Harnessing the Power of Intelligent Content

Harnessing the Power of Intelligent Content

Topics: Content Marketing

“Merkle’s application of behavioral psychology principles through a practice called laddering makes its business strategy offering one of the best.” 

– Forrester Research, Inc. The Forrester Wave™: Search Marketing Agencies, Q4 2017

Behaviorism, as a psychological concept, generally focuses on environment and motivations that drive a response to certain stimuli — the subjects either respond to a stimulus based on self-motivation through classical conditioning, or their motivations are controlled and rewarded through operant conditioning.

Marketing, at its core, is crafted around that stimulus-response model. Why would our customers want our product? If a customer feels like you understand why they want your product, they will usually take an action that results in a conversion metric that you are measuring. Effective, right? Technically, but not entirely. The behaviorist model of marketing only accounts for actions taken by consumers, and data gathering that centers around only that conversion action. 

Consumers demand a personalized marketing experience. They have deep-seated desires that plunge further than interest in a product or service. There are motivations that are influenced by personal values, societal norms, life situations, and even personality traits. This is where a cognitive psychology strategy can make the difference for consumers — and that is the cornerstone of our analytics. 

You Have to Dig Deeper

Our parent company, Merkle, took the principles of cognitive psychology and asked about the “what” in addition to the “why.”

We know why a customer buys a product. But what, deep down, is actually informing that decision? For instance, an individual purchases a vehicle. We know why he bought the car — he wanted a car, and liked this car. But what motivated his actions? 

Understanding this question is a matter of physical mapping, or “laddering,” to build an understanding of the deeper motives. Maybe he wanted a car because he got a new job and needs it to commute into work. Or maybe he has a child and needs to have safe, reliable transportation. Knowing this information allows you to read deeper into the things that customers truly want, which should affect your content delivery.

Intelligent content is the manifestation of this deep dive into the hearts and minds of customers. Merkle uses the power of M1, a strong personalized customer data repository, and Neuroanalytics™, a strategy that identifies deeper customer needs and motivations, to build better customer experiences. When used together, M1 and Neuroanalytics™ generate the ideal intelligent content — content that is semantically rich and cognitively aware of consumers and what motivates them to purchase a product.

You can reach your customers emotionally by showing them that you are paying attention. Our strategies help bring together both brand awareness and personalized intelligent content to curate the ideal customer experience and help you form a deeper understanding — and subsequent relationship.

Contact our team to learn more today.