Marketing victim. That’s what my last boyfriend used to call me when I buy stuff I didn’t even know I wanted in the first place.
It’s an ironic nickname when you consider the fact that I’ve been making people want to buy stuff online for the last 7 years. But apparently, even digital marketers aren’t immune to advertising and marketing. Especially when that marketer loves online shopping and direct-to-consumer brands.
One night, during a particularly potent fit of PMS and insomnia, I found myself revisiting Italian shoemaker M Gemi to mull over a pair of mid-heeled sandals. These shoes will complete me, I thought, But they are also expensive as fuck.
I’m not the type of person to spend over $200 on a pair of shoes without giving it some serious thought. Until suddenly, I was.
All purchases are an emotional decision, and some brands are better at triggering those emotions than others. I decided to start The Marketing Victim to figure out how this happens, based on my own experiences. Since I do the majority of my shopping online (even groceries!), I’ll be zooming in on the digital marketing tactics work well on me and why. By analyzing my own customer journey, I want to understand what drives a person to purchase something, and use this knowledge to improve my work and spending habits.
Through The Marketing Victim, I also want to promote the startups and direct-to-consumer companies who have captured my hard-earned money and unwavering brand loyalty. It’s tough for a new brand to earn trust, especially when their prices are higher than their mass-market counterparts, and there aren’t enough people writing about them. These aren’t product reviews so much as love letters to my favorite brands for creating stellar products and a great customer experience.
Finally, I’m hoping that writing this down will give meaning to my impulse purchases beyond simply wanting something new at 2 a.m.