For Grocery Stores the Forgetful Shopper Leads to Higher CostsPosted by Paul Christ March 18, 2011 Some Grocers Abandon Rebates for Reusable Bags (USA Today)
One important ramification of customers efforts at price comparison is that shoppers are not particularly loyal to a retailer. Because of this, increasing price to raise margins can be difficult as shoppers can easily shop elsewhere. British Television Finally Accepts Paid Product PlacementPosted by Paul Christ March 07, 2011 Your Brand on TV, for a Fee, in Britain (New York Times)
In the early days of product placement, marketers often paid indirectly for placement. For instance, to gain visibility marketers used public relations techniques and free product to persuade producers to include their product. But what it takes to gain placement is moving away from such indirect cost methods and is now moving to requiring direct payment. As more marketers see value in product placement, the trend is for program producers to charge for placement. And marketers have responded by offering large sums to get their product included. The Quality and Ethics of Pay-to-Participate Market ResearchPosted by Paul Christ February 28, 2011
Research panels have been around for many years and, for just as long, research companies have offered incentives to those who agree to participate. In most cases incentives are in the form of coupons, sweepstakes, special discount offers and, sometimes, cash. The offer of incentives combined with the power of the Internet has lead to a surge in the number of people willing to participate in research panels. Measuring the Marketing Value of Social MediaPosted by Paul Christ February 21, 2011
Labels: Branding, Internet Marketing, Marketing Research, Mobile Marketing, Promotional Methods, Trends
How to Measure Your Brand's Online Influence (Inc.)
For instance, one area that has been difficult to measure is the impact social media has on marketing. Everyone believes Facebook, Twitter and the like are important for marketing, but placing an actual monetary value on this has been problematic. One reason is that it has been hard to connect a social media posting to customers making an actual purchase. Yes, the referral measures are there (e.g., Facebook’s Like, Twitter’s Retweet), but many marketers want the answer to a simple question: “If I spend the money to use social media what money am I getting back?” JCPenney Learns It is Not Nice to Fool GooglePosted by Paul Christ February 14, 2011 The Dirty Little Secrets of Search (New York Times)
And what does it mean to have a successful search engine marketing strategy? The best measure of success is high visibility on the list of links returned to someone’s keyword search (called organic search results). Yet, what many marketers, especially those in small firms, do not realize is that gaining high rankings is not easy. It takes work and it takes understanding how search engines operate. Where’s the Beef Lawsuit Brings Out the PR GunsPosted by Paul Christ February 05, 2011 Taco Bell Using Ads to Battle Back on Beef (MSNBC)
What do marketers do when their company is under attack for its marketing decisions? Some may take the approach that the best way to handle things is to diffuse the situation quickly by working hard to address the issues being raised. With this approach, the marketer will often make concessions to those who are screaming the loudest. For instance, a marketer may remove an advertisement that a certain group feels is offensive. While the marketer may not really believe it is necessary to do so, the potential negative backlash that may arise if the ad is not removed may be viewed as too risky. |
Samples of Marketing TutorialsGeneral Message Creation Factors When developing the message the marketer must take into consideration several factors including:Characteristics of the Target Audience – The makeup of the target audience (e.g., age, location, attitudes, etc.) impacts what is conveyed in the message. Type of Media Used – The media outlet (e.g., television, print, Internet, etc.) used to d… Latest Marketing Stories
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The highly competitive retail grocery industry is famous for operating on low margins. In populated areas within many U.S. markets, there are many supermarkets, discount stores, club stores and others selling grocery products. In fact, it is not uncommon for shoppers to have a choice between two or three different grocer retailers located at the same intersection. And many shoppers take advantage of this by carefully researching stores looking for the best prices. In such an environment, price competition can be aggressive, leading grocers to operate on margins in the low-to-mid single digits.
In a 
There are many websites that recruit web surfers to participate in online research, such as answering surveys or participating in focus groups. Many of these sites are run by legitimate market research firms that use the Internet as a method for building research panels (a.k.a., consumer panels). Such panels consist of a large number of people who have agreed to take part, often on a regular basis, in the research conducted by the panel’s operator. In many cases the research is sponsored by marketing organizations that have contracted with research firms running the panels. Marketing organizations like panels as a research tool because these have the potential to offer quick access to many highly targeted respondents.
Marketers are creatures that feast on numbers. Metrics are used for such important marketing functions as uncovering opportunities, creating marketing plans, and determining if decisions actually yield positive results. While research has been an integral part of marketing for a long time, the explosion of data available from customers’ interaction on the Internet has vaulted analysis of metrics to a new level. Unfortunately, not all of this information is easily understood.
As we discuss in our
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