Traditional marketing theory tells us that the purchase is the successful outcome of consumer-directed messages that create awareness which begets interest, desire, and action.
what happens when that is wrong? What does marketing do when it STARTS “store back” with the purchase? Based on shopper insights research, I believe that, for grocery products, over half of first-time purchases are unplanned;
Jul
27
What if it all STARTS with the purchase?
In: advertising, behavioral economics, market research, marketing, retail, shopper insights, shopper marketing, social media
5 Comments
Apr
16
Marketing insights into how we decide
In: Uncategorized, behavioral economics, branding, marketing
4 Comments
The decision before the decision might be the more important one for marketers. Marketers need to learn about the opportunities inherent in influencing what are called second-order decision strategies.
Apr
5
A behavioral economist might offer, “It’s not your survey that’s a delicate instrument, it’s the human mind!” The challenge to producing consistent and reliable marketing research data goes well beyond sample representativeness. Marketing researchers need to think more like Behavioral Economists.
Sep
1
Trust is the easier part of the branding equation. The harder part of branding-building is creating desire for YOUR brand. Brands are delisted by retailers not because of lack of trust but when they are viewed as redundant.