We all know the saying “past performance is no guarantee of future results”. Another point is that in advance it is usually not considered how concept A scores differently or better than concept B, C or D. When for example concept C is used, you never know whether concept A, B or D might have scored better. Or whether these concepts had specific elements that would have increased the conversion more.
In addition, when making decisions, the target group for which the marketing message is intended is often not properly considered. Even with empathy, there is always a knowledge gap between the Marketing Manager and the target group. This does not make the process and result more effective. The current process also has a slow learning curve: only one campaign can be analyzed at a time.
In summary: only a limited number of concepts can be tested in practice and you will always be behind the facts with your next campaign!
As you can read, there are still many points in the process that can be improved to conduct more effective marketing. But let's continue by zooming in on today's consumer, before we get started with the alternatives.Fact based marketing - concepting
Removing irritations and making the consumer happy is an endeavor that benefits everyone. Consumers can easily and without obstacles purchase what they need. In addition, marketers create a heavy construction industry email list happy, satisfied customer and are rewarded with a higher NPS and more conversion.
Sounds good, but how do you get to this point? Among other things, with marketing expressions that make sense. But to be able to make these expressions, you need to have perfect insight into the consumer and know what is really going on. What exactly does 'what is really going on' mean and how do you measure that? These are questions that are difficult to answer, but for which several new methods and answers have been found.
One of those answers is the work of Nobel Prize winner Daniel Kahneman on the human decision-making process: system 1 and system 2, see also Thinking, Fast and Slow (aff.). Decisions can be made by our brain in two different ways. With system 1, people make decisions quickly, unconsciously, automatically – and often emotionally guided –. The downside of this system is that it is prone to errors. For example: do you want a piece of meat that is 90 percent fat-free or with 10 percent fat? Many people will quickly and automatically choose 'meat that is 90 percent fat-free' via system 1, because that sounds healthier.
Through system 2, people make more complex decisions slowly, consciously and with a lot of effort. This system is more reliable, but also costs – especially in today's society where you are flooded with information and stimuli – more energy and effort.