Aligning your marketing with your customer's journey
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Modern marketing is not about interrupting the user with your advert and convincing them to buy... Today's marketing is about creating a win-win partnership between the consumer and the creator.
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Aligning your marketing with your customer's journey
- 1. Aligning Your Marketing With Your Customer's Journey
- 2. hello! I am Dixon Jones You can find me at @Dixon_Jones (Gifs courtesy of Giphy.com) 2 Tweet about this @Dixon_JonesDixonJones.com
- 3. hello! You are… I can find you by…? 3 Tweet about this @Dixon_JonesDixonJones.com
- 4. hello! I am Dixon Jones You can find me at @Dixon_Jones 4 Tweet about this @Dixon_JonesDixonJones.com
- 5. 5
- 6. 6 Tweet about this @Dixon_JonesDixonJones.com The Agenda • How we make decisions Impression Management Frictionless Journeys
- 8. (This slide left intentionally blank) 8
- 9. Why Trust Search Engines?A Friend’s Motivation The Engine’s Motivation
- 10. How We Make Decisions Suggested Reading: “The Chimp Paradox”, Peters. & “Hooked”, Nir. Logic / Reason Impulse / Emotion • Instant Gratification • We won’t be embarrassed • Our logical brain thinks slowly • Google is Often Right & Quicker • We Developed a Habit • Engines (L)earnt our Trust
- 12. Opinion vs Brand
- 16. Personality AND Situation need to be known to predict behaviour 16
- 17. “ “83% of Consumers trust recommendations from their peers” (Nielsen via Search Engine Land) 17 Tweet about this @Dixon_JonesDixonJones.com
- 18. “ 60% ofYouTube subscribers say they would follow advice on what to buy from their favourite YouTube creator over a traditional Celebrity. (the YouTube Generation study) 18 Tweet about this @Dixon_JonesDixonJones.com
- 19. Opinion vs Brand “The Company returned $1.9 billion to shareholders through share repurchases and dividend” (2019 Q1 SEC Filing report)
- 21. The Importance of a Frictionless Journey
- 22. 22
- 23. Takeaways 1. We now know how and why people make decisions ○ Automatic responses are faster than emotional responses which are faster than rational responses 2. Often, rationalisation is used to reaffirm or refute a decision, not to make one ○ Reviews in SERPs do this 3. Impression Management (acting) is rife on the Internet – and now your brands are behaving like people behave online ○ Create and Embrace Ambassadors 4. Knowing personality (or segmentation) with situation is a much better predictor of behaviour than personality traits alone ○ So avoid being a Malgorithm in Private Eye 23
- 24. I am Dixon Jones Find me DixonJones.com 24 Tweet about this @Dixon_JonesDixonJones.com
Hinweis der Redaktion
- How many of you stayed in a hotel last night? How many travelled in this morning by tube or train?
- How many people know who I am? Many presenters start by asking a few questions of the audience.
- But it isn’t about me, is it? It is about you. Understanding your customer’s journey is not all about analytics and it never will be. Right now, my job is to help you to understand how to align Marketing with Customer journey. So to do that I need to think about what I know about you as an audience. I know: That You at a highly specialized conference. So you probably know stuff already. You are going through the a similar life journey that I went through in the last 20 years for Internet Marketing, but with better tools and you are probably younger. You are on day 2, on the “after lunch” shift. That means you’ll likely be coming off a sugar rush, so you are going to be tired and may even yawn in the next 20 minutes. That’s not great for me, but knowing it is likely help me align my presentation to you, the customer’s journey. So my first task is to convince you I am worth listening to, without coming across as salesy or arrogant.
- So I asked Brad to Big me up. Because You trust the moderator, more than you trust the stranger right now.
- I think we can all agree on one thing though, right? That the old school style of a white, middle-aged man sitting you down and selling you insurance, or a house, or a vacuum cleaner by lecturing you into submission is a sales technique that is rapidly following the way of the Dodo? So what changed in the relationship between customers and businesses to precipitate this change?
- Old People’s Homes and Funeral Adverts Baby showers and Contraception Private Eye has a regular section on these
- Marketers say journey: Awareness, Trust, Purchase, loyalty, advocacy…. Attribution attempt? Phone vs Houses (Strata): 31% < 3 houses. 10% 16+. Me … ALWAYS one visit.. >> Not linear, Not rational.
- “Hotel in London” Why do we go to a search engine instead of a friend or FB? Friend’s Motivation: Not let you down * Look Good * Altruistic (Goffman, 1922: Impression Mgt. Favourable impressdion through choices) (Hampton, 1995: Behaviour/personality changes depending on audience) Engine’s Motivation: Site Owners: Buy. SE: Click, Return (Googlers: Type 1 vs Type 2 thinking)
- Dr. Steve Peters. Metaphors. Human Chimp & Computer. Human: Cerebrum. Rational. Chimp: Amygdala… empotional. Why SE? Chimp 5X faster than Human. Our chimp works first.
- Chimp works first… This is why Brands are so powerful in online marketing. They evoke emotions, not rationality. When you see Macdonalds arches… you know… Menu, price, time… So the serps appear, then the rational brain catches up. How does the human respond to questionable decision making process?
- The Human looks for proof that the decision was correct. Stars are so important. They reinforce decision making process, but they don’t initiate it. Emotion took user to Awareness phase. Human at the evaluation phase… but now often from a bad presumptive start. You can trick someone to see, but not to but or become and advocate. So on Google, beyond getting into the results in the first place, the main task is to convince users AFTER the fact.
- On Facebook, the process is very different. Now, people are asking friends, not computers. S Hampton: Behaviour changes according to who you are with. In Omnidirectional Online Marketing, Brands are actors just like people. It is all 2 way. People can comment on FB sponsored ads! Wow…
- …peers… Not celebrities
- …Experts… not Celebraties