Ideas That Move
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Ideas That Move

In the Way We Work [Review]

As I continue along CXL Institute’s mini-degree, I have realised that I’ve been only scratching the surface of marketing.

I’m learning to be more intentional about experiments; more scientific in the content choices I make and more customer-centric in the strategies I craft and execute for the brands I work with.

The degree has given me such invaluable actionable knowledge that has entirely shifted the way I approach marketing and I also believe that it’s helping me to differentiate myself within the market I operate within.

Week 2 was a lot more challenging for me to complete on time for the Sunday night deadline: Life sent some interesting circumstances my way and the dedicated hours spent was consequently a lot less; however, I’m making this my priority to complete and I believe I’m back on track.

What I Enjoyed Learning About the Most This Week: Persuasive Journey Mapping

I actually watched Bart Schutz’ video on persuasive journey mapping a total of three times.

From the outset, I appreciated the goal of his lecture: How do we move from BIG psychological experiments to actionable customer intelligence that can guide our marketing.

Once again, I’ve embraced that the Reptilian brain… the old brain… is all caught up in feelings i.e. our decisions are largely based on emotions despite how rational and logical we believe we are. In fact, even after making a very emotional decision, we post-rationalize which typically diverts from our initial reason for making a decision.

As such, we always need to keep in mind that no matter the intelligence level of our target, they will always return to their natural tendency to choose based on emotions… based on that automated and mostly unconscious processing, based on an expansive neural network from which associations are implicitly made.

This doesn’t mean we ignore the conscious and rational brain; it has its place in our processing e.g. in doing more difficult tasks, the ones that carry the greater cognitive load (the amount of mental energy required to process knowledge or information) and the ones that require full focus.

The second framework Schutz mentioned was Behavioural Intelligence Graph (BIG) where the idea is to run psychological tests to better understand the behavioural steps of a customer i.e. the customer journey…

Key takeaway — Implement high-velocity testing that will allow me to prove and disprove the hypotheses that surround how a consumer may interact with my website, campaign… content etc.

Snapshot of Other Key Learnings from Week Two

Oxytocin + First Impressions

Trust isn’t just an arbitrary feeling; the feeling or experience is connected to biology; there is a neurochemical basis for trust. Considered to be the love hormone, oxytocin is what drives our ability to build truing relationships.

Such an experience can be activated between digital assets or brands and their target users all thanks to the power of first impressions.

Imagine we form impressions of digital assets in 35 to 50 milliseconds! This is before we have taken the time to fully explore or examine its elements.

In order to tap into this ‘psychological blessing,’ there are four factors to take into consideration; however, I will share only two:

A simple visual design — The look and feel of a website and the ease of website navigation is the driver of first impressions and so that’s why it is so important to get it right. The site should also be familiar and without major complexities as unconventional layouts usually reduce likability.

A Strong Value Proposition that clearly defines and differentiates — I learnt about the anatomy of a good value prop i.e.

  • Headline — Communicates the main benefit in 1 sentence
  • Sub-headline or 2–3 sentence paragraph — what you offer, for whom and why it is useful
  • 3 bulleted points — key features or benefits
  • Visual — Images that showcase your product or an image reinforcing your main message.

Gaining Attention and Losing it

In courses like External vs. Internal Factors, Understanding Eye Patterns and in case studies surrounding the impact of banners on user perception and understanding of a site, I was able to better understand how to pull attention and push it away.

Using eye-tracking software, studies were done to test the power of visual cues to drive attention and action towards the lead gen form; there were two main learnings:

1. Arrows are most effective increasing attention and even recall of a form

2. Placing an image with someone looking away from the lead form is most likely to distract.

Additionally, banner ad tests concluded that banners on a page can decrease the ability for a user to fully understand the business or purpose of a site. Information like this will enable me to pursue very little banner ad space on my site.

I personally will always want to give my users the best experience to understand my offering or value to them.

The module on online reading patterns shared such amazing insight that will inform how I format my webpages and secure their scan-ability since the majority of readers will NEVER read an entire article.

They are most like to use an F-pattern first, followed by the layered cake pattern and finally the spotted pattern.

To make the text more scannable, it is suggested that I can use the following:

- Use bolded words

- underlined text

- Words in different colours

- Numbers as numerals

- Words in quotation marks

- Long words

- Words with trademarks and copyright.

Psychology of Learning and Memory

Definition: Learning is the acquisition of new skill or knowledge while memory is the recall of a past experience or learning process.

This module took me back to my University’s psychology class where I learnt all about Classical, Operant and Observational Learning.

However, applying it within the world of marketing was quite a refreshing insight to gain.

With Classical Conditioning, I can take an unconditioned stimulus and pair it with an unconditioned and natural response to drive behaviour in our user. In doing an environmental campaign, I can take a neutral stimulus plastic bottle (an image) and pair it with vivid images of suffering sea creatures. The user will associate plastic bottles with being harmful to the environment

With Operant Conditioning, we tap into the power of negative and positive reinforcement. To increase a behaviour, we reward with a prize e.g. a deal or gift for answering a question in a virtual conference platform. To decrease behaviour we apply a punishment.

Finally, Observational Learning, we repeat or imitate that which we see.

All in all, there is so much for me to continue to embrace through CXL and I’m excited to continue learning!

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