Topics Marketing

Featured Marketing Articles

In Search of the Collaboration Sweet Spot

Sam Maglio

Brand collaborations can benefit both partners, but there are limits on how many can participate.

The Magic That Makes Customer Experiences Stick

Stefan Thomke

The most memorable experiences are suffused with emotion — not extra features or value for money.

Avoiding the Pitfalls of Customer Participation

Frontiers |

Omar Merlo et al.

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

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Why Customer Experience Matters for B2B

Suketu Gandhi et al.

Few business websites offer features that simplify transactions, create deep customer relationships, and drive sales growth. To succeed, they need to personalize and customize their online selling process through high-performance technology and customer-centered business models.

Becoming a Digital Seller

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

Steve Oriola

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

Creating Digital Offerings Customers Will Buy

Jeanne W. Ross et al.

Find the sweet spot between what digital technologies can deliver and what customers need.

Four Challenges to Overcome for AI-Driven Customer Experience

Frontiers |

P.V. Kannan and Josh Bernoff

A successful pitch for AI must overcome economic, technical, political, and cultural hurdles.

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The Big Data Problem That Market Research Must Fix

Ken Faro and Elie Ohana

Insight into what customers really care about often is hampered by the quality of the information being collected. Big data can support smart market research, but only if researchers embrace psychometric best practices and the basics of understanding what it is they want to measure and how. That means asking the right questions, asking enough questions, understanding how to weigh questions, and taking into consideration how people felt about the brand to begin with.

“Transforming the customer experience is … far more likely to keep a company viable than changing other aspects of business. If an organization has happy customers, it can probably survive any inefficiencies in accounts payable or employee benefits tracking.” — Thomas H. Davenport and Andrew Spanyi