Marketing RSS feed for Forum

  • L.L. Bean: Maintaining Trust in Turbulent Times by Patricia Seybold in Marketing
    Consumer trust in government institutions is at an all time low in the U.S.. Consumer concern over the economy and the environment remain heightened. As major cultural, political, and economic transitions are afoot on the national and global stage, many people are turning inward: focusing on their local communities, their ...
    Jan. 11, 2017
  • How Do Customers Feel about Corporate Tax Dodging? by Patricia Seybold in Marketing
    Apple Computer has been accused by the European Union of dodging $14.5 billion in taxes the EU claimes are owed to Ireland. The way this news has been handled by the media is quite damaging to Apple's brand. Apple is not alone in excelling in dodging corporate income taxes in ...
    Sep. 6, 2016
  • Can Sears Cross-Channel Experience Restore Profitability? by Patricia Seybold in Marketing
    We seem to keep circling back to the retail icon, Sears. Sears has always interested me because I grew up with its "wish book" big color catalog which arrived every autumn. Like many American kids, I would pour over the toys pages and circle the ones I wanted Santa to ...
    Jul. 16, 2015
  • Your Great Suggestions for Malaysia Airlines by Patricia Seybold in Marketing
    Last week, we wrote about the fact that Malaysia Airlines had just rolled out a new social marketing platform when disaster struck twice: two major airline disasters within four months. Given the arrival of a new "turnaround" CEO and major restructuring at the government-owned airline, we wondered out loud whether ...
    May. 22, 2015
  • Can You Help with Malaysia Airlines' Marketing Challenge? by Patricia Seybold in Marketing
    Malaysia Airlines and its passengers suffered two mysterious airplane disasters in 2014 which put the struggling airline in the spotlight. On March 8, 2014, Flight 370 disappeared completely, triggering an unprecedented international search effort. Then, on July 17th, Flight 17 was shot down over Ukraine. The airline has provided a ...
    May. 14, 2015
  • Loss Leaders versus Loyalty by Ronni Marshak in Marketing
    This week, I wrote about the fact that taking advantage of daily deal vouchers to try new venues/merchants does not lead to repeat business nor loyal customers. You see, daily deals aren’t like retail loss leaders, where a merchant offers a few items at extreme discounts in hopes that shoppers ...
    Jul. 31, 2014
  • Avoiding B2B One-Night Stands by Patricia Seybold in Marketing
    We’ve all probably done this: a business that sells to business customers offers a special deal or promotion to attract new business or to liquidate inventory, and then is unable to convert those bargain hunters into loyal, repeat customers. For example, a restaurant supplies store offers a great bargain on ...
    Jul. 31, 2014
  • Stop Robocalls! by Patricia Seybold in Marketing
    Are you as annoyed as we are by automated pre-recorded spam calls on both your landline and your mobile phones? In the U.S., this practice is out of control. and the legal framework that does exist to prevent calls containing automated marketing recordings is not being enforced. The good news ...
    Nov. 15, 2013
  • Agilent’s Electronic Measurements Group’s B2B Personalization by Susan Aldrich in Marketing
     Personalization is on a hype-crescendo, evidenced by the variety of products and services that are touted to provide it. But personalization is not something you buy, it is a state achieved through smart strategy and clever execution. Agilent Technologies’ Electronic Measurement business unit has done a good job of B2B ...
    Aug. 10, 2013
  • Facebook's New Search "Graph" by Patricia Seybold in Marketing
    Uh oh! Stand by... A lot of your seemingly unimportant Facebook posts and likes are about to be amplified as Facebook unveils its new social search capability. I haven't studied this in detail yet (not looking forward to what I'll probably find revealed about myself!). In the first round of ...
    Jan. 17, 2013
  • 3 Agility Secrets your Competitors Know about Personalized Business by Susan Aldrich in Marketing
    I see trends in three broad categories of agile customer experience tricks companies use to be responsive to customers’ desires: Personalization, which adapts the relationship to the customer, adjusting the dialog between the business and the customer to streamline the customer experience Customization, which adapts the product or service to ...
    Oct. 30, 2012
  • Retail Best Practices for Targeted Merchandising and Personalization by Susan Aldrich in Marketing
    What are the Benefits of Targeted Merchandising? Merchandising is the practice of maximizing sales by leveraging product design, packaging, pricing, display, and most importantly, selection. Targeted merchandising selects content (including products and offers) for consumers based on traits such as consumer context or behavior, or based on rules set by ...
    Aug. 23, 2012