You wouldn’t know it from most B2B advertising, but people who work in business are humans, too. That means that, as everyone else does, business decision-makers do not make purchasing selections based on purely rational consideration. This disconnect between perception and reality leads to tens of millions of squandered advertising spending every year, across all media.
In her monthly column for The Drum, Communicus CEO Jeri Smith reveals Communicus data about how many B2B campaigns actually work, why most of them don’t, and how brands can tap into System 1 dynamics to change the ratio.
