Waiting for Your Cat to Bark? offers an integrated solution for businesses that want to succeed in today’s experience economy
When Pavlov trained his lab dogs to salivate on command of a ringing bell, he inadvertently set the stage for over a century’s worth of conditioning-based consumer messaging. In the early decades of the 20th century, characters such as J. B. Watson and Edward Bernays “proved” that when businesses rang the right bell the right number of times, they could conjure desire and action in their audience through branding alone.Even fifty years ago, media outlets were inherently limited by geography and scope. Because consumers lacked broad exposure to alternative experiences, need-based behavioral marketing held sway. Indeed, response in the baby boom-era – folks really did buy the most heavily marketed goods and services – seemed to prove that customers could be conditioned to salivate on command.
Yet the close of the 20th century has been a boiling point for media fragmentation. The advent of the Internet and wireless technologies gave everyone access to information anytime and anywhere. The blossoming of media placed an unprecedented amount of information in the hands of customers, rendering geographic barriers moot. Most importantly, this sea change empowered customers to focus on what’s relevant to them and ignore the rest.