“A strategic cognitive marketing approach simply means putting the customer where they belong – at the heart and forefront of your marketing activity. Learn how to manage this process, and you will see increased success and ROI.”
A great deal of neurological research has been
done into framing human decision-making and into the emotional factors that infl uence it and cause it to deviate from the rational. Much of this knowledge is transferable to a B2B marketing context. Framing is asking a question, making a point, or otherwise providing information in such a way as to exploit the irrational, emotional human decision-making process and potentially steer it towards a desired conclusion. This process is always about deliberately restricting, by language and by the options on off er, the number of ways in which it is possible for a prospect to respond emotionally to a given choice - to the marketer’s advantage. As an example, loss aversion is a powerful
emotional decision-trigger that raises some perhaps unexpected opportunities for marketers to use it as a framing tool. T ere is widespread scientifi c evidence that people prefer avoiding losses to acquiring gains. Indeed gains, on average, need to be two and a half times greater than the perceived loss to be deemed attractive. T is concept alone can dramatically change how you communicate with your audience. A fi rm of solicitors, for example, may concentrate on the fact that 80% of cases are settled before court, thereby saving clients thousands of pounds in losses and protecting their reputation, rather than leading with the team’s years of experience and that 70% of cases result in a win for clients. In order to truly understand your B2B customer, you need to delve deeper, not simply analysing
ALL THINGS BUSINESS
segments or personas, but individuals. Only by knowing your customers at a deeper level than your competitors, understanding human behaviour and winning their hearts and minds, can you even begin to market your brand successfully. Technology has had a formidable impact
on marketers’ ability to analyse, predict and respond to buyer behaviour. But technology is just the enabler, not the solution. It is the strategy behind the technology that is key to obtaining the information and intelligence about DMUs that the cognitive marketing agenda requires. Part of the problem for most marketers is knowing what data to go for in the fi rst place – and this is where strategic planning comes in. Shockingly, more than 45% of companies do not work to a strategic marketing plan. A strategic cognitive marketing approach simply
means putting the customer where they belong – at the heart and forefront of your marketing activity. Learn how to manage this process, and you will see increased success and ROI. bcm is a strategic marketing communications
agency, founded on the principle that marketing ‘should be done properly’. Using a B2B cognitive marketing approach, bcm uses insight and intelligence in context to help you understand your B2B customers better than the competition, leading to profi table growth and increased brand equity. bcm simplifi es the complicated.
Find out more at
www.bcmagency.co.uk or email
hello@bcmagency.co.uk or call 01727 226202 or 07788 537567
27
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
