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Have you ever wanted an out of body experience, sans meditation or drugs? You may find it with the Carolina Reaper Madness chip, Paqui chips' latest deadly creation. It's literally the hottest chip in the world, and only one chip comes in a package – the package being a coffin-shaped box. The chip gets its kick (and then some more kick, and then some more) from the Carolina Reaper Pepper, the Guinness Book of World Records holder for Hottest Chili Pepper on Earth. Mashable recently spoke with Jeff Day, Brand Manager for Paqui Chips."We're always looking to push the limits to find fun ways for our fans and consumers to engage with us," Day said. "When we decided that we wanted to make the world's hottest chip, we first said, well, we need to find the world's hottest pepper." ...
Consumers give great consideration to color and visual appearance, and it influences their decision-making when it comes to purchases. When making snap judgments in shopping, customers place visual appearance and color over everything else. The following are the best colors for different contexts (for North American markets)....
The shopper journey is getting shorter. On average, consumers now spend approximately 68 days researching a major purchase decision, according to research from Synchrony Financial. This is a substantial drop from 2014, when shoppers spent approximately 80 days researching potential purchases.
The survey explored consumer attitudes and the path-to-purchase across 13 categories: Appliances; automotive service, tires and products; electronics; eyewear; fine jewelry; flooring; home improvement; furnishings; bedding and mattresses; lawn and garden; musical instruments; sewing; and sports and fitness equipment.
Consumers researching fitness equipment spent the least amount of time, 49 days, before making a purchase decision. On the opposite end of the spectrum, home improvement research averaged 97 days before consumers made a final purchase.....
Today, there’s a lot of buzz around a few words.Data: the big, the small, the relevant.Social media, contextual marketing, going viral, and influencers.
Digital advertising, mobile first, e-commerce.Everyone splashes around in the shallow end of tech trends. They convince themselves that they are swimming in the deep waters of fundamental changes in consumer behavior.
But very little is known about the central actor in this plot – the new consumer. Someone who is tickled pink and overwhelmed, all at the same time!This is why these two important concepts that are changing the way we market to consumers, matter....
Most people visit your site because they want something. Your ability to give them that something determines whether they take up your offer and your landing page converts. A while back, I talked about the importance of reading your customers’ minds to improve conversions, but you can go one better, by understanding not just their minds but their emotions.
According to Psychology Today, there’s a strong emotional component to the way people evaluate brands and potential purchases. And it’s not just about feeling good about your ad (though that’s important, too); it’s about what’s going on inside their brain....
The press is replete with doubters. A prominent NPR host complained about whether or not he would be able to engage in the famous Oreo “twist, lick, and dunk” ritual.
ABC News even conducted a side-by-side comparison of the two cookies rating them on size, twistability (the thin ones broke 75% more often), dunkability (the thin ones took 18 seconds longer to get appropriately soaked), nutrition (the thin ones fared only slightly better), and taste (the regular ones had more of a nice chocolatey taste), with the original version clearly coming out on top.
On top of that, the new Oreo Thins—albeit the company doesn’t talk about it—comes with a 42% price premium over the regular “double-stuffed” Oreo cookies (i.e., a pack of Oreo Thins weighs 10.1 ounce and is priced at $5.49, a regular Oreo pack weighs 14.3 ounce and is priced at $5.49).
So would people buy the over-priced, under-stuffed new Oreo Thins? We think chances are that many people will; here’s why....
The better we understand our customers, the better we become at conversion optimization. Although the digital age has given rise to new forms of marketing, it has not fundamentally changed human psychology.
Regardless of how digital marketing innovations change, we can still depend on the findings of psychology to support powerful conversion optimization techniques.
I want to explain how an understanding of your customer’s psychological curiosity can change how you approach your marketing initiatives. Prepare for some pleasant surprises and rude awakenings.
Customers are researchers. Satisfy their need for information....
In my work as a web psychologist, I’m exposed to many different types of user behavior and online decision-making processesu. Although each person is different and has an individual style, I have identified six recurring patterns of behavior that I identify as specific “online personality types.”
In this piece, I’ll discuss the six pattern types, explain the psychological drivers of their behavior, and provide site optimization tips that online businesses can use to leverage each type’s unique desires....
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A majority of marketing campaigns (or at least the most successful ones) are based on a thorough understanding of the principles of human behavior.
If you are looking for some information about what makes us choose one product over another, for instance, I have a real treat for you.In this post, I’ll show you what influences our decisions and how you can use it to improve the effectiveness of your online marketing activities....
