A huge cognitive gap exists between a 30-year-old copywriter and a 65-year-old consumer. The result is that very little advertising aimed at Baby Boomers reflects the way they think because, typically, the young copywriter sees the world through the lens of an under-40 year old. As individualistic as our fingerprints, how we think is influenced by our unique life story, …
Understanding What Your Customers Can’t Say
By G. Richard Ambrosius – In the world of marketing, there is general agreement that emotions play a larger role in consumer decision making than rational thought. So, doesn’t it follow that research that forces rational answers is generally flawed? Since breakthroughs in brain science challenge basic assumptions about consumer behavior, isn’t it time to re-write the rules of market …
Are Digital Marketers Just Throwing Mud?
By G. Richard Ambrosius – “Personalization” is the word de jour in digital marketing. It’s about tailoring messages and product offerings to the needs and tastes of individual consumers. But true personalization is far from universally successful because personalizing agents don’t really know how to get personal. Ever desirous of getting personal, Amazon.com consistently recommends books I haven’t the faintest …
The Average Baby Boomer Market Doesn’t Exist
by Jim Gilmartin – The purpose of marketing and sales communications is to stimulate awareness, interest and desire in customer minds that lead to decisions to buy. An implicit presumption in marketing is that customers’ minds – at least adult customers’ minds – process information more or less the same way. Therefore, marketers stereotypically direct communication to the “average customer.” …
Touch Their Heart & They’ll Give You Their Mind
The purpose of marketing is to stimulate awareness, interest and desire in customer minds that lead to decisions to buy. An implicit presumption in marketing is that customer minds ‑‑ at least adult customer’ minds ‑‑ process information more or less the same way. So, we typically direct our communication to the “average customer.” Moreover, when targeting boomer and senior …
