Benefits and challenges of using social media to profile consumers

A recent consulting assignment prompted me to revisit the findings from a research project that I conducted three years ago, with Moira Clark and Paul Fennemore. We looked at how business-to-consumer organisations were using social media to complement their segmentation efforts. Here is an overview of our findings. The first part of our study … Continue reading Benefits and challenges of using social media to profile consumers

Handling negative online reviews: speed and voice matter; status and action frame not so much

The question I get asked most often (after whether social media activity helps with sales and profitability) is how to handle negative online reviews. The comments left by other customers, and any responses left by the company, are available for all to see, and can impact on the company’s reputation. So, many companies worry that … Continue reading Handling negative online reviews: speed and voice matter; status and action frame not so much

Useful primer on (consumer) behaviour models

Today I want to share with you a fabulous report that I found, summarising more than 60 theories and models of behaviour. It is a great primer on the topic, authored by Andrew Danton, which very neatly summarises the assumptions, as well as the strengths and weaknesses of various approaches. This report is part … Continue reading Useful primer on (consumer) behaviour models

Report: Digitalisation of SMEs

I have mentioned, several times, here in the blog, a project that I have been working on, with Drs. Sarah Quinton, Rebecca Pera, Tribikram Budhathoki and Sebastian Molinillo. The project looks at the preparedness levels of small and medium enterprises (SMEs) for the digital economy. Among other initiatives, the study included a survey, which ran in four different … Continue reading Report: Digitalisation of SMEs

On irony and sentiment analysis: Samsung Galaxy is A-OK

Samsung is living a marketing nightmare with its Galaxy Note 7 phone. After several reports of the phone overheating and catching fire, the company had to issue a global recall. And, as if that was not enough, the phone’s replacements have reportedly been catching fire, too. So much so, that the company has, now, stopped … Continue reading On irony and sentiment analysis: Samsung Galaxy is A-OK

Consumer segments vs. tribes, and what it means for marketing strategy

In recent (or not so recent years) we have seen the rise of individualism, and the loss of traditional forms of social coherence such as family values, or geographical location. In its place, we have seen the emergence of alternative social arrangements and sub-cultures. For marketers, this social change has led to the popularisation … Continue reading Consumer segments vs. tribes, and what it means for marketing strategy

August and September 2016 round-up

August was taken up with conferences and time off with the family, so I decided to skip the usual monthly round up post and merge it with September’s. And, then, September flashed through, as well, with back to school matters, and dealing with various cold viruses and man-flu in the house. Here are the highlights. … Continue reading August and September 2016 round-up

When good product reviews are bad news for business

Customer reviews are a very important source of information for buyers when it is difficult to evaluate or test a product before purchase, as in the case of online purchases. Positive reviews can amplify sales by as much as 0.149, and is particularly relevant for high financial risk decisions, services, hedonic products, and new … Continue reading When good product reviews are bad news for business

Using emojis in marketing can backfire

According to a study conducted by Professor Vyv Evans for Talk Talk, 80% of UK people use emojis to communicate, with 40% saying that they had sent messages using only the famous icons. Emoji, the study claims, is the ‘fastest growing new language’. Unsurprisingly, some brands have embraced the emoji trend, and started using … Continue reading Using emojis in marketing can backfire

New book chapter: What makes a digital innovator?

Sarah Quinton, Tribi Budhathoki and I contributed a chapter to a new book published by the Institute of Directors. The book is entitled 'The Growing Business Handbook', and is edited by Adam Jolly. Sample chapter and table of contents are available here. Our chapter looks at factors supporting the adaptation of European small and medium … Continue reading New book chapter: What makes a digital innovator?