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BLOG: Three Behavioural Insights to Optimise Your Communications without Creeping Out Your Customers

Date: Thursday, April 4, 2019 Date: Thursday, April 4, 2019 Time: 07:45 - 09:15 Location: Gusto, 16 Bothwell St, Glasgow G2 6NU

This is a past event

Have you ever been chased around the internet by an ad for a product you just looked at? Maybe you’ve spoken about a brand and then you see them and their products everywhere? The creepiness factor in marketing is rising as more customers learn about how their data is used. At our April Breakfast we welcomed back Dr Jillian Ney, the UK’s first Dr of Social Media and Digital Behavioural Scientist. Jillian looked at three data driven behavioural insights to help you prime your customer’s attention without creeping them out:

  • Purchase drivers
  • Barriers to purchase
  • Heuristics

At the breakfast, which was also our 8th Birthday! – Jillian posed the question “Are social networks spying on us?” or when ‘things’ become relevant to us are we just more aware of them i.e. you buy a new car you’re not familiar with then all of a sudden you see it everywhere. I guess we are all familiar with logarithms, which track our on-line behaviours and, therefore advertisers can target us specifically with their products and services.

Jillian is a champion for the development of social media intelligence to become a recognised discipline with its own practices, frameworks, guidelines and ethical codes. In this mission she launched The Social Intelligence Lab, a content site and membership community dedicated to social data analysis.

Her own social media intelligence research centres on using social data to find out how people make decisions. This insight is then used to optimise marketing campaigns, content, website conversations and brand communication or in the development of new products and services. She demonstrated that by understanding our customers language we are then able to put them first, rather than just pushing our brands. It’s about a What’s in it for me – why would I be interested in your selling” scenario.

There was a lot to cover including emotional drivers to buying, brand relevance and measuring the impact of social data on our businesses, and the audience were certainly keen to quiz Jillian during the Q&A.

To find out more visit Jillian:

@Drjillianney

drjillianney.com

thesilab.com

Next month:
‘Innovation in the Wilderness’ with Paul Fletcher. Book now to secure your place on 2nd May

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