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Marketing

Organic vs. Paid Advertising? Inside the Mind of An Online Browser

Press Release | August 25, 2014

New research by Columbia Business School offers rare insights into what consumers are thinking when they land on the search engine results page

Topics: Marketing, Media and Technology | Read Article

4 Things Target’s New CEO Brian Cornell Needs To Do

Media Mentions | July 31, 2014 | USA Today

Prof. Mark Cohen says in order to recoup business, Target needs to get back to offer cutting-edge apparel and home merchandise that defined and differentiated the brand a decade ago.

Topics: Leadership, Marketing, Organizations, Strategy | Read Article

Facebook’s Next Battle Is Wrestling Your Credit Card Number from Amazon

Media Mentions | July 24, 2014 | Money

Prof. Oded Netzer says more and more companies are realizing that it’s an uphill battle to make advertising profitable on social networks.

Topics: Marketing, Media and Technology | Read Article

What Products Sell Via Mobile? New Research Provides Clues

Media Mentions | July 18, 2014 | Mobile Marketing Watch

Research by Profs. Miklos Sarvary and Andrew Stephen shows that mobile display advertising is most effective when the product has already been marketed on other media.

Topics: Marketing, Media and Technology | Read Article

Pop Up Ads Lack Impact

Media Mentions | July 18, 2014 | Marketplace Radio

Profs. Miklos Sarvary and Andrew Stephen’s research finds that pop-up mobile ads are most effective and memorable when marketing high-ticket items such as computers, cars, or refrigerators.

Topics: Marketing, Media and Technology | Read Article

Columbia Business School Releases Study on Mobile Ad Effectiveness

Media Mentions | July 16, 2014 | Retail Customer Experience

Prof. Miklos Sarvary says that while mobile display advertising can have a profound impact on consumers if targeted correctly, most companies are still using the “spray and pray” approach of simply putting the ads up and hoping they work.

Topics: Marketing, Media and Technology | Read Article

Mobile Ads: What Works, and What Doesn’t

Media Mentions | July 16, 2014 | Business News Daily

Research by Profs. Miklos Sarvary and Andrew Stephen shows that mobile display ads work best for practical products like household appliances but are less effective for luxury items and low-involvement purchases.

Topics: Marketing, Media and Technology | Read Article

Product Functionality Drives Mobile-Ad Effectiveness: Report

Media Mentions | July 15, 2014 | Mobile Marketer

Profs. Miklos Sarvary and Andrew Stephen’s research shows that consumers react best to mobile display ads promoting practical products that require careful consideration prior to purchase, such as cars or appliances, but that mobile display ads for luxury or pleasure-oriented products are largely ineffective.

Topics: Marketing, Media and Technology | Read Article

Smarter Ads for Smartphones: When They Do and Don't Work

Press Release | July 15, 2014

Study demystifies effectiveness of smartphone ads; offers marketers tips

Topics: Marketing, Media and Technology | Read Article

How Brands Are Using Your Best Instagram Shots for More Authentic Marketing

Media Mentions | July 09, 2014 | Fast Company

Olapic, a photo crowdsourcing platform for brands founded by Pablo Sabria ’10, is changing the face of ecommerce by allowing companies to incorporate customer social engagement into their marketing.

Topics: Entrepreneurship, Marketing, Media and Technology | Read Article