Behaving

My favorite stolen line is that you should never allow customers to engage in unsupervised thinking. As marketers, we are tasked with encouraging specific customer behaviors. Some of these behaviors are rationally based, such as buying software with a known minimal return on investment. Others are completely emotional, such as Volvo suggesting that you are less likely to die a violent automotive death in their cars. Each is designed to get customers to take a specific action, and in complex business-to-business (B2B) sales, this may be a long series of tiny behaviors involving many stakeholders. Unsupervised customers behave as well as unsupervised children. Amazon is in the retail business, not the technology business (that is if you ignore their Elastic Compute Cloud offering). Thus they encourage consumer buying habits. One consumer behavior they need to control is to not allow customers to shop elsewhere – putting Amazon products in customer … Continue reading