Marketing

Featured Marketing Articles

FR-Rodriguez-Customer-Experience-Digital-Transformation-1200

Putting Customer Experience at the Center of Digital Transformation

Frontiers |

Digital growth often comes at the expense of customer experience, but a new approach offers a win-win.

Baker-Multichannel-Omnichannel-Retail-Shopping-Marketing-Pricing-Sales-1200

Master the Challenges of Multichannel Pricing

Retailers have new challenges in getting customers to accept different prices on different channels.

MAG-Mithas-Knowledge-Seeding-1200

The Secret to Successful Knowledge Seeding

Frontiers |

Building a sophisticated online user community a begins with a smart approach to seeding it with expert knowledge.

advertisement

Set the Right Price

The New Frontier of Price Optimization

Frontiers |

September 7, 2017 | David Simchi-Levi

Identifying the optimal prices for products was once a time-consuming process. That’s changing as businesses start to take advantage of advances in machine learning, increases in computing speed, and greater availability of data.

Customer Relationship Management

advertisement

Social Media Marketing

The Right Way to Market to Millennials

Hiring a celebrity to promote a brand is a standard marketing tactic. However, companies trying to reach social-media-savvy millennials are turning to an alternative option: connecting with “micro-influencers” whose Instagram or YouTube followers see them as more authentic advocates for specific products.

When Employees Don’t ‘Like’ Their Employers on Social Media

When employees are not fans or supporters of the company’s products on social media, it sends an ambiguous message and could deprive the company of potential supporters. Employers can counter this by encouraging their “digital native” employees to become brand ambassadors for the company.

advertisement

Brick and Mortar vs. Online Retail

The Store Is Dead — Long Live the Store

March 1, 2018 | David R. Bell, Santiago Gallino, and Antonio Moreno

At the same time that many traditional retailers are closing offline stores, digitally native vertical brands such as Bonobos and Warby Parker are aggressively expanding into offline locations. And both online and offline retailers are converging in experience-oriented “showrooms.”

The Influence of Online Networks

Pass the Word: Peer Influence Has Big Impact on Online Market Dynamics

A study of cryptocurrency markets provides some new insight into why people make the choices they do online. Crypto-currency traders used bots that executed over 100,000 small trades in 217 cryptocurrencies over the course of six months. Analysis reveals that traders are very susceptible to peer influences. The design of the online exchanges also appears to contribute to activity if functionality, graphical user interfaces, or application programming interfaces promote collective excitement.

The Power of Product Recommendation Networks

Frontiers |

Much as relationships in social networks have been analyzed to understand and influence how ideas flow among people, researchers wondered whether it might be possible to use the structure of product recommendation networks online to understand or influence how demand flows among products. The short answer is yes, and the implications for marketers are important.

advertisement

advertisement