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Optimising interactive advertising, and marketing
Human Dialogue is a platform that optimises how organisations communicate, based on how people
interpret information, and make decisions
When we formed Human Dialogue, we started researching actual attitudinal and behavioural reactions to communication, by companies, and organisations
This research continues, and we are
especially interested in how communication
effects change in people's opinions, and
what factors effect people's purchasing
behaviour
We appreciate there are copywriters involved that, in many cases, have inherited 'best practice' from the days of broadcast media where people where spoken at by brands, rather than the world we now live in, which demands an approach of speaking with people
Our research is agnostic of media channel, however a critical addition to this reality of interaction, is the personal media channel of mobile
We measure performance on all channels in terms of response. This could be a click, call, opinion change, committed advocacy, or
purchase
Depending on your position in the value chain, the importance of response matters for different reasons
For advertisers, response is a sign of effectiveness
For mobile operators, response
is a sign of acceptance, as a low response rate is an indication of lack of
desire for advertising
In worst cases, this lack of desire
could lead to churn, off brands, off networks and
off platforms, if people don't appreciate, or engage, with the
commercial communication
As we developed our research, we realised that modern day
advertising and marketing copy, caused a myriad
of interesting reactions. We investigated why these reactions
happened, to understand
how they could be addressed
As humans, our decisions are affected by biases we have. These are commonly driven by heuristics
(our information processing shortcuts), motivational factors and social influences
Ultimately, responses to advertising and marketing communication, require a decision to be made
Therefore this science of cognitive psychology, is absolutely vital to understand, and integrate, into the way campaigns are planned, and created
As popularised in a book called 'Nudge', the application
of this discipline is called 'choice architecture'
Just as traditional architects design houses with suitable doors, windows, walls, and floors - choice architects design experiences that
enable people to make the right choices
Common thought is that response rates are driven by showing the right message, at the right time, in the right
place, to the right person
The right time, right place, and right person components, are being addressed by numerous companies
herehere
here
here
So, we are left with addressing
the right message
We discovered this part makes
the most difference of all
The part that prompts people to click, tap, or open the experiences we see in the best
case studies
When you are at the technology end of the value chain, the message part is seemingly looked after by the creative end
However, if the creative teams are not optimising the actual copy to it's full potential, the technology to ensure the communication happens at the right time, in the right place, to the right person, becomes irrelevant
As does the amazing graphical design, and the accelerometer
enabled magic, that modern devices display
All our research has shown that the most critical component of the message, is the applied choice architecture
Common ‘best practice’
does not always include
this way of thinking...as we can see
the assumption that people will
explore
the slightly unbelievable personal testimonial
the brand’s own aspiration, you are meant to believe
although sometimes, it’s perfect
Lets look at this in a bit more detail...
Reactance.
The Objective:
Convince people to join a new mobile ‘VIP Club’ for
access to branded offers and deals
Join the VIP Club
now! Amazing offers, massive
discounts great deals and more. Reply YES to sign up.
The Message:
The Desired Reaction:
The Actual Reaction:
Join the VIP Club
now! Amazing offers, massive
discounts great deals and more! Reply YES to sign up.
The Reasons:
Join the VIP Club
now! Amazing offers, massive
discounts great deals and more! Reply YES to sign up.
The Reasons:
Reactance
Join the VIP Club
now! Amazing offers, massive
discounts great deals and more! Reply YES to sign up.
The Reasons:
Reactance
Source Credibility
Join the VIP Club
now! Amazing offers, massive
discounts great deals and more! Reply YES to sign up.
The Reasons:
Reactance
Source Credibility
Negativity Bias (e.g. hidden costs)
How do we avoid this?
Reactance causes an emotional reaction in direct contradiction to rules, regulations or orders that threaten, or eliminate, specific
behavioural freedoms
Let’s take reactance:
There are various ways to unpick Reactance. One of these is Loss Aversion i.e. people’s tendency to
strongly prefer avoiding losses to acquiring gains. The most effective campaign would utilise and address this fear of loss
The Solution?
Join the VIP Club
now! Amazing offers, massive
discounts great deals and more. Reply YES to sign up.
