How the unconscious mind drives consumer behavior and matters for marketing
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The unconscious mind drives much of human behavior and decision making. It accounts for approximately 95% of mental activity and is influenced by sensory experiences, social cues, habits, and the seeking of rewards. Marketers aim to understand the unconscious through user testing and by optimizing aspects like quality cues, imagery, speed, and social recognition to guide consumers throughout their journeys.
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How the unconscious mind drives consumer behavior and matters for marketing
- 1. The unconscious mind How it drives consumers, & why it matters to you. Mo Syed Head of User Experience Amplience
- 3. How big is the conscious mind in relation to the unconscious?
- 4. The mind unconscious conscious
- 7. Sensory modes - how I respond to different types of communication. 35% 40% 25%
- 9. Attention is scarce, interruption is abundant.
- 10. II need your need your clear attention! attention! Please look at Please look at me.... me....
- 13. Got to get that fix. Facebook WhatsApp SMS Web Twitter Email Notification
- 14. Seeking - dopamine system Desire
- 15. Reward - opioid system Satisfaction
- 16. Habit formation Minimise effort expended. Minimise time delay between action and reward. Maximise cues for reward and the perceived value of the reward itself.
- 17. Quality cues - the breadcrumbs that lead us, without us even realising.
- 19. Socially conscious. /// ***
- 20. Social recognition More followers More likes More comments More attention
- 22. Information density - make every second count.
- 25. Let the images take centre stage
- 26. Speed & responsiveness, a cue and a utility.
- 27. 81KB 26KB 12KB
- 28. User experience ecology: more attention, & more competition.
- 29. Complete a purchase Arrive at Lunch Leave work Arrive home Wake up work TV / Radio PC/web PC/web PC/web PC/web TV Start commute Break Break Read Post Photo Tweet about X-factor
- 30. User testing Unconscious Usability analysis Content strategy Positioning UX best practice Reducing customer journey Conscious
- 31. Unconscious Peer validation Product alignment with value anchors Strong and consistent quality cues User testing Sensual interactions Content strategy Lifestyle imagery Immersive media assets Conscious UX best practice
- 32. Rich-Media Merchandising & Marketing Platform All Channels & Devices. One Platform Rich Media Promotional eCatalogs & User Generated Merchandising Banners Lookbooks Content Mobile & Video Dynamic Media Proven ROI Tablet Merchandising
- 33. Download our white paper Top 10 Tips for Engaging Social & Mobile Commerce Experiences amplience.com/Top10Tips
- 34. Thank you. 34
Notes de l'éditeur
- Smart ways for Retailers and Brands to drive AOV and ROI across multiple channels
- Many customers have their mobiles on their person more often than their house keys. Therefore, location aware, personalised and relevant real-time notifications can be used to communicate time sensitive promotions, payment and shipping notifications, or stock levels of flagged products. This type of messaging goes beyond email communication, as mobile devices can tie together customer identity, location, order history, social activity and notify customers via a channel that offers a higher level of attention. For example, when TuneIn Radio, (an iPhone radio-streaming app) sent a notification just before a recent England football match prompting app users to listen to live radio coverage, this was an ideal way to increase engagement with a single touch, in a timely way, with additional functionality that most users would not have expected. New opportunities to push richer and more relevant content are now possible. When a brand gets consumers to engage consistently and regularly, there is an opportunity to form a habit, which is powerful form of consumer engagement. Mobile and tablet are ubiquitous, location aware, have a powerful notification system and are almost always connected. This provides the best digital platform to create habit-forming interactions.
- Many customers have their mobiles on their person more often than their house keys. Therefore, location aware, personalised and relevant real-time notifications can be used to communicate time sensitive promotions, payment and shipping notifications, or stock levels of flagged products. This type of messaging goes beyond email communication, as mobile devices can tie together customer identity, location, order history, social activity and notify customers via a channel that offers a higher level of attention. For example, when TuneIn Radio, (an iPhone radio-streaming app) sent a notification just before a recent England football match prompting app users to listen to live radio coverage, this was an ideal way to increase engagement with a single touch, in a timely way, with additional functionality that most users would not have expected. New opportunities to push richer and more relevant content are now possible. When a brand gets consumers to engage consistently and regularly, there is an opportunity to form a habit, which is powerful form of consumer engagement. Mobile and tablet are ubiquitous, location aware, have a powerful notification system and are almost always connected. This provides the best digital platform to create habit-forming interactions.
- The mobile and social space is saturated with exciting and interesting content and it ’ s not only eCommerce experiences that retailers will be competing against for consumer attention. If customers would rather play a game, watch video content, or engage with a retailer ’ s, more attention worthy competitors, the brand will struggle for relevance and ultimately attention. Engaging with customers digitally to sell products is essential and retailers need to be able to, stimulate, play, connect, talk and capture customer ’ s attention through these modes of activity.
- Mobile devices produce high quality photo and video content, allowing customers to use these tools to compare, build and share content both as assets for use in social networking and for their personal buying journeys. Customers might snap a picture of a pair of shoes they ’ ve tried on and then ask their friends for a second opinion on how they look. This kind of media production is an opportunity both for driving engagement with a brand via social media, and generating traffic to brand owned channels. Brands should encourage this activity, in-store, on the web, and on mobile. But this is process is most frictionless on the mobile and is becoming the channel of choice for this type of activity. The growth of Instagram and Viddy are testament to this.
- The higher the quality of a product image, the easier it is for a customer to imagine what the product looks like in real life. This is not simply about communicating the visual nature of a product. Product images should stimulate, seduce and drive the imagination of the customer. Customers should be able to imagine holding, using and owning the product when they interact with digital product media. The bigger and better the image, video or other media of the product, the easier and more immediate this process is during the buying process. Mobile screens of smartphones and tablets for many consumers offer the highest pixel density of any screen, along with the best colour reproduction. In short the iPad 3 and iPhone 4 offer comparable quality to glossy print, which marks an important milestone in these medium ’ s ability to represent products visually. These screens can now faithfully represent a higher quality to give a superior level of media fidelity. For retailers and brands, this means that they can now offer the same, deeply engaging brand-led experiences with stunning, interactive imagery and video across mobile and tablet devices. These images complement and unlock the latent value across traditional channels, ensuring that the customer has a consistent perception of the brand, irrespective of the channel they are using.