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CMOs are very involved in leveraging social media, which may be expanding that function’s strength.
Viral marketing is an appealing idea, but it doesn’t describe how online adoption usually happens.
Laura Illia et al.
Unless companies communicate their CSR achievements wisely, they risk being accused of greenwashing.
March 19, 2013 | Avi Goldfarb and Catherine Tucker
However, there is a difference between informing consumers and respecting them.
Managing privacy should not be seen by businesses as a burden. Instead, it can be a valuable way to generate and maintain a good relationship with your customers. Companies should view the establishment of a framework of consumer privacy controls as a key marketing and strategic variable that conveys considerable benefits.
There are three strategies that companies can follow to transform touch points around privacy into a positive customer experience:
- Develop user-centric privacy controls to give customers control.
- Avoid multiple intrusions.
- Prevent human intrusion by using automation wherever possible.
As an ancillary benefit, organizations will be better able to leverage the better-targeted products and services enabled by customer data if their customers will welcome, rather than fear, such innovations. However, this will only happen if companies shift from thinking about privacy as a compliance burden to thinking of treating data with courtesy as a fundamental part of the relationship with their customers. Privacy policies should be organized around managing customer data courteously, in accordance with consistent principles that customers feel comfortable with.
Twitter, Facebook, websites and online communities are all important venues for today’s marketers. Read these recent research articles from MIT Sloan Management Review to gain new insights about digital marketing.
Arvind Malhotra et al.
What determines whether consumers will “like,” comment on or share a company’s Facebook posts?
V. Kumar and Rohan Mirchandani
Using a seven-step process, an ice cream retailer substantially improved its social media marketing.
David R. Bell et al.
Though online retailers have unlimited trading areas, they must learn where to best find customers.
Arvind Malhotra et al.
What increases the chance of “retweeting,” so company tweets are shared with recipients’ networks?
V. Kumar and Bharath Rajan
To gain from social coupons, businesses should craft deals carefully — without giving too much away.
Mavis T. Adjei et al.
To improve online brand communities, companies need to enhance customer-to-customer communication.