Innovators and Early Adopters
Innovators and early adopters are the first buyers of a new product, and marketing to them takes a different approach than marketing to the mainstream.<
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A Guide to Customer Engagement Metrics
Customer engagement metrics turn a vague idea, how involved customers are with a brand, into measurable numbers marketers can actually track and act on.
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What is Noise in Marketing Communications?
Noise is anything that distorts or blocks a marketing message on its way to the audience. Here’s what the different types mean for campaign planning.
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Why Do Brands Give Away Free Samples?
Free samples remove the risk of trying something new and tap into reciprocity, and research shows their sales lift can outlast a typical display promotion.
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Do Brands Use Discounting
Explore why brands discount products so often, the psychology and margin math behind markdowns, and the risks of training customers to wait for a sale.
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What is Loss Leader Pricing?
Loss leader pricing means selling one product at or below cost to draw customers in, betting that the rest of their basket makes up the loss and more.
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Understanding Porter’s Five Forces Model
Porter’s Five Forces model helps us assess how much pressure an industry puts on profitability. Here’s what each force means and how marketers actually use it.
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An Overview of New-to-the-World Products
New-to-the-world products create entire categories rather than fitting into existing ones. Here’s what makes them different to launch, and why so few companies attempt them.
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Variety-Seeking Consumers
Not every brand switch is a sign of dissatisfaction. Variety-seeking behavior explains why happy customers still switch brands, and what marketers should do about it.
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Classical Conditioning and Buying Habits
Classical conditioning does not just build a brand feeling, it can turn repeat purchases into automatic buying habits. We look at how habits form, weaken, and spread across a brand.
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