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
Tag: Research
Invitation to participate in MSc research: social engagement and loyalty in fashion retail
Mia Bruce is one of my bright students, soon to graduate from the MSc eMarketing at Oxford Brookes University. She is, now, working on her dissertation, looking at the relationship between social engagement and loyalty in the fashion retail industry. Can you help her? If you ‘liked’ the Facebook pages for H&M or Zara, … Continue reading Invitation to participate in MSc research: social engagement and loyalty in fashion retail
Research project “Taking Liberties” – practitioner reports available
For the past couple of years I have been working with colleagues from the Open University on a research project looking at the uses of commercial data for national security purposes. The project was sponsored by the Leverhulme Trust and was motivated by the observation that, increasingly, commercial organisations are asked to act on behalf … Continue reading Research project “Taking Liberties” – practitioner reports available
Emerging applications of social media in customer management
This week takes place the International Colloquium on Relationship Marketing (ICRM 2012), now in its 12th edition. Moira Clark, Paul Fennemore and I have a paper at this colloquium. It reports on our investigation of organisation’s emergent use of social media in customer management. We conducted 28 interviews with senior marketing executives in a broad range … Continue reading Emerging applications of social media in customer management
Digital Research 2012, Oxford
This week I am attending Digital Research 2012. It takes place in Oxford which means that I save on travelling time and expenses. Win. I am particularly interested in this conference because it brings together digital researchers from various disciplines. Looking at mentions of the conference on Twitter, for instance, I can see researchers … Continue reading Digital Research 2012, Oxford
Evidence that customers use social media strategically to get firms’ attention
With social media users routinely posting online about their consumption experiences – good and bad – there is much scope for conversations between firms and their customers. Unfortunately, this includes much room for disastrous interactions that damage customer goodwill, can generate into public relations nightmares and produce costly damage for the firms. As part of … Continue reading Evidence that customers use social media strategically to get firms’ attention
Social Media and Customer Insight
In a previous post, I reported on the keynote speech by Charles Hofacker, at the Academy of Marketing conference – you can read it here. Charles noted how computers have been getting smaller but more powerful, and closer and closer to the users. As a consequence of smaller, more powerful and closer information technology, consumer … Continue reading Social Media and Customer Insight
Oxford Brookes University recruiting participants for research study
I am not directly involved in this research study, but I thought it might interest some of you. If you would like to join the study, or know more, please contact Peter Lugosi on plugosi@brookes.ac.uk. The description below has been copied from an advert in Brookes's research mailing list. TITLE: Recruiting mothers, fathers and carers who take … Continue reading Oxford Brookes University recruiting participants for research study
Research Project: The role of social media in customer service
Social media users increasingly talk online about their consumption experiences – good and bad. Such comments can influence other buyers’ purchase decisions, are a source of insight for the firm and represent a service recovery opportunity. Yet, numerous examples show that, when handled poorly, online customer feedback can degenerate into public relations nightmares and produce … Continue reading Research Project: The role of social media in customer service
The role of employees in keeping customer data safe
Most of us will remember a particularly good (or bad) encounter that completely lifted (or destroyed) our consumption experience. I, for instance, have had consistently good interactions with staff at John Lewis who will, generally, go out of their way to help me find an item in store. Conversely, there is this little, family restaurant that serves … Continue reading The role of employees in keeping customer data safe
Ana Canhoto 