Much as relationships in social networks have been analyzed to understand and influence how ideas flow among people, researchers wondered whether it might be possible to use the structure of product recommendation networks online to understand or influence how demand flows among products. The short answer is yes, and the implications for marketers are important.
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Supply Chains Built for Speed and Customization
Thanks to emerging technologies like 3-D printing, manufacturers can offer consumers customized products and do so with unprecedented speed. Intrigued by a new product you saw in a YouTube video? Well, someday soon you may be able to personalize it, order it via the company’s website, and have it in your hands in a matter of days. But to enable this phenomenon at scale, an entirely new model of supply chain is required.
The Power of Consumer Stories in Digital Marketing
New research finds that stories about consumers’ positive experiences with a brand significantly increase users’ engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren’t offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers.
Which Features Increase Customer Retention?
Product features designed to attract new customers differ from features that retain customers.
When Employees Don't 'Like' Their Employers on Social Media
For companies, the social media behavior of employees represents both an opportunity and a risk.
Finding the Right Role for Social Media in Innovation
Social media provides a game-changing opportunity to support innovation and new product development.
The Metrics That Marketers Muddle
Despite their importance, five popular marketing metrics are regularly misunderstood and misused.
Turning Content Viewers Into Subscribers
Content websites can convert visitors to paying customers by engaging them in a "ladder of participation."
How CEOs Can Leverage Twitter
By tweeting, CEOs have an opportunity to initiate and influence online conversations.
Setting Up Digital to Tell Stories to a Global Audience
At the Metropolitan Museum of Art, digital and social media is bringing art and treasures to the world.