Featured Marketing Articles


Tech Savvy: Exploring the Ethical Limits of App Design

Frontiers |

What’s happening this week at the intersection of management and technology.


Mobilizing for Growth in Emerging Markets

To reach the “next billion” consumers, multinational companies need to create new networks of local partners.


Sales Gets a Machine-Learning Makeover

Frontiers |

How human vigor and algorithmic rigor are joining forces in the sales function.


Measuring Return on Investment

Are You Using the Return on Investment Metric Correctly?

May 18, 2016 | Neil T. Bendle and Charan K. Bagga

The biggest challenge with ROI isn’t a technical deficiency but confusion over how it is used. “To calculate ROI accurately, you need to be able to estimate the fraction of profits attributable to the investment,” write Neil T. Bendle and Charan K. Bagga. “In order to calculate ROI, there must be a return (a profit associated with the investment) and an investment. Unless you have both, you cannot calculate ROI.”


Digital Outreach to Customers

"In the world in which we’re living today, it’s no longer about how much money I spend," says Carlos Dominguez, president and COO of Sprinklr in "Why Social Engagement May Be More Important Than Marketing," "It’s about what people are saying about me. It’s not what I say. It’s what they say."


Thinking Outside the [Penalty] Box

The NHL’s following on Pinterest outscores all other sports leagues. Its secret: a mastery of social media strategy.


Metrics and Marketing

The prospect of free viral marketing is incredibly appealing — but often elusive. Many companies are looking beyond simply establishing a social presence toward getting social media marketing right.


The Metrics That Marketers Muddle

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.


All-In on Twitter and YouTube

How McDonald’s Cooked Up More Transparency

November 12, 2015 | Lainey Garcia (McDonald’s USA), interviewed by Gerald C. Kane

The McDonald’s “Our Food. Your Questions.” campaign engaged customers on social media and the web. As manager of brand reputation and public relations for the U.S. McDonald’s Corporation, Lainey Garcia helped put the campaign together. “We had to align those responses across a variety of functions — whether it be legal, supply chain, communications — and really prepare for what we knew consumers were going to ask,” she says. “That was new for many members of our organization, to really understand the nature of social media.”

Customer Service Strategies


Reimagining Customer Service at KLM Using Facebook and Twitter

For KLM, social business developed in response to an epic customer service crisis.


Should Your Business Be Less Productive?

In service businesses, there is often a trade-off between productivity and customer satisfaction.


What Unhappy Customers Want

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


Are Social Media’s Benefits Getting Lost in Translation?

For multinational companies, language barriers are a key obstacle to social business. Can a multilingual approach work?