Last night, eloquently supported by my colleague William Heath, I gave a master class on Volunteered Personal Information for the IDM (Institute of Direct Marketing). My concluding summary was: • We are in the midst of a once-in-a-century tipping point in the information flows in our society: from ‘top...
I’ve written about ‘the consumer decision-making revolution’ in today’s issue of Marketing magazine . If you’ve read my previous articles, I hope you’re beginning to get the picture. Information-flows (top down or bottom up?), metrics (are we measuring successful ‘influence’ or ‘alignment’), consumer...
OK. This is a real biggie. It’s about an error – a misperception – that pervades everything marketers do: their beliefs about how marketing works (and therefore what they are trying to do when they do marketing), how they seek to do it, and how they measure success. What’s more, like the evidence of...
I tried to do a summary of what the long-term effects of new discoveries in psychology might be on marketing here . If you're busy, I've also done a quick 8-point summary . The bottom line is very simple. There are lots of people out there touting the belief that, at last, companies are on the...
From what I can see, there are two very good ways of getting lost in the maze of psychology and human decision making. The first is to accept, at some level or other, the insane delusions of ‘rationality’ as invented by the economics profession. I say ‘at some level or other’ because many people dismiss...
A number of people have asked me what I read as background to my Marketing article on ‘predictably irrational’ consumer decision-making. Aside from various interviews I’ve done over the years, here is a list of the main books I’ve read in this arena. The first two books are game-changers in my view ...
So here’s the agenda for reinventing marketing I promised a while ago. First off, we need to recognise the core. Organisations apply knowledge and resources to supply individuals with products and services that are better quality and/or cheaper than these individuals can provide for themselves. This...
I wrote today in Marketing magazine about discoveries in psychology that are revolutionising our understanding of human decision-making. Many marketers are seizing upon these findings as grist to the mill of marketing’s prevailing persuasion paradigm . I think the opposite is true. As we dig deeper,...
When we say making and implementing decisions is the epicentre of consumer value, there’s one thing we need to be clear about. This is not – definitely not – a claim that somehow ‘consumers are changing’ in some fundamental, revolutionary way. Quite the opposite. There’s nothing new here at all. It was...
OK, I’m jumping ahead now, but I need to address the question asked in my last post. If individuals only really buy marketing that adds value from their point of view, can we define this value? If we shake off industrial age assumptions (that value is what companies embed into their products and services...
