I was asked to talk about Zero Moments of truth for the Houston Internet Marketers association 2012 interactive strategies conference. The following deck is my take on how people are faced with the challenge of choice and how marketers can cut through the noise.
14. Please read “the Paradox of choice.” by
Barry Schwartz.
As options multiply, the effort required to
obtain enough info to be able to choose
between alternatives outweighs the benefit to
the consumer of the extra choice. “At this
point”, writes Barry Schwartz in “The Paradox
of Choice”, “choice no longer liberates, but
debilitates. It might even be said to
tyrannise.”
As options multiply
the effort to choose
goes up!
14
15. The Parking lot Paradigm
Insert a photo of a parking lot here.
15
Choice seduces the modern consumer at every turn. Lattes come tall, short, skinny, decaf, flavoured, iced, spiced or frappé. Jeans come flared, bootlegged, skinny, cropped, straight, low-rise, bleach-rinsed, dark-washed or distressed. Moisturiser nourishes, lifts, smooths, revitalises, conditions, firms, refreshes and rejuvenates.
At 24 options customers chose to purchase less than three percent
30% of consumers facing 6 choices made a choice to purchase
Why do we believe in spite of all evidence that finding a spot close to the door will get you out of a store quicker.It is perceptionCognitive loadJust lazy and dumbThe truth… the best parking spot is the one available. As soon as you start driving around more variables enter the equation.
The Traditional Mental Model of MarketingThe focus here is on B2C but the truth is you can apply these models to
The new mental model:
You won’t be ready! And they are coming.
Are You Where Your Customers are looking for you? Do you
The power of Facebook, the mobile web, search, is that we can create different kinds of content to help customers reduce cognitive load. Make the choice.