This presentation talks about how to unlock the power of content and personalisation using psychology. It explains:
1. Misconceptions about your target audience – the problem with carrying simplistic audience definitions that suited the world of mass marketing over to digital and how to improve your audience research;
2. Optimising personalisation by measuring behaviour – identifying digital measurements that uncover motivations, needs and intentions;
3. Key principles of psychology for behaviour change – how they can be applied to content strategy and personalisation across digital channels to deliver changes in audience behaviour;
4. Real-world examples with practical and experimental approaches.