Mind reading is not part of a marketer’s job description, but mind mapping should be. Why? Because building a mental roadmap of the thinking process during the buyer’s journey is crucial to achieving maximum conversion, and this can only be accomplished through a rigorous testing program. There are no shortcuts. The articulation of this roadmap must be simple and precise. We call this coherence. Flint McGlaughlin explains more: [embedded content] If you haven’t heard us say it before,…

Exploring the Mobile Customer Experience: Three discoveries for designing an effective mobile experience – MarketingExperiments Home Mobile Exploring the Mobile Customer Experience: Three discoveries for designing an effective mobile experience

If only marketing were more like tires. I recently discovered that the tires on my Nissan LEAF were recalled, not the specific tires on my car, just that tire model. And it turns out, only the tires manufactured between February 5th and February 18th in a specific plant of that model were included in the recall. That is impressive. In general, tires are manufactured with such repeatable high quality, that defects can be pinpointed to just…