• Advertising,  Beauty,  Marketing Communication

    Mastering the art of the nudge

    As marketers, it’s our job to influence purchase decisions. Connecting with consumers with a relevant, customized message at the right time on the road to conversion is crucial. However, when we nudge them towards a purchase, we don’t want to rub them the wrong way. There’s a fine line between influencing and an invading someone’s privacy.

  • Branding,  Consumer behavior,  Marketing

    Why customer relationships should matter to marketers

    Consumer behavior dictates marketing strategies. It really is as simple as that. Fortunately for marketers, science shows that people are easily influenced at the subconscious level. With a little work, they can be persuaded at the conscious level if you can speak to their immediate pain points at the appropriate time in the customer’s journey. What companies do after they obtain their customers is even more important than the measures they took to reel them in. According to Rightnow Technologies, 73% of customers leave a brand because they are dissatisfied with customer service.

  • Consumer behavior,  Marketing,  Marketing Communication

    People are strange, when you’re a marketer

    It’s interesting to reflect on how the price of an individual’s privacy has plummeted over the years. I remember when Facebook first came out and users were reticent to give up their date of birth so they could register to be part of the social site. (I, for one, initially gave them a fictitious birthday. Later I corrected it when I realized it might be nice to have hundreds of ‘friends’ post on my wall and wish me a happy birthday.) Jump forward ten years, and we reflexively grant permissions and quickly click through user agreements without reading them, and without a second thought, to join online communities with our…

  • Advertising,  Consumer behavior,  Marketing Communication

    Is the ‘Hook’ harmful?

    In his book, Hooked, Nir Eyal explains the Hook Model – a formula he developed to explain why users of particular products feel compelled to keep coming back for more. The model consists of four progressive steps: trigger, action, variable reward and investment. It’s hard to think about the Hook Model without social media coming to mind. For many people, checking their social media accounts, such as Facebook and Instagram, have become as reflexive an activity as turning on the lights upon entering a room. While some experts say this addiction to online interaction is harmless, others refer to it as “digital heroin.”  Simon Sinek goes so far as to…

  • Beauty,  Marketing

    How do they do that?!

    I think the ultimate response from a customer is, “How do they do that?!”  How does that company provide such a high-value product (or service) at such a low price? It’s not often I experience this reaction to a brand, but I always highly recommend the brand when I do.