Online Marketing

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Social Business: Flat or Hierarchical? A Surprising Answer

The most effective social businesses of the future may start to look more like organizations that long predate modern corporations — so-called “loosely coupled” organizations such as military, education and religious institutions.

These organizations remain deeply hierarchical, argues Gerald C. Kane, but these hierarchies operate differently than modern corporations, pushing decision-making capabilities down to people who can better deal with conditions on the ground.

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No Sales For Social?

Although a company’s social site can do well for branding, loyalty and customer word of mouth, new research from Forrester shows that social sites are not currently creating direct sales.

Image courtesy of Match.com.

Innovating With Analytics

A data and analytics survey conducted by MIT Sloan Management Review in partnership with SAS Institute Inc. found a strong correlation between the value companies say they generate using analytics and the amount of data they use. The creators of the survey identified five levels of analytics sophistication, with those at Level 5 being most sophisticated and innovative. These analytical innovators in Level 5 had several defining traits. This article explores those traits.

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The Perils of Social Coupon Campaigns

Social coupons have become a popular form of marketing promotion. Businesses such as restaurants, car washes and dry cleaners pitch coupon discounts through Internet sites such as Groupon and LivingSocial in hopes of attracting a new crop of customers. But a poorly designed coupon campaign can do serious harm to a business’s profit margin. While the coupons can generate value for customers and the social coupon service providers themselves, they can lead businesses into a thicket of problems.

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Repeat Performance: Morphing the Web

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  • Read Time: 1 min 

Winner! An article by MIT professors John Hauser, Glen Urban and Michael Braun on matching content and “look and feel” of websites to cognitive styles has been named one of the 50 best scholarly management articles of 2009, winning an Emerald Management Reviews Citation of Excellence.

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