What Brands Learnt From The 2017 Election Campaign?

8 Marketing Lessons From Theresa May’s Campaign When Theresa May called the general election in April the polls were showing a lead for the Conservative Party of up to 20 points. It looked certain that May would get a much improved majority in parliament. However, during the course of the campaign the Conservative’s lead almost… Continue reading What Brands Learnt From The 2017 Election Campaign?

Why Should Marketers Target the Subconscious Mind?

Is our subconscious mind really in charge?   How many times have you noticed that you completed a task or arrived somewhere without thinking about how you achieved it? That’s your subconscious mind in action, making fast and automatic decisions with little or no conscious awareness of the decisions we make. Why does this occur?… Continue reading Why Should Marketers Target the Subconscious Mind?

Why Do Most Attempts At Behavioural Change Fail?

Most Attempts At Behavioural Change Fail! Behavioural change is not easy. Have you ever tried to change a long-standing habit or create a new habit? Perhaps you tried to give up smoking, eat fewer sugary foods, start taking regular exercise, or just spend less time on social media. It’s often difficult isn’t it and the… Continue reading Why Do Most Attempts At Behavioural Change Fail?

How To Use Behavioural Science To Boost Conversions

  Is Behavioural Science Key To Effective Marketing? In the book, The Growth Strategy That’s Being Ignored, Paul Rouke and other contributors argue that for conversion rate optimisation (CRO) to be a significant driver of growth a customer centric approach needs to be embedded into the company’s culture. This need to come from the C-suite down and… Continue reading How To Use Behavioural Science To Boost Conversions

Can Behavioural Economics Save Marketing?

OLYMPUS DIGITAL CAMERA

Marketing is a Discipline! In a recent podcast, Rory Sutherland, of Ogilvy and Mather UK,   said that the second client marketing departments are “reduced to ‘MarComs’ marketing is almost lost”. So why do organisations think marketing is solely about communications and not about behavioural change? Marketing communications is of course a fundamental element of the marketing mix, but… Continue reading Can Behavioural Economics Save Marketing?

Is It Time To Kill-Off The Conversion Funnel?

Does The Conversion Funnel Exist? The conversion or sales funnel is based upon linear models of decision making such as  A.I.D.A (Attention, Interest, Desire, Action). This ignores the reality that people don’t mindlessly go though each step in a mythical conversion funnel until they complete a purchase. People are highly connected and use their social networks extensively… Continue reading Is It Time To Kill-Off The Conversion Funnel?

Thinking, Fast and Slow – Favourite Quotes

Thinking, Fast and Slow by Daniel Kahneman: Every time I revisit Daniel Kahneman’s Thinking, Fast and Slow I discover new insights and learn more about human behaviour. I gleaned more from the introduction to this book than the entirety of many other books I’ve read. If you are in business or just interested in human… Continue reading Thinking, Fast and Slow – Favourite Quotes

Does Social Influence Drive Most Consumer Behaviour?

Can most of the things we buy really be the result of the behaviour and opinions of other people, whether openly or through covert imitation? This challenges conventional thinking about how people make decisions and common assumptions that most market research is based upon. However, many of these are false assumptions so isn’t it about time we… Continue reading Does Social Influence Drive Most Consumer Behaviour?

4 Common Myths About Consumer Behaviour

What Drives Consumer Behaviour?   Consumer behaviour is a complex process which behavioural economics is now helping us to better understand. However, most marketing theory about consumer behaviour is based around simplified models which are increasingly being shown up as not fit for purpose. As a result a number of myths have grown up about… Continue reading 4 Common Myths About Consumer Behaviour

The Psychology of Loss Aversion

Why do people suffer from loss aversion? As anyone who has bought stocks during a bull market will know, making a quick profit is great, but making a loss is difficult to stomach!  Behavioural scientists call this loss aversion. People are intrinsically afraid of losses. When compared against each other people hate losing more than… Continue reading The Psychology of Loss Aversion