The technology showcased in this video is a bit scary. I mean the fact that there is a system of computers, algorithms loaded with massive amounts of data on the habits, beliefs and temperament of each of us is intimidating. I imagine one way to look at the technology is to seek to understand it so we can understand how to make our own informed political decisions. The flip side is to understand how to call our ideal prospects to take action on the products, services we offer.
The CEO of Cambridge Analytica presents how his technology enabled Ted Cruz to make a compelling run for POTUS.
This video is important because each of us has the same opportunity to understand our ideal customers in detail. I suggest you listen well because if you do not your competitors are and in that case you ignore the message shared by CEO Nix at your company’s peril.
This is a great article. The author does not beat you over the head with his knowledge he makes you laugh at yourself because yes, at some point in time we all have resembled the persons being called out in the article. Yes, we’ve all been there and made these mistakes we just hope you did these things a long long time ago in a distant past. Enjoy the quick read and good luck in all things in the New Year!
This video provides a high level view of why you should commit to understanding your buyers at drill down levels and how to begin to do the work.
We believe that knowing your audience well enough to build credible “Buyer Profiles” and “Buyer Personas” is the first step to serving them well and selling more.
When you understand the narrative of the audience you serve you know the gains and opportunities they celebrate, you are intimate with the challenges and the pains they endure. When you know your audience well enough to tell the story of a day in their life as well as they can, that is when you are ready to market and sell to them.
This short video provides perspective on the extended value proposition offered by a well built buyer profile. When we do the work to build our profiles so they are accurate pictures of the people in the markets we serve, those very same profiles become central to the success of the content we produce, the marketing campaigns we run and the sales proposals we present.
When a Fortune 500 company runs a marketing campaign they employ “Big Data” resources to direct their messaging at precisely who they are trying to reach. Today with easy access to information each small and mid sized business has the very same opportunity to run highly optimized data driven marketing and sales campaigns. The only caveat is that you must do the work, the heavy lifting that goes into building buyer profiles and personas. In order to build buyer profile and to understand your buyer’s persona requires diligence and continued commitment to do the work. Diligence because the work is hard. Commitment because the people in the markets we serve are dynamic and in flux as they respond to an ever changing marketplace.
RandFish (MOZ) is pretty much spot on with his prediction. In this post he takes a look back at how his predictions for 2014 fared and then he shares what he sees in his crystal ball for 2015. The predictions of tech companies that will be likely targets for acquisition make for interesting read. Enjoy!
“Stop making Facebook the center of your relationship marketing efforts,” writes Nate Elliott, vice president and principal analyst at Forrester.
Facebook has been in the process of tapering off its free-traffic firehose since January, as part of its promoted content push. Unpaid posts are out, paid is in, which puts anyone who relies on the social network for reach in a difficult position.
The notion that people like to be addressed by Name vs. Dear Occupant, has been around since Don Peppers and Martha Rogers penned their book The One to One Future.
Peppers and Rogers were helping brands in 1996 provide personalized experiences that resonated with the customer.
When social platforms became part of the marketing conversation many thought that everything about how we should interact with people (the marketplace) should change too.
The reality is that what Peppers and Rogers realized when they penned their book is what Jan Gordon writes in her post, people want to be recognized, they want to believe the brands they do business with get them.
So remember, to reach today’s consumer and maintain their allegiance treat each customer engagement like they are your #1 customer.
“One way of presenting lots of choices but in a limited way is to categorise. Human beings are programmed to love categories. Imagine you sell coffee mugs. The first thing to do is to sort them into categories. You might have “large, medium and small”, for instance. People then click on one of those choices. They are then faced with more choices such as “round, straight or tapered”. Again, they click on their choice to be presented with another selection, perhaps “white, bright, pastel” – and so on. In other words you let people make increasingly narrow choices.
The alternative is to have a web page which shows the 250 kinds of mugs you sell. The result is confusion and a focus on the negatives, together with associated delay in decision-making. For all its brilliance, Amazon would sell a lot more if it limited our choices.”
“Neuromarketing is a discipline that fuses together traditional marketing, neurology and psychology (behavioral sciences), in aiming to understand / identify what is happening in the brains of people in response to stimuli related to the observation of products, brands, photos, advertising . The ultimate goal is to determine new strategies to facilitate the action of purchase.”