Marketing Research and the Theory of Planned Behavior

Last week, we looked at a brief introduction to the Theory of Planned Behavior and how we can apply its principles to the development of marketing strategies. The theory identifies three variables that directly influence a consumer’s intention to act: Attitude, Subjective Norms, and Perceived Behavioral Concern. We can use these three variables to inform …

Using the Theory of Planned Behavior for Marketing

A Look at Three More Levers Marketers Can Pull when Strategizing When marketers start developing any kind of strategy, whether it’s a micro-level digital strategy or a macro-level branding strategy, they have several different levers they can pull on to achieve whatever their business goals are. Most, if not all, marketers are used to the …

Social Media Marketing: Diversity of Platforms

From startups to major multinational corporations, social media marketing has become one of the essential subdisciplines of the marketing field. With such a diversity of platforms, however, it can be difficult to identify which platforms are worth engaging with for each business. Social Media Explosion Social media platforms have exploded since the early aughts and …

Respecting Brand Emotions

We’ve discussed how we can harness psychology to connect with our audiences but another key component to reaching our consumers is respecting their brand emotions. Avoiding Alienating Your Brand Communities We’re all familiar with the idea of the emotions we feel towards our favorite, and least favorites brands. I love Nike running shoes and Le …

Cultural Branding in Miami

Placing Your Brand in the Bedrock of Miami Culture When and how do brands become more than just a logo? In a city like Miami, cultural branding is the key to tapping into consistent well of brand affinity and loyalty. What is Cultural Branding? The best brands evolve from mere logos and slogans into cultural …

Ethical Marketing in the Digital Age

When do we start talking about the ethics of digital marketing? Much of the dialogue surrounding the future of marketing revolves around the future evolution of the digital landscape. While there are exciting innovations on the horizon and incredible tools available right now, have we discussed ethical marketing in the Digital Age enough? The Power …

Using Psychology to Create Effective Marketing Communications

Customer-first communication goes beyond creating content that consumers want to see. We can use psychology to create effective marketing communications by understanding just how consumers process information. Focusing on Formatting In this new age of Digital Marketing, most content creators and marketers tend to focus solely on the actual content of their strategies, making sure …

Content Creation Must Begin With Strategy

Purposeful Content Creation for Purposeful Engagement Content marketing has quickly become one of the most relevant digital marketing techniques as consumers’ digital consumption habits have evolved and become more sophisticated. For a brand trying to capitalize on this technique, content creation must begin with a strategy. This means thoughtfully creating a set of goals and …