Digital Marketing

Showing 1-19 of 19

backpage-1000

Is Your Brand a Living Entity?

Traditional ways of building brands have passed their sell-by dates, while social media opens up new possibilities. Effective Twitter strategies, for instance, are helping brands such as Starbucks and Whole Foods gain a special status and sense of personality among some of their Twitter followers.

aral-1000
Free Article

The Problem With Online Ratings

Studies show that online ratings are one of the most trusted sources in e-commerce decisions. But research suggests that these ratings are systematically biased and easily manipulated. The heart of the problem lies with herd instincts — natural human impulses characterized by a lack of individual decision making — that cause us to think and act in the same way as other people around us.

myth-about-viral-1000

The Myth About Viral Marketing

The idea that messages go “viral” and diffuse through social networks is now a given in corporate marketing and the culture. But recent research suggests that the term “viral” marketing does not describe what happens most often online. In fact, true viral diffusion is rare, according to Sharad Goel, a senior researcher at Microsoft Research. For marketers, this research suggests that it may be time to abandon the idea that viral marketing will frequently lead to, say, tenfold organic growth.

Image courtesy of Flickr user amlamster.

What Matters Most in Internet Retailing

Online retailing is the fastest growing retail sector in the United States. The growth is being fed by two forces: (1) traditional retailers getting their “Internet acts” together, and (2) “pure play” online retailers becoming innovative.

This article does a deep dive into two groups: online retailers selling popular-brand consumables for the home; and online retailers selling specialty items. The findings have implications both for pure-play Internet retailers and for traditional retailers.

adjei-500

Enhancing Relationships With Customers Through Online Brand Communities

Online brand communities can bring customers closer to a brand, generate “buzz” and enhance brand loyalty. Yet, important as online brand communities are to consumer markets, little is known about the role they play in consumer decision-making. Although the popularity of online brand communities as a means of gathering pre- and post-purchase information continues to grow, knowledge about how to effectively manage those conversations remains scant.

advertisement

02-Social-Business-500
Free Article

Repeat Performance: Morphing the Web

  • Blog
  • 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.

Read Morphing the Web
Free Article

Morphing the Web

  • Blog
  • Read Time: 1 min 

The new Summer 2009 issue of MIT Sloan Management Review includes an interesting article on websites that “morph” — by adjusting their content to the cognitive style of their visitors.

advertisement

Urban-500

Morph the Web To Build Empathy, Trust and Sales

We’ve long been able to personalize what information the Internet tells us — but now comes “Web site morphing,” and an Internet that personalizes how we like to be told. For companies, it means that communicating — and selling — will never be the same.

016-Technology-500

3 Critical Issues in Internet Retailing

In the early, hyped-up days of e-commerce, Internet retailers tried to focus customer and investor attention on the bells and whistles of their product offering or Web pages, and hoped that no one noticed the poor performance of backroom operations — or they deluded themselves into believing that good execution

advertisement

015-Marketing-500

What Hooks M-Commerce Customers?

By some estimates, today's 533 million Internet users will mushroom to over 1.4 billion by 2007 — a vast potential market for e-commerce-savvy companies. Favorably inclined toward expanding their online access to goods and services, these users are steadily migrating to wireless technology, such as data-enabled cell phones.

Showing 1-19 of 19