Body language is a very important and telling way of communication. However, this revealing way of communication has become harder and harder to utilize in marketing, as marketing has mainly gone digital and no longer involves face to face interactions. So how can you bring a human touch to the digital world? There is a way to bring digital body language to your marketing.
Take a look at this article from EConsultancy for more information.
How “digital body language” can bring a human touch to marketing
Online transactions are notoriously impulse driven. As consumer touchpoints become increasingly digital, brands need their digital marketing and ecommerce functions to build connections with potential customers almost instantly.
When battling to stand out in a hotly contested space, having the ability to cut through the noise with relevant, targeted interactions is invaluable. The key to unlocking these interactions? Personalisation.
This is by no means a groundbreaking discovery – last year’sConversion Rate Optimization Report from Econsultancyfound that 93% of companies are seeing an uplift in conversion rates when using personalisation. It is easy to see, therefore, why marketers continue to embrace it in almost all areas of their practice
However, to take this aspect of their marketing activity to the next level, companies must begin to build a more thorough understanding of their customer’s state of mind throughout digital transactions. The faster companies turn these insights into action, the faster they will grow into successful customer-centric organisations.
In this piece, I’ll examine how marketers can use psychological principles to better understand how consumers think when they buy, and use it to apply a ‘human touch’ in their campaigns.
The psychology of the sale
At a superficial level, personalised marketing often enables minor improvements to the overall customer experience, which translate into small but tangible purchases and results. In many cases though, an issue emerges in the types of data that marketers use to inform their activations — basing critical decisions purely on what customers buy only paints half the picture.
While this insight is extremely useful, you can risk ignoring the mindset that customers are in when they buy. It is common knowledge among marketing professionals that consumers are intrinsically unpredictable.
In fact,a recent study by Clicktalediscovered that three quarters (76%) of big data professionals agree that consumers are fundamentally irrational when they shop. Because of this, insight sourced purely from past purchases will not be accurate enough to deliver meaningful conversion.
It is here we see how examining ‘digital body language’, as Liraz Margalit, Web Psychologist at Clicktale phrases it, plays a role in building a detailed picture of the customer journey. Through exploring the demands, behavioursand moods that customers exhibit as they move through the platform, brands can personalise experiences much more effectively.
Digital marketers can capture this through measuring digital gestures and micro-signals made by customers, including mouse moves, scrolls, taps, and zooms. By drawing enough of this data through a variety of use cases, patterns will emerge that can help build out an understanding of digital psychology.
High street retailers have always embraced this element of psychology. In-store assistants will adjust their approach to a customer who is visibly frustrated compared to one that appears happy to browse. Withnew research from PwChighlighting that shops are currently disappearing from the British high street at a rate of 14 per day, creating a more human experience will be vital to ensure a high level of customer service is maintained.
Capturing and examining this data is just one part of a successful approach to personalised marketing. The second and arguably more vital aspect is applying insight through a dynamic, experimentation process.
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