Marketing can't force people to buy what they don't need. According to Dale Harrison, 65-90% of market share within a category is determined by brand recall at purchase.
This week, Elena and Rob are joined by Dale Harrison, former experimental physicist turned marketing effectiveness expert. Dale breaks down the NBD-Dirichlet model that governs consumer behavior, explains why most growth stories have nothing to do with brilliant marketing, and reveals why reach (not targeting) drives market share. Plus, learn about the mathematical reality behind brand loyalty and why your job as a marketer is to make subtle nudges, not force outcomes.
Topics covered:
- [04:00] Marketing as hacking brains, not forcing behavior
- [13:00] The NBD-Dirichlet model explained through consumer purchase patterns
- [22:00] Why brand loyalty is actually polyamorous repertoire buying
- [26:00] Two ways brands grow: organic category growth vs. market share theft
- [38:00] Effective CPM vs. total CPM and the targeting efficiency trap
- [42:00] Share of voice correlation to market share success
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Resources:
2024 LinkedIn Article: https://www.linkedin.com/pulse/how-marketing-creates-revenue-dale-w-harrison-84v7c/Dale Harrison’s LinkedIn: https://www.linkedin.com/in/dalewharrison/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.