Make It Easy, Then Make It Easier

The importance of understanding the customer perspective has been around a long time in marketing. In fact, some of the biggest figures in marketing were the most prominent voices promoting the perspective of the customer. Read more →

Surprises Help Ads Get Noticed

As marketers, we spend a lot of time thinking about how people direct their attention as they go about their day. This is an important question because the majority of information that reaches the senses gets ignored. Read more →

The Psychology of Advertising and Sales

Marketers are often tasked with the challenge of estimating the long term impact of marketing and advertising on sales. This is a difficult question of course, with many factors coming into play including the size of the brand, advertising spend, competitors advertising spend, the advertised message, and more. Read more →

The Biggest Problem Marketers Face? Brand Unawareness

The pathway from being initially aware of a brand to buying that brand can be complex, and it differs for different brands. Some customer journeys might be best captured by a three stage path from awareness to purchase while others might have a five stage path that includes repurchase, and so on. Read more →

What to Do When Your Customers Aren’t Shopping

A recent study by the Ehrenberg-Bass Institute of Marketing Science found that only 5% of big ticket item shoppers are in the market at any given time. This finding points out a big difference between the way consumers think about high involvement purchases. Read more →

5 Keys to Advertising Effectiveness

There are a lot of important considerations marketers need to keep in mind to ensure that their advertisements are effective at shaping perception and creating sales. These considerations generally vary in their effectiveness, so we’ve pinpointed five key consideration for making great effective ads. Read more →

Your Brand in the Mind of the Customer

When we talk about “brand” we’re often talking about the perceptions that our customers or audiences have about our product. And as marketers, we understand that the customer’s perception is shaped by many factors, like the logo, the packaging, the advertising, and the experience surrounding the product. Read more →

Why We Pay Attention to TV

Marketers are keenly interested in the amount of attention received by their advertisements, yet they’re also aware that attention is difficult or sometimes impossible to measure. Read more →

How to Increase Ad Recall

Research from the University of Amsterdam affirmed that viewers who were exposed to ads where a specific product was shown had higher recall and affinity for the product shown in the ad. Of course, this doesn’t come as a surprise and we’d hope to see that exposure would make an impact. Read more →

Why That Ad Sucks: Marketing and Memory Science

Only 16% of advertising is remembered and correctly attributed by consumers. Yes, you read that right. Consumers don't remember the majority of ads they see, and when they DO remember the ad, they can only identify the brand 40% of the time (Sharp, 2010). Read more →