Because if human beings were entirely rational, nobody would own a kitchen gadget they’ve used once. Marketing has traditionally been rather fond of the idea of the rational customer. This imaginary customer figures out what they need, looks at all the options, compares features and prices, thinks about the value, and then calmly picks the…
Every new tool, channel, and dashboard needs someone to look after it. Marketing has developed an accumulation problem. We started with advertising, PR, direct mail and events. Then came websites. Search. Social media. Email marketing. CRM. Automation. Analytics. Content marketing. Video. Podcasts. Personalisation. Attribution. AI. Each new arrival promised to make marketing easier. Individually, many…
Book Review : Writing for Busy Readers: communicate more effectively in the real world by Todd Rogers and Jessica Lasky-Fink. We are all busy. Or at least we like telling people we are. Our inboxes are full, our phones are buzzing, our calendars resemble unsuccessful games of Tetris, and somewhere in the middle of all…