The Hidden Human: Evolving marketing to drive better outcomes

While we live in a world where data provides us with a huge amount of insight, it is human potential that moves us forward. Knitting the two together, and taking a longer-term view, can have huge benefits.

Matt Coombes

Head of Brand Strategy Archetype

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According to research undertaken by Les Binet and Peter Field, The Long and the Short of It, marketing is becoming less effective. We’re over-relying on short-term tactics that are easy to measure and provide instant gratification for our increasingly impatient hunger for results. But this is not delivering long-term growth and our industry’s primary function is suffering as a result.

But by making decisions based on what people do rather than what they say, and understanding the context in which they behave, we can evolve our marketing and drive better outcomes, for everyone.

The boardroom’s demand for quick, visible ROI and an increasing reliance on sales activation campaigns have contributed to a rise in short-term thinking and tactics.

Underneath the surface is a conflict between two forces: data and humanity.

Marketers have more data to make decisions than ever before and, used correctly, this can pave the way for huge opportunity. However, the need to prove instant impact has put marketers under great pressure to stand out and make a difference, leading to the current, fast-moving trends culture. Persona marketing, influencer marketing, millennial and Gen Z segmentation of this continual flow of new approaches feeds an ongoing desire to attempt to provide differentiation.

Human beings, on the other hand, have remained constant in the face of endless social changes, revolutions and new trends. Yet, the human is increasingly at odds with the technology-based, data-led approach that’s causing a disconnect between brands and their audience. Attempting to bridge this void has seen the rise of “brand purpose” as brands look to appeal to human nature and the “emotional” side of the brain. But this is being used as a cynical short-term marketing ploy by some, which is only broadening the divide.

While we live in a world where data provides us with a huge amount of insight, it is human potential that moves us forward. Knitting the two together, and taking a longer-term view, can have huge benefits - for everyone.

KEY TAKE OUTS

Actions speak louder than words. Implementing this rehumanised culture begins with making decisions based on what humans do rather than what they say. To do this you need to understand the context in which they behave, expressed through their wants, needs and values.
Make it easy. You can change consumer behaviour by either boosting motivation or making the desired behaviour easier. Although both approaches are important, marketers tend to prioritise motivation. Spend as much time and money on making purchases easy, whether by moving people to subscriptions or removing steps to purchase, as you do on boosting motivation.
Make it attractive. Behavioural science suggests that facts leave people cold: it’s better to make the desired behaviour appear as attractive as possible, rather than rely on rational persuasion. One underused approach is the Pratfall effect, the finding from Harvard professor Elliot Aronson that those who admit a flaw are more attractive.
Make it social. No, this is nothing to do with Facebook or Twitter. Rather, it’s the idea that our actions are influenced by what others do. This idea, known as social proof, was popularised by Robert Cialdini.
Make it timely. The same message has a different effect depending on when it’s seen. A great example is the nine-enders bias from NYU psychologist, Adam Alter. He showed that people are far more likely to make big lifestyle changes when their age ends in nine. Alter didn’t argue his point from logic alone: he showed that first marathons, extra-marital affairs, and even suicides, all spike among nine-enders. Whether you’re selling diets or long-haul holidays, nine-enders offers you a new target audience.

THE HIDDEN HUMAN

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Guest Author

Matt Coombes

Head of Brand Strategy Archetype

About

Matt leads the Archetype brand strategy team which majors in brand identity, narrative and messaging. He has over 13 years strategic consultancy experience, designing and executing global brand and marketing programs for internal and external audiences. He comes from a creative background, studying English at Magdalen College, Oxford where he was also a choral scholar before pursuing a career in acting for 10 years. He’s worked across the Technology, Telecommunications, Consumer and Financial Services sectors having led major campaigns for HP, Nokia, NCR, Microsoft, Skype and most recently SunTrust Bank, where he's devising programs to support their movement for financial change, onUp.

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