151015-pre-canicas online marketing handout en
TRANSCRIPT
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Using persona in marketing2015
© Canicas 2015, all rights reserved
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2Using persona in marketing - © Canicas
Our experience
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3Using persona in marketing - © Canicas
Online marketing approach
analyticsmobile
propositionnavigation
Persuasion: 4 colours
brand engagement
salesleads transactions
funnel(s)conversion power
visitors
organic traffic (SEO)
traffic from marketing
paid traffic (SEA)
traffic from social media
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Improving conversion results
Get the conversion basics rightAddress four archetypes in their preferred way- red competitive- yellow spontaneous- blue methodical- green humanisticTake different behavior into accountDeploy in the (online) marketing chain, not just on the website- Landingpages & funnels- Adwords copy- e-mail / DM
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Using persona in marketing - © Canicas 5
No middle of the road solutions for 'the average customer',but multiple typical conversion scenarios for different 'flesh and blood' customers
per-suasiveIntuitive
Usable
Accessible
Functional
Conversion basics + Persuasion
Bron : Bryan Eissenberg, Futurenowinc.
24/7 available without delay? Do all links work, without 404 messages?Do all pictures load?Are the web analytics basics in place?
Accessability: tested on most browsers & browser versions? Tested on mobile devices? Are font sizes readable for most people?Do your pictures have clear names?
User friendlyness: Understandable navigationScan-ability, good use of coloursSimple forms & Ordering buttons
Sublime use experience: provide the right type of information on the right place: delivery times, stock levels, additional costs, privacy, warranty and fotos of the exact details. Is the customer in the driver seat (or should he submit to IT?)
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Persuasive websites/LP's…… make it absolutely clear:
what's in it for mewhat (latent) needs the product fulfills, how using the product makes me feelhow the product works, what proof there ishow the online buying process workswho else is enthusiastic about itwhich experts / authorities recommend it
⇒ consistently driving this home, both in copy and art⇒ constantly making the customer feel he is in a slide
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Using persona in marketing - © Canicas
Key questions1. Is the proposition crystal clear?
2. Are conversion basics in place?
3. Can one find the site?
4. Do you accomodate the 4 archetypes?
5. Is the order flow a slide?
6. Does everything work fine on tablet and smartphone?
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ISTJ ISFJ INFJ INTJISTP ISFP INFP INTPESTP ESFP ENFP ENTPESTJ ESFJ ENFJ ENTJ
The 16 MBTI types
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ISTJ ISFJ INFJ INTJISTP ISFP INFP INTPESTP ESFP ENFP ENTPESTJ ESFJ ENFJ ENTJ
The Keirsey temperaments
Competitive
(NT)
Methodical (SJ)
Humanistic(NF)
Methodical (SJ)
Spontaneous (SP)
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MBTI plotting
INTP architectsingenious problem solvers
INTJ masterminds
competence & independence = perfection
ENTP inventorslife's entrepreneurs
ENTJ fieldmarshallseverything's fine, I'm in charge
ISTP craftersdoing the best I can with what I've got
ISFP composersit's the thought that counts
ESTP promoters let's get busy
ESFP performersdon't worry, be happy
INFP healersstill waters run deep
INFJ counselorscatalysts for positive change
ENFP championsanything's possible
ENFJ teachersthe public relations specialist
ISTJ inspectorstake your time and do it right
ISFJ protectorson my honor, to do my duty
ESTJ supervisorstaking care of business
ESFJ providerswhat can I do for you
'whatever works'
'the way it should be'
SensingiNtuitive
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Persuasion managementThere are four archetypes (persona), each looking, choosing and clicking in their own way.
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CompetitiveNT
SpontaneousSP
HumanisticNF
MethodicalSJ
'whatever works'
'the way it should be'
SensingiNtuition
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Persona drivers
Competitive• What?• Being competent• Framing things• Make natural connections
• Effectiveness• Independence• Abstract images
Spontaneous• Why now?• Feeling and sensing• Other people• Freedom• Improvisation• Undisciplined• Challenges
Humanistic• Who?• Intuition and feeling• Feeling good• Contribute to other people's lives
• Personal growth• Empathical• Abstract images
Methodical• How?• Feeling and judging• Security• Facts, details• Avoid risk• Conformistic• Normative• Logical
SensingiNtuition
'whatever works'
'the way it should be'
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Typical remarks
Competitive• What are the benefits in a
nutshell?• What good does that for
me?• In a logical diagram many
things become clear to me• What is the bottom line?
Spontaneous• Why is this the best for me
NOW?• Help me choose the best
for me• Looked at from different
angles• Based on facts
Humanistic• Who else uses this product
/ service?• Which experts recommend
this?• What can this bring us in
the the future?• Can our people work with
this themselves?
Methodical• How does it work exactly?• What proof exists for this
promise?• How does it all correlate to
each other?• Where can I find out more
about this product / service?
SensingiNtuition
'whatever works'
'the way it should be'
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Western world distributionArchetype distribution
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Hollywood knows about this…
Humanistic
SpontaneousCompetitive
MethodicalSensingiNtuition
'whatever works'
'the way it should be'
Miranda
Carrie
Samantha
Charlotte
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Humanistic
SpontaneousCompetitive
MethodicalSensingiNtuitive
'whatever works'
'the way it should be'
Hollywood knows about this…
TopGear
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Hollywood knows about this…
Idealist
ArtisanRational
GuardianMain Street, USA
Greets visitors with a nostalgic look, at the safe, settled, home-town spirit of middle America a century
ago... Guardians feel right at
home.
Adventureland
The largest area of the park,...the theme here is the
fun and excitement of exploring new lands and
facing danger.... It's an Artisan's
paradise.
Fantasyland
Disney's wonderful world of dreams and make-believe, of storybooks and fairy tales....Catches the fancy and the "wish upon a star" spirit
of the Idealists.
Tomorrowland
Explores the brave new world of
science and technology. It's just the place for
Rationals.
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Humanistic
SpontaneousCompetitive
MethodicalSensingiNtuitive
'whatever works'
'the way it should be'
Hollywood knows about this…
TheA
teamBA
Face Hannibal
Murdoch
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19Using persona in marketing - © Canicas
Guardian
Rational Artisan
Eyetracking differences
Idealist
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Eyetracking differences
Spontaneous
Methodical
Competitive
Humanistic
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Eyetracking differences
allvisitors
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Artisan
Guardian
Competitive
Humanistic
Eyetracking differences
visitorsper type
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Red vs Green
Source: Canicas eyetracking research, 2011
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Different behaviour
Source: Canicas
eyetracking research,
2011
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Orientation vs choosing
New insights:Yellow orientates shortly but suffers from decision making stressRood orientates longer than expectedThe 'careful' green is faster in everything than expected
Source: Canicas eyetracking research, 2011
Total time task 1-4 (orientation) Total time task 5-6 (choosing)
0,00%0,00%
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Independer: +36%
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Scarlet: +72%Onderwerp: Grijp uw kans! Onderwerp: Benieuwd wat uw gezin kan besparen?
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Philips
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MalariaNoMore
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Centraal Beheer Ondernemers Polis
Marktintroductie van pakket schadeverzekeringen voor MKB en ZPCanicas responsible for conversion, design, copy, online marketing, funnel dashboard and A/B testingImplement 4 colour approach product pages, funnel and online marketing
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33Bedrijfspresentatie Canicas
Centraal Beheer Ondernemers Polis
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Landingpage Methodical
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Contact details
Hans Drenth, owneroffice +31 20 6353232 / cell +31 622 [email protected]