“Marketers are expected to deliver campaigns that cultivate rich customer experiences and increase brand awareness, all within quick turnaround times,” said Megan Sangha, Director of Product Marketing Senior Product at Wrike, said in a presentation at our MarTech conference. “Things could be different if science and data were combined in a single source of truth to help drive better outcomes.”
Digital disruption is happening more than ever thanks to the 2020 pandemic and technological innovation. These changes have changed the way consumers behave during the purchasing process, forcing brands to accelerate their digital transformation efforts.
Despite the prevalence of tight deadlines and dwindling resources, marketers are expected to provide customers with engaging experiences. To combat this, Sangha recommends turning to psychology, gleaning behavioral insights from the buyer's journey.
Use behavioral science to understand decisions
Sangha then goes on to describe the top and bottom points of the circle, which represent the “trigger” and “purchase” stages, respectively: “The trigger points are where the consumer begins their journey. It is influenced by exposure or need. “
Consumers then move down to the “messy middle” of the circle, which is the stage where they begin to explore and evaluate a brand's products.
These exploration and evaluation stages are where brands have the opportunity to build brand loyalty and customer satisfaction. Sang said these are underpinned through “great customer experience, smooth transactions and in today's world, fast delivery”.
Understand the cognitive biases that influence purchasing behavior and decision making
Sangha described six basic cognitive biases (presented above) that influence consumer behavior. Whether consumers' tendency is to buy things considered scarce or things recommended by authoritative sources, it is important for marketers to know what is influencing the decision-making process. their determination.
Use behavioral data to optimize channel performance
Presenting this behavioral data in a consistent manner with other departments will help coordinate your marketing efforts across the company, helping to reduce gaps for differences in customer experiences across different departments. channel. But with so many signals being monitored, it can get overwhelming quickly.
Sangha recommends that marketers adopt a project management platform to help ensure customer data is clean and applied to relevant channels, which can help optimize campaign performance: “One Recent McKinsey research shows that digital marketers spend 80% of their time manually sifting through data, pulling together spreadsheets or dashboards to track performance data and metrics. 20% their time is spent on strategy.”
Original post: https://martech.org/how-marketers-can-use-behavioral-data-to-improve-customer-experiences/
Translated by: Phan Cong Duy
