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- Feed Preview Brian Spaid, PhD
Affiliate Marketing
We’ve talked about how search advertising and display advertising can be used by marketers to communicate offerings and drive transactions, but there’s another way to do this by involving onl...
Important Questions about Online Experimentation
To supplement our reading this week. I wanted to highlight on some important points that the article brings up, but I feel deserve a bit more time and explanation. Why do most online experiments ...
How Email Technically Works
For this video I thought I’d get a little technical. You already know the basics of how email marketing works because by now you have likely earned your HubSpot Email Marketing Certification, b...
Retail Site Location
09. Retail Site Location Evaluating Areas for Retail When a retailer needs to evaluate areas for potential siting of a brick-and-mortar location, there are four main considerations that must be m...
What is Strategy?
In 1996, Michael Porter, a professor at Harvard Business School, wrote a seminal article on business strategy. The article was titled What is Strategy? and Professor Porter did a pretty excellent...
Retail Sustainable Competitive Advantage
As was mentioned in the previous video, part of an effective strategy is creating “fit” among a company’s activities. When that fit is executed well, the firm usually is able to build a s...
Retail Locations
Like the old real estate adage, the three most important things in retailing are Location, Location, Location. It may be partially tongue-in-cheek, but there is a lot to it. That’s because loca...
Merchandise Retailer Types
03. Merchandise Retailer Types Retailers sell products. That’s what they do. But we have to make a distinction of what type of product a retailer sells. You see, while you you might envision a ...
The Long Tail is a Power Law
So I’d like to introduce you to a friend of mine. His name is George. George Zipf. Besides having an exceedingly cool last name, George here was a pretty smart guy. George studied at Harvard an...
Retail Research
Retail research is something that all retailers should engage in, no matter how big or small. In this presentation, I’ll share why it’s important to do retail research, what the typical retai...
Retail Research Methods
In this video we’re going to look at the various ways that retailers can understand more about the customer to help anticipate needs and desires, discover the points of engagement and friction ...
Retail Loss & Prevention
Store managers are responsible for two very important assets: real estate, or the physical store, and employees. It’s no coincidence that these two are also the largest expenses any store manag...
Infographics
So what are infographics? You may have heard this term before as it’s something that comes up quite a lot within digital marketing. You may have even seen some examples before. They are the com...
Data Visualization
Data visualization is the practice of placing data in a graphic format to help convey the data’s significance. We also use the term data visualization to refer to the graphic itself, so it’s ...
Ethical Traps in Digital Marketing
In this video we’re going to talk about four ethical traps that could potentially ensnare digital marketers on their road to success. Then we’ll wrap up the discussion by looking at how firms...
Laws Impacting Digital Marketers
If you’re engaged in digital marketing, there’s a good chance you could make a decision that could put your firm in legal jeopardy if you’re not careful. In this video, I’ll go over some ...
Store Design
When retailers design their brick-and-mortar locations, they have to keep a number objectives in mind. We’ll cover each of these. First, is implementing the retailer’s strategy. The primary o...
Visual Merchandising
Have you ever been shopping in a store and found yourself moving from one product display to the next, completely entranced in the shopping experience, where the products just seem to invite inte...
Embedding Value with Service
We typically divide products into two types: goods products like a new laptop, and service products, like service on that laptop after you spill your soda on it. Of course, goods products are t...
Service Gap Analysis
Retailers want to ensure that their customers are satisfied with the quality of service they provide. A satisfied customer is far more likely to be a loyal customer after all. But what determines...