Concept testing and choice experiments throw the insight that consumers are creatures of habit out the window. We force people to tell us if they are interested in a particular new product idea without studying how to disrupt existing consumer habits and rituals.
May
24
Jan
17
Why advertisers do not measure digital advertising effectiveness correctly
In: advertising, digital marketing, market research
1 Comment
We are measuring the wrong thing when it comes to digital display advertising. We are still focused on a DR model of digital advertising when the total effect of digital advertising is about 10 times greater than can be accounted for by the click!
Dec
13
Eight guidelines for real time marketing
In: digital marketing, market research, marketing, media, social media
2 Comments
Most marketing organizations are not equipped for real time marketing but are structured for annual or semi-annual planning, budgeting, and executing. That tension is only going to grow. Here are eight guidelines for real time marketing.
Nov
29
How to create brand led shopping
In: advertising, behavioral economics, market research, shopper marketing
5 Comments
Introducing a new concept called brand led shopping which gives advertising an integrate shopper and consumer purpose. Touchpoints must be used strategically as they are not interchangeable in this new model.