The best marketers know when to make and not to make decisions. This is why understanding Behavioural Economics as a science of decision-making and looking into the human behaviour is a must for CMOs. Here are 6 Step Change-recommended books on Behavioural Economics that CMOs should be reading.
KitKat wasn’t always the behemoth brand that it is today. It used to be floating around with all other Nestlé products, struggling to gain traction and make a name for itself. Like KitKat, many businesses often have a great idea or product but often find it difficult to get people to buy. Because the truth is, it’s often the best marketing, and not the best product, that wins.
Invisible Marketing is the messaging customers don’t see. And this is the key to a step change for the Financial Services industry.
At Step Change, we deliver it through a workshop on behavioural economics, and it’s one of our most intellectual perspectives on marketing. Our clients usually ask us, “How do I apply invisible marketing to our brand, products, and our marketing?” Well, if you have a product that isn’t tangible, or if you need to elevate your brand to number one, this is a critical thought process for you.
The average Australian sees 3,000 branded messages a day. Effective marketing is no longer in your face. Instead, the subtler, the better.