The original breads Reactance
Be the first to get
special offers
discounts & promotions up to once per day.To join the VIP Club without charge reply
‘more’
Human Dialogue reduces Reactance
Be the first to get
special offers
discounts & promotions up to once per day.To join the VIP Club without charge reply
‘more’
Reduced ReactanceUtilises aversion to loss i.e. I’d prefer to remain first
than to be 2nd, 3rd or last
Be the first to get
special offers
discounts & promotions up to once per day.To join the VIP Club without charge reply
‘more’
Reduced ReactanceUtilises Loss Aversion i.e. I’d
prefer to remain first than to be 2nd, 3rd or last ‘Without charge’
addresses Negativity Bias
about hidden costs
Join the VIP Club now! Amazing offers, massive
discounts great deals and more.
Reply YES to sign up.
Be the first to get
special offers
discounts & promotions up to once per day.To join the VIP Club
without charge reply
‘more’
In Human Dialogue trials, panelists stating they would join the VIP Club, rose by 17.31%, by addressing reactance through Loss Aversion,
and by accounting for likely Negativity Bias
7.69% 25%
SemmelweisReflex.
The Objective:
Convince drivers to use officialbranded dealerships over
cheaper local garages, when servicing their car
The Message:
Our official dealerships are like local dealerships. Upgraded.
The Desired Reaction:
The Actual Reaction:
The Reason:
Semmelweis Reflex
Semmelweis Reflex causes a reflex-like rejection of any new knowledge that contradicts established and entrenched norms,
beliefs, and paradigms
Lets take a look:
There are various ways to unpick the Semmelweis Reflex. One of these is the Distinction Bias i.e. the tendency to view
two options as more dissimilar when evaluating them simultaneously than when evaluating them separately
The Solution?
The original breads Semmelweis Reflex
Our official dealerships are like local dealerships. Upgraded.
Human Dialogue reduces Semmelweis Reflex
Qualified technicians, quality parts, Nectar points, free
roadside assistance and peace of mind
In case you ever wondered why 1.5 million drivers a year choose official Dealerships
This example presents drivers with a peer validated framework (‘group think’) as distinction, by presenting a list that readers
will then directly compare with their existing garage
Qualified technicians, quality parts, Nectar points, free roadside assistance and peace of mind
In case you ever wondered why 1.5 million drivers a year choose official dealerships
Our official dealershipsare like local dealerships. Upgraded.
In Human Dialogue trials, we found panelists who would switch from a local garage to a main dealership, rose by 29.4%, when we
addressed the Semmelweis Reflex by activating the Distinction Bias
11.8% 41.2%
There are literally thousands of solution combinations, addressing almost 100 biases that humans have. The examples shown are singular, just showing one reaction and one solution
To date, there has been no service that helps companies navigate the complexity of effective choice architecture
Until now.
At Human Dialogue, we now have an articulate
system to which you submit your planned campaigns, simply by
emailing intended copy
We run the copy through a patent pending, multi-dimensional algorithm, then through a user research panel, finally returning optimised copy back to you
Equally, Human Dialogue can operate as a quality assurance tool, for intended copy to go
into Human Dialogue, and guidance to come back out,
based on what is more, or less, likely to work
In this way, Human Dialogue can be used for all parts of the value chain, even by forward-thinking creatives who are open-minded enough to test
whether their copy is up to par
If you rely on their expertise, you may wish to
suggest they use Human Dialogue, as their copy
plays a large part in determining your success
Currently in advertising and marketing success is often a single digit percentage or less,
assuming you are not using Human Dialogue
Maybe you have a technology that copy goes through. Maybe you have an advertising agency that creates copy, or maybe, you are providing a value added service to others, that involves communication with a user base
If so, Human Dialogue can help in a silent, yet powerful way
In summary, if your company or organisation would like to increase engagement, enhance user experience, drive purchase or reduce risk of churn, Human Dialogue can help
Jonathan MacDonaldDirector - Human Dialogue
www.humandialogue.com
download this deck from:http://tinyurl.com/66pkg7e