The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli. These new tools and methodologies came to the market researcher's mind to help them to decode in greater depth the behaviour of consumers, by providing brands with better and greater information to reduce risk in decision-making. Being able to measure the biometric impact (unconscious response) of a marketing stimulus on consumers was one of the main advances in this sector.
If you want to learn about the people who use or don't use your products, you need to Get Out Of The Office (GOOTO).
What are the trends and challenges facing retail? Changing consumer / shopper needs means that retail needs to understand them in great detail.
Relationship, one-to-one, and permission marketing are just some of the new marketing lexicon terms used to describe online marketing strategies. It appeared to the authors that although these terms were much in evidence, little empirical work had been undertaken to measure the components of such strategies. This paper describes the results from a unique pan-European research study designed to understand the determinants of one of the elements in these strategies: a sticky website. It provides an explanation of the construction and parameterisation of a unique stickiness metric and explains why such a metric is important in helping eCommerce companies optimise their marketing mix. Fundamentally it demonstrates why purely behavioural measures are not enough and why attitudinal measures are important.
Commerce players have a compelling economic incentive to retain customers, because it is more expensive to acquire new customers than it is to retain existing ones. While companies have used a multitude of tactics to foster loyal relationships, special loyalty programs have experienced exceptional growth in the United States. While effective in driving transactions, these programs are often costly and inefficient. Consumers, in most cases, remain loyal when companies meet their needs and expectations, changing allegiance only when they experience a disappointment or they believe a superior alternative exists. Does loyalty manifest itself differently online than in traditional channels? What are commerce players doing effectively and ineffectively to drive loyalty? Will consumers be loyal to commerce players on the web? What solutions are available to implement loyalty strategies?
The bloom is off the rose for eCommerce companies. Some have already experienced financial difficulties, while many others are not likely to survive for long. This paper focuses on successful strategies for offering products and services on the web, and offers some perspectives on the types of companies that are most likely to succeed at eCommerce. The paper also explores some of the ways that researchers can focus on brand development and other issues that will influence the success of eCommerce ventures.
This paper's main argument is that 'ethnic' and other forms of specific target marketing offer an opportunity for marketing efforts to be precise, relevant and coherent to suit various consumer search behavior patterns. Personal care products address the most potentially sensitive differences between individuals (highly visible differences as well as more subtle ones). We will show how marketing strategies can gain in consistency and success thanks to the demands of very specific target groups and the ensuing opportunity for empathy marketing.
This paper describes how community-based and ethnographic marketing research have been used as the basis for community-based marketing strategies. These approaches are particularly important for the study of ethnic sub-communities because they address several deficiencies of current ethnic marketing research methodologies. Synthesizing several American case studies, the report reflects on the general principles which may be gleaned from these experiences, including the tactics and objectives that must guide community-based research.