Did you know that the shapes and colors used in a campaign, curved fonts instead of pointy ones, and even the figure of a bearded man or a woman wearing glasses can impact the reception of a product? These are some of the aspects covered in the following books.
If you're curious about a case of marketing subtlety , check out the Netflix catalog . Most movie and series covers show three or fewer people, with complex facial emotions, and the villain is highlighted, as this technique has been proven to be more effective than highlighting the protagonist.
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The areas and resources of merchandising are interconnected and complement each other. Proof of this are the words of Vitor Peçanha, an author present on the list, at the 7th RD Summit – the largest digital marketing and sales event in the country.
He says that “ real digital transformation is the one that people don’t see ” and “ the more specific the content, the smaller its reach and the higher its conversion ”, as you will see in the following five books.
1. Positioning – Al Ries, Jack Trout
Al Ries and Jack Trout are known as the greatest marketing strategists in the world, and they were the inventors of the term positioning within the field. This strategy, which is presented in the book “ Positioning ” , consists of seeking the solution in the mind of the potential client.
In other words, the focus is not on creating something canada business fax list new, but rather on manipulating what already exists .
The book states that the easiest way to gain space in the minds of consumers is to get there first. To do this, you need to know and respect your competitor's space, whether it is inferior or superior. You also need to explore the strengths and weaknesses of your product and also those of your competitors.
The authors of the book themselves were responsible for positioning an entire country. By calling Jamaica the “Hawaii of the Caribbean,” they used a tourist attraction that was already well-established in the minds of many tourists to help highlight another location that had recently opened up to foreign investment.
The book details cases of this type of logic in a variety of fields. Belgium, an American bank, and even the Catholic Church were successful targets of positioning campaigns. The first electronic mail service in the United States failed due to a flawed strategy.
marketing strategies books - positioning
2. Thank you for the Marketing – Vitor Peçanha
The book “ Thanks for Marketing ” is about content marketing . The person who shows the secrets of this type of production is Vitor Peçanha from Minas Gerais. He is a speaker, consultant, national reference on the subject and founder of Rock Content , a company specialized in the subject.
The first step to adopting this marketing strategy that brings greater interaction with the public is to define the strategy with three simple questions. Peçanha likes to educate the market, answering “why? ”, “for whom?” and “how?” .
One of the key points for your consumers to thank you for your marketing is to develop good content. To do this, techniques such as the inverted pyramid, SEO , and the production of evergreen content are some of those covered in the book.
The reading is complete, as it also shows how to optimize the results, once they are obtained. Sales funnel, lead generation and metrics – consumption, engagement, conversion and commercial – are some other concepts taught to earn the gratitude of your customers.
marketing strategies books - thanks for marketing
3. Small Data – Martin Lindstrom
Martin Lindstrom has worked for companies such as Disney , Lego and McDonald’s . The branding and consumer behavior expert pays close attention to the details of human behavior. This is where the data that will make a difference in market research can be found.
These details, presented in the book “ Small Data ” , are capable of transforming the user experience and attracting customers by using unconscious preferences.
The cases shown range from internet -connected clothing fitting rooms to cater to teenage girls, to a new ambient sound system in a brewery's bar-restaurant, which would be capable of attracting consumers and making them associate the environment with the Rio lifestyle.
In this book, Martin teaches the 7C method, which can revolutionize your marketing system. Collection , communication , connection , correlation , causality , compensation and concept make up the formula for applying the Danish author's strategies.
marketing strategy book - small data
4. Marketing 5.0 – Philip Kotler
Kotler, Hermawan Kartajaya and Iwan Setiawan brought the sequence “ Marketing 5.0 ”, due to the COVID-19 pandemic. The authors realized that social distancing forced the accelerated migration of companies to the digital environment.
In the first year of the pandemic, almost 5 billion people used the internet . The trend is that, by 2030, 90% of the world's population will have access to the tool. By the end of 2022, it is projected that 72% of interactions between consumers and companies will rely on technologies such as artificial intelligence or chatbots .
There are two main disciplines of this new concept. Agile marketing shows how new technologies help provide data to improve a product, when its life cycle is increasingly shorter. And data-driven marketing comes to filter the immense volume of information obtained about consumers.
In this book, the authors also discuss the applications that these two ideas make possible in the new phase. Predictive , contextual and augmented marketing are some of the concepts discussed in depth, as well as aspects such as generational differences, the polarization of society and the advances that are yet to come.
marketing strategy books - marketing 5.0
5. Neuromarketing – Darren Bridge
It may seem complicated by the name, but neuromarketing is the study of aspects of brands and products that are so deeply rooted in our subconscious that we don’t even actively notice them. A curved yellow letter “M” is easily associated with McDonald’s . This case is addressed in the multisensory design section .
In his book “ Neuromarketing , ” neuroscientist Darren Bridger explains how concepts from his field are applied to increase sales. The phenomenon of choice blindness shows that design manipulates our decision-making.
