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Consumer data breakdowns that companies should want and psychologists have

(MARKETING) Companies should partner with psychologists to fully understand the data they collect from their consumers.

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Psychology and consumer behavior

I’ve said it before, and I’ll say it again: humans are complicated beings. Liraz Margalit recently published an article in Psychology Today arguing that companies and data scientists begin working with psychologists in order to develop a better understanding of consumer behavior.

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Personal opinion? Seems like a very valid argument to me.

Personal yet profitable

The marketing goal of today is to create personalized experiences that attract visitors and convert them into customers, while simultaneously retaining older customers. Though the ultimate goal – to make money – remains the same, the method of going about it did not become popular until fairly recently.

This is without a doubt primarily due to the advent of online shopping.

After all, with a seemingly infinite number of online retailers, for many it is not particularly difficult to purchase what they need elsewhere online. Thus, was born a new trend- one that focused on creating personalized experiences based around data previously gained from customers. The thinking is that the ease and comfort that comes with such an experience will create repeat customers.

This is half-right

One of the major problems companies are running into is that while a website or store may have a large number of visitors, that does not necessarily mean that said visitors will be customers. Companies have swathes of solid data regarding customers- user behavior, social media information, item details, contextual information, etc. – cold, hard data.

But the problem is that, generally speaking, human beings are not cold, hard creatures.

Fact is, all that fancy-pants information is great in terms of numbers and algorithms. But, as of yet, human behavior cannot be understood using numbers and algorithms, and therefore, it can quite often turn out to be a waste of money. We still have a ton to learn regarding human behavior, and we are humans (insert tin-foil hat reference regarding aliens living among us here).

How, then, are computers supposed to have a deeper understanding of the subject?

Computers are pretty amazing things, but they’re not there quite yet. In her article, Margalit offers a couple of suggestions.

Experience matters

First, instead of focusing on conversion rates, businesses need to begin thinking in terms of “conversion cycles.” Customers may visit retailers a number of times in a variety of ways before making a purchase. This can include their online stores, their brick-and-mortar stores (if they have one), their mobile sites, social media pages, and more.

Whether they make a purchase is typically the result of these experiences.

Those experiences are also combined with other, more difficult to gauge factors (emotional pulls, personal style, current economic status, etc.). Companies need take heed of these factors, as well as understand their significance.

Know your base

Second, she suggests working with psychologists to begin developing psychological models for their customer base.

Using data scientists to gather and translate the data, and psychologists to develop an understanding of the data’s significance, companies would not only have a deeper understanding of their customer base.

They would also have a stronger idea as to what would attract a broader range of customers. And really, what company wouldn’t want that?

Use what you’ve got

As stated previously, humans are complicated creatures.

The human experience is made up of ambiguities and contradictions, and our decisions are often based off intangibles, such as hunches and gut reactions. Click To Tweet

In the future, it will likely become increasingly important that companies’ both take these qualities into account, and begin learning to use them to their advantage.

#ConsumerPsychology

Andrew Clausen is a Staff Writer at The American Genius and when he’s not deep diving into technology and business news for you, he is a poet, enjoys rock climbing, monster movies, and spending time with his notoriously naughty cat.

Real Estate Marketing

URL shortener: Once clicked, you can retarget ads across social networks

(MARKETING NEWS) This new tool helps expand your brand with a simple URL shortener that then lets you retarget site visitors. Bingo!

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The URL shortener is a must-have piece of the toolkit for the social media marketing age. PixelMe is a combination of a tried and true URL shortener with a retargeting pixel in every link to help your marketing efforts. Bingo!

If you’re not #intheknow, retargeting is a form of online advertising that uses cookies to help you advertise to your visitors while they browse the web. Basically, a piece of Javacript, a “pixel” is placed on the browser as a cookie. The cookie then notifies retargeting platforms to serve specific ads.

Usually, it’s part of an overall marketing strategy to help capture potential customers who visit your site, but don’t necessarily check out or become customers. Combined with content marketing and targeted displays, it can help get more people back to your site and ultimately become customers. In terms of numbers, if only two percent of customers normally convert on first visit, the ability to retarget gives you a better shot at the other 98 percent.

Key features of this tool beyond link shortening include: Measurement, with links analytics to help you determine what is working; Custom Domains with branded short domains; the ability to include single or multi-pixels so you can retarget with multiple ad platforms; bulk import that lets you quickly add multiple links and then share them from the dashboard; customized slugs edits (to the last part of the URL); a custom 404 screen if you have a dead link; and team member collaboration if you have a small marketing team coordinating your efforts.

The effectiveness of PixelMe comes from its development (a great story pulled from the blog here) with specific use cases in mind.

Influencer marketing (which we’ve written about: check it out here) for example, is often a one-time marketing exposure – with PixelMe, the campaign audience gets retargeted so you get more ROI on working with influencers.

PixelMe starts at $10 per month (with up to 200 shortened links a month and one pixelID); and goes all the way to $79/dollars a month (for 15 pixel IDs, 10 team members, and 5,000 links per month). At three pricing levels, practitioners of all kinds can find marketing benefits.

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Real Estate Marketing

Smartphone device plugs in to create 720 ° VR-ready home tours

(MARKETING) VR was once seen as a futuristic novelty, but with the rapid adoption rates, adding this to your toolbox could quickly set you ahead of your competitors.

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VR Maker

Accuracy is an important aspect of any real estate listing, which is why an app called VR Maker may soon become your new best friend.

VR Maker allows you to create a 360° presentation right from your smartphone, creating a seamless virtual reality experience in minutes. Such a presentation allows your clients to view properties’ interiors in crystal-clear detail, thereby removing some of the mystery from your real estate listings and bringing you closer to making a sale.

The way that the VR Maker works is simple: after signing up at iStaging website, you receive a 720° camera attachment for your smartphone (both iOS and Android are supported) along with a rotator unit on which you mount your smartphone. With the VR Maker app installed, all you have to do is make sure that everything is connected and tap “Capture”—VR Maker and the free equipment will do the rest of the work.

“The work” in the above context is quite impressive. VR Maker creates distortion-free 360° images of entire rooms with ease, allowing you to make a virtual house tour for which clients never have to leave the comfort of their homes. This footage also means that you don’t have to worry about uploading 100 photos at a time to make sure that every angle is covered—you can most likely cover the average house in one to two shots per room.

Having 360° footage of your properties isn’t necessary, but it lends a degree of credibility to your listings; after all, it’s hard to hide shortcomings in a home’s guest bathroom when one can see the entirety of the room. Similarly, having a high-definition, comprehensive view of the property gives you a leg up on the competition, and it certainly doesn’t dissuade clients from checking in.

Your clients’ comfort aside, using VR Maker will prove to be a huge time- and resource-saver for you as well, given that the app and equipment take little pre-existing knowledge to use and the shooting process is significantly more efficient than is traditional real estate photography. If you’re interested, head over to the iStaging website today to check out their demo.

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Real Estate Marketing

Want successful Instagram marketing campaigns? Follow these 8 tips

(SOCIAL MEDIA) Instagram has blossomed and more users means a shifting culture – here’s how to adjust your strategy.

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Instagram feeds update fast and there’s a new face-altering filter available each week. Users have figured out how to attract massive followings and even become “Instagram Famous.”

So how should brand marketing efforts fit the attractive, square mold?

Lucky for you, Buffer has done all sorts of research for you and rounded up eight key guidelines to follow when creating marketing content for Instagram. Here’s what they recommend:

1. Younger audiences like relevant, relatable and creative content.
Instagram’s user base is primarily 18-29 year olds and more women use the platform than men, according to the Pew Research Center. This demographic is fond of inspiring, beautiful and unique content. If you can create high-quality images and videos that can be described as “current, creative and useful” – the top three words used teens and young adults used to describe Instagram – you’ll be in good shape.

2. Post consistently, not constantly.
If you stick to a regular posting schedule and publish well-made posts, engagement will follow. Irregular, low-quality, constant posts won’t do you any favors. In fact, it may drive followers away if your posts becoming a nuisance and/or don’t measure up to others.

3. Post when it works best for you.
When’s the best time to post on Instagram? No one really knows; research varies. Make your own schedule based on what you’ve seen work for your audience.

4. Don’t neglect Instagram Stories!
Snapchat was all the rage for a while, but Instagram Stories are slowly taking over. According to Techcrunch, Instagram stories generated an average of 35 percent more views for brands than Snapchat.

Another study found some Instagram users pay more attention to stories than posts, too. Maximize engagement by posting a story every so often. Not sure how to create amazing story content for your brand? Free template resources, such as this one, can get you started.

5. Add hashtags and location tags.
These are tools to help users find your content. Use them when you can.

TrackMaven found nine hashtags seems to be the magic number for maximizing post engagement. Just don’t be obnoxious. However, use too many and your posts may be hidden from the hashtags feeds if they appear “spammy.”

6. Create a mix of videos and images.
Videos took over Facebook, and that may be Instagram’s fate, according to L2 and News Whip studies. However, whether videos will outperform images on Instagram depends on each brand’s followers. Experiment with videos and compare their performance with your image posts. The data will reveal what your followers prefer.

Read also: How to automate your Instagram posts to maximize results

7. Utilize user-generated content.
Big brands such as Ben & Jerry’s and GoPro collect the best customer-created photos taken of their products and repost them to their Instagram accounts – with great engagement success, too.

If you’ve noticed consumers frequently tag your company in pictures relevant to your product and brand, experiment with this strategy. It could be a great (and simple) way to expand your reach and reward consumer loyalty.

8. Caption lengths can vary.
Don’t make your captions longer or shorter than need be. The point of a caption is to convey a message, and this can be done in many ways: From a lengthy text story to a handful of emojis.

Instagram recommends keeping captions to 125 characters or less so users don’t have to click “read more,” but don’t forgo important details in an effort to be concise. Once again, quality versus quantity.

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