Why grabbing a chocolate bar feels nothing like choosing a laptop. A simple guide to high and low involvement purchases, Assael’s four buying behaviors, and what they mean for marketers.
High and Low Involvement Purchases Find Out More...
A worked example of a SWOT analysis for a department store, covering internal strengths and weaknesses, external opportunities and threats, and how the factors connect.
Example SWOT Analysis for a Department Store Find Out More...
Data, information, and insight are not the same thing. This article explains what makes a market insight useful, where insights come from, and why so many “insight” reports never get past information.
What is a Market Insight? Find Out More...
Direct marketing is highly measurable, but its metrics need careful interpretation. Learn how response rate, conversion rate, acquisition cost, order value, ROMI, and list attrition work together.
Key Metrics for Direct Marketing Find Out More...
A foundational guide to the metrics that make up Customer Lifetime Value, including average purchase value, retention rate, gross margin, and the CLV:CAC ratio, with a worked coffee subscription example.
Key Metrics for Customer Lifetime Value Find Out More...
Retargeting ads reconnect with people who already visited a brand’s website. Learn how the technology works, why marketers use it, and where privacy and ad fatigue create limits.
What are Retargeting Ads? Find Out More...
The Zeigarnik Effect, named after psychologist Bluma Zeigarnik, relates to our tendency to remember incomplete tasks more than those we have completed.
The Role of the Zeigarnik Effect in Marketing Find Out More...
Some of the most persuasive marketing today isn’t made by brands at all, it’s made by customers. Here’s why user-generated content has become so important, and how to manage its risks.
Why is User-Generated Content Important in Marketing? Find Out More...
Conditioning, a concept borrowed from psychology, involves provoking a specific response, typically through repetition and reinforcement.
How Conditioning Influences Buying Habits Find Out More...
We don’t need to buy a product ourselves to learn something about it. Bandura’s theory of vicarious learning explains why testimonials, reviews and influencer content are so persuasive.
Vicarious Learning in Consumer Behavior Find Out More...
