From optimizing customer value to strengthening brand management, leaders must grapple with thorny marketing challenges. Get advice from MIT SMR experts on crafting sound marketing strategy and maximizing ROI.
Marketing
How Direct Mail Delivers in the Age of Digital Marketing
Direct mail is reemerging as a profitable marketing channel as digital ad clutter fatigues consumers.
Most Recent Insights from MIT SMR
More Marketing Insights from MIT SMR
Analytics & Business Intelligence
How a 160-Year-Old Startup Uses AI: The Heineken Company’s Ronald den Elzen
This Me, Myself, and AI episode features Heineken’s Ronald den Elzen in conversation with hosts Sam Ransbotham and Shervin Khodabandeh.
Marketing Strategy
The Pitfalls of Nickname Branding
Research shows that customers are less responsive when companies use brand nicknames in their marketing efforts.
Supply Chains & Logistics
Cutting Last-Mile Delivery Costs
Boost profitability and customer satisfaction with strategies that cut subscription services’ last-mile delivery costs.
Sustainability
The Myth of the Sustainable Consumer
Research reveals eight types of consumers, whose commitment to and willingness to pay for sustainable products varies.
Sustainability
Tapping Into the Hidden Consumer Demand for Sustainability
How companies can take advantage of the vast commercial opportunity presented by customer demand for sustainable solutions.
Platforms & Ecosystems
Immersive Commerce: Early Lessons From Walmart
The retailer’s experiments in immersive commerce offer marketing leaders lessons on reaching a new set of consumers.
Customers
Artificial Intelligence Disclosures Are Key to Customer Trust
Experts in artificial intelligence debate if organizations should disclose how AI is used in products and services.
AI & Machine Learning
How GenAI Changes Creative Work
Generative AI is already affecting how creative professionals work. Prepare now for more disruption.
Marketing Strategy
Five Essentials for Marketing Performance Measurement Systems
Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.
Digital Marketing
The Surprising ROI of Small Online Influencers
Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.