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The MarTech Digest
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marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
Marteq's insight:
A Vulcan Mind Meld would be easier. Q: is this applicable to B2B? Mais oui! 
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marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
Marteq's insight:
Yes, indeed: it works.
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Welcome to the most comprehensive resource on color psychology in marketing. You’ll learn the psychological effects of color meanings, plus much more. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
Marteq's insight:
This is, without a doubt, THE definitive guide on the color psychology of marketing. Bookmark this one.
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MarTech is the New Black. Get fashionable. Contact us to see how.
Marteq's insight:
Where's the FOMO? Where's the social validation?
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iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.
Marteq's insight:
Many examples and details when you click through. But I'm fairly certain you've seen this before.
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iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.
Marteq's insight:
#7 and #8: take note!
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Marteq's insight:
Dark marketing clouds ahead? Let us help you see clearly. Contact us.
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Marteq's insight:
Not a Seth Godin fan, but this is pretty good.
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![12 Secrets of the Human Brain to Use in Your Marketing [Infographic] - Profs | The MarTech Digest | Scoop.it](https://img.scoop.it/XoDapDNZD__OscdUGVuCUPL6dadsvGA8m9WNoVsbzkY=)
► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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Digest... Reciprocity Definition: People are obliged to give back to others, the form of behaviour, gift or service they receive first. Tip: Be the first to give. And make sure what you give is personalized and unexpected.
Scarcity Definition: People want more of those things they can have less of. Tip: Let people know what they can’t have, not just the benefits of what they can have.
Authority Definition: People follow the lead of credible, knowledgeable experts Tip: Perception is vital in establishing your personal brand, and that of your organisation as an expert.
Consistency Definition: People like to be consistent with the things they have previously said or done. Tip: Ask for something small first, such as an email address, a social share or a comment.
Liking Definition: People prefer to say yes to those that they like Tip: Find common ground with people in your niche and establish relationships based on that common ground.
Consensus Definition: People will look to the actions and behaviours of others to determine their own actions. Tip: Use testimonials or social proof to attract people to your offering.
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Marteq's insight:
These are the same principles we see over and over. If you do anything, it's testimonials.
Devin Julian Lee Sykes's curator insight,
January 17, 2015 12:34 PM
This article combines three of my favorite things. Science, persuasion, and business.
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![10 Ways to Increase Conversions Using Psychology [Infographic] - HubSpot | The MarTech Digest | Scoop.it](https://img.scoop.it/5CHa1Mxu3Xc8Dmc9WNISJvL6dadsvGA8m9WNoVsbzkY=)
Learn tips from 10 social psychology studies to increase your conversion rates. ► Receive a FREE daily summary of The Marketing Technology Alert ◄
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In this post, we’ll take a look at psychological triggers that influence purchasing behavior. We’ll also go over how to incorporate the triggers into pricing pages. Digest... 1. Decoy Effect Considering the decoy effect, make sure you offer pricing plans that lead customers to purchase the plan you want them to purchase.
2. Anchoring Effect Even though more accurate information may be presented later, people tend to rely on the first piece of information they receive. Showing an older, higher price gives consumers the sense that they are getting a deal.
3. Analysis Paralysis While providing two or more options can be beneficial to satisfy consumer preference, you should be cautious about using too many options. Analysis paralysis happens when people overthink a situation to the extent that they never make a decision or take an action. In the context of pricing pages, offering too many options can cause consumers to overthink and leave the page.
4. Scarcity The less there is of something the more valuable it is perceived to be.
5. Loss Aversion Our desire to avoid pain or loss is even stronger than our desire to pursue joy or gain.
6. Hyperbolic Discounting Hyperbolic discounting is a psychological trigger that has to do with the way we evaluate rewards. When given a choice between two awards, we tend to prefer the one that arrives sooner even if it is worth less. In other words, people favor an instant reward and discount the one they have to wait for.
7. Choice Supportive Choice supportive is another psychological trigger that affects our purchasing habits. It refers to our general tendency to attribute a positive perspective to our past decisions. Once we’ve made a decision, we tend to continuously convince ourselves of the great decision we made, which is why pricing pages are a great place to show testimonials.
8. Trust It all comes down to trust in the end. Customers need firm assurance that they can trust you before they turn over their credit card to your site, because that’s not an easy thing to do.
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Marteq's insight:
Excellent application of basic psychology principles applied to the pricing page. Click through for details on each.
