To serve online shoppers effectively, companies need to make complex trade-offs among speed, variety, and convenience.
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Marketing, Media & Sales
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- Capturing Attention – and Data – in a Digital Age
- Marketers can use big data to improve their strategic efforts.
- Firms on the forefront of innovation often concentrate on introducing new products to younger consumers, but an aging population gives companies fresh opportunities as well.
- The only sustainable way to capture new opportunities is to remain true to what your company does best.
- When their profit goals differ, fiercely competitive firms may decide to collaborate with each other on complementary offerings.
- Product returns are typically seen as a necessary headache and a cost drain. But companies can use their return policies to enhance customer loyalty and increase profits.
- Online consumer reviews of new products are more than just word of mouth — they also can provide companies with early (and free) advice on how to improve products.
- As growth in e-commerce slows, physical stores have an opportunity to attract customers to their doors.
- Although supervisors profess to have stores’ closing routines under control, consumers and employees alike bemoan the lack of consistency in related management policies.
- “Brand sacrifice” means companies, not consumers, feel the pain.
- To revive stagnant loyalty programs, companies should replace the routine granting of points with unpredictable, tangible rewards.
- How to build trust by letting consumers know everything about your enterprise.
- Luxury tourism will not be the game-changer many retailers are hoping for.
- Establishing a profile on Wikipedia can be a boon for companies, but managers must forge ties with the site’s contributors rather than relying on typical marketing strategies.
- The most successful advertising today convincingly takes on the qualities of real experience.
- Being honest about the expenses that go into developing and distributing a product can increase sales and enhance a firm’s bond with consumers.
- High-tech blogger Nir Eyal describes a positive feedback loop for getting customers hooked on your products and services.
- Leading companies know that the future depends on the capabilities, functions, channels, and insights they can tap by working with others.
- Companies that winningly reposition their brands tend to do so by anticipating market trends and overcoming or minimizing common challenges.
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