MotiveMetrics Chief Scientist, Kyle Thomas, joined the AI Chat Podcast to talk about the future of AI in Marketing. "The human can come up with a creative campaign and AI has the ability to stitch together image generation along with language generation and help bring that vision to life. The trend is not some earth-shattering difference or some new thing we have not thought about. The puzzle pieces are out there and the race is on to make them usable."
Psychology and Marketing
CIO Review, the Navigator for Enterprise Solutions, recognized MotiveMetrics as the "Most Promising AI Solution Provider of 2022" in recognition of its software innovations leveraging AI for Search Intent Based Content Creation. In fact, MotiveMetrics has been leveraging AI for understanding consumer behavior and developing motivational messaging tailored to target audiences since it was founded in 2015, long before ChatGPT became the rage in Q4 2022.
AI has undeniably changed how brands understand their customers and interact with them. Today's AI understands consumer motivations more deeply than what is typed into a search box. Gone are the days when all you had to do was embrace the established definitions of search intent. Now to compete successfully in the Paid Search channel you must embrace the role of AI, customize your ad copy to specific customer motivations, and do it at scale.
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.
Advertising dollars are spent to reach potential consumers and inform them about a product, and perhaps the single largest American venue to do this is the Super Bowl. Companies that buy ad time during the Super Bowl have the potential to extend the reach of their ad if it makes a splash and gets talked about in the follow-up news cycle, so it’s no wonder so many companies are willing to pay top dollar for Super Bowl ads. However, it would seem this money would only be well spent if the Super Bowl audience included a large proportion of potential consumers for a given product; otherwise, how would such a massive expense pay off?
Psychometrics 101: Scale Reliability and Validity
In order for any scientific instrument to provide measurements that can be trusted, it must be both reliable and valid. These psychometrics are crucial for the interpretability and the generalizability of the constructs being measured.
Psych4Marketers: Emotions and Advertising
In a previous blog post, I wrote about the impact of emotions on shopping behavior. More specifically, I discussed how an individual’s current emotional state can influence their perception of advertising and other marketing tools. However, emotions are not just something consumers bring to the table; advertisements themselves frequently elicit emotional responses, which the ad creators hope will increase the viewer’s desire to purchase whatever is being advertised. Indeed, there are several “go-to” methods -- appeals to certain emotions -- that are regularly employed. But as the field of consumer behavior advances, more is becoming revealed about the particular limits of these favorite methods. In this post I will unpack three of these methods, explain when and why they are potentially useful and discuss their ultimate limits.
A History of Personality Psychology: Part 1
Section I: General Chronology and Driving Forces of Personality
The history of personality psychology dates as far back as Ancient Greece. Indeed, philosophers since the 4th Century BCE have been trying to define exactly what it is that makes us us. In 370 BCE, Hippocrates proposed two pillars of temperament: hot/cold and moist/dry, resulting in four humors or combinations of these qualities. The hot and dry combination was referred to as yellow bile, cold and dry as black bile, hot and wet was blood and cold and wet was phlegm. Though much of the work that arose from this theory of the Four Humors was medicinal in nature, it was also hypothesized a patient's personality could be influenced by humoral imbalances.