The murky link between customer satisfaction and loyalty

Intuitively, it is easy to accept the claim that customer satisfaction leads to repeat purchases. After all, if you have a choice, why would you abandon a brand that has surpassed your expectations1; and why would you keep buying from a brand that has disappointed you?   Happy customers buy again. Unhappy customers, move on. … Continue reading The murky link between customer satisfaction and loyalty

The limited value of ad views

Think with Google published the results of a very interesting study measuring the effectiveness of different video versions of an ad for a new product. The study uses three alternative approaches – with very different results.   The product The ad was for a new line of make up from L’Oreal Paris.   The ad … Continue reading The limited value of ad views

Book review: Marketing Accountability by McDonald and Mouncey

In my job, I often need to review books. As the focus of this blog is on the practical application of marketing theory, I thought that it would be a useful addition to the blog if I distilled the messages of some of those books here, too. Hence, I am starting a new rubric: short … Continue reading Book review: Marketing Accountability by McDonald and Mouncey