Marketing is all about influencing people – attitudes, beliefs, perceptions, and behavior. The ultimate goal is purchase (of course). At the end of the day, marketing efforts are pointless if people don’t buy our brands. That is one of the reasons I moved from brand to shopper marketing. Understanding how to persuade people to buy intrigued me. Over time, though, I’ve come to realize that the goal is much more than getting people to buy. We need to put ‘whole person’ thinking at the heart of insights to grow brands.
Our very own EVP of Strategic Planning, Fern Grant recently wrote a white paper for The Hub Magazine, with focus on all of this and more. Please enjoy the read below: