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Transcript

How brands hacked our heads? · The Galaxy of Marketing

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  Welcome the marketing explorers! Today we are
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  launching straight into the third episode of
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  the galaxy of marketing called what's in the
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  head. Have you ever saw an advertisement and
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  thought like who would even buy that it's so
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  useless? Well let us be honest all of us buy
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  useless stuff because of thousands of reasons
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  and companies learn to understand those and target
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  us accordingly. Basically they see what's going
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  on inside our head. In the third episode, we
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  will delve into consumer behavior theories to
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  understand the mechanisms that make us buy anything.
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  Let's start from the two of marketing most important
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  tools, customer journey and marketing funnel.
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  As your captain, I'll brief you through the theory.
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  So marketing funnel is an instrument on how to
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  convert potential customers into buyers. It's
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  called funnel because it's wide at the top and
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  there are lots of people there, but as you go
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  down each stage, the number shrinks. And the
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  customer journey includes all the interaction
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  points with a particular brand. Every single
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  action like info search, message sending, response
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  processing is a part of customer journey. To
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  better understand how they interact and are used
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  by businesses, I'll blend them in one example.
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  Imagine Emma who wants to buy a telescope. She
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  looks up some information and finds a lot of
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  proposals but narrows it down to a few. This
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  is the upwarning stage of the SMM marketing funnel,
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  where a person simply knows you exist. To make
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  it to the consideration stage, company needs
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  to create appealing and easy to read and interact
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  ads, profile and clearly state the value, something
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  like, telescope isn't just a toy, it's a mirror
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  in which you see the universe, and approaching
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  asteroids. Just an example. In our perfect example,
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  Emma gets engaged and opens company's profile,
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  and then website. Now, the website infrastructure
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  is usually built to nudge customers into the
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  buying process, but the thing is, they haven't
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  concluded the decision yet. They're just considering
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  it. There are many ways to converse lead to a
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  customer. For example, the website must be easily
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  navigable, include full and most importantly
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  informative description of products, and clear
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  refund, shipping and privacy policies. From the
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  customer journey perspective, this path shouldn't
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  be too long or complicated. No need for 100 plus
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  additional stages and advertisements. At least
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  not before the purchase. But for our particular
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  case, there should be blocks, expert reviews
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  and models comparisons, since it's an expensive
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  purchase. Once all the customer concerns are
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  settled, Emma jumps into conversion stage, clicks
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  purchase button and tracks the delivery. If you
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  think that's the end, think twice, because the
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  most lucrative parts of the market are loyal
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  customers who make repeated purchases. That is
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  where the customer journey is shifting into post
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  -purchase level, and customer reaches the bottom
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  of the marketing funnel, loyalty and advocacy
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  stages. Post -purchase experience include a lot
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  of things, including packaging, follow -up emails
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  or messages, and offers like discounts, bonuses,
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  etc. Getting back to the example. Emma receives
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  her telescope that is very well packed. She opens
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  it and sees a small cart of funny stickers with
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  brand logo and something like, I love you to
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  the moon and back. Yeah, I know it sounds strange,
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  but it actually works, because such small surprises
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  create emotional connection with the brand. After
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  a day or so, company sends a follow -up email
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  asking her to share feedback. One of the good
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  practices here is to make such email read and
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  answered rather than ignored. And to do that,
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  you need to make it personalized and human -like.
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  Maybe even in email market it will have to use
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  natural intelligence instead of artificial one.
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  If everything goes successful, and in our example
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  everything goes just perfect, Emma will become
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  loyal customer and advocate for the brand, meaning
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  recommend it to others and create positive user
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  -generated content. Now, let this information
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  think in. The universe has waited billions of
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  years. It won't mind a few seconds more. Okay,
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  few seconds have passed. Helmets on and brace
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  for the impact with a lot of theory. Did you
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  notice that a website asks you to accept cookies?
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  And the cancel button is in most cases gray and
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  small compared to accept button, which is bright
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  and easily noticeable. That's a nudging theory.
