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?|
Modern Marketing Is Business-to-Person MarketingJul 24, 2015
Video featuring Jon C. Iwata, Senior Vice President, Marketing and Communications, IBM Corporation
From MSI Board of Trustees Meeting, "A Celebration of Breakthrough Marketing," in Boston, April 23-24, 2015. (Edited)
The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing EnjoymentJul 20, 2015 Mitchell J. Lovett and Richard Staelin, 2015, 15-115
Provides empirical evidence on the relative effectiveness of paid, earned, and owned media in the context of building an entertainment brand; develops a structural model of viewing decisions and applies the model to a new TV show setting.
Consumer Search Behavior on the Mobile Internet: An Empirical AnalysisJun 11, 2015 Stephan Daurer, Dominik Molitor, Martin Spann, and Puneet Manchanda, 2015, 15-111
Uses a dataset from a leading provider of mobile product information applications to conduct an empirical analysis of consumer search behavior
The Effects of Content Characteristics on Consumer Engagement with Branded Social Media Content on FacebookJun 5, 2015 Andrew T. Stephen, Michael R. Sciandra, and J. Jeffrey Inman, 2015, 15-110
Uses a dataset of 4,284 branded Facebook posts made over an 18-month period by nine brands across four industries to understand how marketers’ social media content design decisions influence measurable consumer engagement outcomes.
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.
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