Search Marketing Knowledge Center

Fandoms & Passions: The Antidotes to Hyper-Fragmented Youth Audiences

Knowledge Partners January 29, 2025

A 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, 2025

Customer 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, 2025

Professor 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, 2025

Professor 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, 2025

Professor 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, 2025

Professor 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, 2025

A 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, 2025

The 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, 2025

Relief 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, 2025

GO 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, 2025

U.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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