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The Death of the Demographic: Why 18 to 49 Ain't It Anymore with Michael Clinton
On Scope February 27, 2025Author Michael Clinton joined host Mike Berberich to discuss the staggering buying power of the 50-plus demographic, outlining how brands are leaving millions in revenue on the table by ignoring this segment and providing tips for how to reverse the trend.
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This Is How You Use AI to Develop Datasets that Empower Better Customer Personalization
Podcast Clips February 11, 2025David Edelman, author and former CMO at Aetna, shared his thoughts about how AI can be used to create more empowering datasets for marketers.
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If You’re Not Using AI to Thoughtfully Address Customer Needs, Don’t Bother
Podcast Clips February 11, 2025David Edelman, author and former CMO at Aetna, shared his thoughts on how AI must be used to hear the customer and thoughtfully respond to their wants and needs.
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Some of the Most Valuable Customer Data Out There Isn’t Being Captured
Podcast Clips February 11, 2025David Edelman, author and former CMO at Aetna, discussed how some of the most valuable data for businesses is captured when their salespeople have face-to-face interactions with customers, stressing the need for including insights from these interactions in your broader datasets.
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What We Can Learn About Personalization from Netflix
Podcast Clips February 11, 2025David Edelman, author and former CMO at Aetna, discussed how brands like Netflix and Uber provide a valuable lesson for marketers on how to approach their own personalization efforts.
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Are Companies Squandering $3.5 Trillion in Brand Value?
Trends and Technology February 7, 2025The tension between performance marketing and branding has created a strategic paradox that threatens sustainable business growth. While company values are becoming more and more important to consumers when it comes to what they purchase, marketers are having an increasingly tough time explaining to C-level executives the nuanced, compounding value of investing in branded advertising.
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Why Your Brand Sucks at Personalization with David Edelman
On Scope February 6, 2025David Edelman, author and former CMO at Aetna, discussed why the uptake has been so slow for brands investing in personalization efforts, what’s needed to build a best-in-class personalization system, and the five promises brands can make to consumers through personalization.
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Infographic: Why Consumers Want to Be Part of Certain Brand Communities
Knowledge Partners February 4, 2025This infographic from Inspira Marketing analyzes several trends in consumer-brand relationships to determine what it is exactly that makes brand communities tick.
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Brand Loyalty Is a Complete Fallacy
Podcast Clips February 3, 2025Raja Rajamannar, chief marketing and communications officer at Mastercard, joined the On Scope podcast to discuss why it is completely unrealistic for marketers to expect consumers to be loyal to one brand. He also offered a solution for what to focus on instead.
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Fandoms & Passions: The Antidotes to Hyper-Fragmented Youth Audiences
Knowledge Partners January 29, 2025A comprehensive study across US, UK, and Germany reveals how brands can build lasting connections with Gen Alpha and Gen Z audiences by understanding and leveraging their passions and fandoms, with 74 percent feeling more connected to brands that share their interests.
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The B2B Flight to Customer Obsession Is Taking Off
B2B January 22, 2025Customer obsession is fast becoming the cost of entry for B2B marketers. Executives at customer-obsessed B2B companies report 28 percent faster revenue growth and 33 percent higher profit growth, compared to companies that are not customer-obsessed, according to a recent Forrester survey. But there is no one-size-fits-all formula for companies that want to become more customer obsessed, as there are multiple variables unique to each brand.
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The Responses That Customers Most Want to Their Complaints, by the Numbers
Money Slides January 21, 2025Professor Thomas Hollmann of Arizona State University shares the results of a study that reveals the ways in which consumers most want their complaints to be resolved by companies. Hollmann’s data goes on to indicate the frequency with which consumers feel that they receive those resolutions.
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The Rising Rate of Customer Dissatisfaction
Money Slides January 21, 2025Professor Thomas Hollmann of Arizona State University shares the results of a longitudinal study charting the incidence of consumers’ problems with products and services, which has been increasing significantly since 1976.
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The Products and Services Customers Experience the Most Serious Problems With, by the Numbers
Money Slides January 21, 2025Professor Thomas Hollmann of Arizona State University shares the results of a study that identifies the products and services consumers experience the most serious problems with, with those related to banking, automobiles, and computers and the internet ranking near the top.
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Customers' Most Serious Sources of Complaint, by the Numbers
Money Slides January 21, 2025Professor Thomas Hollmann of Arizona State University shares the results of a study that identifies the problems experienced with products and services that consumers regard as the most serious, with overcharges and excessive prices topping the list.
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New Choice Hotel Ad Campaign Highlights Additional Consumer Benefits
Marketing News January 16, 2025A new campaign from Choice Hotels, featuring comedian and actor Keegan-Michael Key, invites travelers to enhance their trip experience through the company's host of added benefits, including better hotel views and reasonable prices.
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A Crisis in Customer Service and Complaint Handling
Event Recaps January 16, 2025The 2025 National Customer Rage Survey reveals an all-time high in customer problem experiences at 74 percent, with nearly $888 billion in revenue at risk due to ineffective complaint handling and growing customer incivility.
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Brands Offer Relief to Those Affected by Los Angeles Wildfires
Marketing News January 13, 2025Relief efforts from brands are most likely just starting for what is expected to be one of the costliest natural disasters in U.S. history. Many brands are partnering with nonprofit organizations and local authorities in California to provide financial aid and other resources.
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This Transit Company Used Real-Life Rider Stories to Showcase Its Many Benefits
Multicultural Excellence Awards January 6, 2025GO Transit created a campaign that leveraged the real-life experiences of its riders to deepen engagement with Ontario’s rapidly growing immigrant population.
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U.S. Bank Highlights Unsung Heroes in Campaign Geared Toward Hispanic Americans
Multicultural Excellence Awards January 6, 2025U.S. Bank created a short documentary that highlighted the stories of untold heroes: young Hispanics who serve as the English translators for their older relatives.
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