Thursday, May 19, 2011
Marketing's bright new dawn
Martin Lindstrom says his book, Buy-ology, resulted from his realization that “something was rotten in the state of advertising.” I immediately thought that would be another tired diatribe against the evils of advertising. How wrong I was. No, Lindstrom was upset that traditional advertising methods were becoming ineffective, and “too many products were tripping up, floundering, or barely even making it out of the starting gate.” In his view, advertising can be saved only by “neuromarketing.” This is a new field which looks beyond polling and focus groups. Instead, it uses sophisticated imaging equipment to reach into the depths of the human bran and figure out what really makes buyers buy. As a side effect, such in-depth understanding of consumer behavior will give the consumers themselves a more profound insight into their own needs and desires, and thus empower them to make wiser choices. The true interests of market researchers and consumers may seem sometimes at odds, but in this case it’s so nice to metaphorically kill both birds with the same stone. And make some money as a sough-after marketing consultant on the side.