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Digest... Law of Past Experience How prospects interact with your product or service is entirely dependent on how well your brand aligns with their personal vision. One of the first things they are going to do when interacting with your brand is compare it with past experiences of their own. The law of past experience states that a prospect’s previous experiences, whether it involved your business or not, will contribute to their current experience. Psychology of Happiness and Pain Referred to as the psychology of pain, this concept states that “The magnitude of pleasure reaches its limit in the removal of all pain”. This doesn’t mean you should be solely advertising distressing images on your landing page to scare prospects; but rather supplementing them with solutions. Psychology of Cost-Benefit Analysis Cost-benefit analysis refers to the internal process that takes place when humans are weighing whether or not the fox is worth the hunt. In other words, is what you are offering, whether it be an eBook, webinar, or other lead magnet, worth what they are going to have to do to get it, like give up an email or complete a survey. Gather Allies Some of the most successful businesses are the ones that instill their customers with a sense of loyalty by having a common “enemy” in mind. Think about the passion exhibited by those who are a part of nonprofits or human rights campaigns. It’s because they are fighting against something together. Positive Anticipation As a final point to touch on, and one that might sound easier said than done, write content that is going to have your audience nodding in agreement. This notion of anticipation involves writing content that shows empathy and optimism.
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Marteq's insight:
I've tagged a few articles in The Marketing Technology Alert with the term "psychology" and I recommend reviewing them as it will have a positive impact on your positioning.
Juan Alatorre's curator insight,
January 12, 2015 3:06 AM
Perfect for me since it contains information about psychology and business
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Marteq's insight:
I clipped only those action items from the theorertical discussion. Run with it (good stuff).
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Here's a cool infographic from Myemma presenting 12 fascinating stats about the human brain that will make your internet marketing more successful.
Receive a FREE daily summary of The Marketing Technology Alert HERE ↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑
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![How to Influence and Persuade - The Science Bit [Infographic] - B2B Infographic | The MarTech Digest | Scoop.it](https://img.scoop.it/ue42XTQcvDhihRH9kVv9ufL6dadsvGA8m9WNoVsbzkY=)
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Jean Luc lebrun's curator insight,
August 25, 2014 1:38 PM
Although this post claims to be based on science, it may seen unrelated to our scientific presentations topic. In actual fact, apart from scarcity, all principles proposed relate to scientific presentations quite nicely. Let's review them and add one principle to the list. Reciprocity: if you present your contribution as a potential help to the people in the room, or at least an answer to their questions - they will reciprocate by giving what is most precious to you: their attention. Authority: It does not hurt to establish authority early in subtle indirect ways such as the fame of your sponsors (logo on your slide), of your lab, of your co-authors. You could even weave into your story how long you've been working in this field ... "Six years ago when we ...". It does not necessarily mean your contribution is great, but it shows practical knowledge and good understanding of the issues in the field. Consistency: Having the audience accept the need for your paper early in your talk (motivation) is likely to get them to consider your contribution in a better light. Work on that hook slide after your title slide to grab people's attention. Liking: The difference between a scientific paper and an oral presentation is that there is nobody to like in printed paper. How do you make people like you? Establish commonality of scientific purpose, dress well, smile, keep eye contact, poke scientific fun at your topic. Consensus: Whenever you can, mention whatever is also observed by others ("in agreement with...", also observed by...") Intellectual honesty: It is one of the reasons why scientists hedge. They do so with adjectives (apparent), adverbs (possibly), verbs (suggest), modal auxiliaries (would), or expressions (our interpretation, under these conditions). Hedging is common in science. People who are too sure of what they propose irritate the genuine scientist who strives on hunches and uncertainties. A proper amount of hedging during the talk will have a combined "liking" and "authority" effect.
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Excerpt... So, what kind of content gets remembered the best? -- > Something that makes an association to what the audience member already has in his memory. -- > Something that provides multiple ways of understanding a topic (multiple neural pathways), preferably through story, illustration, and anecdote. -- > Something unusual that isn’t so similar that it falls into the “I’ve seen this before” rote memory which can’t differentiate well. Good designers sometimes make the mistake of making everything look “similar” for visual branding purposes, not realizing they hurt the ability of some to differentiate among their content. Copycats also do themselves no favors for this same reason. -- > Something that doesn’t require long-term memory to grasp, i.e. isn’t so complex or long that they forget what they’ve read at the beginning. When we’re reading, we’re functioning on short-term memory. It’s easy to forget things. Blogger A.J. Kohn even suggests our infographics are getting too complex.
