The role of emotions in B2B marketing

We often assume that emotions play little to no role in business-to-business (B2B) relationships. Rather, decisions in a B2B context are deemed to be purely rational, and to follow a complex process with multiple decision makers. Yet, a metanalysis of research on this topic, conducted by Anne-Madeleine Kranzbühler, Alfred Zerres, Mirella H. P. Kleijnen and … Continue reading The role of emotions in B2B marketing

Smartphone use: e-mail and social up; phone calls down

Deloitte’s 2016 Global Mobile Consumer survey reveals that the proportion of UK smartphone users who use their phone for web-enabled activities continues to increase. For instance, 56% of users now use instant messaging at least once a week. The number is 59% for social networks, and 71% for e-mail. At the same time, the proportion … Continue reading Smartphone use: e-mail and social up; phone calls down