How to deal with customer's intent by Mike Grehan
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Global headquarters is located in New York with additional offices in Toronto, London, Singapore, and Beijing. The document discusses various topics related to marketing including the differences between data retrieval and information retrieval, the importance of understanding intentions, different models of persuasion and involvement, and challenges with traditional marketing metrics and frameworks in the current digital landscape. It provides insights from experts on topics like machine learning, content experience, and the relationship between search and discovery.
How to deal with customer's intent by Mike Grehan
- 1. Global Headquarters: Empire State Building, New York NEW YORK | TORONTO | LONDON | SINGAPORE | BEIJING Mike Grehan CMO & Managing Director Chairman
- 2. Information Retrieval Vs Data Retrieval • Data retrieval provides a solution to a user of a database system. • It does not solve the problem of retrieving INFORMATION about a subject or topic.
- 3. Authors Clifford Stoll and Gary Schubert say this: Data is not information, information is not knowledge, knowledge is not understanding, understanding is not wisdom. What I hope to do today, is provide a few data points, some information that will get you as far as knowledge. After that… It’s entirely up to you!
- 4. What Do You Mean?
- 5. ! ?
- 6. Intention is a state of mind. A driving force behind human behavior, powered by belief, desire and goal (and often also referred to as thinking/feeling/doing). It has been studied much in such disciplines as philosophy and psychology. And now, intent computing is a growing area of research, particularly in the field of digital marketing. Intent: A State of Mind
- 7. A Taxonomy of Web Search • Informational • Navigational • Transactional Professor Andrei Broder, Distinguished Scientist, Google.
- 9. • SEE / The Total Addressable Audience: potential customers within the entire marketplace • THINK / The Actively interested audience: Potential customers actively researching solutions. • DO / The Decision focused audience: Potential customers ready to make a purchase decision See/Think/Do – Discern Intent.
- 12. The Intention Economy grows around buyers, not sellers. It leverages the simple fact that buyers are the first source of money, and that they come ready-made. You don’t need advertising to make them … In the Intention Economy, the buyer notifies the market of the intent to buy, and sellers compete for the buyer’s purchase. Simple as that …
- 13. 60 Year Old Methodologies & Metrics? Reach: The total number of individuals or households exposed to an advertisement at least once during a given period of time. Frequency: Curiosity, recognition and decision. Demographics: Involves the statistical study of human populations. A very general science.
- 14. Purchase Funnel: Theoretical Customer Journey
- 15. New Shopping Paths: Device, Location, Intent The traditional purchase diagram, one which any marketer could sketch from memory, is officially dead. The singular, orderly sequence of purchase stages has been scrambled, and marketers need to conform. Consumers are changing the way they research and purchase online, and new shopping paths are emerging depending on behavior, device, location and intent.
- 16. The Traditional Persuasion Model High impact messaging. Requires active attention. Central processing. The Low Involvement Model Slow burn, low level involvement. Requires passive attention. Peripheral processing. The Reinforcement Model Occurs after usage of the product. Low level involvement. Reinforcing brand-linked attitudes.
- 17. “Ah, to know what is going on in someone else’s head. At some point we have all wished we could. Is she attracted to me? Does he really mean that? There is a powerful allure to knowing what someone is thinking. But without the ability to mind read, we are condemned to communicate using crude surrogates: words, facial expressions and body language. Humans have been using spoken language for at least fifty thousand years and physical expression for far longer, but both remain open to potential misinterpretation and misdirection. So pity us, the marketers, doomed to use these crude tools to understand the motivations behind people’s behavior and provide information to guide important business and social decisions. “
- 18. In our overcommunicated society, to talk about the “impact” of your advertising is to seriously overstate the potential effectiveness of your message. Advertising is not a sledgehammer. It’s more like a light fog, a very light fog that envelops your prospects. The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that which matches prior knowledge or experience. Millions of dollars have been wasted trying to change minds with advertising. Once a mind is made up, it’s almost impossible to change it. Certainly not with a weak force like advertising. “Don’t confuse me with the facts, my mind’s made up.” That’s a way of life for most people. The average person will sit still when being told something which he or she knows nothing about. (Which is why “news” is an effective advertising approach.)
- 19. The Process Theory of Brand Choice 1. The experience a consumer receives from using a brand solidifies his or her perceptions of it. These fixed perceptions can rarely be changed through advertising alone. 2. How a consumer perceives each of the different brands in a category determines which ones are used and which ones are not. The consumer may perceive different brands to be superior on different desirable attributes and this results in his or her switching around within a set of brands rather than using a single brand. 3. When a consumer uses a set of brands, the consumer’s fluctuating wants and desires are what causes switching from one brand to another. 4. In many categories, brand use itself is what causes a consumer’s desires to fluctuate. The consumer may temporarily satisfy certain desires by using one brand but simultaneously deprive themselves of other satisfactions they could have received from a competing brand. 5. As consumers’ desires fluctuate relative to their fixed perceptions of brands, a consistent process of brand choice (brand switching) results over time. 6. Advertising and promotion intervene in the process of brand choice by temporarily changing the probability of a user purchasing the brand the next time the category is shopped. 7. Advertising intervenes by temporarily intensifying the consumer’s desire for some benefit the brand is already perceived to provide. 8. Price promotion intervenes by temporarily changing the perception of price/value. 9. New brands, line extensions, product improvements, disequilibrium price changes and restages of existing brands change consumers’ perceptions and permanently alter the process of brand choice (the probabilities of brands being selected) for some category users. 10. It is the fate of most brands that their own advertising will never improve users’ perceptions, but instead that new competitors will diminish these perceptions over time.
