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Intuition is a terrible guide. Because it is a sense of comprehension we experience that does not rely on formal reasoning; it traps us in a false sense of security abut what we know and what we can decide on. Common sense is only marginally better. It is, obviously, a widely accepted way to think and behave that operates within certain societal boundaries that have become the established norms.
Read more: Logic Dictates This Should Be Taught At School Now
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Communication is about information. Namely, how much you can get ‘out there’ the moment it’s needed most so a decision can be made. It is logical then to want to get ‘out there’ as much information as possible as quickly as possible. In a purchase-decision-maker environment this is what Google calls “The Zero Moment Of Truth” (ZEMOT for short).
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Simon Sinek talks about “Ethical Fading” (and I borrowed the term from him) and it’s worth listening to him for a few minutes.
Read more: Ethical Fading — How Good People Make Bad Decisions at Work
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Advertising has always relied on a morally shaky premise: capture your audience in a context they cannot easily escape from and bombard them with enough psychological trigger points for them to 'decide' to be your customers.
As such, it has always trod on a tightrope suspended between the twin perils of exploitation and manipulation. A tiny misstep at any point along the way always risked plunging the advertiser (and the brand that was being promoted) into one or the other of the corrosive-to-its-reputation perils laying waiting below.
Read more: The New Advertising Landscape: A Blend of Tradition and Innovation
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If we could understand, exactly how customers think we’d be able to predict their behavior and we’d then be able to cater to what they need and what they want, in advance. That’d be an amazing business model, one that Google co-founder, Larry Page, described when he was detailing his own vision of the perfect search engine.
Read more: What Marketers Need To Know About Neural Networks