Tag Archives: Web Marketing

What Does Your Consumer Really Want…Better Sex or the Meaning of Life?

mad_scientist_holding_brain_500_clr_265If we really want to use social media for business effectively and receive the most benefit, we really do need to understand the psychology of the people who use it.  A little term I call “Social Mediology”.

Recently a related piece of research on the unconscious motivations of consumers from the area of neuroscience conducted by Young & Rubicam entitled Secrets & Lies” has largely be ignored by most social media marketers, strategists, and gurus.  

The study was conducted with people from Brazil, China and the US and provides us with some valuable insights into consumer behavior and applications in your social media use.  

What did they find?

Unconventional Marketing Takes Guts

Conventional – 1: formed by agreement or compact 2 a: according with, sanctioned by, or based on convention b: lacking originality or individuality : trite c (1): ordinary, commonplace – Merriam Webster Online Dictionary

As you can tell from my last BLOG, I am far from conventional. However, the point of my last article is this, challenge the conventional, make people think, question the gurus. I am not an anarchist, but I don’t want to be like everyone else. One of the most disappointing things to me is that people have a hard time not being conventional. There is some part of us that just wants to “fit in”. However, it’s hard to advance when you look like and like everyone else. There is no defining characteristics, no character, we are just the same. I guess that’s why when it comes to marketing, I want to be different, I want to be unique, I want to challenge my clients and readers, I want to be unconventional.

The Conventional tries to quell the Creative

When we or our marketing becomes conventional it becomes more difficult for us to be more creative, to think outside the box. Very few if any inventions were constructed out of conventional thinking. As a matter of fact most inventors were seen as lunatics, mentally unstable, and in some early historical cases they were forced to recant their thinking and placed under house arrest (see Galileo). Sadly today, with exception of house arrest we commonly feel forced to keep our thoughts to ourselves, and remain conventional.

Conventional Marketing Limits Creative Marketing

Marketing is a funny animal. It’s conventional to rely on what other people say, especially those who are espoused as professionals in the field. I think it is unfortunate that so many marketing professionals say and recommend you do the same things. I call it conventional marketing. Let’s face it, it is easier to put everyone in the same box, then it is to customize and be different. Honestly, it’s also far less expensive. However, as professionals in our own field we are different, we have different strengths, weaknesses, business models, etc. It does not serve in your best business interest to always remain conventional.

Unconventional Marketing is Risky

Whenever you move outside of convention you are always at risk. It can fail. However, all marketing can fail, so I am not convinced of how big of a risk it can be if your current conventional marketing is not working. Let’s be honest, who ever would have thought that 15 years ago that placing an ad on a medium where by people connect with a modem through a computer would have any value. Now try going to a website without an advertisement.

Unconventional Marketing Requires Unconventional Thinking

Most everyone wants to be liked and accepted. The easiest way to do that is agree with everyone around you. However, if your marketing is going to be unconventional you are going to make some people very unhappy. You have to decide for yourself if you can handle that. If you cannot handle negative criticism, you may not want to become unconventional. However, if you can handle the criticism than let me give you some points to consider on your way to unconventional thinking when it comes to marketing.

  1. Accept nothing as an absolute
  2. Challenge everything that is assumed to be a fact on the basis of group consensus
  3. Be outlandish in your thinking
  4. Consider every idea as a possibility
  5. There is no box

WARNING: You will tick people off!!!!!

Oh yeah, when you start doing this, being challenging to the group conventions of marketing, you really will piss people off, especially the “marketing professional”. On a personal note, I found that when I challenge conventional marketing concepts, people don’t argue about my thinking they make a personal attack on me. You know what that tells me, they do not have the intellectual competence to argue intelligibly. So it follows if you cannot argue intelligibly how good of a marketing person can you be? However, when you find those who do have the intelligence to argue intelligibly, it forces you to think, and think differently. I have also found the latter group of marketing professionals to be outstanding, and bleeding edge.

Does Unconventional Marketing and Thinking mean you are never wrong?

The idea here is that thinking outside of the box and challenging conventional marketing is never wrong. However, the results of your unconventional marketing techniques may not result in the desired results you had hoped for. In those cases you’re wrong. Then again, what’s wrong with being wrong, outside of the fact that we don’t like to be wrong. Wow! Is that existential? While I do not like being wrong, when I am wrong, I have learned from it, and found another way. Sometimes I take a step backward, but only to take 3 steps forward later.

…and in the end

Try, challenge, and don’t fear others or failure.

Ciao for now,

Dr. Jay

The Missing Links in Web Marketing

I pretty much say what is ever on my mind. That’s nothing unusual, but today, quite frankly I am hoping that some of you will pay attention. I have had enough of the ignorance that I see everyday on websites and people who have no business discussing how consumers use the web. So I am going to try again, to get people to understand some of the missing links in Web Marketing.

  1. Having your website found is not enough; the idea is to get people to use your website.

    Pay Per Click may increase your activity, but that doesn’t mean that anybody will actually use your website. Your goal is to get people to use your website not to have them just find it. I am so tired of the ignorance of people who insist that if you pay to be number one in the search engines people will do business with you. The facts are this, paying to be number one doesn’t mean anything, if you don’t have information people want. You are lying to yourself if you believe it’s true. You should know your statistics inside and out, and check them regularly. You need to be able to interpret those stats, or hire someone that can. You need to probably have someone who has insight not into your web design, but the information your website has. You need to be working towards the goal that you know what your intended consumer wants and get them the information quickly and in a way that is easy to find and understand.

  2. Looks aren’t everything.

    People please I am begging you, don’t spend most of your time on your website look and spend more of your time on information. The search engines don’t care if you have flash, cute pictures, etc. The search engines care if you have the information people are looking for when they type in a request. Give them that information. Ugly websites can do great business because the focus on the right things. Besides the search engines don’t care what your website looks like, they are only interested if you give the people what they want. If you have a ton of graphics, flash, and other cute widgets moving around, consumers find it distracting and will click off your page because they get irritated by the distraction.

  3. Don’t assume you know your consumer.

    This is the biggest mistake business people make. They think they know their consumer best. Quite honestly you don’t, because you are standing in the middle of the forest looking at the trees, you really can’t see it clearly. You really need someone to walk you through the painstaking task of really figuring out who your consumer is, what it is they are really looking for, and what they really want and need.

  4. Privacy is a bigger issue today than ever before, always thinks about it.

    In today’s world identity theft happens according to one report every 30 seconds. Although you would never steal someone’s identity, make sure your website doesn’t require name sign-ups for information that is otherwise free, and when people do give you their personal information, make sure that you ensure that their privacy is important to you as it is to them.

  5. Develop Web Relationship.

    I think I may be one of a handful of people who even talk about developing relationships with people through your website. The idea is to let your website do your talking for you. When you meet a person face to face you engage them, you speak their language, and you build a relationship. All of those things must come through on your website. There is a reason why places like myspace.com, facebook.com, and other community sites are so popular, because on some level they develop relationships. Whether you like it or not, it is your future.

  6. Address the fears associated with your business or service.

    People don’t understand why I say this, but it is so powerful. Whenever people hire a business or a service there are potential negatives and fears that are associated with completing the process. You need to address these fears, there is nothing more powerful than to acknowledge the fears of someone, and then empower them to overcome them. This is what removes the fear, removes the shame from the fear, and the guilt of the person not knowing how to deal with them.

That’s another prescription for your internet health.

Dr. Jay

DrJay@internetdr.com

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