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Featured Marketing Articles

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Rejuvenating a Brand Through Social Media

Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.

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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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Social Media Marketing Doesn’t Matter

Social media isn’t enough anymore to give businesses a lift — unless they use it to innovate.

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MIT SMR’s 2014 Social Business Research Report

Moving Beyond Marketing

July 14, 2014 | Gerald C. Kane, Doug Palmer, Anh Nguyen Phillips, David Kiron, Natasha Buckley

The 2014 research report by MIT Sloan Management Review and Deloitte finds that measurement sophistication is finally taking hold in social business. More than 90% of “socially maturing” companies actively measure their social business efforts. The authors explain why C-suite leadership is crucial to reaping value from social business.

Marketing on Social Media

Increasingly, marketing in the social media world — Twitter, Facebook, Instagram and more — means carefully engaging and delighting customers. Get it right, and customers will do the selling for you. Get it wrong, and the wrath of the Internet will rain down on your brand.

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The Multiplier Effect of Social Business Tools

B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands with big activity in the social world.

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The Art of Selling with Social Tools

As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.

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The Myth About Viral Marketing

Viral marketing is an appealing idea, but it doesn’t describe how online adoption usually happens.

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How Do Brands Build Loyalty?

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Should You Punish or Reward Current Customers?

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

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Why Customer Participation Matters

Emphasizing customer participation is an important vehicle for generating valuable repeat business.

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Do Customer Loyalty Programs Really Work?

Loyalty programs must enhance the overall value of the product or service and motivate buyers to make their next purchase.

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How to Drive Customer Satisfaction

Product selection is one of six significant drivers of customer satisfaction for e-retailers.