dopamine and success

Marketing is a value delivery process that creates customer delight and profits for the marketer. Pleasure means more of dopamine in the brain. Dopamine is a neurotransmitter or neurochemical that is associated with learning and pleasure. So if a marketer has to create a new form of behavior of purchasing a particular product or brand, the marketing process should create pleasure so that the new purchase behavior is reinforced. Lux is a delightful product not only because it is a good soap, the ad-com material is alluring.

Social media is a delight. Because it creates new learnings with pleasure (more dopamine) to the netizen. Hence, social media is a great new approach in marketing to further bolster brands, and create a better society.

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Very true Sunil.......Nowadays people call social media, "media". Nobody is distributing or providing anything. People are just talking to each other. This is where businesses are trying to catch up. Multi-channel marketing now includes online social media as a channel that is relevant to branding and selling. As more marketers have realized the potential that social media holds, there has been a social networking push in corporate and business marketing. But many businesses either give up or fail at their social media marketing attempts. I believe the remedy is that any business success depends not on approaching social marketing as a sales cycle, but should see the full ecology of business environment and the interactions of all communities within that. It is all about Social Media Ecology and Engagement Lifecycle in Social Media Marketing..........

It would be great to know from others on this subject......

If the customers are convinced about the value being delivered, then the company will get marketing success. With regard to dopamine and pleasure-seeking, focussing on these as part of marketing strategy work. Many customers have pain- or risk-avoidance as the goal, such as someone buying painkillers or protective gear like a helmet. These people, as well as those seeking pleasure, can be targeted if one uses the concept of 'value' as part of the marketing strategy.

There are various ways to convince a customer about a product's value. You can market things on basis of time value -- like you need to buy product X now because it's on a heavy discount or because its winter/summer. Else one could market on basis of form value(like this bike/car/ jacket makes you look so cool), snob value (only the superclass/elite own this product) or economic value (best price for all these features).With enough brainstorming one can find various kinds of value associated with different products.

Think of it this way: Money is a unit of value and people will part with their money when they get something (or perceive that they are getting something) of equal or greater value in exchange.

Use of Social Media is all about understanding and using the WOMM.

If earlier there were loyal groupsand communities who identified themselves with a particular brand i.e. the Harley Davidson etc, now the same concept has been taken online to online groups to act as viral marketing strategy.

In fact the use this medium has become so pervasive that organisations pay star bloggers to create a hype and increase awareness about their products and services.

In nutshell its WOMM in new avtaar.