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Walter Ruckes In the digital age, message still trumps medium, says Walter Ruckes, VP-sales and channel engagement at marketing firm BI Worldwide. And marketers who shape their messages with an understanding of behavioral economics in mind have an advantage. The study of how thoughts and emotions influence customer decisions can help marketers “figure out how to frame product messaging or offers in a way where consumers will feel like they are missing out if they don’t complete a specific action,” he told BMA Buzz.



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