Consumer Marketing

SUMMARY: For certain products, consumers would rather use a search engine to learn more about them and then go to see the products in person. Local search is a way for e-retailers to bridge this gap.

Find out how a multichannel jeweler connected online searches to in-store sales with an integrated, localized search engine optimization program. Includes creative samples of alert emails and SMS messages that let searchers reserve products before coming in to look. read the complete case study

SUMMARY: Ideally, prices should be set to maximize revenue. But if demand for a product changes, prices also have to change to reach total efficiency. How do you know if you’re setting the best price possible?

See how a major league baseball team tested dynamic pricing for tickets to home games. They sold 20% more tickets in sections where the dynamic pricing was offered -- but the program hasn’t been a grand slam. Find out how they managed challenges, set prices and sold more tickets. read the complete article

SUMMARY: "Lower-income shoppers are the fastest-growing income group in the United States and will generate $84 billion in incremental spending during the next decade." "During the third quarter of 2008, CPG spending and private label performance has improved, which is a trend being led by lower-income shoppers." view the complete research record

SUMMARY: Virtual events offer a less expensive way to reach thousands of potential customers in the U.S. and overseas. Here are 10 tactics, 3 strategies and some tips from three marketers on how to create successful virtual events. read the complete interview

SUMMARY: Social media helps marketers create more interaction with their customers. But sometimes, adding a single element -- like a blog or a forum -- isn’t enough.

Read how an outdoor sporting goods brand used insights from their blog to create a social network for their customers. They share their thoughts on the value of social media to consumer brands, and offer advice on designing a network and promoting it in multiple channels. read the complete article

While this is just one consumer’s complaint, it’s something to think about. “Rob” recently was quoted in a Consumerist post about how Amazon ruined his wife’s surprise Christmas present by sending email recommendations relevant to the gift he purchased.

His wife saw a subject line referring to the surprise gift (a TomTom GPS) on the couple’s shared Google homepage enabled with an iGoogle email widget showing recent emails.

I suppose one could argue that it’s... read the complete blog post