These days, it is not only necessary to understand what your customers want but also to think outside the box. To become more effective and achieve greater results, you need to add creativity and fun into the equation and exploit the power of available technologies. Mr Capps explains, “we want to create the best possible customer experience for buying glasses. And technology allows us to not only match, but beat, the offline offer. We launched our try-on at home product as an innovative way to get products into peoples’ hands. For us it’s not about online or offline, it’s about how to make the experience great, and using technology to achieve something amazing.” Continue reading
Last week ADMA spoke with Rory Sutherland Vice Chairman Ogilvy Group UK around the topic of behavioural economics and how to influence responses.
Marketers have long been searching theories on what impact a person’s decision-making process through consumer physiology. Many scientists are leaning towards neuroscience; however we need to align ourselves to a recognisable and more practical solution and refresh our thinking to turn human understanding into our business and social advantage.
Data has been a key factor for direct marketers in turning this understanding into a workable advantage but according to Rory, you need a model of behaviour first before you start interrogating it and allowing your data to do the work. If you don’t have an interesting model to work with, you may not know the questions to answer.
by NEHA KALE
At last week’s ADMA Forum, presenter BJ Fogg, Ph.D, Stanford University gave a presentation that involved beach balls, dental floss and the future of marketing. In this article, BJ talks with Naha Kale from PowerMarketer about creating new habits and the technology behind behaviour change.
Learning from the experts – my key take-aways from the ADMA Forum keynotes
I spent last week at ADMA Forum meeting some of the most advanced and knowledgeable marketing alchemists of our time. I got to spend time talking at length with the keynote speakers from the US, and senior Australian marketers, hearing about their current marketing successes, challenges and goals. For me, it confirmed what we thought – the same challenges face Australian marketers as our overseas counterparts – in short, how do we make sense of this increasing complex science of marketing! Continue reading
by GRAHAM PLANT, EXECUTIVE GENERAL MANAGER, PMP DIGITAL, PMP LIMITED
After attending ADMA Forum this week, I reflect back on some of the other ADMA Forums I’ve attended in years gone by. This year the hot topic is multi-channel marketing and understanding how to get the channel mix right so marketers can maximise return on investment.
As direct marketers we have always been multi-channel –
just we didn’t have quite so many to use or manage as we do today.
Its official – the Four P’s are dead. In a keynote
presentation at ADMA Forum yesterday Brain Fetherstonhaugh, CEO & Chairman of OgilvyOne Worldwide announced the official death of the “Four P’s”. The mantra drummed into marketing students since 1960 – Product, Place, Price, Promotion – are now out-dated and not applicable in the changing times of marketing.
As ADMA Forum kicks off tomorrow, we will hear some of the worlds’ best marketers tackle the issues that are currently facing the marketing community. In my role as CEO of ADMA, I get great insight into the trends emerging in the world of marketing and the critical issues that keep marketers awake at night. In this post I outline the five themes that have most consistently been raised in recent months:
by B.J Fogg
“Persuading people through technology is the next social revolution” is the quote that was used by B.J Fogg when he was named one of the “10 Guru’s You Should Know” by
Fortune Magazine in 2008. Human behaviour may seem mysterious and complex, but it’s not. What causes humans to take action is simple and predictable. So simple in fact that apparently this can be demonstrated in a chicken coup! Click here to view the video.
FIVE KEY LESSONS by John Caldwell
While many companies are struggling to find a business model that will work in a digital world, National Geographic has gone from a legacy brand to leading digital player in the global media universe. As one of the world’s largest educational and scientific non-profit organisations (reaching more than 375 million people worldwide) National Geographic is a prime example of how a traditional organisation has fully embraced the digital revolution to maintain its market position.
In this insightful blog, John Caldwell, President of Digital for National Geographic provides his key insights into how you can survive, adapt and thrive in the digital world.
Making the most of price discrimination through data driven marketing by Billy Tucker
Businesses have been discriminatory since the dawn of time. Recognising that not all customers are equal is essential and provides the key to maximising the effects of supply and demand.
Making the best use of discriminatory pricing means that you need to identify the price sensitivity of each customer group and target them with an appropriate incentive. For example, how willing are they to do work or take risk in exchange for a discount.