We recently conducted a survey of more than 125 marketers (31 percent CMOs), asking how they would characterize the personality of their company’s Twitter following. The findings demonstrate that most marketers are not able to accurately identify the key personality traits that trigger purchase decisions. While more than half (62 percent) of respondents indicated their following was susceptible to discount offers, MotiveMetrics data shows that only 12 percent respond to discount offers. In fact, 79 percent of the followers were coupon-averse meaning at best they aren’t swayed by a coupon and at worst are turned off by products that are marketed with a coupon.
Marketing Manager, MotiveMetrics
The brain can process an image in 13 milliseconds—a rate of about 75 frames per second. This means from the moment the user hits your page they are forming impressions about your brand, products or service offerings. Today, most blog posts will offer a few universal strategies for creating splash pages that convert; feature real people, use benefit statements, write pithy headlines, keep important elements above the fold.
Psychology provides marketers with a tremendous amount of research and knowledge about effectively engaging customers. In fact, a lot of commonly used marketing techniques are deeply rooted in psychological functions (e.g. social proof, scarcity, anchor pricing etc.) In order to use these techniques most effectively, it’s critical to understand the psychological differences between target audiences. Psychological traits, enduring patterns of behavior, provide the context needed to understand how techniques like scarcity marketing would impact engagement for a particular audience.
Brand Affinity and Beer: Identifying with your Customers
Marketers are tasked with capturing the hearts of consumers in order to create loyal customers. One effective way to do this is leveraging brand affinity through self-identification, in other words, identifying your brand with qualities your current and potential customers strongly relate to. This method can be extremely powerful as long as brands are able to accurately idenfity with their customers.