Marketing

Featured Marketing Articles

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Developing New Products in Emerging Markets

A successful innovation developed by Cisco’s R&D unit in India offers practical insights.

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Mastering the ‘Name Your Product Category’ Game

The ideal window of opportunity to enter a new industry starts when a dominant category label is introduced.

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The New Mission for Multinationals

Across a broad swath of industries, multinationals are losing ground in emerging markets to local players.

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What Is Your Customer Worth?

How Should You Calculate Customer Lifetime Value?

May 11, 2016 | Neil T. Bendle and Charan K. Bagga

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)? Most of the time, no. “CLV is easier to understand, and in our view more useful, if marketers don’t subtract the acquisition cost from their calculation of CLV before reporting it,” write Neil T. Bendle and Charan K. Bagga. “Imagine that a company is selling an old machine. In this scenario, the company’s managers would expect to receive the machine’s current value, not the current value less what the company paid to buy the machine when new.”

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Social Media Marketing

"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."

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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.

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The Metrics That Marketers Muddle

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

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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

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Reimagining Customer Service at KLM Using Facebook and Twitter

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

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Should Your Business Be Less Productive?

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

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What Unhappy Customers Want

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

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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?