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?|
Report Outlines Challenges of Understanding Digitized CustomersNov 02, 2016
A new report identifies six research priorities for academic-industry collaboration on the topic, “Understanding Digitized Customers in Digitized Environments.”
Do Hashtags Signal a New Brand Entity?Oct 24, 2016
Social-media-based interactions aggregate to form “brand publics" (from Journal of Consumer Research).
Marketing Can Increase Multichannel Shoppers and ProfitOct 23, 2016
Most effective campaign did not rely on financial incentives.
“Decision Comfort” Can Improve Customer ExperienceOct 23, 2016
Making consumers comfortable with their decision can pay off (from Journal of Consumer Research).
Does Customer Participation Always Benefit NPD?Oct 23, 2016
Effects vary by industry, market, and stage of development process (from Journal of Marketing).
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