Integrated Customer Experiences
|Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. The key issue is getting marketing “right” in real time, whether B2B or B2C. How should firms design and serve up their offerings so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey?|
MSI Scholars and Companies Identify Six Critical Challenges for Managing Digitized CustomersSep 21, 2016
In a new report, “Understanding Digitized Customers in Digitized Market Environments,” a taskforce of MSI members and academics has identified six research priorities for academic-industry collaboration.
5 Things I Know about Marketing - Wharton’s Jonah BergerSep 20, 2016
"Forget 'friends' and 'followers'," says Wharton's Jonah Berger. "To get people to share our message, we have to understand the psychology of sharing."
Research Grants Target CX: Getting Marketing Right in Real TimeSep 09, 2016
Getting marketing right in real time is a priority for MSI members. How can firms hit just the right notes at the right point in the customer journey? In a first round of funding, MSI has funded 11 research studies that promise to help managers better understand, design, manage, and measure customer experience.
Arousal Sustainability in Shared Experiential ConsumptionAug 25, 2016 Eunsoo Kim, Anocha Aribarg, and Natasha Zhang Foutz, 2016, 16-126
By promoting shared consumption experiences, firms can cultivate a synergistic strategy of customer acquisition and retention.
Bloggers as Social Influencers: Optimizing Social Media Engagement via Blog CampaignsAug 25, 2016 Vanitha Swaminathan, Christian Hughes, and Gillian Brooks, 2016, 16-125
In blog campaigns, follower network size is not the only important factor in driving social influence: blogger–follower similarity and sentiment are equally important.
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