Marketing efforts are flawed: Neal Martin

One should become a customer’s habit, and not their choice, said expert in consumer behaviour and customer satisfaction, Neal Martin.

Co-founder and chief executive officer of Georgia-based Sublime Behaviour Marketing in the US, Martin, recently visited the
International School of Business and Media (ISB&M) in Pune and shared his views with students on ‘Convergence of media’. 

Speaking on the occasion, Martin said, “One should become a customer’s habit, and not their choice. Today, 95% of marketing efforts are fundamentally flawed. Habit is not the answer to every solution, but it is part of every solution.”

Working with high-technology companies since 1994, Martin is helping them adjust their strategic thinking in light of rapidly evolving market realities. In his talk, Martin enlightened students on how convergence is important in each and every sector, especially in the telecom industry. He spoke on how a marketing consulting firm should apply the principle of habit-based marketing to shape and change consumer and organisational behaviour. 

“One of the products of my research is the celebrated book, Habit: The 95% of Behaviour Marketers Ignore. For the past several years, I have worked on updating the principles of marketing based on cognitive psychology and neuroscience that reveals most of the human behaviour is the result of unconscious habits,” said Martin.

A professional in bridging the gap between new technologies and market, Martin has helped various communication and networking companies to launch some of the past century’s most innovative products and services.