Inbound marketing is no longer a totally new concept, already in the late 2000s Lusch and Vargo (2009) discussed that with the rise of a network economy, customers were part of an extended enterprise and co-producers of the firm’s marketing.
In both inbound and outbound marketing, enterprises embraced a goods-dominant logic, where the focus was on efficiently producing units of output usually far removed from the customer.
Social networks are increasingly present in the daily life of consumers and brands, who have seen in them a way to reach consumers and create conversations with them. However, social networks are not just a place to talk or a new ground for experimenting with brand image. Social media is becoming an increasingly powerful tool on the Internet which has more and more market niches for work and applications. Continue reading
Google is introducing a new logo today. Just a month after unveiling a major restructuring of the company, Google is updating its image, too. The new Google logo is still a wordmark, but it’s now using a sans-serif typeface, making it look a lot more modern and playful.
The majority of the decisions that we make at the moment of buying something are irrational, produced in a moment of euphoria by emotions that drive us to get products that lots of times we don’t need. Besides, there are a lot of “tricks” that marketers use to provoke feelings that induce consumers to purchase a particular thing.
Appealing to the emotional side of people is one of the most used practices by advertising and the most successful. 31% of marketers recognize the benefits of emotional campaigns while the benefits of rational campaigns represent only the 16%. Continue reading