Читать книгу Behavioral Marketing - Nussey Bill - Страница 6

If you've read this book's foreword (and you definitely should), then you should already have a good idea of the big picture of the market's needs and wants. Put simply, marketing is an ever-evolving discipline – and the latest iterations of that change are powering sales lift and better customer experiences across the entire spectrum.

There's a relatively simple concept behind all this improvement: what someone does is critically important in deciding how to reach (and convince) him or her most effectively. Their behavior– whether captured during a sales call, or measured at-scale by an activity like a website page visit – represents an incredible moment of insight for the marketer savvy enough to listen closely and act on that information.

Is behavioral marketing the latest fad to wash over the marketing landscape for the next three to four years? The answer is a definite maybe. The customer focus it encourages – and the revenue increase it creates – are the basic underpinnings of epic improvement. So this might be the first title of 1,000 you'll read on the topic.

If it doesn't elevate to fad status, the best outcome ever might be that behavioral marketing simply pervades every corner of traditional marketing. Instead of some overused buzzword that enters the realm of synergy, it may well become the lens through which we look at everything. If everyone who reads this book upped their own conversion rates by 10 percentage points, we would push an entire industry ever closer to their customers – which is always a good thing.