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The Beneficiaries of Attribution: Search & Social

Research from from AdRoll and Econsultancy found that search marketing and social media marketing were the most likely to increase rather than decrease as a result of attribution data.

More from MarketingCharts:

Are Your Customers Telling Their Stories?

A lot of life science companies tell the stores of their customers but do so very ineffectively. Case studies are a great example. We commonly use case studies to tell the success stories of our customers and provide validation of our product. They work – case studies are great in many ways – but they’re not the best way to tell a story.

The problem? You – that is, your brand – is telling the story.

A research team from the MIT Sloan School of Management found that exposure to consumer-based storytelling increases purchasing consideration by 32% (caveat: in the short term; the study did not look at long-term results) and that these stories increase both trust and the connection that customers perceive to have with the brand. In all of these cases, however, the perceived authorship makes a big difference. The study found that “consumer-authored stories and stories jointly authored by consumers and companies had similar levels of impact — and both had more impact than stories authored by companies alone.”

Stop telling your customers’ stories for them; empower them to tell those stories themselves, then take those stories and ensure they get the appropriate exposure. Then your stories will really influence purchasing decisions.

More on this topic from MIT Sloan Management Review:

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The Key to Business Model Diversification

Innovation is no longer about simply continuing to evolve your product and service offering. The leading companies are finding new ways to create and monetize value through new business models. Figuring how when and how to undertake a diversification in business models is no simple task, however. A research team at City University of London’s Cass Business School has proposed a framework based on answering three questions:

• What should you consider when thinking about business model diversification?
• In deciding to add a new business model to your portfolio, how can you assess and optimize its value?
• How should you modify your business model portfolio over time?

In brief, they argue that business model diversification should be primarily about synergies. Sharing resources between business models. Business models that build on the value each other create. Achieving economies of scope. Increasing capacity utilization. Synergies are what drive performance in business model diversification.

More about business model diversification can be found in their article in the MIT Sloan Management Review:

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Platelet-rich plasma (PRP): Moving Towards a Brighter Future

#Platelet-RichPlasma (PRP) is derived from blood. It is produced when the human blood is spun down and platelet-rich plasma is separated that have a concentration of platelets above the normal values. Platelets help in blood clotting as well as enhance the healing of tendons, muscles, and ligaments.

Get Sample Copy of PRP:

#Platelets are extremely rich in healing factors and connective tissue growth.

The major factors that enhance the market growth are growth in geriatric population, increase in the incidence of sports and orthopedic injuries, rise in a number of cosmetic surgical procedures, technological advancements, and increase in awareness regarding #PRP therapies. However, difficulty in quality control of test results, thereby restrain the #MarketGrowth.

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Well that was brave...

Was doing some distributor research for a client and came upon a Korean company called Life Science Laboratories, Inc. Perhaps their logo looks a little too familiar.

File this under: things we would not recommend attempting.
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