However, even though they have all of this data right at their fingertips, most business owners are still just scratching the surface of the reasons why the customers behave in the ways that they do. And as a society, with our current technology, we are fairly good at understanding the who, the how and the what. Unfortunately, we are still missing the why aspect of the shoppers' behavior.
Some things are quite self-evident. Providing a discount, whether directly on your site or through Groupon, is bound to attract people, but for a sustainable growth you need a deeper understanding of your customers.
So, if you are a business owner, you might know plenty of information about your most recent customer. Let's say, for example that it's a woman in her mid-20's, who is living in New York. And you also know her most recent purchase history - yellow high heels in size 6. You also have the information that she is actually a repeat customer, and that she does most of her shopping through her phone. However, you still don't know the reason why she bought that pair of heels. You have no idea what motivated her to take the action and buy that particular pair of shoes at that time.
But can you imagine the results you could achieve if you were able to identify the motivation of your customers on a very primal, emotional level, and then offer them a targeted marketing experience based on this information? It turns out this might just be a possibility of us.
The trouble for most business owners these days is that it's very difficult to correctly identify your customers' core emotional drivers; then showcase those findings through data; and finally, actually be able to incorporate all of those motivations in the marketing.
Correctly identifying and measuring the emotional motivations is very complicated. That's because even the customers themselves might not be aware of having them. And they are also usually different from what the customers actually say are the reasons that they make brand choices, along with the terms they use to describe the emotional response they have to certain brands.
However, it is still not impossible. What we are talking about is called optimizing for emotional relevance. But to understand that concept, you will first need to understand the emotional systems in our brains. More specifically, you will need to understand that there are three main emotional systems. Then you will need to learn how each of those systems influence a customer's behavior through aversion and desire.
And those three systems are:
The Balance System. The last one is motivated by risk avoidance, and stability. This area can be triggered by fear or anxiety, but it's also associated with harmony and conformity, because it seeks security.
The Stimulance System. This system aims to discover new things and learn new skills. This is the part of the brain that is generally triggered by novelty, curiosity, and excitement. By doing this, the human brain manages to avoid boredom and is attracted to a variety of new sensations.
The Dominance System. This one focuses on performance, self-assertion, power, and autonomy. The dominance system's desire is feeling pride or a feeling of victory. And its aversions are anger, rage and powerlessness.
Well, all of this can be solved with the Limbic model. This is one of the world's greatest approaches in understanding the emotional circuits of people. It reveals all the different emotional systems in your customers' brains and how each of them interact and influence shoppers' behavior. And it's designed specifically for marketing. Now, finally, having all this data, we can explore the reasons behind our consumers' behaviors.
Couple it with the statistics below and you will have a powerful tool to drive your success.
Please include attribution to 16best.net with this graphic.
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