we have decades of research in behavioral science that tells us that predicting what individuals are going to purchase is logistically impossible. We can predict what large groups of populations are going to buy and that’s what makes it possible to stock grocery stores with the right assortments based on where they’re located. But knowing exactly what Sarah Marzano is going to purchase on her next grocery order is nearly impossible.
We market to abstract groups.
We sell to individual humans.
Handy chart for your channel mix planning from EMARKETER.
As always, what’s old is new again.
The key is figuring out where we are in that looping cycle.
Are you trying to influence Culture or a culture?
The scale is different. The distinction matters.
There is nothing but micro trends these days. Sometimes, things bubble up, and they capture the imagination of pop culture…but then they last for a really short time. In that environment, how do you really set yourself up to influence culture?
If your marketing is going to be trend-based, that requires a particular discipline and dedication.
Pick a direction and go all in. Half measures are where the true losses happen.
via The Sociology of Business from this chat (youtube link)
Get weird!
McKinsey study found that companies that prioritize creativity have 67 percent higher organic revenue growth than those who do not. Yet, creativity, despite its superior business value, is often siloed in “creative” departments like marketing, design or creative. Creativity is a company-wide mandate
via The Sociology of Business from this conversation (youtube link)