Advertising, Audience, Discount and Social Capital

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Audience

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Social Capital

With Tweet-to-Buy, American Express Values its Community at $10

Harvard Business Review

FEBRUARY 13, 2013

When companies like American Express offer discounts, they often justify the spend by referring to the Customer Lifetime Value (CLV). The company is better off offering a discount today, because that will likely increase the customer's loyalty, and loyalty increases the CLV. The Future of Advertising An HBR Insight Center.

Advertising

Advertising Discount Media Customer Loyalty

Marketing Is Dead

Harvard Business Review

AUGUST 9, 2012

Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Help them build social capital. Traditional marketing often tries to encourage customer advocacy with cash rewards, discounts or other untoward inducements. But they are. The evidence is clear.

Marketing

Marketing Social Capital Media Influence

Leadership Digital

With Tweet-to-Buy, American Express Values its Community at $10

Marketing Is Dead

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