Treat Customers Like People, Not Data Points

By aiwpadminJanuary 25, 2018

by Michael Foster   

 

In today’s data-driven marketing world, it’s all too easy to forget an important fact about consumers: They are humans.

All too often, the search for sales results in reducing audiences to a bunch of data points that signal intent that will translate into sales. Marketers don’t see their audiences as people; instead, they see them as members of different groups with various profiles that will be more or less willing to buy a particular product.

Sounds dehumanizing, doesn’t it?

Many marketers respond that, well, it’s their job. Marketing isn’t about embracing and loving people for being special snowflakes—it’s about promoting products that marketers are paid to put to market. Ideally, the marketer is promoting a product that is also in people’s best interests so the business wins with revenue and the consumer wins with a higher standard of living.

Here’s the problem: Our data-driven marketing world’s reductive approach to consumers as consumers and not individual people doesn’t bring marketers closer to optimal revenue generation. In many cases, ignoring the emotional, psychological and behavioral biases and predispositions of individual consumers will lower sales.

Because marketers tend to focus on the algorithmic selection of consumers based on imperfect signals produced by data platforms, they often overlook the important creative and intellectual challenge marketers have in approaching people as people in order to achieve their goals.

And seeing people as individuals doesn’t have to be incompatible with data-driven marketing. In fact, Consumer Affairs CEO Zac Carman has been conducting research on how these two approaches to bringing products to market can work together to optimize sales.

At this year’s LeadsCon, Carman will unveil the latest data on how marketers can appeal to consumers’ tastes, emotional profiles and psychological mindsets to boost sales. Because these aspects are central to the product consideration cycle, they cannot be ignored—yet a growing number of marketers are ignoring these key aspects of consumer behavior because the data on them is difficult to obtain.

Fortunately, Consumer Affairs has been working on making that data a lot easier to find, identify and integrate into marketing campaigns. By examining consumer behaviors and contributing state of mind and emotional states to the consumer buying cycle, Carman and his team are helping marketers take a key from the old world of branding and apply it to the new world of lead generation marketing.

Join us at this year’s LeadsCon for the session “Why Leads Convert: Research on High Quality Conversions,” for a discussion about how research-based data on consumer behavior provides important insights on lead quality. We will also discuss reputation marketing, data mining for insights on consumers and best practices for producing online campaigns that consumers feel good about—good enough to click “buy.”

Click here to register for LeadsCon Las Vegas 2018.

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