The importance of behavioural marketing and communications has never been more relevant. For businesses small and large as well as media analysts and marketing analysts these skills and tools can prove very fruitful.
Behavioral Marketing is the analysis of customer behaviour across your digital platforms and ecosystems and using this information to better deliver promotions and information to them. With marketing automation, this can be a very nice and easy to use system to gain more value out of your customers.
Gone are the days when demographics was enough. Now instead of blanket marketing to people based on age, gender, economic and geographic data we can market individually to thousands of customers at the same time based on their behaviour, their likes and dislikes. Meaning our message can be closer to the mark.
This might sound scary and like a lot of work and to be honest there is a lot of work up front for the setup and analysis, but it is well worth the investment and time.
Even better still if you can employ the skills of a Behavioural Marketing & Communications Analyst or practitioner into your team. This will mean that you can be more reactive and dynamic in changing strategy based on not only the study of the analytical data from the customer's behaviour but also you can take some time to review their communications, using social listening tools. This together with discourse and conversation analysis you can build a fuller picture of whom your customer is.
You can also build into your modelling the social factors and sociological factors or political and economic factors that may affect decision making.
Software and automation are great but adding in the human element is the most important factor. Having a digital analyst that understands behavioural communications or communication psychology and linguistics should not be underestimated.
Search Engine Optimisation, PPC and website content creation has long been focused on keywords. The keywords that our intended audience will use in order to find our website through Google and other search engines.
Often these get stuffed by the company in question with in-house jargon because the business is looking from the outside in. Or with phrases that the company assumes people will use to find their site.
As SEO advisors, we, of course, advise that some further and deeper keyword analysis takes place to ensure that a fuller picture is covered and gaps in the search term market left by competitors are filled to the advantage for the client.
Content is then advised to be created around those gaps and focused at the chosen keywords whilst ensuring that care is taken to create content that is natural, engaging and of a high quality. Then further improving on this content and keyword strategy based on the results our analysis of analytical software is providing us.
We know all this and advise all this, at least, we should.
But now we have the ability to go one or two steps further
Digital Analytics and Social Listening to the Voice of the Customer
Digital analytics talks a lot about big data. Big data is quite simply as it sounds “a lot of data” but it’s the use of, analytical manipulation of and meaningful analysis and understanding of what that data means and is telling us that is key.
It's worth noting here that it's not just all about expensive analytical software. Some of the free open source software and free analytical tools can provide useful insight. It is more important to focus on getting the right team of analysts that can tell you what they data means and provide useful insights.
With the right analytical goals set up, we can run deeper analysis on not only the search terms people are using but also what they are saying on social networks, customer advisory sites, review sites and more.
We can use social listening to get a deeper understanding as to what people are saying either about our brand, industry or area of focus. Using software such as “R” we can run deep qualitative and quantitative data analysis of what our customers and potential customers are saying.
Simply monitoring hashtags can lead you to what is being said and by whom and the words that they use around the subjects, products or brands we are interested in. We can then use this data to create content that is focused around the voice of the customers.
But maybe we need to go one step further.
Psychosocial Personas and Digital Marketing Linguistics Analysis
Here is where the specialist and focus of the analyst come in. As a certified Neurolinguistics Practitioner, a student of advanced psychology and sociology I bring these skills and this understanding to my digital marketing analytics analysis.
In digital marketing, the idea of personas and psychographics is nothing new. They are certainly worthwhile pursuits. They help focus our marketing content around our target audience. They can, however, be somewhat hit and miss and if we are not careful based on assumptions.
With big data, digital marketing analytics and social listening we can use semantic, sociolinguistic and psycholinguistic analysis to gain a deeper understanding about the psychographic, psycholinguistic and psychosocial personas of our customers in their own words. In the voice of the customers. A psycho-sociolinguistic persona of our customer.
Why would a psychosocial linguistic persona of our customer be beneficial?
By building a psychosocial linguistic persona of your customers, or potential, you can focus your keyword and content marketing strategy around the social and psychological profiles of your potential customers and take the guess work out of it by doing so in their own words.
If we know what makes them tick we can talk to our customers in their own voice.
The two levels of Social NLP
Taking this one step further we can take into account the principles of NLP, Neurolinguistic Programming, as with an understanding of our customers and potential customers psycho-sociolinguistics profiles use NLP techniques to persuade them one way or another to buy our products, sign up for our email or join our network etc.
Going on from here we can look at Social NLP in the Social Neurolinguistic Programming of humans. That is the language patterns that shape our thoughts decisions and behaviours based on our social conditions and environment. We can then look at the other form of Social NLP we use in computer programming, AI and search engine server technology and analytics that is Natural Language Processing of Social Networks we gain deeper understanding and analysis of what people are really saying. This has many sociological research benefits.
Swinging this on its head slightly though and saying if NLP is Neurolinguistic Programming and Natural Language Processing we gain some way of thinking how the search engines and social search networks of the future will start to function. How search engine technology is being designed to better interpret human language with a real understanding of meaning. With this in mind, we can then create focused content that will gain real placement and user engagement. With Siri, Cortana and Google Language Processing already here we have to take away our understanding of how things should be presented in written grammar and start to think about Universal Grammars and Cognitive Linguistics.
Blog article written by Sam O'Prey
Next two articles on this subject will probably be on the following
Google Natural Language Processing and HummingBird
Keyword Analysis – what does SEO / Digital Marketing Linguistics and Google Language Processing have to do with it?
Part of iLifeMedia- combining Social Behavioural Science & Digital, Direct & Data Driven Marketing: Customer Insight, NeuroLinguistics & Behavioural Economics
This is the free Blog and Advice Site of that Behavioural Marketing & Communications Optimisation Specialist
Sam O'Prey based the West Midlands in Telford, Shropshire in the UK - all views are my own and do not represent those of any organisation I work for or advise