Food, drink, warmth and sleep
Safety and security
Intimate relationships and friends
Recognition and appreciation
Self-development
These basic needs form the basis for an 'abstract' customer segmentation: define what the norms, values, dreams, goals, wishes and fears of your customer are. Through this abstract segmentation you come closer to the pains and gains of your customer (see Value Proposition Canvas ). For example, take a look at the following questions. Do you dare to give an answer with certainty?
Why do we spend more money at the supermarket on both edible and non-edible things when we are hungry?
Are Facebook and Instagram meant to be about maintaining contact or about gaining appreciation?
Do people take out insurance because they want certainty, or is it habitual behavior (pdf) ?
Does McDonald's sell food, or does McDonald's want to create a social experience?
Does more wealth automatically lead to higher happiness rates ?
And if I relate it to myself: suppose Cooblue had also answered the 'why' question in the previous example, what would they have found out?
I have to empty my phone too often
I prefer to spend free time with family and friends
Conclusion: my LG Nexus 5X gets in the way of my need for social contact and my (abstract) life goal of wanting to lead a relaxed, carefree life.
Biases and Heuristics
The last, and perhaps somewhat strange element in the Receiver row is the consideration of human cognitive biases (thinking errors) and heurstics (rules of thumb). Because everything we read, everything we look at, everything we click on and everything we choose, we do almost unconsciously. But in this unconscious process we make mistakes, a lot of mistakes.
The Cognitive Bias Codex lists more than 200 of these errors. The primacy effect , for example, which makes us always remember the first in a row better. Or the confirmation bias , which makes us only look for arguments for our own point of view. Marketers and communication specialists simply cannot ignore these biases when creating their campaigns. In fact, they could even make it a spearhead.
Action and reaction
Communicating marketing is not a static process. canada telegram data It is dynamic. It starts with the action of a sender, or with the reaction of a receiver. After that, the process does not stop. Every action leads, via an interpretation, to a reaction that is then interpreted again. Moreover, every new interaction leads to an adjusted interpretation between sender and receiver.
The entire process can take place within a few seconds: a click in the email, for example, leads to the display of a specific website banner. At the same time, it is a process of years in which the sender tries to understand the recipient. This can even lead to ethically questionable predictions about when a customer will start a relationship or become pregnant .
Take advantage of it
I have developed the Marketing Communication Model to provide organizations with feedback when setting up or evaluating a campaign or action. If you have any criticisms or additions to the Marketing Communication Model, please let me know! And furthermore: use it to your advantage when setting up marketing communication actions for your customers.