E384 - Current & Critical - Marc Binkley, Marketing Myth Busting - How to Separate the Junk from the Facts
“The truth is that - in any given market, in any given scenario - probably 5% of the customers are looking at making a purchase today. 95% of the customers are making a purchase tomorrow.”
In a world where consumers are bombarded with 10,000 ads each day, the traditional marketing playbook is being rewritten. Marc dives into the psychology of influence, dissecting the strong and weak force theories that govern advertising effectiveness. He also explores the notion that differentiation lies in perception, not just product features, and how mental availability, built through brand consistency, trumps short-term sales strategies. From the intricacies of market segmentation to the challenges of maintaining distinctiveness in a saturated market, this discussion paints a comprehensive picture of modern marketing dynamics. Marc unravels the importance of evidence-based marketing, akin to evidence-based medicine, emphasizing continuous learning, scientific testing, and the underestimated power of frequency in influencing consumer behaviour. Through this kaleidoscope of insights, from the fusion of sales and marketing to the reimagined models beyond the sales funnel.