Take your old school customer journey map and give it a makeover with these insights

Photo by Daniele Franchi on Unsplash

Selective exposure is an active process where people seek out opinion-supporting information and avoid material that contradicts their existing point of view. But, what about when the content is decided for us?

From TikTok and Instagram algorithms changing to best reflect the interests of a user, or Netflix using different thumbnails to align with viewing habits, our content consumption on an entertainment side is becoming anything but a conscious, active process. For marketers, this presents a gold mine of data for everything from viewing habits to the likelihood of conversion when we know who we want to see our content…

It’s been nearly four years since my old roommate and I rented a summer sublet during our undergrad years, but we still remember the sweet old man who owned the local convenience store, and made a point to specially order the specific Ben & Jerry’s ice cream flavour we had asked for on a previous visit. That mom and pop corner shop where they remember your name or your favourite candy bar will always give you a sense of comfort that a box chain grocery store just can’t beat.

Customer relationships can be built through human connection, but that doesn’t…

Blockchain refers to a distributed ledger that allows for data to be tracked in a way that is decentralized and continuously updated. Commonly associated with payment system applications such as Bitcoin, blockchain technology actually has a myriad of practical applications, grounded in its key benefits of providing transparency and the removal of centralized administrators or in some cases, intermediaries, for transactions. With smart contracts based on a decentralized network, and the ability to facilitate a token-based ecosystem for incentives, blockchain technology is on the cusp of drastically disrupting the current digital marketing landscape. …

The mid-March holiday is usually rung in with a sea of green apparel, comic (albeit stereotypical) nods to Irish heritage, and of course, tons and tons of booze. However this year, St. Patrick’s Day celebrations around the world were a lot quieter due to the novel covid-19 pandemic, with nations turning towards social distancing and quarantines to prevent the spread of the virus.

In Dublin, Ireland, the iconic St. Patty’s parade usually attracts close to half a million attendees, but was cancelled by Irish authorities to limit the spread of the coronavirus. …

Why Planters’ #RIPeanut campaign was a huge success

BabyNut — the reborn Mr. Peanut who made their debut during the 2020 Superbowl. Photo Credit: Planters

Killing off your age-old mascot seems like a major marketing don’t, but that’s exactly what Planters Peanuts did with the announcement of the death of Mr. Peanut, the beloved, monocle-wearing, top-hat-boasting peanut persona.

The announcement immediately unleashed a whirlwind of #RIPeanut tweets from individuals and big brand Twitter accounts like Toyota, Kraft Macaroni and Cheese, and Chips Ahoy. Google Trends showed peak popularity of the term “Planters Peanut” on January 23, 2020, the day after the release of the now-viral video depicting poor Mr. Peanut’s demise after a car crash.

A powerful tool rooted in three branches of psychology

Photo by Jonny Caspari on Unsplash

Do you ever catch yourself humming a new song that you didn’t really like at first, but it’s “grown on you”? Have you ever considered why companies put so much of their marketing budget into advertising? Why are logos, slogans, and jingles such important aspects of branding?

The more familiar you are with something, the greater your preference for it.

That’s the explanation behind the psychological phenomenon known as the Mere Exposure Effect. One of the main purposes of advertising is to get potential customers aware of your brand, product, or service, and more importantly, to like it. …

Parnika Sharma

Master of Marketing (MMKG) at the Schulich School of Business | Psychology & Sociology | Future of Marketing Magazine Curator on Flipboard

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