Getting Closer to the Youth Market


On March 25, 2015, ESOMAR took time to promote their upcoming summer academy. Part of the festival of learning will include deeper insights into cross-generational branding. Joeri Van den Bergh, of InSites Consulting, and author of the book How Cool Brands Stay Hot, provided a first glance at the topic. Millennials, or those presently aged […]

Harnessing the New Marketing ATOM


To start 2015, we are featuring some “Lost Gems” from 2014 — some great posts from other blogs that deserved to get wider notice than they did the first time out. The truly transformational part of marketing in a digital age is that brands can now become Media, attracting their own audiences. The transformation follows […]

Brand New MR – Marketing for Market Researchers

Brand New MR - ties infographic

I was lucky enough to be invited to speak at the inaugural IIeX Insights Marketing Day in New York City in September. Having spent the best part of 15 years doing marketing within the insights industry, this event was like Christmas and Birthday rolled into one for me, with an added Greenbook ribbon! Who would […]

Marketing Spending to Increase 5.2% in 2015, Say CMOs

Budget concept - Pie chart on a stock chart with a budget

Laura McLellan and Andrew Frank, both of Gartner, took time on December 10 to share results from their Chief Marketing Officer study, focusing on marketing spending trends for 2014 and 2015. Dare I say that most of us work for a CMO directly (or indirectly through client relationships), so this is relevant for market researchers. […]

Marketing to Lapsed Customers to Prompt Repeat Business

Marketing lapsed customers

Though brand switchers are often the target of sales, I find that the biggest boost can come from brand loyals. What are ways to bring back customers whose interest has waned? As part of a project with a medical supplies company, I took aim at just that group. At the time of the study, the […]

Top 10 Marketing Trends for 2015

marketing trends for 2015

For the past 30 years, Brand Keys, a brand loyalty and customer engagement research consultancy, has conducted a year-end examination of our validated loyalty and engagement metrics, collected from over 100,000 consumers who participated in one of the predictive surveys we conduct each year. This retrospective – subsuming more than 150 B2B and B2C categories […]

An Experiment to Improve Email Click-Through Rates

E-mail @ symbol

On November 12, the analysts at Marketing Experiments presented results from a recent experiment that showed it was possible to improve click-through rates by leveraging design changes to the outbound email. The product under consideration was a home music system. The control featured a soft approach which downplayed the product and showed a happy and […]

Marketing Strategy Success Comes from Knowing Your Customers

Marketing Strategy

I just read a study from Fournaise Marketing Group, a London consultancy, about the challenges we marketers have gaining credibility for our initiatives with C-Level management. Three issues particularly interested me: We talk too much about brand, not enough about revenue. 77% of CEOs say marketers talk about brand, brand values and brand equity but […]

Oil Your Marketing Gears to Reduce Conversion Friction

Hands of mechanic, who lubricates car engine © Pavel Losevsky -

On October 8, the “mechanics” at Marketing Experiments taught us a lesson that auto enthusiasts embrace – for optimal engine performance. we need to reduce the friction between moving parts. Just as oil is the blood of an engine, and has the major purpose of making parts move easier, marketing communications greases the passage of […]

Optimizing PPC Campaigns by Better Understanding Connotation and Motivation

Two laboratory test glass containers with blue liquid test samples

On September 10, the crew from Marketing Experiments asked a very pertinent question: How can we change our Pay-Per-Click (PPC) ads to improve their impact? In classic Marketing Experiments fashion, the speakers presented multiple ads with slight variations in the traditional A/B test format. Below is an example of some of the ads they tested: […]