The proliferation of digital content platforms has made the world a noisy place. Between a constant avalanche of emails, rolling news and updating social media, it’s no wonder consumers have content fatigue. It’s overwhelming. The digital onslaught has not only made consumers more aware about the world we live in, but also put them in control of the content they engage with. Decisions on which sort consumers engage with are made in a split second, pushing viral, humour-led, snackable formats to the fore. Digital marketing content has to cut through effectively, and a key way to do this is by priming consumers so they are more inclined to receive your messages in a positive way.
Although essential to the digital marketer’s day-to-day role, it’s no doubt that web hosting is a little less than glamorous. The likes of Sonos and Instagram have got that covered. Whilst the area of tech that Wirehive operates in is easily relatable, I still need to ensure that I position it in the right way. However, in a world of GIFs and listicles standing out amongst the noise has become a greater challenge than ever, particularly when the message is not considered traditionally glamorous. Clear communication and messages are no longer enough. In a world of new technologies and agency partners, marketers must prime target audiences to understand, receive and ultimately agree with your message before they even know it.
Earlier in the year at SXSW, social psychologist Robert Cialdini discussed a method of effective influence that could be a shoe-in for marketers working in industries that are struggling to stand out, exploring how effective persuasion doesn’t lie in the message itself, but in the key moment before it is delivered. Many marketers will have read and applied the tactics from his seminal work, Influence: The Psychology of Persuasion, but his latest book, The Art of Pre-Suasion, describes the process of gaining agreement with a message before it’s been sent. Whether you’re using impactful language, or subtle imagery for suggestion, pre-suasion is a powerful way to influence perceptions and ultimately behaviour.
The moment just before a message is delivered is key because it allows a communicator to encourage a state of mind that makes people more receptive to subsequent messaging. The insights shared by Cialdini could form the basis of golden ticket tactics for marketers in the age of prolific content – particularly those whose job it is to talk about issues that are less than glamorous. There are number of ways to incorporate into marketing activations, whether it’s messaging on websites, email marketing, internal comms or beyond.
Worded in the right way, surveys provide a huge opportunity to increase demand. Making a respondent feel negative about their situation will make them more receptive to what marketers are offering in order to change their circumstance. It’s particularly important for companies promoting low-engagement services or products, asking “Are you dissatisfied with your current hosting platform?” or “Do you have any concerns with the amount of downtime your website suffers?” will have a more favourable outcome than “Are you satisfied with your current solution?”. The same tactic can be applied across digital marketing channels to prime potential consumers and drive sales.
Unity, as the new major principle of influence, also needs to be incorporated into marketing strategies. Socio-political divisions from the past few years have lurched us into a post-truth era, and consumers are looking for a greater feeling of community and familiarity than ever before. In the context of pre-suasion, ‘unity’ is a new major principle of influence and refers to the perception of shared identity. Businesses can take advantage of this by using language that alludes to a community bond based on groups such as: ethnicity, geography, shared interests and many more. Marketers must do their research to ensure that they are targeting their pre-suasive framing and messaging in the right way. The more the individual identifies as being a member of that group, the more powerful the unity effect will be.
All this means that it’s not just what you do; it’s also what you do just before. Marketers need to stay focused and think and avoid putting all your eggs in one basket - the single best influence approach in marketing is to avoid having a priority influence tactic. A measured and well-informed approach will help to facilitate cut-through in the age of overwhelming digital content.
By Robert Belgrave, CEO and founder of Wirehive
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