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Marteq's insight:
This summary provides just a bit of insight; you'll need to click through for more detail.
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Digest... 1. Run Emotional Ideas Studies have shown emotional and psychological appeals resonate more with consumers than feature and function appeals. In advertising copy, benefits--which often have a psychological component--generally outsell features.
2. Highlight Your Flaws It’s no secret that consumers tend to doubt marketing claims--for good reasons. Many simply aren’t credible. One way to raise credibility is to point out your product’s shortcomings.
3. Reposition Your Competition In Positioning: The Battle for Your Mind, Al Ries and Jack Trout delve into the limited slots consumers have in their brain for products and services, and the importance of positioning one’s business in the ideal slot. They also write about repositioning--changing the position a business occupies in consumers’ minds.
4. Promote Exclusivity Near the top of Maslow’s hierarchy of needs pyramid sits self-esteem. People want to feel important; like they’re part of an exclusive group. That’s why advertising copy sometimes says: “We’re not for everyone.”
5. Introduce Fear, Uncertainty, and Doubt Fear, uncertainty, and doubt, or FUD, is often used legitimately by businesses and organizations to make consumers stop, think, and change their behavior. FUD is so powerful that it’s capable of nuking the competition.
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Marteq's insight:
The behemoth uses FUD. The smaller guys reposition the competition.
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Brush up on these 9 psychology principles to help improve the effectiveness of your marketing.
1) Reciprocity: Give away something -- for free -- to help build community or customer loyalty. 2) Commitments: Though you should never stop trying to delight your customers (per principle #1), it’s important to keep in mind that the longer the commitment they make to you, the harder it could be for them to churn. 3) Authority: Amp up your authority in your content by prominently featuring authors’ information alongside their blog posts, ebooks, whitepapers, or videos. 4) Social Proof: One easy way to make the most of social proof is on your blog -- if you're not already, use social sharing and follow buttons that display the number of followers your accounts have or the number of shares a piece of content has. 5) Liking: You just want people to feel positively affiliated with your brand. So however you make that happen, it's worth a try. 6) Scarcity 7) Recency Illusion: This is important to keep in mind when you’re designing marketing campaigns -- you should be aiming to develop robust, integrated campaigns, not just a one-and-done piece of content. 8) Verbatim Effect: you should try to pack as much relevant and descriptive information into your headline as you can. 9) Clustering: Do the legwork for your audience: group similar topics in your writing together -- either under numbered bullet points or with different header sizes.
Marteq's insight:
When reading this, you can see how many of these principles are basics to any direct marketing effort.
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Marteq's insight:
Ray Fowler's curator insight,
June 6, 2013 8:30 AM
Is foot in the door a polite way of saying arm twisting 
Paulina Deik's curator insight,
December 12, 2013 6:42 AM
Est-ce qu'on peut optimiser la conversion avec de la psychologie? OUI !
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![Using Psychology to Increase Conversions [FREE White Paper] - Pardot | The MarTech Digest | Scoop.it](https://img.scoop.it/bIODmKs4d2Ln7nmR-okdj3CypPtktPfVAn033ftACFA=)
Excerpt... Our newest white paper, “Using Psychology to Increase Conversions,” was written to educate marketers on these psychological principles and give them a powerful new dynamic in their marketing strategy. By leveraging the power of human instinct, you can be more effective at grabbing consumers’ attention, holding their interest, and facilitating action.
Let’s take a look at what’s covered:
With the psychological principles, you will be able to tweak your conversion points to be more persuasive and convert a higher number of leads. Keep in mind that these principles are meant to guide the design and approach of your conversion points, not to manipulate your customers. Use the tips and suggestions in this white paper responsibly and honestly.
Marteq's insight:
We admire the insight using psychology principles to improve marketing tactics, and this paper adds to the wealth of knowledge in this area. To see more content, search our filter for psychology or the tag conversions.
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![The Science of Persuasion [Infographic] - HubSpot | The MarTech Digest | Scoop.it](https://img.scoop.it/9EykDMaBIXQLwQEarAxbVvL6dadsvGA8m9WNoVsbzkY=)
![The Psychology of Conversions [INFOGRAPHIC] - Pardot | The MarTech Digest | Scoop.it](https://img.scoop.it/GuPccvt7YviRGyofFBBtLfL6dadsvGA8m9WNoVsbzkY=)
The details to each when you CT.