Using Homophily For Social Network Marketing

Social Networks and their Economics cover

The following is an excerpt from Social Networks and their Economics: Influencing Consumer Choice. Published under license from John Wiley & Sons, Inc. One of the most common observations when analyzing social networks is that people who are connected with each other tend to be similar, whether this is because those who are similar connect [...]

Pater Semper Incertus Est

Cool is for Fools book cover

The following is an excerpt from Cool is for Fools: The Poetry of Marketing. Marketing outcomes never know who their fathers are. Despite efforts to quantify, to track, to measure, to assign parent-child relationships, to “go to the source,” and to “create real metrics,” marketers are confounded by a basic fact: In a complex world, [...]

Social Media Campaigns by the Numbers

Social Media Marketing book cover

The following is an excerpt from  Social Media Marketing All-in-One For Dummies. Published under license from John Wiley & Sons, Inc. In spite of the hype, social media is, at its core, a form of strategic marketing communications. As a business owner, you must balance the subjective aspects of branding, sentiment, good will, and quality [...]

Radio: The Forgotten 3.7 Trillion Impression Medium

Mike Dougherty of Jelli

Romi Mahajan, co-founder of Research Access, recently interviewed Mike Dougherty (pictured above), CEO of Jelli, a cloud-based ad platform for the global radio market. Q: Mike, tell me about radio.  I will admit not many folks are talking about it nowadays. All I hear is “social, mobile, digital.” A: Radio continues to be a fertile [...]

Cookies Will Be the Next Victim of the Mobile Revolution

Safari logo

No, we are not talking about Girls Scout Cookies. We are talking about the data stored on your machine by websites when you surf using a web browser like Chrome, Firefox or Internet Explorer. As you browse, each website stores pieces of information, in order to provide you with functionality such as remaining logged in [...]

Using a Virtual Simulation to Create Next-Gen Marketers

Muzzy Lane software screenshot

Every year thousands of students enter college with a focus on developing skills, and ultimately a career, in marketing.  This subject presents special challenges for instructors to teach, since no small amount of marketing is trial and error, or making a judgment based on past experience.  So how does a motivated student leave school prepared [...]

The HUMAN Brand

The Human Brand book cover

When Domino’s Pizza launched a new pizza recipe in late 2009, CEO Patrick Doyle took the unusual step of appearing in TV commercials to offer his humble apologies that Domino’s old recipe hadn’t been very good. In the first quarter of 2010, Doyle’s heartfelt requests for a second chance from his customers earned Domino’s the [...]

Do Emotions in Advertising Drive Sales?

TV watcher laughing

At the 2013 ESOMAR Annual Congress in Istanbul, Nick Langeveld and Rana El Kaliouby of Affectiva discussed their research with Mars into using facial coding to understand the relation between emotional ads and sales effectiveness. “Good ads solicit strong emotion: happiness, surprise, even crying a little,” said Nick. “But does that emotion translate into a [...]

What Market Researchers Can Learn From Sales Professionals

Kathryn Korostoff

When planning a sales effort, there are a lot of different ways to contact the other party to request a meeting.  You could call them, send a text, send an email, or contact them on Skype.  You can even, in some cases, decide to do an in-person visit. But what do you think a great [...]

Ethical Marketing

To Thine Own Self - Honesty in Marketing

It’s hard to imagine a truly conscientious marketer who won’t be delighted and energized by the ideas in Romi Mahajan’s newest book, To Thine Own Self: Honesty In Marketing. Romi comes out slugging like George Foreman. He ruthlessly questions the marketing status quo: Should Martin Luther King Jr.’s birthday, the only US holiday that celebrates [...]