56% suffer from fomo

get serious about scarcity and urgency Marketing is all about behaviour management – encouraging a target market to behave in preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the last of five thoughts addressing five of the many persuasion […]

get serious about scarcity and urgency Marketing is all about behaviour management – encouraging a target market to behave in preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the last of five thoughts addressing five of the many persuasion tools in the marketer’s toolkit. Some might be obvious, but none is easy to engage effectively. We have all read an advertisement suggesting that a product is only available at a particular price or for a limited period of time. This is the urgency effect. We have all seen advertisements suggesting that a product is limited in number and that a purchase needs to be made before stocks run out. This is the scarcity effect. Both effects can work. Both effects rarely work as often or as well as they could. Research suggests that some…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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