"Marketing practitioners are divided on whether it’s necessary to understand why consumers behave the way that they do. One view is that understanding “why” enables marketers to develop appealing offers and messages to best match consumer needs. The alternative view is that “why” doesn’t matter when determining the effectiveness of marketing and ROI. Behavioral information is what’s required.
Basic consumer characteristics, such as income, assets and location, probably account for more than perceived product benefits and emotional needs.
Why invest significantly in understanding the consumer’s motivation when it’s costly, imprecise and not immediately linked to sales uplift? If the “why” question is important in today’s environment, how can it be proved in a behavioral way, such as in demonstrated sales impact?
Recent research findings related to mindset metrics and long-term marketing effects provide powerful support for going beyond immediate sales lift as the sole measure of marketing effectiveness. They give a compelling reason to measure consumer mindsets and incorporate the “why” question in comprehensive strategic marketing."
Basic consumer characteristics, such as income, assets and location, probably account for more than perceived product benefits and emotional needs.
Why invest significantly in understanding the consumer’s motivation when it’s costly, imprecise and not immediately linked to sales uplift? If the “why” question is important in today’s environment, how can it be proved in a behavioral way, such as in demonstrated sales impact?
Recent research findings related to mindset metrics and long-term marketing effects provide powerful support for going beyond immediate sales lift as the sole measure of marketing effectiveness. They give a compelling reason to measure consumer mindsets and incorporate the “why” question in comprehensive strategic marketing."
No comments:
Post a Comment