Psychology and marketing: respecting and failing the customer

As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.

Plutchik's Wheel of Emotions - one of many lists of human emotions

Plutchik’s Wheel of Emotions – licensed under Public Domain via Wikimedia Commons

Indeed, we have finally discovered that customers are human beings and that the customer experience, just like anything that touches us, is predominantly a matter of emotions and the “mind”. Shocking revelations for many, so it seems.

Of course psychology has been used a lot before in marketing and certainly in customer experience management , where emotions are very present (remember emotion curves too). From a marketing perspective, think about the Myers-Briggs Type Indicator (see at the bottom of this page), based on work of Jung and used by some optimization experts in their own models as you can read in our guide to persona models. [Read more…]

Digitalization and the human element in digital change

PeopleOne of the key reasons technology implementations, digital transformation efforts, IT projects, customer service or experience optimization plans and digital business projects fail is the lack of attention for the essential human component.

It’s a phenomenon we see in virtually all areas of business. Examples include marketing automation and CRM projects, social collaboration initiatives and business process optimization efforts.

In an age where digital technologies are used in pervasive ways whereby they connect different divisions, stakeholders, goals, processes and information resources, the human aspect becomes even more important. [Read more…]

The state of digital marketing optimization 2015 – challenges and solutions

Dave Chaffey at one of our events

Dave Chaffey at one of our events

The opportunity to continually test and refine digital marketing is often cited as one of the main advantages of “new media” over “traditional media”. The conversation amongst digital marketing thought-leaders is generally sophisticated on this subject, advocating advanced tactics.

Terms such as “Agility”, “A/B testing” and “social media optimisation” are common currency. But what’s really happening on the ground? To what extent do marketers in the field actually optimise their digital efforts?

Managing Digital Marketing 2015, a new report by Smartinsights.com, offers some sobering answers. [Read more…]