As behavioral economists know, Adoption of new choices requires breaking consumer habits. In this way, marketing is fundamentally about disruption.
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.
Sep
1
Is brand awareness a useful research measure in an era of digital and shopper marketing?
In: behavioral economics, branding, digital marketing, market research, marketing, retail, shopper insights, shopper marketing, social media
9 Comments
I’ve always had a love-hate relationship with measuring brand awareness, especially aided awareness. What a CPG marketer really wants to know is how to get their brand noticed at retail.
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
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;
Apr
16
Marketing insights into how we decide
In: behavioral economics, branding, marketing, Uncategorized
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.