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An Introduction to Integrated Consumer Behavior Marketing

Motivating Advertising
 Efficient Media
Attention Getting PR
Telling a Story
e-Biz Marketing

"The 1990s are not proving to be a good decade for marketing."  Thus, began a recent article by Peter Doyle in the European Journal of Marketing.  Kevin Clancy and Robert Shulman, former heads of Yankelovich Clancy Shulman, wrote in The Marketing Revolution There is a marketing revolution coming "because failure is self-evident and everybody -- stockholders, directors, CEOs customers, the government -- is angry because marketing, which should be driving business and marketing, doesn't work." 

Effective marketing and sales require a knowledge of six basic notions:

  • Knowledge of the product or service

  • Knowledge of the business culture

  • Knowledge of customers' needs

  • Knowledge of customers' motivations

  • Knowledge of how to start consumers' motivations in favor of product purchase

  • Knowledge of how to retain the consumer

We call our approach to integrated marketing Integrated Consumer Behavior Marketing™ (ICBM).  The approach incorporates revolutionary new findings in brain/mind research and gives marketers unique access to the five basic notions of marketing.

The origins of ICBM lie in a book written by David B. Wolfe, Serving the Ageless Market (McGraw-Hill, 1990).  In that book, Mr. Wolfe first proposed the idea that the levels of personal development determine consumers' behavior much more than the age of the consumer.   He developed Developmental Relationship Marketing (DRM) concepts revolve around the simplest definition of marketing:  product-related information processing. Certain characteristics that define us as humans lead us all to process information in approximately the same way.  Knowledge of these processes provides a dependable map to guide marketers in shaping and transmitting messages to consumers.

Integrated Consumer Behavior Marketing™ takes DRM several steps further.   Like DRM, ICBM promotes identification of individual consumers' needs and motivations.  Using proven strategy development and execution techniques and methods, ICBM helps companies to develop a comprehensive and integrated approach to increasing profit in baby boomer and older consumer markets.  Marketing and sales efforts using ICBM protocols increase the potential of identifying and diagnosing internal resistance and obstacles and identifying appropriate corrective action.  The process leads to successfully planning and executing baby boomer and older consumer marketing and sales initiatives.  Finally, through educational programs designed to support sustainable strategy execution, the ICBM approach and process can improve operations, sales, service and customer satisfaction programs and efforts. Go to Developmental Relationship Marketing to learn more about this revolutionary approach to communications.

To learn more about Integrated Consumer Behavior Marketing™, please contact us at info@comingofage.com