IESE Insight - Marketing

Super Bowl Sunday: Kickoff time for advertising

IESE Insight

With 1 in 4 viewers saying they tune in to the Super Bowl just for the commercials, the American football championship has become a major opportunity for advertisers. How are brands using the event? Plus: IESE's Iñigo Gallo recommends how to stay ahead of the trends.

How to design a Merry Christmas campaign

Sánchez-Lozano, Santiago; Antoja, Núria; Bernabé, Lluís What are the key features of a Christmas marketing campaign that will make the season bright? Three experts weigh in on what works for a holly jolly Christmas campaign.

7 steps to innovate amid high digital density

Pérez Balaguer, Jesús; Gregory, Robert Wayne; Zamora, Javier

How can companies create new value propositions in high-digital-density environments? Jesús Pérez Balaguer, Robert W. Gregory and Javier Zamora propose a seven-step methodology based on the "jobs to be done" theory.

Gear up for innovation and branding opportunities

van Everdingen, Yvonne; Hariharan, Vijay Ganesh; Stremersch, Stefan When sporting gear companies participate in major competitions, like Formula One, what they stand to gain depends on what they're already spending.

The five layers of a good digital experience

Ferrandiz, Luis; Villanueva, Julián; Balmaseda, Carmen User experience (UX) is the cornerstone of app and website profitability. This practical note breaks down the five key elements of UX design, taking Booking.com as an example.

Inspire, diverge, converge: 3 steps to better decisions

Stremersch, Stefan Business leaders are under more pressure than ever to resolve strategic dilemmas. Citing research contained in his book, IESE professor Stefan Stremersch proposes a three-pronged approach that can spur your organization toward greater profitability and success.

Experiential marketing: a way to get people talking

Gallo, Iñigo; Townsend, Claudia; Alegre, Inés Take a motorcycle: Is it a product, or is it an experience? If it's the latter, something lived on the open road, word of mouth is more likely to spread the message. This marketing trick now has research to back it, with a caveat.

How to get peak performance out of an innovation tournament

Camacho, Nuno; Nam, Hyoryung; Kannan, P. K.; Stremersch, Stefan Innovation tournaments have become a popular way to crowdsource new ideas from outside a firm. A study by IESE's Stefan Stremersch and colleagues reveals a surprising metric for tournament success, and why moderators may need to be cruel to be kind.

100 rules for better sales

Chiesa, Cosimo; Chiesa Ghio, Carlotta; Chiesa, Ludovica What are the essentials of sales? How can you sell more and sell better? Cosimo Chiesa's book runs through 100 maxims aimed at helping readers become effective salespeople and project enthusiasm in the digital era.

The mistake of allocating more resources to your best customers

Valentí, Albert; Srinivasan, Shuba; Yildirim, Gokhan; Pauwels, Koen Chances are, you allocate your direct mail marketing budget to your top customers and use email for everyone else. If so, you're doing it all wrong, according to a new study led by Albert Valenti.