Marketing to “homo mimicus”?

Mark Earls

We need to develop new approaches to understand consumers, why? Three reasons:

. Perhaps advertising works through people.

. Internet is not media, it’s communications based not a message broadcaster.

. Only in the Anglo-Saxon world do we conceive the audience as being comprised of individuals.

Unless people can see what other people are doing, behavior doesn’t spread. People copy patterns.

Random copying – long tail, NetFlix. Random copying is stochastic. Selected items are copied differently.

Advertising works on top of and amplifies cultural tides.


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