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?|
Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV ActivityApr 21, 2015 Beth L. Fossen and David A. Schweidel, 2015, 15-106
Explores how television advertising contributes to online brand and program word-of-mouth, examines how specific brand, ad, and program characteristics impact online chatter, and assesses the potential value of social TV activity.
Mobile vs. Desktop: How Technology Affects Word of MouthFeb 13, 2015
Marketers need to understand "device effects" as more customers shared their opinions on mobile platforms.
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