课程: Digital Marketing Foundations

Digital marketing: Persuading with data

课程: Digital Marketing Foundations

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Digital marketing: Persuading with data

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- The big challenge that we face in marketing is persuading people to buy our product or service. Let's say I want to sell you a coffee mug. I've got to persuade you that the coffee mug is what's missing from your life right now. And I'd be a lot better at persuading you if I have some insights into you and your behavior. For instance, if I had to guess right now at how to sell you a coffee mug, I'd likely fail. I have no idea just how interested you are. Maybe you're drinking coffee right now out of a mug that's just fine. But if I knew that you had just completed a Google search for best coffee mugs to buy, or that you recently subscribed to a freshly roasted coffee subscription, well I'd have a hunch that you might be a lot more interested. And then I can build marketing campaigns around that knowledge. As you work to design new campaigns for your marketing efforts, I want you to always be asking yourself, what information would help me be more persuasive? This is how you can back your way into knowing what insights you'll need to capture or where your campaigns are most likely to succeed. And this way of thinking unravels follow up questions that you can use to dictate your strategy. Once you have an idea of the information that will be helpful, then you can ask yourself, how will I obtain this information? And then ask yourself, how can I use this information to my benefit? Perhaps you'll choose to use a particular channel, say social media, or maybe you'll choose to create messaging that speaks directly to the buyer's level of motivation. At scale, you can even use this approach to work your way backwards into your customer segments. Okay, let's work this out. I want to sell you a coffee mug. So what information would help me be more persuasive? Well, do you own a coffee mug? Do you drink coffee every day? Do you like your current mug? Do you enjoy the experience of drinking coffee or even tea? Now, how will I obtain this information? Well, I could ask you, or I could get this information from a survey or from recent purchase data. And how can I use this information to my benefit? Well, if you already have a mug, or you're happy with your mug, maybe I could exclude you from my marketing messages. Maybe I'll put you in a segment of happy mug owners and I'll check back on you in six months. Maybe then you're not loving that mug. Or maybe I've learned more about why consumers are using my product and I'll have a new messaging angle. As you can see, when you start with the question, what information would help me be more persuasive, well you'll quickly be unlocking the building blocks for a great marketing strategy.

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