Wow, it has been a very humbling experience writing Neuromarketology, the book that will unveil to the marketing community the science behind Neuromarketing and how to use it to create powerful dynamic neuromarketing campaigns with unprecedented marketing ROI. It is interesting to reflect, now that the book is finished at over 300 pages, on how hard it was to create a work so that each and every line stands on its own- no matter who the reader is and what perspective they come from.
The task of writing the new “bible” on dynamic automated real time neuromarketing was daunting. The amazing part, the book ended up being a “how to” observing the tried and true proven concepts of branding, positioning and advertising in the new economy, driven by the newly diverging audiences (that Trout and Ries never had to reach) with the incredibly potent converging communication technologies, into the newly developing media channels.
The book articulates a common denominator among all new economy consumers, a new category of consumer. A new generation that my mother, my teenagers, my wife and I all belong to — The Google Generation. For the first time in history we are being motivated and leveraged across all stereotypical demographic types by one simple generational catalyst. The ability to synchronize, ingest, interact with, and publish as individuals any kind of content instantaneously.
The book shows smart marketers how to harness converging technologies, diverging audiences and splintering media channels to create hyper-relevance in your marketing communications.
I thought I was finished with the book five times only to find out on test reads I had missed a critical component, or had taken for granted the perspective a reader would have. So thank you to my test readers; you have made the book ten times better, but you have also cost me months of 5 a.m. wake-ups and 10 p.m. shutdowns over the last few months. The last addition to the book was a glossary section and I was asked by a very smart CEO who did a test read for me, to add “take-aways” at the end of each chapter. The glossary was needed to break down all the buzzwords and similar sounding, but very different in meaning. Some examples: neuromarketing, dynamic marketing, real-time dynamic marketing, automated dynamic marketing, multi channel marketing, cross channel marketing , dynamic segmentation, dynamic messaging, If/Then programming, one to one marketing, personalized marketing or how about “automated dynamic real time integrated one to one personalized marketing,” variable messaging, variable imagery, dialog marketing, database marketing, brand mapping… just to name a few. They sound the same but the nuances are critically important to achieve the promise of higher returns and higher overall marketing ROI.
In addition, the “take aways” section was added to give the reader stepping stones and hand holds on their journey to reaching more qualified targets, getting closer to more leads, developing higher return marketing campaigns and implementing automated real time dynamic marketing work flows.
Someone asked me yesterday, “what about the new buzz that Neuromarketing is getting?” My response, let’s just hope the core science of Neuromarketology and how to honestly map your brand into real time dynamic messaging campaigns becomes the hottest thing in dynamic neuromarketing over the next few years!