Today marketers have access to more data than ever. From past purchase behavior to web consumption patterns to social media actions—we are facing an explosion of information. Harnessing this data promises increased marketing efficiency and ROI. But the overwhelming volume of information makes it difficult to know what is important versus what is just noise. In fact, Gartner’s hype cycle puts “big data” near the apex of inflated expectations when it comes to digital marketing.
When you think of values, most people think of words like trust, integrity, honesty, loyalty, or other qualities or ideals they live by. You may associate values with political concepts. Depending on you worldview, you may conceive of them in terms of family, religion, personal freedom, service to others, concern for the environment. All of these are accurate to a certain degree, but they don’t tell the full story.
Gallup Research shows that 2/3 of decisions are made by emotional as well as rational factors. And when it comes to people’s health, I think it’s safe to say that percentage probably goes up. There is nothing more emotional or close to our hearts than our health.
When Under Armour got its start in 1996, with founder Kevin Plank selling gear from his car, the market was already dominated by strong performance brands. It had to strike a chord with customers to make an impression, and fast. Flash forward to today. Under Armour has surpassed industry giants like Adidas, with $3 billion in sales last year alone.
REI continues to make headlines, with its bold announcement that it will be closed on Black Friday, encouraging employees and consumers to instead #OptOutside. The retailer’s social media hits are up over 6,000 percent compared to this time last year says Salesforce.com.
Whether we realize it or not, our values impact the decisions we make every day. Backed by proven science and decades of psychological research, the way we prioritize these psychographic needs is one constant that speak to the heart of our identity. Our values determine where we live, what we do, and the brands we buy. How can marketers tap in to this information to develop better campaigns?
What is the most neglected aspect of patient care? Often, health care providers don’t look deeply enough into the psychographics of their patients. Sarah Hardwick, CEO of Zenzi, will be speaking on this topic at the Healthcare Communicators of Oregon’s Fall Conference on November 13, 2015. She will also be previewing new research on the role of patient values in healthcare.
What can major brands learn from moms & pops? A lot, says this industry expert.
To forge a deep, emotional connection that turns customers into raving fans, you can’t be everything to everyone. You’ve got to risk turning some people off. That principle is especially true in values marketing. Here are 7 campaigns that do a great job of appealing to the inner values that drive purchase behavior. While they don’t all feature villains like Jaguar, they all have one thing in common: they speak directly to their audience in a powerful, polarizing way (and that’s actually a good thing).
Ever wish your company could connect with consumers and develop a cult following like Apple, Google, or Netflix? What do they know about connecting with customers that others do not? Here are 4 tips to understand consumer behavior and build audience engagement.