This afternoon, I am delivering a talk at the Oxfordshire branch of BCS, the Chartered Institute for IT. More details here. In this talk, we put technology to the side and focus, instead, on the social and psychological needs of mobile phone users. This is the slide set for the session. As usual, I would … Continue reading Who wants 4G?
Category: Marketing in everyday life
Social Media users praise brands in private and criticise in public
Jan Kietzmann and I have been investigating how social media users talk about their consumption experiences online, a phenomenon called “electronic Word of Mouth”, or eWoM. While there is considerable research regarding why and, to an extent, how consumers engage in eWoM, our research is novel in that it: Investigates how different aspects of the … Continue reading Social Media users praise brands in private and criticise in public
Here we go, again. The sales!
Ah, the sales season. I have a love-hate relationship with the sales season. Very occasionally I will be very pleased with something that I got on sales. But, overall, it is a depressing time, when otherwise bright people make the silliest of purchase decisions (me included). Here are some of the most common tricks used … Continue reading Here we go, again. The sales!
Breaking through the filter bubble with social media
The blog has been very quiet for the past 2-3 weeks because I was travelling. It was a mixture of work and holidays, in the US. I had hoped to keep writing during this period. However, it proved frustratingly difficult to have access to fast, reliable and inexpensive Wi-Fi. In the end, I just gave … Continue reading Breaking through the filter bubble with social media
Is the second screen killing TV?
The website ‘Marketing Charts’ reported the results of a study conducted by the Council for Research Excellence on TV viewing habits in the US. The interesting angle picked up by Marketing Charts is the extent to which viewers multitask with another screen while watching television – so, for instance, whether you check your e-mails while … Continue reading Is the second screen killing TV?
Challenges of using social media in target marketing
I wrote before about the findings from research conducted by myself, Moira Clark and Paul Fennemore on how social media enables organisations to obtain very detailed insight about markets and target customers, and to deliver tailored propositions. However, at the moment, there are still a number of challenges preventing organisations from achieving the potential value … Continue reading Challenges of using social media in target marketing
The downside of choice
Earlier today I was at an information session, meeting people interested in post-graduate education at the institution where I am employed, Oxford Brookes University. I was doing my best to show the potential candidates all the options that they had access to. We talked about the different modes of study (i.e., full time vs. part … Continue reading The downside of choice
When waiting is good for business
This week I came across an interesting counter-intuitive (for me) finding: slowing down service may improve the perceived quality of the product. Watching the video of Steve Souders’ presentation at Velocity 2013 (below), from about minute 3:08 onwards, I learned that: - Designers of the Blogger platform installed an artificial delay between the moment a user … Continue reading When waiting is good for business
How can we make danger more palpable?
I was clearing my e-mail inbox, and came across this link to a news article on the BBC website. It illustrates a very common marketing trick, but with a twist. The old trick Products have a mixture of tangible and intangible attributes. Tangible attributes can be seen and felt and, thus, offer a good clue … Continue reading How can we make danger more palpable?
Benefits of using social media in target marketing
The practice of profiling the different needs and preferences of customers in a market, in order to decide which groups to focus on and how best to serve them, is a well established one in marketing. The process may be broadly divided in three steps, namely: Moira Clark, Paul Fennemore and myself set out to … Continue reading Benefits of using social media in target marketing
Ana Canhoto 