Question

Nir Eyal is a Silicon Valley entrepreneur writing about consumer psychology and behavioral design. The posted video is based on his 2014 book, Hooked: How to Build Habit-Forming Products. Eyal explores relationships among disparate fields of brain research, consumer behavior, tech design, business development and ethics.

what is his perspective on product and service marketing?

Answer 1

Nir Eyal has a unique perspective on product and service marketing. He states that there is a tangible connection between psychology, technology, and business and product and service marketing should be based on this connection so as to reap maximum benefits. In marketing, he says that technology can be used and harnessed in a way that will enable the marketers to increase the level of customer involvement and customer engagement.

Product and service marketing needs to move away from too much focus on the functional requirements of their products and services. Eyal states that focus of marketing should be on variability. This will make their products and services consistently interesting. When a product and service is made consistently interesting then it will certainly augment the level of engagement on the part of the customers and consumers.

Eyal is of the opinion that variability is important as it enables and propels people to participate. When the element of variability is gone then people will stop participating and this is not something that marketers will want.

Nir Eyal’s perspective on product and service marketing is that marketing should be able to highlight the fact that the product or the service being offered has the ability to create unprompted user engagement. This will influence the customers to use the product or the service being offered on a repeated basis, again and again. Once this is achieved then these consumers will no longer rely or be dependent on commercials and marketing activities to but the product or the service.