This is like saying that every first date from digital dating sites (eg. eHarmony) results in marriage. And the marriage analogy is huge in marketing theory. Our favorite is by Dwyer,Schurr and Oh (1987). They debunk the marketing myth of the”one night stand” in favor of the paradigm of”long term marriage.” Just as a marriage takes place after much due diligence on both sides, so does complex B2B and B2C purchases. Lisa Gevelber of Google explains how one customer searches 900 times, at different websites,before deciding to lease a particular car.Read: The Car-Buying Process: One Consumer’s 900+ Digital Interactions.
Category Archives: Future
Big Data at work: Surgeon ratings by patient outcome data available online
Surgeons ratings by patient outcome data is now available online. ProPublica unveiled the Surgeon Scorecard recently for 8 elective procedures. People check online ratings all the time and for major stuff like knee replacements you can bet that patients will research online. We already have specialized ratings doctors,lawyers, restaurants (Yelp), airline routes (Routehappy), vacation tripsContinue reading “Big Data at work: Surgeon ratings by patient outcome data available online”
“Awkward” money moments avoided: Tenth Yale Customer Insights Conference 2015
The Tenth Yale Customer Insights Conference 2015 (#YaleInsights15) continued to excel and evolve by connecting thought leaders in marketing practice and academia. And it is a lot of connecting to do as technology innovations allow digital marketing and consumer behavior to change faster than ever before. A big idea that came up at the conferenceContinue reading ““Awkward” money moments avoided: Tenth Yale Customer Insights Conference 2015″
B2B Buying Center members getting younger
If you have enabled demographic reports on your B2B marketing website in Google Analytics, you would have noticed it: there are lots of visitors from the 18-24 and 25-34 age group. We would not be surprised if you sell some non-glamorous industrial product (eg. valves or switches.. with no offence to readers from these industries)Continue reading “B2B Buying Center members getting younger”
Dentists beware: folks are ordering braces online
The news that many folks are actually ordering dental braces online is shocking for dentists and is an example of a service that you thought was “inseparable,” but is actually getting separated at the individual customer level. For sure not everyone will be ordering dental braces online and bypassing the dentist, but almost everyone willContinue reading “Dentists beware: folks are ordering braces online”
Why is it hard to engage your organization in social media content creation?
How to engage your organization in social media content creation? is a challenge for most organizations. Call it the legacy of the old industrial world, you joined a large organization and hoped to keep your job for life. The formula was ” keep your head down” , “keep your mouth shut” , “stay out ofContinue reading “Why is it hard to engage your organization in social media content creation?”
If Scotland secedes from the UK what will happen to exporting scotch?
Nine out of ten bottles of scotch whiskey is exported out of Scotland at the rate of 36 bottles a second!. The industry supports 35,000 jobs in Scotland and has intricate distributor relationships across the world that provide employment to many thousands more, worldwide.Through vigorous lobbying over a century, the industry has ensured that noContinue reading “If Scotland secedes from the UK what will happen to exporting scotch?”
Burger King, Tim Hortons coffee and Budweiser beer -will consumers care ?
The proposed takeover of Tim Hortons by Burger King (BK) has left large sections of Americans and Canadians aghast. For just as Burger King is quintessentially American so is Tim Hortons a storied and beloved Canadian brand. There is a general sense of dismay among pundits accross both sides of the border for Americans feelContinue reading “Burger King, Tim Hortons coffee and Budweiser beer -will consumers care ?”
American Time Use Survey 2013 : Where is Computer, Mobile use?
Today a TV announcer was hesitantly happy that Americans are reportedly watching 2.46 hours of TV a day, (up 11 minutes) from 2003. This from the Wall Street Journal story about the 2013 American Time Use Survey (ATUS) of the Bureau of Labor Statistics, US Department of Labor. The hesitation to celebrate, that TV isContinue reading “American Time Use Survey 2013 : Where is Computer, Mobile use?”
2014 Yale Customer Insights Conference takes stock of the Digital Age
As expected the 2014 Yale Customer Insights Conference (#YaleInsights14) last weekend turned out to be hugely useful as it took stock of the Digital Age. Billed as "where leading thinkers and doers come together to advance the knowledge frontiers of evolving customer behavior" … this time all the practitioner (doer) talks were on Friday alongContinue reading “2014 Yale Customer Insights Conference takes stock of the Digital Age”