GLG News Analyses of the following article:

The Paradox of Choice 2.0

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Published at: agoramedia.co.uk

Choice 2.0: What is the Path to One's Selection, Really?

January 28, 2010

Analysis by: GLG Expert Contributor

Marketers’ frequent concession to lack of buyer clarity yields too many product choices. Vendors create more derivatives (features or options) from a platform (whether an IC chip or a potato chip) because it is faster, simpler, and less risky. Buyers have different thresholds constituting their preferences. (Buy what a friend said vs. what satisfies a current need vs. what will satisfy future needs.) Flat product rating/reviews (e.g., BazaarVoice, Amazon) don’t filter reviews per those needs.

Web 2.0 and the frightening prospect of actually knowing what customers want.

January 26, 2010

Analysis by: GLG Expert Contributor

Traditional advertising was a shotgun business, many bullets missed their targetWeb 2.0 allows companies to better serve and market to their consumersThe technology can be either in house or outsourced

Information Cures The Paradox of Choice

January 25, 2010

Analysis by: GLG Expert Contributor

Customized information and education are more important in the equation of The Paradox of Choice than the actual number of choices.  As the enhancement of technology and the emergence of the social web provides consumers with more readily accessible personalized information, it actually allows them to make their decisions more easily - even though they are potentially exposed to exponentially higher numbers of choices.  Success will be measured in your ability to get your product found.

The Rise Of Agents

January 25, 2010

Analysis by: GLG Expert Contributor

I recently wrote an article about the increasing automation of marketing decisions.  The flip side is the increasing use of social networks and automated filters (e.g., Google Alerts, Twitter Lists) by consumers -- here's another idea about how this might unfold, and here's another that speculates on the future of paid content.  Below I summarize the points I made in these posts.

learn about software by watching more TV and films

January 24, 2010

Analysis by: GLG Expert Contributor

Use TV as an analogy of software The advance of digital technologies in TV have led to a massive increase in the number of channels. Software availability differs but is comparable.

Good Choices Come From Experience And Experience Comes From Bad Choices

January 22, 2010

Analysis by: GLG Expert Contributor

Choices come in all shapes and sizes and the scope and scale of their consequences are equally diverse. It seems dangerous to rely on any General Theory of Choice as relevant  to all products and services.

Targeting and Positioning Trump Product Proliferation

January 22, 2010

Analysis by: GLG Expert Contributor

Unless the new product offering solves a real (or imagined) problem better than existing competitors it has little chance of success.Comprehensive research and insights aid in creating, targeting and leveraging the messaging along the purchase cycle continuum to ensure success over existing competitors.