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.
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?
Are you a creative thinker and communicator? Do you pride yourself on a high-quality work ethic and attention to detail? Do you aspire to join a results-oriented team to help develop your professional skills while working alongside senior-level executives? If you answered yes, this is the internship for you.
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 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?
How much do you really know about your best customers and what motivates them to buy again and again? Read on to discover how with help from Grocery Outlet Bargain Market and its spokes-puppets, Zenzi increased the brand’s Instagram followers by 400% in six months and won a 2015 Edward L. Bernays Award of Merit for this engaging campaign.
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.
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?