Thirty years working in consumer behaviour and developing marketing strategy suggest to me that cost effective marketing requires:
- Data – delivering more reliable and profitable decisions than intuition.
- Thought – the objective, critical, and lateral interrogation of data.
- Management – managing consumer behaviour to achieve objectives.
- Excellence – consistently delivering a competitive advantage.
- Ethics – achieving alignment with market expectations.
Variously called a brand strategist, culture consultant, marketing strategist, marketing advisor, communication strategist, e-commerce consultant or business strategist – I work with smart people to manage consumer behaviour to deliver social and commercial objectives – reducing costs, maximising revenue, increasing margins, and building sustainable value.
My academic background is in psychology, education, and business. I have limited faith in traditional marketing– preferring an evidence-based pragmatic approach placing the priority on delivering tangible, measurable, and sustainable outcomes for governments, business, and NGOs.- focusing on consumer behaviour.
I sit on several boards, including that of a provider of digital marketing, e-commerce, community development and digital automation services, and a developer of e-commerce platforms.
Without exception – I say it as I see it. With few exceptions – I am up for a pot of tea and a chat so you can establish if I can add value.
My primary expertise is consumer behaviour and the application of consumer psychology, behavioural economics to:
Underpinning my approach are the following core principles.
- Marketing, a subset of psychology, involves the management of behaviour to achieve social and/or commercial objectives.
- Cost effective behaviour management requires a deep understanding of the audience and how to change their behaviour.
- Brand is the management of perceptions to enhance productivity, performance, and profitability.
- Advertising can attract traffic or enquiry – but brand and culture drive customer lifetime value.
- Branding, a subset of brand, brings the brand to life eliminating the gap between optimal and actual brand.
- Eliminating the gap between optimal and actual involves marketing and HR establishing the optimal culture.
- Marketing and branding are more science than art – relying more on data that intuition and creative ideas.
- Marketing and branding should and can be measurable and accountable.
Communication does not occur without a reciprocal process