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" ... 8. Marketers must also study habit in order to be successful in content marketing. There’s already more content relevant to people’s interests on most any subject than anyone can possibly engage in given the mere minutes a day they’re not already habituated to other things. So content marketing will fail at the same high rate as the launch of other new offerings unless it is designed with habituated use as its driving strategy. This will require ethnographies as well as analytics rich with insights on what it will take to break people’s existing content habits to make time for replacement or additional content in their day. ... "
" ... Like any relationship, having empathy for the other side is critical to finding common ground. One highly effective approach is internal ethnographies. Have someone from marketing job shadow their sales counterpart and vice versa. Walking in the shoes of your counterpart provides an enlightening experience that encourages creative divergent thinking rather than combative destructive thinking. ... "
" ... Paul Donato: Yes, methods of creative testing are changing very rapidly. We have recently published a survey among creatives and researchers. Creatives tend to want to use traditional methods of focus groups and ethnographies. Researchers tend to want to use biometrics, facial coding and neuroscience. The glossary attempts to bridge that gap. ... "