The Mobile Internet with Mary Meeker, Managing Director, Morgan Stanley
http://leafgardenpress.com/ 5 - Atmosphere: The Mobile Internet
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Making a connection between your brand and your Customers that doesn't connect with their emotions will eventually lose out to those brands that do. The practice of emotional marketing is all about getting your target audience to connect with your product, service, and brand at a very fundamental level - the level of emotions. Examples of emotional marketing can be seen with top brands such as Starbucks, Porsche, and so on.
These products and services make an emotional connection with the people they serve. Your challenge is to identify how your products/services can connect emotionally. What is the larger objective? What type of experience do you offer your customers? Emotional marketing can only take place once you deliver a customer experience that embodies the core benefits. Once you are able to deliver on that promise, you can market the experience to your prospects.
Be sure to use tactics such as:
Client testimonials
Word-of-mouth
Digital marketing and social media
Trials
When your product or service delivers an experience, get prospects to participate and have the experience themselves. Remember...social media is an excellent medium toengagecustomers. Emotional marketing is a powerful strategy if you can deliver a strong customer experience, so put the customer inside of theexperiencewhilethey are deciding to buy. Marketing strategies without emotion will not work. Emotion stimulates the mind 3000 times faster than rational thought. It's an emotional world we live in. Many people say we live in a rational world but that is far from the truth. Emotions drive our behaviour and the world is driven by emotions. Rational thought leads customers to be interested but it is emotion that makes them buy. People really aren't much interested in attributes, they want to know if they can have a product that suits their personality.
It is all about values.
Do you remember the equation? Emotional marketing is better in many instances than rational marketing that focuses on product attributes. Capturing minds is one thing; capturing hearts is very much another. Build emotions in your marketing strategies, don't always chase "share of wallet - chase "share of heart". Employ strategies that would make decisions very emotionally driven and remove the rational questions that might drive the prospect elsewhere.
Highlight the Emotional Satisfaction Your Clients Will Get
No matter what your business is, if you are serving people, you need to be able to tap into the emotions that motivate them. Describe the emotional gratification that your clients get from your services. Example: Your clients feel a sense of "pride" because they have improved skills; "confidence" that they will provide better outcomes for their own customers; "relief" that they will more easily meet some legal requirement, "joy," etc. Pushing the right emotional buttons to get your customers to buy
First we need to learn what kinds of visitors come to our sites.
What kind of people are they, and what kinds of emotions will drive them to buy?
Does keeping up with the "Jones" motivate them?
Do they have a family or children?
Are they middle aged and planning for retirement?
Are they more motivated by competitive price or quality of merchandise?
Do they prefer ease of use or features, what benefits are they looking for?
The answers to all these questions can be and should be distilled into basic emotional needs. Take for instance a person who is looking for ways to generate more cash because of weddingexpenses. Now combine that person with a website that could help them cater to these needs, and help them to accomplish their goal.
Think about the feelings that could be generated to encourage this person to buy. Think about the feelings and reasoning this person has for the goal they are trying to achieve.
What can a webmaster/website designer do to convey feeling in this instance?
To begin with let's start with painting a picture in the client's mind. Stories are good at that. Using words, photos and videos to paint a picture for them about what our services can offer, and how those services can benefit them.
Keep in mind that we need to keep the trust in tact. Do not make offers that cannot be delivered upon. Done correctly, you can see how compelling such a web site could be. Of course, there are other factors that come into play. People like to deal with reputable companies. People also look for companies that are going to be around for a while. They fear making a purchase and then being left alone without anyone to turn to for technical information or repairs. Again, all of this boils down to feelings and basic emotional needs. Knowing which buttons to push will help develop websites that not only draw customer back, but also compel them to buy, or click through affiliate programs.
The ten emotions that add the most force to a sales or marketing effort
1. Achievement - How does your benefit offering contribute to the client's achievement or accomplishment of something notable in life? In this example, your product/service becomes part of the their identity.
2. Pride of ownership - How does your product/servicecontribute to the pride someone would feel from ownership? When you pit pride against features or benefits, pride usually wins in the end.
3. Security - What kind of security does your benefit offeringoffer? This is a holistic emotion that includes money, love, acceptance, power and control. Do not emphasise it if you cannot offer it.
4. Self-improvement - How does your benefit offeringappeal to a person's self improvement needs? The internet was born from information relay ideas. Almost everyone uses self-improvement books, articles, or newsletters of some kind. Information is what keeps the internet moving, and content is king. Social media is taking over fromthetraditional internet strategies. How can youharnessit?
5. Status - How does your product/servicecontribute to the status your customer achieves? Everyone knows that you can fly in second class because it is less expensive and more economical, but deep inside almost everyone would rather fly in first class. What is the "first class" of your product or service?
