Marketing
A New Way for Companies to Measure Consumer Engagement
Brands see value in connecting with customers through meaningful experiences. Research backs this strategy.
Topics
Marketing
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Marketing
To Improve Fundraising, Give Donors a Local Connection
Research offers concrete strategies for appealing to donors who want to make an impact.
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Marketing
How to Make Ads That Even Savvy Customers Trust
People are more skeptical than ever about marketing—but that doesn’t mean they distrust all of it.
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Marketing
The Secret to Ulta Beauty’s Success: Joy
A Q&A with Ulta’s marketing head on how consumer insights helped a brick-and-mortar chain thrive in the age of Amazon.
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Marketing
Podcast: How to Steer Your Company Through a Twitter Firestorm
Plus, engage your customers by establishing your company’s audio brand.
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Policy
Why Are We So Quick to Excuse Drunken Behavior?
From criminal sentencing to corporate indiscretions, we hold people less accountable when alcohol is involved.
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Marketing
How to Ensure Your Great New Product Reaches the Right Customers
Don’t neglect distribution-channel strategy: “disaster lurks around the corner if you don’t pay attention.”
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Marketing
People Are Tweeting about Your Products. Will It Boost Sales?
Soliciting user-generated content can be a powerful way to engage customers.
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Marketing
Reviving a Brand That’s Lost Its Luster
Return to your roots, rally your team, and emerge a stronger brand.
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Marketing
How Millennials Are Discovering Music
To woo listeners, music platforms should get personal.
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Social Impact
When Companies Praise Good Behavior, They May Encourage the Exact Opposite
Why giving customers credit for altruistic purchases can backfire.
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Marketing
Concerns about Scarcity Make Us Want to Be Better People
When we think we have too little, we will spend more on self-improvement.
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Data Analytics
Podcast: Think You Understand Why Ideas Go Viral? Big Data May Change Your Mind
From tweets to scientific discoveries, human behavior is surprisingly predictable.
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Marketing
Remaking Marketing Organizations for a Data-Driven World
A Q&A with United Airlines’ CMO on how to avoid becoming “an artifact of a prior era.”
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Marketing
Understanding Power Dynamics Will Make You More Persuasive
How powerful you feel affects the messages you convey—and the ones you want to hear.
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Innovation
Companies Brag about Being Innovative. Should They?
Certain circumstances make customers wary of innovative brands.
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Data Analytics
Did That Online Sneaker Ad Entice You to Buy? It’s Hard for Marketers to Tell.
Many measurement techniques are flawed. Kellogg and Facebook researchers share what can be done.
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Marketing
Can Neuroscience Make Your Message Stickier?
A cutting edge technique pinpoints how our brains react to fear appeals in marketing.
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Marketing
Hate Commercial Breaks? Here’s Why You Shouldn’t
There’s a hidden value to ads during TV shows.
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Entrepreneurship
Three Tips for Designing a Startup’s Marketing Plan
Even in R&D-focused industries, you don’t need to rely on a heavyweight to swoop in and buy your innovation.
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