As 90% of the information our brain receives is visual and we already know that color can influence our mood, perception and behavior, we definitely should pay more attention to what color we use.
Companies are already testing colors everywhere: advertisements, banners, landing pages, buttons, call-to-action. Sometimes one color A/B Testing can reveal big secrets: HubSpot tested the color of their button and they found out that the red one outperformed the green one by 21%.
So, as you can see, colors can have a big influence. This is what happens with the decision making process, too because it may influence your online shoppers.
Enjoy the infographic below to find out more about color psychology and how it can influence your consumer purchasing behavior....
Customer experiences are your next competitive battleground. Are you prepared to win?
You can claim victory in this competitive differentiation war by offering the lowest prices or providing a superior, surprising, and spectacular customer experience! You may win the price battle, but that is only a short-term solution. However, you will always win with better customer-experience: providing a spectacular experience is far more sustainable.
Customer experience is your customers’ perceptions of their relationships with your brand. These perceptions result from the collection of their interactions with your brand’s touchpoints during the customer life cycle.
The rules change daily. Customer expectations of experience are set and improved by the best in class in an industry—Google, IKEA, Subway, and many others. So with every new improvement or introduction of a new way of doing things, your customer raises the bar and increases your pressure to deliver. Think Amazon’s user experience setting expectations for a B2B software company or Apple’s for a retailer, and you start to connect the dots....
Over the past 10 years, consumers have increasingly purchased brands from socially aware organizations. With this shift, a huge emphasis has been placed on company procedures and sustainable practices. “Social responsibility has migrated from soft line to hard law,” says Paula Luff, Vice President of Corporate Social Responsibility at Hess Corporation.
She is right. It’s no longer an added bonus for a business to be socially responsible; it is what’s expected from society. Companies must understand consumer demand for CSR-related information and develop an appropriateCSR strategy based on company branding and values.
The Better Business Bureau recently held their annual forum, “Transformers: How Corporate Responsibility Trends Are Changing Business Now” in downtown Manhattan. This session featured top corporate responsibility professionals sharing best practices and tactics to develop socially responsible programs based on the increased demand for this information from today’s consumers.
While the discussion was related to many elements of CSR programming and reporting, there were five key takeaways that every company should understand:...
Note: We’re expanding the topics we’re covering on AdEspresso. From now on you can expect us talking not only about Facebook ads but also discuss other topics you are hugely interested in.
The first of them is conversion rate optimization.
And to kick it off we decided to look at some traits of human behavior to see how they affect our buying choices and how to use this knowledge in improving conversions.
Like decision making, for instance.
Because, you know, turns out we’re not that great at making decisions after all....
Once a visitor visits your ecommerce store they have already demonstrated commercial intent. Now it’s your turn. Are your offers and messages targeted to take advantage of that warm lead and convert them into buyers?
In his book Influence: The Psychology of Persuasion, Dr. Robert Cialdini discusses six psychological pressures that influence consumers in that critical moment of decision, whether to pull the purchasing trigger or not. Inspiring potential customers boils down to one key element: persuasion and how skilled you are at pulling it off. According to Dr. Cialdini, here are the six factors that motivate customers to say yes to your brand....
Businesses need to understand their customers in order to succeed. They need to know who their customers are, what kinds of products they appreciate, what they expect in a shopping experience and more. But according to a recent study, there’s one type of business that isn’t really doing this effectively.
A study conducted by Epsilon concluded that luxury brands lose up to 50 percent of their top clientele annually due to misidentified demographic and economic information, as well as failure to create a personalized shopping experience.
For luxury brands, creating an experience is especially important. Since customers have to spend a lot of money to shop there, they want the experience to be more enjoyable than what they’d find at an average store....
Although psychology has been an integral part of marketing for many years, in recent years we have seen it become an even bigger component as more and more consumers turn to the Internet for information. In its most basic definition, psychology is the science of behavior and the mind. As online marketing develops and grows out of consumer demand, so does psychology and an understanding of how consumers think and behave as they use the Internet for purchasing decisions.
How does psychology work in the process of lead conversion? First, let’s gain a better understanding of lead conversion in online marketing, specifically inbound marketing. As you may know, call-to-actions (CTAs) and landing pages are an integral part of lead conversion and inbound marketing.
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The Carolina Reaper is the hottest chip in the world, and only one chip comes in each coffin-shaped package. Consumerism run rampant but hot marketing strategy. Where can I get one?