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.
When marketing your community to attract new buyers, your job is not just to raise awareness about your brand, but to win people over in a personal way on an impersonal medium: online.
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.
You know your patient’s age, medical history, diagnosis, but do you know the most important thing about them that will make them take notice, influence their likelihood to follow through with care, or become loyal customers?
Many brands spend significant time and money developing customer personas or archetypes to gain more understanding of their customers. But what exactly are personas and archetypes? Do you need to use them all? And which offer the best insights to effectively communicate with customers?
Americans use preventive services at only half the recommended rate, says a recent Centers for Disease Control study. And Cigna is looking to change that, one patient at a time. The insurance company’s ‘"America, Say Ahhhh’":http://www.cigna.com/takecontrol/ campaign looks to make a values-based connection with people focused primarily on stability and protecting their families.
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?