. Visibility is important: marketers will exert great effort (e.g. through search engine optimizing) to attract greater numbers of prospects and customers to their site. But what happens when customers arrive? Are they engaged […]
Read More… from Engineer Your Social Media Content to Engage Your Customers
Most people will agree – and academic research supports them – that men and women have different shopping styles. Women are more likely than men to see shopping as a leisure activity and an opportunity to socialize. They also take more pleasure in time–consuming comparison shopping. Men are more in a hurry, using brands and […]
Read More… from Why Gender Differences in Shopping Styles Are Stronger than National Differences
For many brand managers, the link between brand equity — the knowledge of and trust in the brand that for consumers differentiates that brand from its competitors — and brand loyalty is unquestioned. The higher your brand equity, it is assumed, the more likely you will be able to attract and keep loyal customers. Brand […]
Read More… from The Relationship of Brand Equity to Behavioural Loyalty
Some people have a greater desire for control than others. Specifically, they need to feel that they have control over their surrounding environment — that they are in control of producing the results they want to produce. Previous studies have shown that desire for control can guide certain consumer choices, such as a preference for […]
Read More… from Consumers Reject New Products To Stay In Control
Companies have two options for the acquisition of customers through customer online searches. The first is to pay for search ads — those links that appear at the top of the search and are clearly marked ‘ad.’ Thus, the owner of a business selling vintage Indian motorcycles might pay to have his business appear at […]
The steadily declining effectiveness of traditional marketing approaches — from advertising to direct mail in the mailbox to email blasts — has been well-documented. Traditional marketing is too often equated with ‘junk mail’ or ‘spam,’ or annoyingly long commercial breaks that take you away from your favourite TV program. As explained in a recent article […]
Many consumers find it more difficult to justify buying frivolous, hedonic purchases — in other words, purchases from fine chocolates and DVDs to vacations that are motivated by fun and are often frivolous or luxurious — than to spend money on utilitarian purchases, such as food or gas. New research from Columbia University and Tsinghua […]
Read More… from Why Promotions Work Better for Luxury and Hedonic Purchases
The popularity of customer review sites such as Yelp and TripAdvisor have turned these sites into an important element of a service company’s marketing package. According to the results of an in-depth research project exploring the correlation between hotel advertising spending and TripAdvisor reviews and user ratings, many hotels are using positive reviews as a […]
Cell phones can be distracting when you’re trying to work. If the phone rings, you’ll stop what you’re doing to answer it. If you hear the ping of a new email, you’ll check the message. Academic research has confirmed that having and attending to a cell phone during the completion of a task reduces productivity. […]
Read More… from Brain Drain: How Cell Phones Distract Customer Attention
