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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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Why Personalized Marketing Succeeds or Backfires

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 […]

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How to Stop a Social Media Firestorm

Most major firms have online brand communities to reinforce their connections with customers and increase their reputation, brand patronage and customer spending. These online communities offer satisfied customers the ability to easily and widely spread positive word of mouth about the company. However, online brand communities offer dissatisfied customers the same ability to spread negative […]

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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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Why Gender Differences in Shopping Styles Are Stronger than National Differences

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 […]

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