In commodity markets, multiple vendors sell exactly the same things. But not all brands are equally successful. How come? What factors drive customers’ preferences in commodity markets? How does a successful brand differentiate itself from all the others? In a visit to a street market in Sommières, France, I noted two vendors selling olives, sun-dried …
“How does the user experience impact content?” A marketer from TD Ameritrade posed this question, one of the Top 100 Questions on content marketing. As you plan marketing for the year ahead, adapt to customers’ changing preferences and media habits to ensure your brand remains relevant and visible. How are people’s media habits changing? Among …
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It’s a fact that the customer experience is vital for businesses to succeed. Great customer experiences create loyal clients, who in turn are your best advocates and keep your customer turnover low. Do you ensure great customer experience in times of change or uncertainty? Crises, mergers, and acquisitions can confuse clients or, worse, scare them …
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