Clicky

Marketing Communication 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 […]

Read More… from Geography Still Counts for Electronic Word of Mouth

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 […]

Read More… from Why Personalized Marketing Succeeds or Backfires

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 […]

Read More… from How to Stop a Social Media Firestorm

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 […]

Read More… from Why Gender Differences in Shopping Styles Are Stronger than National Differences

Who’s Influencing Your Stakeholders?

Traditionally, according to Tony Dyson of Tessera Consulting and Kevin Money of Henley Business School, companies and organizations engage in what they call ‘silo communication.” Different parts of the organization communicate with different stakeholders. Thus, for example, the Investor Relations department communicates with the financial community, Government Relations communicates with Government, Media Relations communicates with […]

Read More… from Who’s Influencing Your Stakeholders?

How Practical Features Sell Luxury Products

Marketing luxury products requires connecting with consumers’ often emotion-driven desires, aspirations, and/or fantasies. However, many consumers cannot put aside their ‘rational’ mindset, and as a result feel guilty when purchasing purely hedonistic products. How can luxury companies appeal to the pleasure-seeker in their consumers while reducing the guilt from such pleasure-seeking? The answer, according to […]

Read More… from How Practical Features Sell Luxury Products