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alipaigeh

Marketers Have it Wrong: Forget Engagement, Customers Want Simplicity - 3 views

www.forbes.com/...ment-consumers-want-simplicity

mk473 consumer behavior decision process decision simplicity

shared by alipaigeh on 20 Sep 13 - No Cached
  • alipaigeh on 20 Sep 13
     
    This article has great content about how marketers can master the consumer decision process. The article was written about a year ago, but the information is still very relevant and provides helpful tips on how to be most effective in this area as a marketer.
  • ...4 more comments...
  • Lina Goens on 23 Sep 13
     
    Making it easier on us will make it easier on the companies. I still wonder how companies can implement this in the retail industries. Turbo tax was a good example but I am curious as to how you can make it easier in retail because retail stores may offer same types of clothing but completely different prices, quality, styles. Can't really think of anything off the top of my head, but may be a good discussion question.
  • Sarah Wesp on 24 Sep 13
     
    Interesting article! As I was reading it, I was thinking to myself about what I would want more, engagement or simplicity--and I do have to agree with them that simplicity would make things easier. In the last paragraph, the author states, "don't you think it's time to stop overwhelming consumers with marketing information and cut through the clutter?" I do think some marketing information is beneficial, but as a consumer, it would be nice to "cut through the clutter" and have things stated or marketed more simply.
  • meganbos on 24 Sep 13
     
    I think simplicity comes into play especially with the way we view advertisements. If a company conveys a message simply and concisely with out me having to really pay attention or sort through more information I think I am more likely to buy it. Also simple images have more of a design appeal and I think our generation is more focused on aesthetics and the way things look and feel- and simplicity plays a large role in that.
  • Lindsey Wacnik on 24 Sep 13
     
    I agree with Lina this is a tactic that would be hard to apply with clothing retailers, but it would be useful for electronic and appliance retailers. I was just on the Best Buy website, and for each product there was a whole page of information about its capabilities and features. They gave the option to compare products which helped to "cut the clutter". This was similar to Turbo Tax; there were options to choose four different products for a side by side comparison that gave a breakdown of the difference for the features and capabilities in just a few words. Best Buy is utilizing this simplistic tactic, and I personally love it!
  • Brock Naylor on 24 Sep 13
     
    I would have to agree with Megan on this point. There is a statistic somewhere that identifies the average amount of time a person spends actually observing an ad, and in that tiny time frame, there is no way you could pull away all the information many ads are trying to convey. This is why there is a great push these days towards image messaging as opposed to textual advertisements
  • Camille Sampson on 26 Sep 13
     
    Although this article is titled, "Forget Engagement, Customers want Simplicity" I think this article provides an excellent response: http://www.forbes.com/sites/rogerdooley/2012/07/03/ikea-effect/ Although it was written a little over a year ago, I think it makes a pressing point. Simplicity is good, but too much of it and you will push the consumer away. There is a fine line between obligating the customer to be overly involved in the decision making process, but we need to remember to leverage their spending power. Consumers feel confident about their purchased because THEY chose to purchase it, not because it was pushed into their faces. Marketers need to remember the value the customer receives from the invested interest in the product. Although simplicity is an efficient and beneficial advantage, it limits personal investment into a product which intern negatively affects the value it holds in the consumers mind.
Camille Sampson

Surviving Whole Foods | Kelly MacLean - 0 views

www.huffingtonpost.com/...ing-whole-foods_b_3895583.html

mk473 consumer behavior simplicity environment whole foods promotion

shared by Camille Sampson on 24 Sep 13 - No Cached
  • Camille Sampson on 24 Sep 13
     
    Effective simplicity to capitalize on consumer behavior: Although specialized grocers like Whole Foods provide limited product options to appear "simple" and avoid overwhelming consumers, does the lack of familiar items available intimidate the consumer and alter their decision making process?
  • Kate King on 24 Sep 13
     
    A FUNNY look at Whole Foods - please be advised that the author is a stand up comic!
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