Keeping Marketing Simple

Personally, I like simplicity. Some of my favorite movies have few special effects, quite music and minimal action but a great plot, in contrast with some films with dazzling special effects, loud music and over the top action but a thin plot. The same is often true when it comes to marketing. Whether it be the way a product looks, the usability of the product, the buying process or other aspects, simplicity is often the best approach. It turns out some research backs up this concept, especially when it comes to the ability for the consumer to easily make a decision on what to buy based on information they can understand and trust.

This according to a Corporate Executive Board study published in the Harvard Business Review. Consumers value the ability to quickly gather accurate information about a product and make a purchase with ease. It is not about giving customers large amounts of information, it is the helpfulness of the information given that matters. Simple often is best. You can read more about this study here:

http://hbr.org/2012/05/to-keep-your-customers-keep-it-simple/