The first article by Nir Eyal called "How to Manufacture Desire" (Publication: Psychology of Stuff) speaks about the Hook model and a loop process by which a brand can become a "habit" with the market it caters to. Each loop consists of a trigger by the brand, an action by the consumer, a reward for the consumer and an investment by the brand. The result: You become a habit! Don't think linear, says Nir, but rather cyclical. And with each cycle comes organic growth, both within the consumer's mind as well as the consumer's network.
- Enter their Routine - Make your brand part of the consumers’ everyday life. (Difficult? Yes. Impossible? No.)
- Loop! Don’t funnel - The age of the linear marketing funnel is gone.
- Leverage addiction - Being in the field of view is passé; become the unconscious choice.
Anand Ramprasad is a marketer with experience on the agency as well as the client side of the table. He is currently an MSc. candidate at the Medill School of Northwestern University in the IMC program.
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