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I find it interesting we ask all the right questions,yet the answers many times are too ambiguous to be actionable. There are many reasons why we use these terms,however,ask yourself this question:When was the last time you created successful marketing based on “value”,“price”or “quality”? [...] In a consumer-centric society that desires instant gratification this is a confusing move. Think about the primary benefit for a video service:the latest movies conveniently accessed for a low price. The email not only does not speak to delivering this benefit,in fact it confuses the issue by stating members will have to maintain two different profiles on different web site to continue their membership with Netflix,er,Qwikster. [...] This is another blog in my journey to crack the code of consumer motivation. An answer I believe lives in the consumer’s mind – in a motivational cortex of sorts. A mindset deciding which marketing impulse to act upon,and which to ignore. Although this is not a new concept,consumer mindsets are rarely used based [...] Thinking through a consumer’s path to purchase a lot lately. Usually it starts with the funnel conversation. You know the funnel is a spiral,dead or in some cases a Yellow Brick Road (see Making the Purchase Funnel Fixation Personal). To be honest I am tired with the funnel debate. It seems to have turned into some zealous endeavor to find the next consumer thing —like digital people incessantly talking about Web 3.0. Okay,enough of the funnel. [...] Got tuna? If not,pay attention. A consortium of tuna brands and processors want to elevate the tuna —as a fish,as a meal,as a healthy ingredient to sustain life itself. Okay,maybe that was a little strong. Regardless,the new campaign,Tuna the Wonderfish,is attempting to elevate the tuna to a new level —to a milk,orange juice or cheese status. [...] As the debate rages on over who can harness the intricacies of modern marketing. The reality is the answer is not found in agency structure. Fundamentally each agency is structured very similar. They arranged into core disciplines,bound together through structure and processes,and supported by systems and training. All are important,but what binds people together is a consistent philosophy —a culture. The consumer culture. [...] | ||
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