You just opened the most beautifully wrapped box in the room. Everyone stares and you gasp. It’s the ski sweater you gave your cousin two years ago; Love Dad! At that moment you vow re-gifting must stop, or at least re-gifting your gifts ends today. Now it’s the holidays again, and you have no time but one very long list. You can’t afford to buy everyone an iPad. Besides there is always the possibility that even the dearest friend or relative will re-sell it on eBay. 

Last Sunday, as I was enjoying doing absolutely nothing, my doorbell rang.  Naturally, I assumed it was a salesperson.  My husband hates salespeople, but I’m a little more sympathetic, having done sales in the past.  So when I answered the door, I was pleasantly surprised to find a staffer from my political party’s state committee standing on my doorstep asking for me.  I was about to be ID’ed!

For, far too long marketers haven’t been asking enough questions about the consumer. Their age, income and what they do online are all interesting to know and do provide a loose guide to what motivates a purchase.  But, when it comes down to it consumers don’t purchase based on their demos or site visits; they make purchasing decisions based on their Values. To get to that level of insight marketers need to ask a different question. WHY?

“More product is moved through emotion than rational fact. Advertising is the process of changing attitudes”.

This quote from Randall Rothenberg, President of the IAB, was part of a presentation last month at the IAB Innovation Days. It highlighted the need to focus on creative in the display advertising industry and it’s a quote that has stuck in my mind for various reasons.