Marketing

Lessons from technology marketing industry leaders in the digital era.

With oftentimes overwhelming quantities of data to contend with, machine learning could help the health care industry lessen its reliance on intuitive decision-making.

Digital Strategy Guide Most companies are still learning how to design their digital selves for efficiency. This collection of articles from MIT Sloan Management Review examines how organizations are thinking about designing their processes, systems, and data in ways that discipline their core operations.

Digital Strategy Guide How are organizations using social media most effectively? This collection of articles from MIT Sloan Management Review examines the value of devising a clear strategy, offering incentives for participants, and preparing for social media disasters.

Online and offline customer conversations about your brand require separate marketing strategies.

Research has exploded the myth that Twitter is an “echo chamber” — with implications for marketing.

Digital customer service platforms offer better service when they use customer-centric language.

Retailers can boost profits and prevent abuse by tailoring their return policies with analytics.

Companies marketing B2B services often like to tout their business “solutions”, but most of these address problems they think potential customers have — not the ones they actually have. To offer companies value, B2B products and services need to be outcome-oriented and meet the customer’s needs.

Customer relationships can evolve through four stages — they can be transactional, transitional, communal, or damaged. Understanding each of these stages, using them to classify customer relationships, and tailoring CRM efforts accordingly can enable your company to better deploy its limited CRM dollars. Not all outreach efforts work equally well in all stages of a relationship. And without this kind of tailoring, you’re likely wasting some of your CRM budget.