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 …

The Case for Data-Based Marketing Segmentation

Regardless of the size of their organization, marketers will almost always have the mandate to streamline their strategies and prioritize efficiency, meaning they must market their brands with accuracy. Segmentation is therefore one of marketers’ most important tools. Let’s look at how we as marketers can sharpen this tool with the case for data-based marketing …

Understanding Consumer Behavior

Utilizing a Scientific Approach to Knowing Our Audience Marketing can often be conceptualized as applied Economics or applied Psychology, or some combination of both. As marketers, the goal is to connect our products to our target audiences. Reaching back to Economics, the birthplace of the Marketing discipline, and other scientific disciplines, is about understanding Consumer …

The Basics of Distribution Analysis

Laying the Foundation for Future Analysis Distribution is one of the foundational metrics for most businesses that do not have their own proprietary methods of retail. Regardless of how well their products are made or marketed, these companies depend on their distribution partners to reach their end consumers. Mastercard and Visa, the two giants of …

Big Data: Marketing Evolved

Merging New Data with Traditional Marketing Principles No matter how much the world changes, at its core, marketing will always stay the same. When we distill what marketing means down to its most basic form, we understand it as the practice of matching products and consumers based on those consumers’ interests and needs. We even …