Marketing

Featured Marketing Articles

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Digital Transformation Should Start With Customers

Major makeovers should benefit — and be noticed by — those who buy a company’s products and services.

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Avoiding the Pitfalls of Customer Participation

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When employees represent the views of customers, management needs to have their backs.

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Where Influencer Marketing Goes Wrong (and How to Fix It)

Influencer marketing offers a big return when done right. But many companies are doing it wrong.

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Analytics-Based Pricing

Using Data Science to Avoid Global Pricing Chaos

September 18, 2018 | Andrea Marron

E-commerce and omnichannel retail strategies have revolutionized the way consumers buy products, but maintaining consistent pricing across global markets can be an obstacle for organizations. By harnessing a focused data science strategy, organizations can avoid pricing pitfalls.

AI in Customer Service

Four Challenges to Overcome for AI-Driven Customer Experience

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To win over skeptics, champions of AI-driven customer service need to show more benefits than just saving money. There are economic, technical, political, and cultural barriers that savvy managers must overcome in order to successfully integrate AI into their company’s customer service systems.

The Future of Customer Service Is AI-Human Collaboration

The future of customer service will allow bots and humans to focus on what they do best. For chatbots and virtual agents, that is handling routine cases quickly and efficiently. For the human supervisors, that is solving more complex problems, using empathy and emotional intelligence.

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Fine-Tuning the Experience

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Are You Selling the Right Thing?

Creating Digital Offerings Customers Will Buy

How can companies decide which new digital offerings to pursue? Successful digital offerings are created at the intersection of what technologies can deliver and what customers want and will pay for. That point of intersection, however, has proved to be elusive. To find it, companies must experiment repeatedly, cocreate with customers, and assemble cross-functional development teams — and the insights gleaned along the way must be shared internally.

Selling Solutions Isn’t Enough

Rather than trying to sell standardized products or services to the biggest possible set of buyers, B2B companies need to develop ways to help specific customers achieve better outcomes. Instead of describing their solutions, companies first need to understand customers’ specific challenges, objectives, operating practices, and competitive environment, then create offerings to deliver value within a customer’s specific business context and culture.

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Marketing By the Numbers

10 Principles of Modern Marketing

April 3, 2019 | Ann Lewnes and Kevin Lane Keller

Mastering technology is not the only criteria for success in the modern marketing era — the right people and processes must also be put in place to properly develop, manage, and nurture the benefits of emerging tools. To be successful in the digital era, marketers should adopt the best new modern practices as well as rethink and refine classic approaches.