Marketing

We remember the beginning and end of a list but forget the middle. Ebbinghaus, restaurant menus and how to order information, plus its link to the peak-end rule.

With luxury goods, the rule is simple: higher price, higher demand. Veblen, conspicuous consumption, De Beers diamonds and the graph that explains it, plus how to use it in marketing.

We stick with something because of what we have already spent, not because of its future benefit. The Concorde fallacy, Petr’s story and how it is used in retention.

The same information presented differently leads to a different decision. Kahneman’s experiment, “90% fat-free” and using the framing effect in marketing.

Key performance indicators (Key Performance Indicators, abbreviated KPI) are quantifiable metrics that show a company’s (or its marketing’s) performance in strategic areas. KPIs exist for every department in a company, whether it is production, marketing, sales or...

Project Restart was the first Restart where I had no role at all, so I could look at the whole event with a bit more detachment. The 4 words in the title are the first thing that came to mind after the talks. I suppose they partly reflect the programme. I drove two...

More options = longer decisions. Hick and Hyman, overloaded menus and forms, how the number of choices reduces conversions, plus the link to the paradox of choice.

The term digital marketing generally refers to using websites, apps, mobile devices, social media, search engines and other digital means to promote and sell products and services. We can treat it as a synonym for online marketing, although if we looked closely at the words...

The marketing mix is sometimes treated as a synonym for the abbreviations 4P, 5P, 7P, 8P or 4C. It is an extremely well-known academic term and, for most people, an empty one. In practice, it is often brought up by people who have only read the first chapter of a marketing...

At last I can do my annual review on my own website. For the past 3 years I have at least written an honest review in Google Keep. In February I (finally) launched my personal website. That took a while. 1. My own website After almost 8 years working online, it is a...

This year, Social Restart once again reflected the news and trends from the world of social media. There was a lot this year, so if you are interested in an overview and quick tips, take a look at the report. Insight into Generation Z The excellent talk by Jiří...

We read a price by its first digit, so we perceive 199 as “one hundred and something”. Research from Cornell, why prices end in 9, plus the link to anchoring.

A false memory that many people share in exactly the same way. Nelson Mandela, the monocle from Monopoly and what it means for memory and brand consistency.

We remember best whatever stands out from its surroundings. Hedwig von Restorff, how to make a CTA or a pricing plan stand out, plus the link to the serial position effect.

B2C marketing strategies and individual tactics fail in B2B. Certainly not all of them, but most do. That is simply a fact I come across very often. Last year I worked on several larger B2B projects where I mainly ran into these problems: No marketing was done at all. It...

As I am writing this Project Restart report some time after the event, I will mention the things that really stuck in my mind. If you prefer video, take a look at the following report, which covers some of the points below. Tip: Another report from the event was...

Once you notice something, you see it everywhere. Where the name Baader-Meinhof comes from, Zwicky and the two components of the illusion, and why retargeting and repeated advertising work.

Negative things affect us more strongly than positive ones. Baumeister’s “Bad Is Stronger Than Good”, reviews and reputation, and how to handle a single bad experience.

Given three options, we most often choose the middle one. The study by Simonson and Tversky, how to use the compromise effect in your price list, and how it relates to the decoy effect.