Friday, November 10, 2023
HomeBrandingMoments of Fact Advertising and marketing cartoon - Marketoonist

Moments of Fact Advertising and marketing cartoon – Marketoonist


In 2005, A.G. Lafley, CEO of the world’s largest advertiser, Procter & Gamble, launched the idea of “moments of reality” to the advertising world.  As he wrote within the P&G Annual Report that yr:

“The very best manufacturers persistently win two moments of reality. The primary second happens on the retailer shelf, when a shopper decides whether or not to purchase one model or one other. The second happens at dwelling, when she makes use of the model — and is delighted, or not.”

P&G shortly adopted up with the thought of a 3rd second of reality centered on post-purchase phrase of mouth.  Later, in 2011, Google VP (and P&G alum) Jim Lecinski coined the thought of the zero second of reality, when customers realized they want one thing and do pre-purchase analysis (typically, in fact, by Googling it).

Twenty years after A.G. Lafley launched the idea, moments of reality nonetheless carry an incredible quantity of affect in how we take into consideration advertising.  Entrepreneurs now create elaborate buyer journey maps oriented round these and different “moments that matter” in a shopper’s path to buy and focus their advertising on “profitable” these moments.

So why does buyer expertise nonetheless so typically fall flat?  Regardless of having extra instruments, expertise, and information than ever, the precise buyer expertise not often lives as much as the potential.  These days, I’ve been giving a brand new keynote speak on this subject titled “The Buyer Journey to Nowhere” (right here’s a recap and video of a current one).  

Buyer journey mapping has skilled us to think about customers primarily as consumers on a linear path to buy, somewhat than as advanced human people with ever-changing wants who don’t take into consideration our manufacturers practically as a lot as we predict they do. 

It’s simple for entrepreneurs to develop “Funnel Imaginative and prescient” — dropping sight of the particular shopper as a result of we’re so centered on the basic linear advertising levels of Consciousness, Trial, Repeat, and Loyalty.  

I’ve all the time like HBS professor Theodore Levitt’s warning to keep away from Advertising and marketing Myopia.  As he famously mentioned, 

“Folks don’t need to purchase a quarter-inch drill. They need a quarter-inch gap.”

Listed here are a number of associated cartoons I’ve drawn through the years:

“If advertising saved a diary, this could be it.”

– Ann Handley, Chief Content material Officer of MarketingProfs

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