- 20. Pinterest says that 95% of searches there are non-branded. This is the difference between search and discovery. In their world people don’t find products, products find people. And, generally speaking, it’s a good analogy to describe the difference. Search is about people actively looking for content. Discovery is about content actively looking for people. Machines are generating a more complete understanding of the people who use them, which has in turn given rise to innovations like people-based marketing, voice computing and image recognition technology. Are we really on the path to true one to one marketing at scale, and what is search’s role in facilitating that across channels and platforms? Amazon has been the birthplace of thousands of third party retailers like InstaNatural, a beauty and skincare products maker that started selling on its platform in 2013 before eventually expanding into Walmart.com, Jet and other digital marketplaces. The CMO explained why Amazon remains the backbone of InstaNatural’s business, while sharing insights into how brands can boost rankings, enhance discoverability, foster favorable ratings and reviews, and leverage paid media offerings on Amazon and other platforms.
- 21. One conversation posits that the future of marketing will be based entirely on the reduction of all human interactions and interests into sets of data points that can be analyzed and traded. The other conversation posits that marketing success derives entirely from content, context, environment and the qualitative engagement of human emotion
- 22. Machine Learning & AI Artificial intelligence broadly means anything a machine does to respond to its environment to maximize its chances of success. The machines we use are computers and we set their goal as detecting complex patterns that we cannot, in order to aid us in making better decisions. Some systems with low-level intelligence are automated. Otherwise you are the one who needs to decide how to use the information
- 23. Combining signals and machine learning to power advertising. In a world where content has exploded, and competition for attention has increased, curation becomes critical as does relevance in the moment. This requires a model that understands intent, interests and behaviors at massive scale. And by reaching people earlier on their path to purchase instead of waiting for them get to you at the end, helping, not selling, you create much earlier brand affinity. Key for modern marketers these days is to focus on growth marketing. Successful brands know that the customer journey has changed dramatically and waiting for customers to eventually find you at the bottom of some sort of funnel is quite simply suboptimal in a mobile first world. Mobile has changed the way people discover, engage with and purchase from businesses. Facebook data says: 45% of all shopping journeys contain mobile. 72% of people primarily use their mobile phone for product research, compared to 48% using desktop. 56% of store purchases are influenced by digital interactions, 66% of those are mobile interactions. Globally, nearly 40% of shoppers agree that when it comes to holiday shopping, their mobile device allows them to make a more informed purchase.
- 24. Unleashing the True Power for Machine Learning on the World’s Largest CRM At Oath we see 7 billion searches per month, $65 billion worth of purchase receipts annually, 1.2 billion users consuming content and app usage from more than 1 million apps across 2 billion devices. Way too much information for a human to digest.
- 28. Google Uses Many Signals To Determine Intent. Query expansion techniques semantically tagging search queries Query chains Matching click graph curves with user behavior
- 37. • There is a big difference between ranking and sorting. • For example - You cannot optimize a web page to rank higher than a video. You need to create a better video. Optimizing the Content Experience
- 38. There will be a natural shift from search engine optimization (SEO) to Content Experience Analyst (CEA). The role will become more focused on identifying and fulfilling content gaps to provide a more useful experience and more extensive visibility and touch-points on the customer path to purchase.
- 40. Join us for the 2018 SEMPO Search Industry Forum taking place in Miami Florida on April 5th & 6th The 2018 Search Industry Forum hosted by SEMPO is an exciting event that will provide you with actionable information and insights to improve job performance. Get up to speed with current industry concerns, changes and technology innovation. Meet, greet and gather with friends, colleagues and clients. Dive into sessions that will cover topics such as tactical SEO & PPC, social media and video integration with SEO, a deeper look into domain names, and more. Early Bird Pricing Ends February 15, 2018 Use code semrushweb17 when registering to receive 15% off! For more information and to register, visit sempo.org
- 45. Everybody knows what feelings, emotions and moods are – do the scientists? It is only during the last decade that a real understanding of feelings, emotions and moods and their roles in decision making has begun to be achieved, specifically after Damasio’s book Descartes’ Error (1995) and LeDoux’s book The Emotional Brain: The mysterious underpinnings of emotional life (1996). While these two books by neurologists are the books that get most credited for the changing paradigm about emotions, there are others that appeared at about the same time: Ronald de Sousa, The Rationality of Emotion (1990). He is a professor of philosophy at the University of Toronto. Oatley and Jenkins, Understanding Emotions (1996). They are professors in psychology at the University of Toronto. Paul E Griffiths, What Emotions Really Are (1997). He is a professor of history and philosophy of science at Otago Univ., New Zealand. Why do we make decisions? This might sound like a very trite question. However, if you want to understand ‘brand decisions’ then you need to understand ‘decision making’; and then you need to know what ‘decision making’ is trying to achieve. The objective of decision making is to motivate us to do something. This ‘something’ is to make us either feel less bad or feel good. We buy food brands so that we feel less hungry or we buy music brands so that we will feel good. This hedonistic view of why people do what they do has spurred a lot of debate. Yet, when one understands how the brain works, it becomes obvious that this is what we do. The objective for marketers becomes one of making sure that the brand they market will make their consumers feel good.
- 46. The Lord’s Prayer 56 words The Gettysburg Address 266 words The Ten Commandments 297 words The Declaration of Independence 300 words A US Government order setting the price of cabbage 26,911 words