Marketing

Featured Marketing Articles

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One Critical Strategy New Products Often Overlook

Not every product can enter the market at the ideal time. Three strategies can help new products make the most of any timing.

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Thinking Outside the [Penalty] Box

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

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How to Tee Up Choices: The Upside of Default Rules

How much choice do people really want? Default rules, which establish decision-making starting points, can help.

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Consistent Messaging, Seamless Experiences

How to Win in an Omnichannel World

September 16, 2014 | David R. Bell, Santiago Gallino and Antonio Moreno

Retail customers now readily use both online and offline retail channels. To thrive in this new environment, retailers need to reexamine their strategies for delivering information and products. Companies that are successful at navigating the omnichannel environment take a customer perspective and view the activities of the company through two core functions: information and fulfillment. They also consider hybrid online-offline approaches, including inventory-only showrooms and “buy online, pick up in store” options.

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Understanding Your Customers

Smart companies know they should be focused on identifying and retaining the best customers for their business. These articles explore how that's done.

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Mobile Apps That Build Brand Trust

The Case for ‘Benevolent’ Mobile Apps

December 4, 2014 | Glen L. Urban and Fareena Sultan

Smartphone apps that provide consumers with helpful information — instead of simply pushing product sales — can improve users’ preference for a company. As well, mobile apps that are about useful information, what the authors call “benevelance,” can significantly impact sales at a low cost and thus improve profitability. “A benevolent app can build trust, which in turn can lead people to consider purchasing your product,” write authors Glen L. Urban and Fareena Sultan.

Marketing Through Social Media

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Should Employees Be Encouraged to Tweet?

Companies that want employees to be stewards of the brand should trust them to represent the organization well on social media.

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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.

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Rejuvenating a Brand Through Social Media

Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.

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Social Media Marketing Doesn’t Matter

Social media isn’t enough anymore to give businesses a lift — unless they use it to innovate.