Marketing

The attention economy

The attention economy

Attention economy is an interesting concept from information management that helps us to understand some current trends in online business and advertising. The basic idea consists in considering human attention a scarce resource, due to the modern phenomenon of information overload. Getting and keeping the audience’s attention is an increasingly difficult challenge and most of the marketing efforts focus on …

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The 6 Principles of Persuasion by Robert Cialdini

The 6 Principles of Persuasion by Robert Cialdini

Robert Cialdini is world-renowned by his book “Influence: The Psychology of Persuasion” (1984), a work that has become a must-have for businessmen, advertisers and marketers. In this book, Cialdini exposes his 6 principles of persuasion or influence. 1. The Principe of Reciprocity According to this principle, human relations tend to be reciprocal. People tend to treat others in …

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Pyramid Scheme vs. Affiliate Marketing: What is the difference?

Pyramid Scheme vs. Affiliate Marketing: What is the difference?

Knowing the difference between a pyramid scheme and affiliate marketing is important for business owners and marketers, but also for anyone interested in joining any program to make extra income. The following information can prevent us from committing or becoming victims of illegal activities. The crucial difference between a pyramid and affiliate marketing is that the first …

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Diamond Shreddies, an unbelievable rebranding case study

Diamond Shreddies, an unbelievable rebranding case study

The story of Shreddies is the ideal case study for demonstrating the possibility of creating intangible added value for a brand without modifying the product at all.  For those who are unfamiliar, Shreddies is a square-shaped breakfast cereal brand born more than 60 years ago and sold in England, Canada, and New Zealand. In 2008, …

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