6. Style - How does your product/servicefit your buyer's style? Are your products/services the Ferrari of style, or are they the Reliant Robin? Keep in mind that their style needs can be real or imagined.
7. Conformity - Does your product/servicefall into a conformity niche? People do not want to be alone. They are drawn together in groups. You have seen them throughout school, and surely have seen them in your adult life. Does your product or service command a group following? How would your product/service help to fulfil the need of community? Does peer pressure play a role in your product/service?
8. Ambition - How does your benefit offeringhelp people to get more out of life? More out of life is a broad term and can be applied to money, love, security, power, or just about anything else you can think of. What is it that people want more of that your product or service can help them get more of?
9. Power - In what ways does your benefit offeringoffer a person more power? Power can be over something as simple as their own lives, time, or any number of other things. What ways can you dream up with that will help people gain more control over things that they want more control over?
10. Love - This one is the grand daddy of them all. The more of these feelings you can incorporate into your design, video,multimedia, social mediaand information, the better chance you have of generating the emotions needed to drive a person to buy
Incorporating these 10 emotions into your design may help you produce better results.
The top emotional response words that Marketing companies use gives them an inside secret that helps them to write compelling content and ads. They know there are certain words with the English language that, when read, create an emotional response. The big names in marketing use those words every day to write compelling copy that increases the potential for higher sales volume. Those words are words that bring forward a specific positive thought, or pull on the emotional senses that each of us have. They make certain implications that give us warm fuzzy feelings about the products or services we review, and the security needed to trust the company involved. Those words also add a time constraint, another secret in marketing, which compels people to act before they "miss out" on something.
Incorporating these words into your content will help generate the emotions needed to move potential customers to customers. You need to inform your visitors while also giving them adequate reasons to act upon your information. By adding someemotionalwords you can add a time constraint to your offering that compels people to take advantage of it. Failure to add a time constraint can allow someone to bookmark your proposal and then forget about it. By adding a time constraint, you compel them to act now, not later.
Why would you want to spend all that time in design to generate the emotions needed to compel a visitor to buy only to allow them to bookmark the site and forget about it? Implementing the emotional marketing strategies will set you well on your way to higher profits through increased sales volume. Emotional marketing is the most powerful way to increase market share and create undying brand loyalty. However, if you do it wrong, you can spend millions on advertising that actually talks people out of buying!
In "Ogilvy on Advertising", David Ogilvy discusses a study done by a former research director at Ford. Automotive ads were placed in every other copy of the Reader's Digest. At the end of the year, more cars were purchased by people who had not been exposed to the ad! Use emotional marketing correctly and you'll create an irresistible brand that builds long lasting relationships with loyal brand customers. However, if you use emotional marketing incorrectly, you'll drive people away and erode your market share.
Here are five of the most harmful emotional marketing mistakes, and they are a lot more common than you might think!!
1. The Empty Promise - You can't sell on attitude alone. People may buy for emotional reasons, but they need to justify their purchases with logic. So you must give them logical reasons to purchase. Real features and their respective benefits that they deliver!
2. The Emotional Mismatch - Emotional benefits are the human needs that attach to real features. Not all emotional benefits are appropriate for every feature. Your emotional promise must be logically consistent with the features you have to offer.
3. Emotional Psychobabble - Be honest! Have you ever sat in a meeting where people>4. Emotionally Biased Research - People like to think of themselves as smart shoppers, so they aren't likely to admit to you (or themselves) their emotional reasons for purchase (especially if they're not socially desirable - lust, greed, envy, etc). So you need special research techniques to unearth emotional marketing insights!
5. Emotional Advertising Blunders - When you execute on an emotional marketing approach, you can't just spout it out at the consumer (e.g. "Use my brand and you'll feel more powerful!")
Show them, don't tell them! (Emotional marketing is for marketers to understand, and consumers to experience!) The market out there is competitive. The competition is heavy and the marketing messages are reaching consumers in their millions every day. To compound the challenge most of your potential customers' basic needs are already met. They are looking for things to enhance their lives, make them feel better, prettier and sexier.Marketing to today's consumers is a challenging proposition because you are no longer listing the specifications of products and services. Instead you are appealing to people on an emotional level to break into their consumer awareness
Let's focus on some of the tactics, what they are and what you should do to benefit from marketing on an emotional basis to your potential customer base. First take your cue from the marketing greats such as Nike, Coke, Pepsi. They have been top marketers for decades and have multi-million pound budgets. Yet you never see a Coke or Nike ad list the specifications for soda pop or running shoes. They market entirely on an emotional level. When figuring out how to market emotionally, you need to work out what drives your customers.
If you wish topracticeemotional marketing, look for a marketing job here - UK focused Social media | Marketing | Digital Marketing | Web job board, which is packed with social media, marketing and digitalmarketing> http://www.marketingjobsuk.uk.com More A Strategic Perspective On Emotional Marketing Topics
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