Data in Marketing

The Premise There is none. Because data can be manipulated and edited and customized into any form shape and thing. Most scientific data collection processes work with sponsors that require insights and sometimes even conclusions. They outsource core/non-core processes to consultants or worse – other agencies, and the data, once gone through myriad of varying upper management and their own respective biases, is open to interpretation. I say this not from personal experience (maybe I do), but also from research. 1. Fewer than half of 100 studies of 2008, were replicable 2. Referencing Daniel Kahnaman’s letter to scientists\ 3. TV Ratings by Nielsen Had Errors for Months Keep in mind, this is only an accusation, on which I am basing my argument. I maybe 100% wrong and piranhas and puppies can be best friends. Just the level of bullshit that goes into forming conclusions about consumer psychology, sociology and even economy fails the catch up to gossip columns and cosmopolitan surveys. Research, in its entirety is difficult. Even Dan Ariely ( every marketer’s favorite psychologist) has some amazing miscalculations in judgement. (Don’t get me wrong, I love the guy to Death. he’s a rockstar). Especially, his argument of ripping bandages.  Now, the question is clear, how do we want to form culture moving forward. This is important to ask, as it directly relates to marketing. Consumers feel certain emotions that are ABCD, and their desires are XYZ. If we aren’t aware of their responses to stimuli 123, then we can damn well be sure about their desires XYZ. We can test this using a cheap Neurosky headset and some EEG...

The difference between advertising and storytelling

The difference between advertising and storytelling We confuse the two. Quite often. We think that an ad with a story – is suddenly storytelling. Its story-selling. Storytelling is strictly – a story about the brand. THAT IS ALL. Anything else, is simply an ad with a storyboard. Ok? Ok! Example of Storytelling – Apart from the examples listed here in my other article. Lifebuoy soaps – Help a child reach 5.  This brand exists because there are people in various parts of India that don’t have access to hygiene. This kind of niche, but extremely strong message suggests to the customers that Lifebuoy has done their due-diligence and actually cares enough to talk to remote villagers about their problems. It answers the question – “Why we are here” with its brand story.    Example of an Ad (that can be confused with storytelling) – A) Nike – Jogger Ad. This is a perfect example where marketers may confuse this to be storytelling. A story of the young fat boy that wants to lose weight is introduced here, with an inspiring message at the end. Sure, this looks like storytelling and can be confused with Nike’s “Why are we here”, but it speaks NOTHING about the brand itself. Its like a product placement in a movie. It means nothing.     Comparison Note – In the case of Lifebuoy, there was a clear message. Lifebuoy is here to clean India. In the case of Nike, there was no clear message. Does Nike want to inspire fat kids? or does it say that greatness starts with a pair of shoes? The message is there, the consumer resonance...

To close the deal with customers, share your story with them

To close the deal with customers, share your story with them For brands to close-in on a deal, and differentiate themselves from the competition, they need to speak their story. A story that speaks about – A) Who they are – Name, legacy, good-guys, positioning strategy B) Why they’re here – to change the world, to sell innovation, to cure cancer, to spread joy C) What should we I about it? – buy my stuff, signup for my newsletter, like my FB page, or don’t buy from the competition Example – Ledbury Shirts for Men On their site, they have videos that take the customer through the journey of who they are and why they’re here. See, customers have no idea who these guys are. They know Louis Phillipe and Wills are corporations that give decent quality shirts. Who is this Ledbury? Hence, a strong story line helps to create the bond with the customer. If the story resonates, people might even buy a small-ticket item just to try it out on the first-go. Reminder to all you marketers – Upload the damn video to YouTube!   Chipotle They stand for anti-GM cattle and agriculture. Its message is clear. Choose us for your next fast-food purchase. Its better for everyone. That was their attempt with the scarecrow video. Theyve also got a kick-ass concept called Farmed&Dangerous where they attempt to create social change via art and comedy. A) Who they were – A niche brand that was anti-establishment B) Why they’re here – To ethically serve customers with anti-GM food C) What should I do about it? – Choose us. Because, we are the good guys. Vote for us...

For brands to create change, they need to do it through art

For brands to create change, they need to do it through art Change is uniquely similar to creating consensus. In that, both are propagated via propaganda. In other words, there needs to be art, in order to create change in consumer preferences or even social change in general for NGOs to expand their wings. They need to artfully showcase change, and what change can do. In terms of actual marketing, we are artists that are dying as a breed. We are simply making photo-realistic copies of existing paintings instead of making new ones. For example, The Apple Mothership (I think its overpriced, but if everyone around me had an Apple, i’d probably buy one too). Apple’s always pushed the envelop and people appreciate it. Now take Google. People hate Google Glass. Imagine if Apple had launched Apple Glass. It would have been a massive hit! Just like the finger-print recognition. Finger-print recognition is extremely scary, but people are cool with it. Apple has always been about “thinking different” and “innovation”, so people will keep buying whatever Apple pushes out. Consumer behavior is stunningly changed by the advent of the letter “i”. If everywhere around me is the eco-system of iWatch, iPhone, iPad, then hell yeah – I wanna buy an Apple Glass! Now, think about how much of an impact movies have. Movies move cultures. In India, a Hindi movie called “Taare Zameen Par” about a special-needs boy sparked debates across the country and eased off the stress associated with raising kids. It works. Art changes people. French society has evolved much faster than the rest, and it shows in their art and movies. Our ancient ancestors were more open about subjects...

The three keys to content – Unique, Useful & Interesting

The three keys to content – Unique, Useful & Interesting

Problem: There is a lot of content out there. Getting eye-balls on mediocre content is not ROI-friendly

Solution: Focus on the three cornerstones of content – Make it Unique, Useful, and Interesting.

Three Keys of Content – Unique, Useful & Interesting

All mediocre content can be put into one of these buckets, and all good content should really be about one or more of these buckets.

Here’s what comes instantly to mind – Humour

Where’s the humour ? How do you classify humour?!

Why websites need to be more like people

Why websites need to be more like people

The Insight:- We rattle our remote controls, beg our phones to not die out, apologize to our laptops when we drop em, and feel genuine disgust looking at old Web 1.0 interfaces. Why is that?

Because, as human beings we seek human interaction. Its our survival instinct.

We’d much rather outsource our own internal processing to a human being by simply telling our problems to him and expecting intelligent solutions in return. That’s also why we hate pressing buttons on an IVR, and we want to jump straight to talking to someone on the other line.

The Language of Persuasion – Stuart Schmidt

The Language of Persuasion – Stuart Schmidt

I found this old gem over at, from an author named Stuart Schmidt. This paper’s pretty cool. The most intersting thing I picked up from this is the fact that people use a HARD tactic when resistance is anticipated. Bosses anticipate anarchy, and order their subordinates to comply. Consumers may sometimes feel like that when dealing with sales reps. I dunno. Seemed kinda interesting.