Author: anacanhoto

When consumer love is skin deep

I had heard stories of very loyal customers displaying their love for a brand in very visible forms - for instance, getting a tattoo: (image source here) These customers have strong emotional loyalty towards the brands, which means that they will be more forgiving than the average customer, and less price sensitive. Just what every … Continue reading When consumer love is skin deep

How digital natives use the Internet

Ofcom’s Media Literacy report, released in Oct 2012, reveals an interesting picture of children’s use of the Internet. According to the report, many parents readily admit that their children know more about the Internet than they themselves do – from 22% of parents of children aged 5 to 7 years old, all the way up … Continue reading How digital natives use the Internet

Reflection on AcWriMo 2012

Phew! I survived AcWriMo 2012, a month long initiative of focused academic writing (more information here). My pledge for AcWriMo was to write 100 minutes every day and to produce 6 specific outputs, including revising and resubmitting one paper, writing a book review and working on other articles. In the end, I wrote an average … Continue reading Reflection on AcWriMo 2012

Big data – What every marketer needs to know

Here is a first for me: while I do share my presentations here on the blog, I usually upload the slide set after the events, only.   This time, though, I am doing it the other way around. Below is the slide set for a presentation that I am doing at the Oxford Brookes University … Continue reading Big data – What every marketer needs to know

Gratitude in marketing

My twitter feed is reminding me that, today, North America celebrates Thanksgiving. It is a festival of religious origins encouraging people to be thankful for the good things and the opportunities in their lives – more information is available here. I thought this would be just the right excuse to tell you about some research … Continue reading Gratitude in marketing

Diffusion of Innovations

In the summer of 2000, I did my MBA internship with a management consultancy company based in Barcelona – level of 34 of this building, actually. I was part of a multi-national team advising a major telecommunications company bidding for third-generation (3G) mobile-phone licenses across Europe. That year, several governments had been auctioning 3G licences … Continue reading Diffusion of Innovations

If Darwin were a marketer he wouldn’t publish in a top journal

‘If Darwin were a marketer he wouldn’t publish in a top journal’ – that’s the observation made by a member of the audience at a recent presentation on the criteria for publishing at top marketing publication, Journal of Marketing. In a refreshingly frank and pragmatic session, Professor Gary Frazier, editor of the Journal of Marketing, … Continue reading If Darwin were a marketer he wouldn’t publish in a top journal

You say potato – or the project that nearly wasn’t

I recently presented to colleagues the findings from a study that I have been working on, looking at segmentation and social media. Data collection took place in the summer and autumn of 2011 and we interviewed 28 senior managers. By all accounts, this was a really good number of interviews and the findings were most … Continue reading You say potato – or the project that nearly wasn’t

The state of segmentation and customer engagement research

What does digital mean for the development of target market strategy, segmentation and customer engagement? That’s what several academics discussed today at a workshop combining the interest of two of the Academy of Marketing’s Special Interest Groups (SIGs): the Market Segmentation and Target Market Strategy SIG and the newly formed SIG in Customer Relationship Management … Continue reading The state of segmentation and customer engagement research