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Digital Marketing Archives - Ideas for Leaders

Geography Still Counts for Electronic Word of Mouth

The Internet age, some argue, heralds “the death of distance.” For example, aside from occasional utilitarian factors, such as shipping costs, geography is irrelevant to a purchasing decision. Unlike physical stores, the geographic location of online vendors is irrelevant to the consumer.  Along these same lines, one might assume that geographical proximity is even less […]

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Engineer Your Social Media Content to Engage Your Customers

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 […]

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How User Reviews Replace Advertising

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 […]

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

Through a series of experiments, two researchers from the University of Chicago (PhD candidate Yanping Tu, now at the University of Florida, and professor Ayelet Fishbach) revealed that the old saying of “actions speaking louder than words” might not always hold true. The experiments had participants receiving information on whether others preferred a product or had consumed […]

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Buyers of Experiential Products and Consumer Reviews

While material purchases are purchases of tangible products that one intends to keep, experiential purchases are purchases of products that must be experienced. Restaurant meals, movies, or vacations are examples of experiential purchases. While there is no official categorization of products into experiential or material, most consumers intuitively know the difference. Through an analysis of […]

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