Tag Archives: Viral Marketing

SHOPPERSONA … CUSTOMER BEHAVIORAL CONDITIONING through DIGITAL MARKETING CONTENT

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Knowing your key customers’ lifestyles and work behaviors can help create content to align your brand shoppersona with your target customer’s shoppersona. In this digital era, to communicate real value, it is necessary to provide meaningful experiences through content that is based on your carefully researched key customer persona. With exploding competition for the customer’s time and attention, brands must become the “go to,” “top-of-mind” brand name for acquiring that special “persona” humans seek. To ring that bell, as Ivan Pavlov’s studies in behavioral conditioning explored, brands must create web content experiences based on knowledge of what will activate the customer‘s want/need to shop and buy. Brands have always sought to learn how they shop and why they buy; now they must go deeper.

Ivan Pavlov by Art Winters
Ivan Pavlov by Art Winters

So what do digital marketers need in order to create their behavioral conditioning strategies? Starting with lifestyle and life work, learning your customers’ online habits: Do they spend a lot of time online? When: While at work? Only when at home? Any time on the go? For What: Are there categories of products they are more or less likely to shop for online? Where do they get relevant brand information; which blogs do they value; how much do they rely on friends and associates for referrals; what media and devices are they using …?

To gain and keep customers, a brand must align its “positioning conditioning,” to establish why the customer should consider changing their brand preference behaviors. Again we ask: How is your brand different and better in terms of what it offers the customer in their managements of life? How do you lead the customer to your touch points and get them to engage with your brand?

If you haven’t been thinking about how digital marketing is changing the behavioral conditioning in customer behavior, it may be time to update your knowledge. Specifically why and how potential customers are now shopping and buying. These insights can be used to create content for the new Native Advertising (see our July 2013 blog) that takes a new approach to how media and brands are communicating what products and services a brand can promise and deliver. Digital marketing strategies should concentrate on interactions rather than transactions. The primary goal is to develop new ways to approach your key customers with content that contains sincere concerns for helping them and developing experiences to build a relationship that is based on knowledge of their new behavioral shoppersona.

For more on Online Shopping Habits of Technology Consumers, go to these very interesting and current survey results: http://www.logicbuy.com/features/survey-online-shopping-habits-of-technology-consumers-infographic

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Fashion Tech Event

If fashion tech interests you, or you are a fashion tech person, then this event is well worth attending.
http://fashiontech-ny.eventbrite.com/?utm_source=Copy+of+Copy+of+Copy+of+Events+June%2FJuly+2013&utm_campaign=MAY+2012&utm_medium=email

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

From MADMEN to MADMOBILE The Next Era of Advertising and Promotion

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Advertising and Promotion (AdPromo) is now developing a new I.D. for marketing communications, which we could call MADMOBILE. This is recognition of the blending of Social Media, Global Technologies, and 2-way mobile communications. Much has been discussed about what advertising and promotion will get to be. Mobile advertiser/customer engagement and exchange in social media is the big think in AdPromo’s quickly changing present and exciting future.

The thinking behind some new innovations is to provide “glocal–(Global Localities) –with—mobile” opportunities for local AdPromo. Those on the forefront for developing these new services are employing their knowledge of changes in consumer behavior, which is being caused by, and satisfied by, the ever-expanding presence of Smartphones and social media.

These give the advertiser and promoter the opportunity for the delivery of local marketing communications. In the past, and still in the present, big business with its big money has used AdPromo to knock out small business. Many small-businesses can now make the most of the opportunity to advertise and promote to specific local targets through mobile “MadPhones” with a smaller, more effective and efficient budget.

In addition, there are recent connectivity innovations that enable customers to learn of a promotion without being in or even near a store, along with advances in Near Field Communications (NFC), receiving contact when they are passing near the brick and mortar store. More and more, retailers are encouraging word-of-mouth referrals by loyal customers, which is helping to build their loyalty through interesting engagements and an active relationship.

For now, customers are able to find advertising and promotions on their phones and tablets. Most importantly, a store can launch its advertising for a promotion in a few minutes, designing the message for today’s deals and targeting a specifically valued customer. The opportunity for retailers to present promotions in real time is a salient feature of the New World of MADMOBILE.

MadMobile drawing by Art Winters
drawing by Art Winters

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.