Bringing the Mind to Marketing (Review)
This week I begin my review by truly thanking Peep Laja and the CXL institute for creating this opportunity to learn from exceptional practitioners.
It’s no understatement: The moment you’re completed with a lesson within a course, you’d gain knowledge and skills that you can apply right away to your field.
Last week Wednesday, I was able to apply the BJ Fogg model and Cialdini’s principles of persuasion to drive a recruitment campaign for a University. The kind of confidence I experienced while speaking was relieving as in the recent past, self-doubt would creep in and take away the certainty in my voice.
Today, I advised my growth partner to tap into those unconscious motivators to drive results rather than spending on conscious motivators. The call was followed up with a list of cognitive biases suggested by Andre Morys and a word of advice that echoed: “Have fun with this list… pick a bias and figure out how you can tap into it to drive sales in the workshop series.”
Most importantly, I was able to define my approach as a marketing professional within this market: I am a content strategist that makes change happen through the application of digital psychology and honest stories.
This is definitely the path I choose at this stage of my career and I’m prepared to focus my upskilling in this area.
Check out my new reads below:
I must admit; I’m still moving a bit slow but I’m committing to completing three courses at a minimum this week. (Hello to burning the midnight oil!)
Okay, now that I’ve completed my ode to CXL and their Digital Psychology and Persuasion Minidegree, I can dive into what I learned this week within the ‘Intro to Neuromarketing’ course.
The field of neuromarketing a micro-world
Roger Dooley kicked off this course by giving some insight into the varying schools of thought within the world of neuromarketing. The advice he provided at the end of the first video was pretty practical:
“One theory won’t necessarily solve it all. You have to look and your problem and figure out which schools of thought, techniques, and principles can be applied to bring about your desired change in your consumer.”
He introduced the course by identifying that there are two main spectra in the world of Neuromarketing:
Spectrum Numero Uno:
Behaviour >>>>>>>>>>>>>>>>> Neuroscience
Neuroscientists focus on the activity in the brain to predict behavior or examine how we respond to stimuli. It’s the realm of the fMRI and EEGs. While behaviourists are concerned with how we behave in the world.
Spectrum Numero Dos:
General >>>>>>>>>>>>>>>>>>>> Specific
Consider general marketing to be passive marketing where we use the already established psychology and behaviour science principles and schools of thought to our conversion/ marketing strategies. On the other hand, specific is where we gain understandings from one marketing execution. So if you do a case study on a/b test and you state key learnings from it, that would be considered “specific”
He introduced/re-introduced some examples of schools of thoughts that I’ll lean into as a trained Digital Psychology Specialist: Cialdini’s 7 principles of influence, Daniel Kahneman’s ideas on System 1 and System 2, Geoffrey Miller’s Evolution Psychology, BJ Fogg Model (my favourite) and his own Persuasion Slide (more to come on this one).
Tools that see inside our brains
Oh boi… do I wish we find ways to develop accessible technologies that will allow us to gain insight into actual unconscious indicators. Interesting thought he brought up around wearables being a form of biometrics.
Other tools he highlighted were:
- fMRI machine — Generates real-time 3D images of the areas of people’s brains that are being activated as they view content.
- EEG Caps — Provides a total picture of someone’s experience while they are viewing an ad
- Biometrics — Measures heart rate, breathing rate etc.
- Facial Coding — An analysis of people’s expressions (even micro-expressions) that can determine what people’s real thoughts are.
- Implied or Time Testing — Measures how long it takes for a consumer to make a choice under different circumstances with different alternatives.
Marked as Enjoyed: Five Neuromarketing Hacks to Dominate Your Market
Firstly, Andre Morys is a hilarious guy.
Secondly, whoa at the value he shared in his talk was enough to compel me to follow him on LinkedIn.
Some key points that stuck with me are all found below:
- Don’t believe A/B tests; you can’t generalize them especially as there are always other factors involved that we have no control over. We also tend to measure the final action e.g. a click but never the behavioral and psychological changes that took place to lead to that action. When we see an uplift in our conversion figures… we’re really looking at the amount of behaviour change that occurred.
- If we want to see an uplift, we need to focus on how we can change a behaviour. He touched on FB’s deterrents to prevent a user from deleting their profiles. This worked on me actually (Good job FB). I’ve also experienced the same technique used when I unsubscribed from Amazon Prime.
- The ROI pyramid is pretty important in also explaining where one should place their focus when driving uplifts. There are three tiers:
I am able to buy (usability, visibility, accessibility)
I want to buy (behaviour economics and neuromarketing)
I have to buy it (habit, brand) — secret force
- As a marketer, if I want to drive uplift, I should focus less on small tweaks that exist in the buy layer and more on motivation elements that live in the ‘want to buy’ and ‘have to buy’ layers.
I also appreciated the questions that act as a check when deciding to make a change:
- Will the change in variation be perceived by the people?
- Is it relevant? Does it add value?
- Does it differentiate me from competitors
- Does it follow psychological principles? No need to reinvent!
I love these and being in the agency world, this is pretty valuable for me when a client is requesting a change.
In a Bonus blog, I will also share a bit of my own attempt at using the other 5 hacks Andre shared in his talk i.e. Mere Exposure Effect, Scarcity Effect, Emotional Resonance, Bandwagon Effect, and the Gartner Hype Cycle.
Thanks to Andre for their actionable insights!
Wrapping up this course, Roger Dooley connected with us on his very our Persuasion Slide; another immense value add.
Align the Slide and Account For What Will Take the Kid Down
The persuasion slide presents an interesting school of thought that explains how we can get a consumer to act upon a trigger.
The components he shared can be found below:
Element #1 — Gravity makes the slide work. It represents the customer’s initial motivation; their needs, wants, and their goals. This is what they are bringing to you… not what you are trying to create in them.
Elements #2 — Nudge is the likened to Bj Fogg’s Trigger. For a nudge to be effective, it must be seen and must be accompanied by a motivator.
Elements #3 — Angle is the motivation we provide. It comprises both conscious and unconscious motivators. Unconscious motivators like biases and emotions are usually very effective and less expensive. Conscious motivators like discounts and deals are effective but they are expensive and can impact your margin
Element #4 — Friction is what causes a consumer to abandon the journey just before the conversion point. When he mentioned that an estimated 4.6 million dollars are left in shopping carts, I better understood the conversion crisis. Friction spans real (long-form fields, complicated captchas, complicated and vague languages) and imaginary.
He also shared some great tactical tips to reduce friction e.g. Auto-fill forms, auto log-ins etc.
Once again, another great week of learning with CXL Institute! On to Applied Neuromarketing with Andre Morys.