Marketing

Featured Marketing Articles

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Creating Online Videos That Engage Viewers

The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?

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Stories That Deliver Business Insights

Companies are gaining insights from ethnography, the in-person study of how consumers use a product.

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How to Position Your Innovation in the Marketplace

A new framework helps identify the best strategy for a particular product or service.

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Toward Better Customer Service

Digital marketing and analytics maven Avinash Kaushik once wrote that “80% of the time you/we are wrong about what a customer wants,” notes Michael Schrage in “Embrace Your Ignorance.” These articles explore how companies can do better.

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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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Reading Global Clients’ Signals

Big data analysis can help geographically distributed companies monitor customer satisfaction.

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Pricing and Promotion

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How to Win a Price War

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

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Adapting to the Sharing Economy

New strategies are helping companies embrace “collaborative consumption” and the "sharing economy."

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The Herd Instincts in Online Ratings

The Problem With Online Ratings

December 19, 2013 | Sinan Aral

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.

Marketing Through Social Media

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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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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 Create Brand Engagement on Facebook

What determines whether consumers will “like,” comment on or share a company’s Facebook posts?

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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.