Find honesty in your marketing messages
This may not be necessary. It may be sufficient to convince consumers that your product is positively good. If the consumer feels certain that your product is good and feels uncertain about your competitor’s, he will buy yours. ‘If you and your competitors all make excellent products, don’t try to imply that your product is better. Just say what’s good about your product – and do a clearer, more honest, more informative job of saying it. ‘If this theory is right, sales will swing to the marketer who does the best job of creating confidence that his product is positively good.
Le marketing : quelle contribution au bien commun ?
Partons d’un constat : le marketing est né pour servir l’entreprise capitaliste et le développement de ses marchés. Le but ultime étant la création de richesses et, par ricochet, le bien-être des populations.
Un ensemble d’outils marketing ont été créés pour accompagner les enjeux de performance économique des entreprises. Reprenant les travaux de Jean-Claude Moisdon (Du mode d’existence des outils de gestion, les instruments de gestion à l’épreuve de l’organisation), ces outils/techniques jouent trois grands rôles : un rôle d’investigation du fonctionnement organisationnel (le degré et les modalités d’acceptation des outils par un environnement donnent à voir les règles de fonctionnement de celui-ci, en contrepartie de quoi, il est possible de construire des outils adaptés au contexte), un rôle d’accompagnement du changement (ils incarnent les activités des acteurs et leur fournissent des supports pour se coordonner et partager le sens), un rôle d’exploration du nouveau (l’appropriation des outils peut ouvrir de nouveaux champs des possibles en termes d’usages, de création).
Dès lors, la conception d’outils marketing est indissociable de la transformation du système dans lequel ils viennent s’insérer. Les outils sont au cœur d’une tension paradoxale : ils sont instruments de conformation et, en même temps, créateurs de sens.
Ils contribuent ...
A FRIEND OF a friend of ours is a frequent business traveler. Let’s call him Dave. Dave was recently in Atlantic City for an important meeting with clients. Afterward, he had some time to kill before his flight, so he went to a local bar for a drink.
He’d just finished one drink when an attractive woman approached and asked if she could buy him another. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks— one for her and one for him. He thanked her and took a sip. And that was the last thing he remembered.
Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice. He looked around frantically, trying to figure out where he was and how he got there. Then he spotted the note:
DON’T MOVE. CALL 911.
A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation. She said, “Sir ...
A simple view on Online advertising
This is how online advertising works: money turns into pixels and electrons in the form of ads, which turn into a scintilla of attention in someone’s mind, which after a few more clicks and electrons shuffling about, turns back into money. The only goal here is to make that second pile of money as large as possible relative to the first pile of money.
Whether it be brand marketers trumpeting the new BMW X5, game developers getting players to spend real money on virtual goods, or someone selling an online nursing degree, the only difference is the time frame in which those different goals occur— in other words, the time between attention and action. If the time frame is very short, like browsing for and buying a shirt at nordstroms.com, it’s called “direct response,” or “DR” advertising. If the time frame is very long, such as making you believe life is unlivable outside the pricey mantle of a Burberry coat, it’s called “brand advertising.” Note that the goal is the same in both: to make you buy shit you likely don’t need with money you likely don’t have. In the former case, the ...