Harvard Business Review

OCTOBER 1, 2018

Blockchain has important implications for marketing and advertising. But according to The CMO Survey , only 8% of firms rate the use of blockchain in marketing as moderately or very important. This combination creates a natural barrier to entry and has likely caused marketers to take a “wait and see” approach.

Marketing 9

Marketing Advertising Technology Content 9

Harvard Business Review

APRIL 15, 2016

So when the messaging service WhatsApp entered the market, in 2009 , allowing users to send messages to anyone for free and regardless of their mobile carrier, people gravitated toward the platform. WhatsApp was originally marketed as an app with one purpose: messaging. Direct messaging is the next frontier in digital marketing.

Brand 8

Brand Real Estate Apparel Content 8

Harvard Business Review

SEPTEMBER 22, 2011

TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. In most larger companies, you'll need to generate roughly 200+ responses per operating unit per period. One direct marketer learned this the hard way. Processes and tools for understanding root causes.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

SEPTEMBER 12, 2017

By buying Whole Foods, Amazon gets virtually limitless possibilities to test products and services, test price points and assortment interactions, redefine the price perception for organic and healthier foods, merge offline and online shopping experiences, and perhaps test home delivery or store pickup with ideal early adopters.

Price 8

Price Retail Competitive Advantage Long-term 8

Harvard Business Review

MARCH 14, 2017

Loyalty programs have proliferated across travel, retail, financial services, and other economic sectors. household participates in 29 different loyalty programs, according to the 2015 Colloquy Loyalty Census. Loyalty programs are ripe for some kind of disruptive innovation that would make them easier to use.

Loyalty 10

Loyalty Customer Loyalty Travel Hotels 10

Harvard Business Review

MARCH 12, 2014

Already, the scale of data collected by early adopters of this technology is staggering. Marketing. Operations. The difference between how firms operate their businesses today and how these efforts will change with location analytics is profound. not visiting competitor venues).

Retail 8

Retail Customer Intimacy Apparel Wireless 8