Marketing Embraces New Technology
This article is part of a series of articles on how marketing is embracing AI, AR and VR. Read more.
Marketers have long sought to decode how we buy, from the rational view of people moving through discrete stages on their journeys to buying, to the acceptance that buyers are far from rational and are at the mercy of the heuristics and biases that steer our decision-making based on variables such as our past experience or the environment we are in. Above all, marketing science has highlighted the indiscriminate nature of buying – that buyer bases of brands tend to be buyer bases of the category, that the profile of buyers tends to be wider and more varied than the segments a brand defines, and that brands tend to grow by reaching light, infrequent buyers of the category, not heavy loyalists.