Featured Marketing Articles


Should You Use Market Share as a Metric?

Market share is a hugely popular metric. But is it really useful?


When Customers Become Fans

Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.


Turning Content Viewers Into Subscribers

Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”


Savvy Use of Marketing Tools

Should You Use Net Promoter Score as a Metric?

April 27, 2016 | Neil T. Bendle and Charan K. Bagga

The net promoter score (NPS) has become one of the most widely used marketing metrics. Consumers answer a simple question (How likely is it that you would recommend X?) on a scale from 0 to 10. Customers who answer 9 or 10 are considered promoters; those who answer 6 or less are rated as detractors. The score is the percentage of promoters minus the percentage of detractors. One of the strongest selling points of NPS is its simplicity. But the value of NPS may depend upon whether a manager sees it as a metric or as a system.


Marketing From the C-Suite

"If your executives are currently using digital tools for communication (i.e., email)," writes Boston College's Jerry Kane in "Balancing Tradeoffs in Social Media," then they "should begin using social media as well."


How CEOs Can Leverage Twitter

By tweeting, CEOs have an opportunity to initiate and influence online conversations.


The Social Side of 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.


Customizing Social Media Marketing

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.


The Rise of Visual Content Online

Images have taken on a broader role in representing brands, communicating value, and cultivating identity.


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?