[Revolution Series] Chris Pearce | Using Behavioral Marketing to Understand Context, Content, & Deep-Seated Customer Needs

Key Takeaways:

Understand context and the role of a particular piece of content at a particular time. Consider how a customer is feeling -- their state of mind -- at a particular time. It doesn't have to be highly creative... it can be utilitarian instead of crazy creative. This approach can be extremely effective in terms of understanding the job that needs to be done. Then, if you need extra creativity at certain touch points, that's where you'll have more time to shine. Look at neuroscience techniques to understand brand purchase and shopping behavior. It comes down to reward minus pain. Manage the balance between anticipated reward versus likely pain (like price!). Think about how the brain receives content; it doesn't have a "brand" button. Most people don't think about marketing from this perspective during their day-to-day. Are you? AI is not going to be as scary as nuclear weapons. But you should also remain mindful of how AI can help you in powerful ways. What affect will tech have on behavior change? How will AI help your bottom line and long-term advocacy? That's the job of tech and AI as the change of pace (things are speeding up) and stretched marketing teams are struggling to keep up.

Full Shownotes:

https://www.emarsys.com/en/resources/podcasts/behavioral-marketing-chris-pearce