Marketing

Featured Marketing Articles

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How Retail Responds to Disruption

Retailers can avoid displacement and connect with customers by focusing on digital experience.

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The Hidden Side Effects of Recommendation Systems

Frontiers |

Recommendation algorithms don’t just reflect consumer preferences — they also shape them.

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Bill It, Kill It, or Keep It Free?

B2B companies can seize new sales by charging for services they’ve been giving away.

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Customer Communications

How Should Companies Talk to Customers Online?

October 26, 2018 | Brent McFerran, Sarah G. Moore, and Grant Packard

Digital customer service is becoming more widely adopted, but one place it falls short is in the language and phrases it uses. Many digital service platforms use words that alienate customers rather than engage them; selecting customer-centric language for chatbots and service platforms can make a significant difference in customer satisfaction.

The Impact of Customer Experience

Why Customer Experience Is Key for Loyalty Programs

Loyalty programs provide great value for companies by driving higher sales and boosting brand affinity. However, companies employing traditional “earn-and-burn” rewards programs for customers may miss out on long-term benefits. Tailoring programs to offer great customer experience is key — and when companies implement both types of benefits into their programs, they’re more likely to beat out competitors and build brand loyalty.

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Social Media Marketing

Twitter Is Not the Echo Chamber We Think It Is

Frontiers |

October 22, 2018 | Jesse Shore, Jiye Baek, and Chrysanthos Dellarocas

The popular perception of Twitter as a social media “echo chamber,” where people only receive and retweet opinions that match their own, does not reflect the data about users’ actual engagement. The average Twitter user propagates more mainstream content and follows a diverse group of users — and this has implications for social media marketing.

Innovation in Marketing

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Global Markets and Marketing

We Must Keep Globalization in Its Place: The Marketplace

It’s remarkable how many people line up either for or against globalization and then dismiss the other side. Who’s right? Neither. We should all be lining up for and against globalization, to retain what is constructive about it while challenging what has become destructive. We need to keep globalization in its place — the marketplace, where it creates value — while keeping it out of the public space, where it has become increasingly destructive.

Using Data Science to Avoid Global Pricing Chaos

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.

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