Discover how AI influencers outperform humans, why brand loyalty wanes over time, and the impact of the decoy effect. Explore Share of Voice's link to market share, the allure of large popcorn, and the potential of AI in market research. Prepare to have your marketing beliefs challenged!
Customers buy less over time, proving the importance of continuous acquisition and retention efforts.
Strategic use of decoy options can influence consumer decisions, showcasing the impact of pricing and positioning strategies.
Deep dives
The Law of Buyer Moderation and Its Impact on Market Strategies
The Ehrenberg Bass Institute's research introduces the law of buyer moderation, challenging the traditional marketing belief in customer purchasing behavior. It suggests that customers tend to decrease purchase frequency over time, emphasizing the need for continuous customer acquisition alongside retention efforts. This shift requires businesses to prioritize broad appeal and maintain accessibility to drive growth.
The Decoy Effect: Influence on Consumer Decision-Making
The decision lab's exploration of the decoy effect reveals how the presence of a lesser attractive option can sway consumer choices. By strategically introducing a decoy that influences perceptions of the original choices, businesses can guide consumers towards preferred options, showcasing the impact of pricing strategies and product positioning on purchasing decisions.
AI Influencers and Consumer Engagement
The rise of AI influencers challenges the conventional role of human influencers in marketing. Hyper Auditor's study highlights the superior engagement rates of AI influencers compared to their human counterparts, offering brands flexibility and control over brand representation. Despite lower conversion rates, AI influencers present unique opportunities for tailored brand messaging and audience alignment.
Did you know AI influencers drive more engagement than real humans do? Or that consumers buy less, not more, from your brand the longer they’re a customer? Or why you always buy the large popcorn at the movie theater, even though you’d be happy with a smaller size?
This episode, Elena, Angela, and Rob are sharing some of their favorite (and most surprising) research on marketing principles and consumer behavior. Plus, they dig into how marketers should apply these learnings to their own strategies and campaigns. Prepare to have your mind blown!
Topics covered:
[01:00] The Law of Buyer Moderation
[02:30] Why brand loyalty is hard to maintain
[06:00] How the decoy effect changes how we think about options
[10:00] AI vs human influencers
[13:00] Share of voice’s correlation to share of market
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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