How to split your marketing budget between customer acquisition and retention activities?

In any industry, customer acquisition and customer retention don't increase indefinitely as marketing spend continues to increase. One hits a ceiling (depending on industry to industry) even though marketing spends continue to increase. This brings an entrepreneur or a marketing leader to an important question: how can one determine the optimal way to split marketing …

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What is changing in the television experience?

People are no more watching television in the same way they used to watch television five years ago. Today, most viewers are using their smart phones and tablets while watching television. These devices are called second screens, as viewers are using these devices as a companion while watching the primary screen or the first screen - Television. If the television content …

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Google and P&G on ZMOT

According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. The term "First …

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What’s happening in Online India?

The Nielsen Global Online Shopping Report looks at how consumers shop online: what they intend to buy, how they use various sites, the impact of social media and other factors that come into play when they are trying to decide how to spend their money. More than eight out of ten Indian online consumers plan …

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Brand Equity Models

Brand Equity is measured based on how well the brand is recognised and favoured over its competitors.  It is the added value endowed on products and services. The value-addition may be reflected in the way consumers think, feel, and act with respect to the brand as well as in the prices, market share and profitability …

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