Columnist Rick Miller believes marketers need to move beyond sentiment analysis and instead take a deeper look at consumers’ emotions. Rick Miller on March 27, 2015 The most successful marketing campaigns carry emotional associations that connect consumers to the brand and its products. But too often, marketers miss the boat by gauging success based on … Continue reading Understanding Consumers’ Emotional Fingerprint: Why Sentiment Is Misleading
There’s been a lot of talk about email fatigue lately, but is this fear overblown? Columnist Tom Sather thinks so, and he has the data to prove it. Tom Sather on February 4, 2015 Ray Tomlinson sent the very first email in 1971 with a simple test message that said, “QWERTYUIOP.” Email has gone through … Continue reading What’s Inside Consumers’ Inboxes & What That Means For Email Marketing
by Laurie Sullivan, December 11, 2014 The time consumers spend on a Web site doesn’t always determine their order value at checkout — but it will translate into a longer, stronger relationship between brands and consumers, especially during the holiday season. Research suggests that Amazon has become the magnet destination for online shoppers, commanding more … Continue reading Time Spent On Retail Sites Key To Building Strong Bonds Between Brands, Consumers
December 05, 2014 Bernadette Tansey Bernadette Tansey Palo Alto, CA-based Norwest Venture Partners is one of the investment firms that are placing bets on educational technology, a fast-growing field that is transforming the way students learn, from kindergarten through college and beyond. I talked recently with Sergio Monsalve, one of the Norwest partners who … Continue reading Norwest’s Edtech Play: Aim Straight For Consumers Needing Skills
by Laurie Sullivan, December 01, 2014 Retail stores capitalized on higher online searches this Thanksgiving holiday season. Bloomingdale’s and Macy’s turned Cyber Monday into Cyber Sunday, beginning online sales a day early, and added free shipping and returns into the mix. Talbots, Neiman Marcus and a host of other stores extended Black Friday deals through … Continue reading Holiday Online Searches, Purchases Attracting Consumers
by Laurie Sullivan, November 27, 2014 Online video ads are far more effective than other platforms — aside from search engine marketing — at driving purchase intent, but data from a recent survey identifies specific features that make these ads most influential. One feature that is lacking is personalization, to help consumers make better … Continue reading Consumers Still Waiting For Personalized Videos To Drive Intent
By Chad Hill, Published October 6, 2014 The internet has changed everything. You might say that it’s put everything out in the open, with very little left to the imagination. Before the web and social media, every customer interaction was mostly a private matter between the business and the customer. Now it’s likely to be written … Continue reading For Better or for Worse: Six Ways the Web Has Changed Relationships Between Businesses and Consumers
Lara O’Reilly Oct. 3, 2014 US consumers are more happy to read marketing emails than ever before. Researchers at Forrester have found that attitudes to emails from brands are actually becoming more positive, despite the fact that most people tend to write them off as annoying “spam.” ForresterForrester research found US consumers are becoming … Continue reading Consumers Are More Willing to Read Marketing Emails: Forrester
by Laurie Sullivan, October 3, 2014 They have become the most talked about media types since the dawn of the Web. Some won’t be around in 10 years. It’s more interesting to know that search engine marketing didn’t make the list. Not a bad thing, really. It just provides fodder to the theory that … Continue reading The Way Consumers Think About Advertising Will Change Search’s Role
Content marketers get a lot of criticism for linkbaiting and cheap SEO hacks, but the truth is, most of us really do want to publish content that is genuinely entertaining or useful to our audience. Sharing is a vital part of content distribution, and people don’t tend to share what they don’t find valuable. The … Continue reading Three Strategies For Developing Share-Worthy Content