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  It states that our brain is quite lazy and loves
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  taking shortcuts instead of demanding logical
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  thinking process. But since companies must give
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  us a choice, because of legal stuff and all that,
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  they make beneficial options seem more attractive
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  than the others, and in some cases just more
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  noticeable, without putting restrictions on opportunities
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  to choose. Clicking a big right button is easier
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  and faster than considering potential inconveniences
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  in usage after rejecting cookies or spending
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  time on manual settings. It also works on checkout
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  pages. For example, have you ever paid attention
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  to only two left, the discount is due, etc. That
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  is also nudging, but this time it plays on FOMO.
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  Or my favorite one, the bonuses system. That
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  thing makes people use certain products or services
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  simply because it increases the switching cost
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  to competitors. Another theory is the theory
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  of planned behavior. It argues that the person's
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  intention to do something is the best predictor
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  that the action will happen. Assume some random
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  thought kicked in and whether it will become
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  intention and eventually action will be defined
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  by three key factors. social pressure, individual
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  attitudes or feelings towards the intention,
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  and perceived behavioral control, how much persons
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  think they can influence the situation. So, how
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  do marketers apply it? First of all, they create
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  positive attitudes toward their products and
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  make it socially desirable through marketing
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  campaigns, influencer marketing, and, of course,
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  the bestseller tags. Because if everyone buys
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  it, it's good, right? Well, actually, not necessarily.
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  Have some critical thinking. And the second thing
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  is they make you think you are the smartest person
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  in the room and have all the control by providing
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  clear instructions and implementing nudging.
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  Classics. Next one is actually complicated to
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  remember. That's the multi -attribute attitude
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  theory. Though it states that we evaluate the
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  whole product or brand based on certain attributes
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  or our beliefs that this brand or product have
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  this attribute. For example, if an individual
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  prefers design over everything else, they will
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  choose a product associated with the design,
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  even if some other attributes of that same product
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  are clearly not the best. Our fourth theory is
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  Pavlov's conditioning theory. You must be confused
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  about it. I understand. At the beginning, I also
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  didn't quite figure out how dog -truly is linked
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  to marketing. But the connection is quite direct.
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  When you repeatedly see an advertisement with
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  particular visual symbols or sounds that evoke
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  certain feelings, those feelings become associated
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  with the brand or product. Like a famous soda
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  with red label is associated with happiness and
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  family, while objectively the soda itself doesn't
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  make us feel happy. It requires additional stimuli
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  to produce such effect, a so -called natural
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  stimuli. After the natural stimuli, in this case
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  emotional clips, is associated with neutral stimuli,
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  in this case soda, the neutral stimuli starts
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  producing the same effect as the natural one.
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  That was a lot, wasn't it? But the galaxy of
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  marketing is big and full of surprises. So be
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  prepared, the marketing explorer. More theory
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  is waiting. Welcome to the asteroid belt of impulsive
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  behavior. We all know that classical pure impulse
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  purchases that we then either regret or think,
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  oh my god, why? But there are much more types
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  of it. A suggested impulse, for example. It's
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  that feeling of inner battle that we experience
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  when we see something new, cool, and want to
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  buy it, but don't want to waste money. And our
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  mind comes with a brilliant solution. Rationalization.
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  Like, yeah, I definitely need that full complement
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  of knight armor, because it will be a cool background
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  for historical blog. We will ignore the fact
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  that luck doesn't exist. How about planned impulsive
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  behavior? Yeah, it turns out it can be planned.
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  Person wants to buy something but doesn't know
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  what exactly, so they simply go shopping and
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  buy whatever they like, and budget allows. Price
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  -driven impulse is a classic FOMO. People see
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  something that is for the very good price and
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  buy it, even if they didn't plan to buy it. What
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  if I want to buy it later and that will be for
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  higher price? I just save money. No, my friend,
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  you're supporting the price -driven impulse theory.
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  And last for today is a reminder impulse theory.
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  People like to browse marketplaces and add random
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  stuff to their cards and abandon them. Companies
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  are not satisfied about that, so they send you
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  a follow -up email to remind you to complete
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  the action. That's where the Degarnik effect
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  steps in. Human brain hates incomplete actions.
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  That's why you may be thinking about that cat
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  later in the day. And that is why you have a
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  giant goose plushie in your room. Congratulations,
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  my friend! We've reached the end of the episode.
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  Our trip for today ends, and let your curiosity
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  rest a bit. There is a big journey waiting ahead.
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  Have a great day, morning, evening, or whatever
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  you have, and let yourself explore and rest.