The power of language & emotions in marketing
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A visual introduction to Persado's technology and the power of language & emotions in marketing. We've used this presentation in recent events & conferences.

A visual introduction to Persado's technology and the power of language & emotions in marketing. We've used this presentation in recent events & conferences.

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The power of language & emotions in marketing Presentation Transcript

  • 1. the power of language & emotions in marketing #persadoSpeaks Guy Krief, SVPProduct&Innovation Persado guy.krief@persado.com @guykak
  • 2. variantsmarketing message responseclick-through rate 1.81% 1.62% 1.59% 0.92% 100%at stake!
  • 3. variantsmarketing message responseclick-through rate 1.81% 1.62% 1.59% 0.92%
  • 4. ELASTICITY  THE  LANGUAGE  OF  A  MARKETING   MESSAGE  CAN  GENERATE  VARIATIONS   IN  RESPONSE  RATES  OF  UP  TO...      800%  
  • 5. TECHNOLOGY NOW ALLOWS TO TEST & TRACK_C:
  • 6. “What should we put in there?”
  • 7. a bigbut... #finite# number of variations
  • 8. Theoretical / logical approach 1Generate all the possible variations 2Test all those variations+
  • 9. (1)  You  will  need   to  hire  1,000s  of   copywriters,  for  a   few  years.     #cost  #'me  
  • 10. (2)  You  will  need   more  than  all   current  living   humans  on  earth.     #cost   #possibleNOT  
  • 11. “it’s all about organization”
  • 12. _emoSonal_   _formaTng_   _funcSonal_   _features_   Those are the KEY  COMPONENTS  OF  ANY  MARKETING  MESSAGE  
  • 13. Generate  &  model  the  universe  of  possibili5es,  aka    THE  SEMANTICAL  SPACE   >>> we got there by analyzing billions of online customer interactions, took us 3 years, and $15m in R&D
  • 14. so, what we mean, is going from... THIS
  • 15. ... to this.
  • 16. Having modeled the semantical space allows to properly sample it
  • 17. that’s  s'll  millions  of   combina'ons  
  • 18. Let’s talk math: #A/B testing 200 responses / variant #Multi-variate 30 responses / variant #Statistical_algorithms 0.003 responses / variant ~ 300 MILLION RESPONSES ~ 45 MILLION RESPONSES ~ 4,000 RESPONSES TO EXPLORE 1.5 MILLION VARIANTS
  • 19. Enjoy the absolute best message #HOLYGRAIL  #PERFORMANCE  #ROI  
  • 20. does NOTmagically apply anywhere
  • 21. P-R-O-C-E-S-S P-A-G-E-S
  • 22. whatever the language, 99%WILL CLICK *   *  the  remaining  1%  don’t  speak  English  
  • 23. RUNNING  A  DIAGNOSIS  allows to concentrate effort & money on impression that matter   that's a response elasticity test with semantical extremes
  • 24. INSTANT                VS.          D E L A Y E D
  • 25. on  text  messages,  nega5ve   emo5ons  tend  to   underperform...  except  in   La5n  America  where   urgency  (“hurry  up")  is  the   strongest  category   probably  a  bad  idea  to  use   impera5ve  in  email  subject   lines     on  the  web,  you  can  get   clicks  from  nega5ve   emo5ons  (like  “don’t   miss  it”  or  “limited  5me   offer”),  but  not   conversions     there  is  absolutely  no   correla5on  between  length   of  subject  lines  &  open  rates   of  emails     if  you  are  to  use   immediacy  in  a  call-­‐ to-­‐ac5on  on  the   web,  “today”  has   higher  chances  to   perform  than  “now”,   that  is  for   conversions  :)   first  person  voice  in  the   CTA  (“that’s  a  deal”,   “let’s  go”)  performs  very   well...  for  social  gaming   only..  but  both  on  web  &   email   on  the  web,  the   performance  of  ac5on   verbs  like  “start”  in  the   CTA  is  highly  product   sensi5ve   on  the  web,  over-­‐ communica5ng  about   discount  &  sales  tends...             ...to  have  a  nega5ve   impact  on  actual   conversions   emo5ons  generate   most  of  the  impact   across  channels,   except  for  email   subject  lines  where   it’s  product  features     op5mism  is  the   strongest  emo5on  for   instant  responses  across   all  digital  channels,  on   average  the  use  of   “awesome”,  “you’re   lucky”  generates  clicks!   worst  emo5on  for  conversion   across  channels  is  a  nega5ve   one,  it’s  threat  (“aNen5on”,   “watch  out”,  “important”)   in  financial  services,   intense  posi5ve   emo5ons  (op5mism  like   “  you’ll  love)  have  a   posi5ve  impact  for   premium  clients...  but  a   nega5ve  impact  on   regular  clients   SOURCE: PERSADO •  65MILLION UNIQUE USERS •  703MILLION DIGITAL IMPRESSIONS •  45MILLION RESPONSES
  • 26. thankyou. questions anyone? hey, check us out at www.persado.com