{"id":5945,"date":"2013-08-29T09:33:42","date_gmt":"2013-08-29T13:33:42","guid":{"rendered":"http:\/\/blog.fitnyc.edu\/hottopicsinsider\/?p=5945"},"modified":"2020-01-21T18:54:45","modified_gmt":"2020-01-21T22:54:45","slug":"shoppersona-customer-behavioral-conditioning-through-digital-marketing-content","status":"publish","type":"post","link":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/2013\/08\/29\/shoppersona-customer-behavioral-conditioning-through-digital-marketing-content\/","title":{"rendered":"SHOPPERSONA \u2026 CUSTOMER BEHAVIORAL CONDITIONING through DIGITAL MARKETING CONTENT"},"content":{"rendered":"

\"Brandpsych<\/a><\/p>\n

Knowing your key customers\u2019 lifestyles and work behaviors can help create content to align your brand shoppersona<\/strong> with your target customer\u2019s shoppersona<\/strong>. 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.<\/em> With exploding competition for the customer\u2019s time and attention, brands must become the \u201cgo to,\u201d \u201ctop-of-mind\u201d brand name for acquiring that special \u201cpersona\u201d humans seek. To ring that bell, as Ivan Pavlov\u2019s studies in behavioral conditioning explored, brands must create web content experiences based on knowledge of what will activate the customer\u2018s want\/need to shop and buy. Brands have always sought to learn how they shop and why they buy; now they must go deeper.<\/p>\n

\"Ivan
Ivan Pavlov by Art Winters<\/figcaption><\/figure>\n

So what do digital marketers need in order to create their behavioral conditioning strategies? Starting with lifestyle and life work, learning your customers\u2019 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 \u2026?<\/p>\n

To gain and keep customers, a brand must align its \u201cpositioning conditioning,\u201d 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?<\/em> How do you lead the customer to your touch points and get them to engage with your brand?<\/p>\n

If you haven\u2019t 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<\/em> (see our July 2013 blog)<\/a> 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.<\/strong><\/p>\n

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<\/a><\/strong><\/p>\n

 <\/p>\n

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning<\/a> and SXR 050 Intro to Branding: The Art of Customer Bonding<\/a>.<\/strong><\/em>
\n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Knowing your key customers\u2019 lifestyles and work behaviors can help create content to align your brand shoppersona with your target customer\u2019s shoppersona. In this digital era, to communicate real value, it is necessary to provide meaningful experiences through content that is based on your carefully […]<\/p>\n","protected":false},"author":263,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"post-templates\/post-middle-column.php","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[8597,8600],"tags":[28752,8598,20372,8581,28751,28750,28753,8572,28749,38568,7720,7534,9283],"class_list":["post-5945","post","type-post","status-publish","format-standard","hentry","category-brand-management","category-inside-retail","tag-behavioral-conditioning-strategies","tag-branding","tag-customers","tag-global-business","tag-ivan-pavlov","tag-key-customer-persona","tag-positioning-conditioning","tag-retail","tag-shoppersona","tag-small-business","tag-technology","tag-trends","tag-viral-marketing"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p1v7EM-1xT","_links":{"self":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/5945","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/users\/263"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/comments?post=5945"}],"version-history":[{"count":0,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/5945\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/media?parent=5945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/categories?post=5945"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/tags?post=5945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}