The importance of product display is well-known to retailers, but new research suggests that, when faced with an assortment to pick from, consumers’ choices can be imperceptibly swayed by whether the items are displayed vertically or horizontally. A paper for the Journal of Marketing Research, A ‘Wide’ Variety: Effects of Horizontal Versus Vertical Display on …

There is an increasing expectation among the C suite that chief marketing officers (CMOs) will drive growth and create business value, but a new study suggests that CMOs themselves are uncertain as to how they can best deliver on this. The CMO Council and Deloitte surveyed more than 200 marketing decision makers across all industry …

Facebook CMO Gary Briggs says creativity and innovation will be key to site’s success over the next 10 years but he warns that there’s no point doing something new just for the sake of it. Why does a company with 1.79 billion users need a CMO? “It’s a question I get asked a lot at parties,” …

As new research shows British consumers are among the least likely to have their shopping decisions influenced by a loyalty scheme, brands are warned that loyalty now is about more than discounts and must focus on customer experience. Brands need to evolve their loyalty schemes to focus on customer experience and service, rather than discounts …

Creating Value with Big Data Analytics van de auteurs Peter Verhoef, Edwin Kooge, Natasha Walk (Routeledge) is bekroond tot winnaar van de PIM Marketing Literatuurprijs 2016. Het Platform Innovatie in Marketing (PIM) heeft dit dinsdagavond 6 december bekendgemaakt. De prijs voor het Marketingstudieboek 2016 is gewonnen door Karel van Alsem en Erik Kostelijk met het …

I’m a bit of an Ikea fanboy. I can’t remember an ad in the recent past that I didn’t like. The so-bloody-true iconic earworm “kitchen at parties” rings in my mind weekly, the epic observed beauty of “Beds”, the scale of shirts flying to sell storage, for God’s sake. It’s like reeling out tracks to …

Dat constante ontwikkeling noodzaak is om als marketeer voorop te kunnen lopen is mij al jaren duidelijk. Onlangs heb ik het in een officieel jasje gestoken door mijzelf te laten certificeren als Senior Marketing Professional via NIMA. De term #nevergrowup is één van mijn motto’s. Het zit volledig vervlochten in al mijn werkzaamheden en in …

The marketing industry recently received some sobering news. A study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating. Its summary is clear: “We’re in the privileged position of being at the forefront of technological change within this industry. (….) Unfortunately for us, it’s …

The marketing application of behavioral economics can mean more accurate insights and more satisfied customers Behavioral economics and marketing have had a natural connection for decades. Marketing has a heritage of understanding consumer decision-making behavior and its departures from purely rational choice. For example, brands are believed to “shift the demand curve” that relates price …