Pulsar Lens

 I'M DOING EMOTIONAL MARKETING, WHY DO I STILL NEED DATA? Emotional marketing is very powerful but also very difficult.   You need to be able to create an engaging story with empathy.   If it is not true to your brand and doesn’t resonate with the customer, it could easily backfire.   Even when it is successful, it may alienate some other people.   It takes real understanding and commitment. The Ultimate Guide to Emotional Marketing Hubspot have a great blog that explains Emotional Marketing and how to do it [i] .   The steps it describes for an Emotional Marketing Strategy are: First know your audience Lead with color Tell a story Create a movement or community Inspire the impossible Project an ideal image Actions are driven by emotions – data can track actions The first step involves using your data and engaging directly with customers.   It should be a thorough understanding of your data in order to segment, create p...

DON’T SEND ME THE SAME MESSAGE AS EVERYONE ELSE!!! Everybody is different.   When you’re talking to someone you may repeat elements of what you have told other people, but the conversation will be unique in that moment.   It will be based on what you already know about them and the interactions you have during that conversation.   They would think it was weird if you said the exact same thing to them that you said to everyone else without responding to their questions, intonation, and body language. So, interaction on a personal level usually works best.   But let’s say I have 10,000 customer records on my webstore and I want to tell them about my new range of products. It could take me about 100 days to have those personal conversations (assuming each interaction lasts 3-4 minutes and I take 8 hours a day for sleeping and eating).   That’s not going to work very well is it! Segmentation vs Stereotyping To get around this we use segmentation. ...

WHERE AM I GOING TO FIND MORE CUSTOMERS? We have some great products and services to sell!    Our little community loves what we do!    How do I find more customers like the people in our community? Easy!!!   Just setup a custom audience of your best customers, then create a lookalike audience of new potential customers that share the key characteristics of your best customers. Who knows them? Organizations like Facebook, Google, and LinkedIn have a vast amount of data on individuals and potential customers.   Not only do they have fundamentals such as demographics and geography, but they also their interests and behaviors.   How do I define my type of customer? Start with a group (segment) of people (customers) that you have a unique identifier for (an email).   By applying some machine learning techniques (ML) you can identify common characteristics for this segment.   Then using some more ML you can identify other peopl...

CAMPAIGN PLANS - WHAT'S THE OPPORTUNITY? Marketing is key to growing our business, but we know that email blasts and spray marketing doesn’t work.   We need some premise or theory behind our campaign so that they are well structured and focused.   Knowing who our customers are (personas) and where they are in their journey are key to identifying opportunities for a successful campaign.   We can then link these to specific goals. Check out this report from the DMA [i] showing that 84% of revenue comes from campaigns that have some goal based on segments and/or triggers. In follow-on reports  they find that triggered campaigns had a 6.5% click rate compared to 1.6% for “business as usual” campaigns.   The most effective strategies involved segmentation and individualized messaging. The campaign plan should depend on what opportunity we believe exists.   Analyzing your current customers and your broader market are good ways of doing th...

LINKING YOUR PERSONAS AND TARGET AUDIENCES Fundamentally, to run a campaign we need to; create a message that we want to communicate, and find a way to get that message to our customers.   The first involves linking what we offer (supply) with desires that would be satisfied by what we offer (demand).   The second involves identifying people who have those desires.   Building personas helps with the first and using target audiences helps with the second.   Both however need to be linked, usually through a segmentation. Personas The most effective campaigns engage emotionally with people [i] . Campaigns with emotional content perform twice as well as campaigns with only rational content in terms of profitability (31% vs 16%).   Building a persona allows us to make a segment feel like real people so that we can bring in that emotional connection.   Personas allow us to identify; thoughts, sensations, behaviors, and moods that these peop...