Influencer Marketing: Coming of Age

One of our most popular emerging concepts is “influencer marketing.” What is it and how should it be used? Consider these observations by Lee Oden (CEO of TopRank Marketing): “What does ‘influencer marketing’ mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a […]

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The Value of Market Research for Small and Medium Firms

Research is as important for small and medium-size enterprises (SMEs) as for larger firms. But the SMEs often may have less experience in gathering and analyzing information. Consider these observations from Surveygoo founder Neil Carey: “When it comes to your business’ success, market research is crucial. Market research gives us a close insight into the […]

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Being Ethical in Marketing Research

To quote from our textbook (Marketing in the 21st Century): “In any marketing situation, ethical behavior based on honest and proper conduct (‘what is right’ and ‘what is wrong’) should be followed. This applies both to situations involving company actions that affect the general public, employees, channel members, stockholders, and/or competitors and to situations involving […]

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Big Data and Better Pricing Decisions

As we have written before (see for example, 1, 2, 3), more and more marketers have become involved in big data analysis. Now, comes new research from McKinsey about how the analysis of big data can be used to improve a company’s pricing decisions. McKinsey’s Walter Baker, Dieter Kiewell, and Georg Winkler note that: “It’s […]

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Big Data Mean Big Insights — and Big $

More and more companies have been using “big data” to gain further insights into their marketing activities. As Graham Stewart puts it: “Successful marketers have figured out how to use data to squeeze billions more from marketing and help their companies grow.” Take a look at this infographic.   by grantstewart.  Visually. Post suggested by […]

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Big Data Becomes BIG

The New York Times recently published a special section titled “Sizing Up Big Data,” which is available online by clicking on the image.     Here are links to some of the more marketing-oriented articles from this special section: Data-Driven Aesthetics Digitizing Sports to Slake a Thirst for Stats New Ways Marketers Are Manipulating Data […]

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Social Media and Marketing Research

As Shea Bennett reports for Mediabistro, social media have an important role to play in a company’s marketing research activities: “Social media provide a number of benefits for brands of all shapes and sizes across almost every industry, such as raising awareness of products and services, boosting Web site traffic, and driving sales. But it […]

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