How the monkey improved marketing

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

During the 1990s, a team of Italian scientists led by Dr. Giacomo Rizzollati studied the neurons that control movement and hand-mouth coordination. As usual, guess who drew the short straw (again) – monkeys. Monkeys connected to an EEG were given food, and scientists monitored which neurons in the brain were activated during this activity (this is a simplified version; I …

Misconceptions about brand awareness

Dalibor Šumiga Marketing

How many times have you heard or uttered the sentence: “We need to increase brand awareness…”? Most companies who sell their products through distributors have no direct impact on the result of the sale except through investment in marketing. One portion of the budget goes to so-called “trade marketing”, a distributors’ incentive through additional rebates, POS materials, etc., and the …

This is a blog about managers who think they are rational

Dalibor Šumiga Marketing

The very fact that you opened this article because of its headline, in most cases proves what I have to tell you right now… If you ask most managers whether they make business decisions rationally or intuitively, they’ll say that they follow their intuition from time to time, but in the end make cool-headed decisions (that is, rationally). I myself …

Is marketing an industry of emotions?

Dalibor Šumiga Marketing

The main theme of the recent Days of communication was “Marketing disclosure as an industry of emotions”. A couple of things caught my attention in the three days I spent in Rovinj, Croatia: 01) the logo of the conference I leave the possibility that the designer of the logo used his or her artistic freedom to show the conference theme …

Online guerilla: Marketing in unusual places

Promosapiens Marketing

The goal of marketing is to stick out of the crowd, rather than being like others. In online marketing, which is currently a very frequent playground, the routine set by the consumer’s brain needs to be broken in order to be noticed. Our brain loves familiar things because it processes them more easily on account of historical data. For that …

Price is (not) important

Dalibor Šumiga Marketing, Sale

There are situations when monkeys are smarter than humans. The research conducted on capuciners showed that price does not affect the choice of a product. Good news for monkeys, bad news for mankind… There is a behavioral trait we inherit that makes us think that expensive is better. There is no explanation for that, but certain parts of our brain …

Učinkovita komunikacija, online kampanja, digitalno oglašavanje, klijenti, marketing agencija, internet oglašavanje, loš feedback

„I don’t like it“ is not a feedback

Dalibor Šumiga Marketing

You can’t complete the puzzle if you don’t have all the pieces. A doctor can’t help you if you don’t tell him where it hurts. You can’t have a good idea if you don’t have a good brief. These three sentences vividly describe why feedback matters, or to broaden things up – why does information matter. HOW DOES A HAIKU …

Internet marketing, loši oglas, oglašavanje, dobra web stranica, kvalitetno oglašavanje, jeftino oglašavanje, jeftini marketing, jeftini oglasi

If a nice suit makes you look as professional, why do you have an ugly website?

Dalibor Šumiga Marketing

Everybody is on… Google AdWords, Facebook ads; select the channel, on each you will find a range of ads never seen on TV, heard on the radio or seen on billboards. Traditional advertising channels were intended for large advertisers and small businesses stuck to newsletters, flyers, field sales and recommendations. Internet marketing gave a chance, and many took it, so …

newsletter, oglašavanje, e-mail marketing, digitalni marketing, internet oglašavanje, mailing baza, e-mail

You as well are part of some mailing base

Dalibor Šumiga Marketing

The other day I received an interesting call; a call agent called me to offer me a great offer, created just for me. Here is a part of that conversation: CALL AGENT: “Good afternoon, who am I speaking with?” ME: “And who are you supposed to speak with?” CALL AGENT: “I’m calling from the X company and we have for …

You don’t need digital professionals, you need digital creatives

Dalibor Šumiga Marketing

The idea is expensive… at least it should be… ARE YOU READY TO KILL THE COW FOR ONE LITRE OF MILK? Last year we received a request to cooperate with internet portal which sells their ad space. Specialized portal, difficult times for the sale of advertising space, strong competition and skeptical costumers. Anyway, since we are not dividing customers to …