NEW brain research part 6: Can you relate to marketing?

March 22, 2010
new-brain-research-part-6-can-you-relate-to-marketing

Note: This is part 6 of a slightly deeper blog series that probes the depths of the brain in search of better marketing.
The decision that someone is a friend or foe happens quickly and impacts brain functioning…[I]nformation from people perceived as “like us” is processed using similar circuits for thinking of one’s own thoughts.
- David [...]

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NEW brain research part 5: Autonomy and irrational decision-making in marketing

March 15, 2010
new-brain-research-part-5-autonomy-and-irrational-decision-making-in-marketing

Note: This is the half-way point of a slightly deeper blog series that examines theories of behavioral motivation.
Forty-eight percent of consumers today now believe they have the right to decide whether or not to receive advertising.
- Forrester Research
Who’s in control?: marketers or consumers?…reason or impulse? The Internet has swung the pendulum of control away from [...]

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NEW brain research part 4: Nothing’s certain but death, taxes and marketing

March 8, 2010
new-brain-research-part-4-nothings-certain-but-death-taxes-and-marketing

Note: This is part 4 of a 10-part series that examines theories of behavioral motivation.
Feeling and longing are the motive forces behind all human endeavor and human creations.
- Albert Einstein (one of Maslow’s self-actualized research subjects)
What implications does new brain research hold for marketers? What makes us tick? Is everything that’s taught in marketing school [...]

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NEW brain research part 3: Become a marketing status symbol

March 1, 2010
new-brain-research-part-3-become-a-marketing-status-symbol

Note: This is part 3 of a 10-part series that examines theories of behavioral motivation. Part 1 introduced David Rock’s SCARF model from “Your Brain at Work”, and part 2 went deeper into Maslow’s work that Bob Gilbreath uses as a backdrop for his “Marketing with Meaning” book.

If we want to connect meaningfully with people, [...]

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NEW brain research part 2: Setting the record straight on Maslow’s theories

February 22, 2010
new-brain-research-part-2-setting-the-record-straight-on-maslows-theories

Note: This is part 2 of a 10-part, weekly series that examines one aspect of what makes us tick: theories of behavioral motivation. In Part 1, I introduced concepts from two new books: “Marketing with Meaning” and “Your Brain at Work.”

Can marketers unravel the mysteries of motivation? Hold on tight…This slightly deeper blog series takes [...]

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What motivates us?: new marketing and brain research (part 1 of 10)

February 15, 2010
what-motivates-us-new-marketing-and-brain-research-part-1-of-10

Is everything that’s taught in marketing school wrong? What should marketers know about new brain research? What makes us tick? Come along on this 10-week blog journey and find out—if you dare!
Understand motivation to make marketing meaningful
Authors of two new books propose theories that attempt to “get inside our heads” but from slightly different angles:
Bob [...]

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The 10 golden rules of marketing white papers

December 14, 2009
the-10-golden-rules-of-marketing-white-papers

A recent study corroborates what I have firmly believed for many years: demand for white papers is growing, and most marketers aren’t delivering.
There are numerous subtleties involved with putting together a great white paper. I have identified over 20 elements that increase value and effectiveness through my own research based on developing and marketing white [...]

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Becoming content with content marketing

November 10, 2009
becoming-content-with-content-marketing

Have marketers become so lame that we need to remind them to include content?
Content marketing is appearing more often in discussions of marketing theory. Initially I found myself annoyed by the term, but I realize now that the advocates of content marketing are on the same page as I am. I may have to become [...]

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Nurture marketing: a strategically superior alternative to drip marketing

November 3, 2009
nurture-marketing-a-strategically-superior-alternative-to-drip-marketing

Is nurture marketing the same as drip marketing? My position is that the two techniques are fundamentally different.
Get back to your roots
Jim Cecil uses both terms. He grew up on a Kentucky farm. His father had a successful business selling agricultural equipment and used postcards with tips that enabled customers to improve their harvests.
One of [...]

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Change the rules of interruption marketing

October 26, 2009

Are you having trouble getting the response you used to with your marketing efforts? With 3,000+ ad messages bombarding us every day, is it any wonder? Are you going nowhere fast on the road of traditional marketing? Take a U-turn!
Get back to the roots of your business
What if a company was genuinely concerned about [...]

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