Integrated Customer Experiences
|Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. The key issue is getting marketing “right” in real time, whether B2B or B2C. How should firms design and serve up their offerings so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey?|
Board of Trustees Meeting: Understanding Customers in a Digitized WorldPrepared by Shrabastee Banerjee, Masha Ksendzova, and Cansu Sogut, 2016, 16-301
As technology continues to transform the path to purchase and delivery channels, companies are creating new ways to reach and offer value to “always on” consumers. At the April 14-15, 2016 Trustees Meeting, presenters explored new and evolving approaches to advertising, customer experiences, marketing analytics, and digital marketing.
Speaker Highlights: April 2016 Board of Trustees MeetingJun 14, 2016
Highlights from MSI's Spring Board of Trustees Meeting, "Understanding Customers in a Digitized World," held in Boston, Massachusetts, April 14-15, 2016.
An Integrated Analysis of Mobile Application Usage and In-App Advertising ResponseJun 10, 2016 Liye Ma and Baohong Sun, 2016, 16-112
The targeted ad delivery strategies derived from this model yielded significantly higher click-through rates than the benchmark strategy.
Shaping Customers’ Coproduction ExperiencesJun 01, 2016
Customers' coproduction activities are usually outside of firms' direct control, but marketers can still take steps to “inoculate” consumers against setbacks (from Journal of Marketing).
10 Factors That Boost Mobile Coupon RedemptionJun 01, 2016
Findings of a two-year shopping mall trial (from Journal of Marketing Research).
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