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Featured Marketing Articles

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How Effective Is Location-Targeted Mobile Advertising?

New research shows that mobile advertising targeted to consumers based on their locations can be effective.

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How to Win in an Omnichannel World

To thrive in today’s retail environment means reexamining how both information and products are delivered.

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The Upside to Large Competitors

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

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Why Facebook “Chatter Data” Is So Valuable

Online “Chatter Data” is Big Data Gold

October 27, 2014 | Leslie Brokaw

Brands are extremely interested in finding out what people are talking about on Twitter and Facebook — what’s known in the industry as “chatter data.” This is a kind of real-time knowledge that Facebook, for one, has the ability to capture — and share. Blake Chandlee, vice president of global partnerships at Facebook, says that Facebook is working with brands such as Procter & Gamble and Unilever to help them understand their consumers through this detailed social data.

Customer Service Moves to Social Media

Increasingly, companies are handling their customer service not just through email and online chats but in more public forums: Facebook and Twitter, specifically. It's a cultural shift that many customers applaud.

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What Unhappy Customers Want

Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.

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Options in Pricing Strategy

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Is It Time to Rethink Your Pricing Strategy?

Almost any business can improve its pricing performance, if it broaches pricing in a structured way.

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When Customers Help Set Prices

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

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How to Win a Price War

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

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Should You Punish or Reward Current Customers?

Should you offer your best prices to new customers or existing ones?