During class we were talking about Google analytics, and how it can tell you alot of things about your current users. During the conversation we talked about Google spider bots that search all the pages to find the one that best fits your search. I really didn’t know about these spiders. In the video How Search Works an expert from google teaches a bit about the Google spiders. In simple words the spiders are programs that search the web, going into a page and seeing all the links. Then going into those links and doing the same, over and over and over. Once they have linked all the different pages, it creates an index with those pages, and when you search something in Google, the software searches in that index created by the spider bots for all pages that reference the search keywords, and similar terms. The Video tells how google has a scoring system to bring you the pages that mostly relate to your search, and they score the pages by asking over 200 different questions about that page and how it relates to your search term. This scoring system was the beginning of Google, and it’s how the founders started Google. By scoring the pages they are able to see which ones relate most to your search term and bring you with the best results, and they really take pride in that. It sounds like a simple idea but they revolutionized the web by making sense of all the information in it.
We typically choose a product from other because we believe one is more beneficial than the other. Most of the time this belief is based on the promise of value that the seller is promising to us about the product. What this means is that if we are going to buy a new TV and we have the option to buy an LG or a VIZIO, our choice is mostly based on the value we place on each product. This value is called a value proposition. The video Mohan Sawhney on Value Propositions describes value proposition as a set of promises that you make to a define to a set target audience that are differentiated to other alternatives that customers may consider and are backed by reasons to believe. So what does all this mean? it means that in order for LG or VIZIO to create a better value proposition they have to target a specific audience first (Since different types of audience will have a different value of the product), and show them using facts that they 1) need the product, 2)it benefits them, and 3) it’s different from other similar products. That way you are promising them a value that they will get from your product that they cannot get by using the products of your competitors. One thing that he said that was very striking was that you have to not only compete against others but also against your self, because if someone already has an LG TV, and you want to give a customer a value proposition about the latest TV that just came out, the customer could say that he doesn’t need the new TV because he already has the last model, and they might chose to do nothing and stay with the old model instead of the new. So, you have to show why this new model benefits them more than the model they currently have, as well as why it benefits them to upgrade. That’s one thing we haven’t really discussed, competing against one self, to up sell the customer, and I thought it was very interesting.
So far we have talked about marketing, and market research. Understanding what the customer wants and targeting those wants. We talked about quantitative research, knowing how people think or feel, and qualitative research knowing why people think a certain way or feel a certain way, but during last class we touched a little bit on neuromarketing, which is basically targeting the brain to tell people what they want. The video Is There a Buy Button Inside the Brain: Patrick Renvoise at TEDxBend talks about neuromarketing, and how to target the reptilian brain. The reptilian brain is described as our subconscious, whereas our new brain is the logical and reason side of us. The main point of targeting our reptilian brain is that most of the time our impulses are controlled by the reptilian side, so if they target that we’ll be most likely to buy something that we don’t really need. He gave six stimulus that light up our reptilian brain: Self center (Me Me Me), contrast (before and after pictures), tangible (showing you the benefits or consequences), beginning and end (strong beginning and strong ending, the middle doesn’t matter much), visual (images), and emotions. He gave examples of each of the different stimulus, and the one that stood out the most to me is the beginning and middle. Basically he is saying that the reptilian brain focuses most on the beginning of the ad and the end, and he goes on to say how movie makers really focus on this by having a strong intro and a strong end to give the concept that the movie was really good, even if it wasn’t that good. I think of a great example of this would be the old spice commercials I talked about in my last post. Most of them start with a loud beginning that gets your attention, or something in the beginning that really catches your attention, then the middle is strange and doesnt really make sense and they sometimes don’t even mention the product they’re selling until the end, where they drive it home by filling the screen with the product and having the catchy jingle play. I really liked how at first glance it’s a strange commercial, but after learning about neuromarketing and how targeting the reptilian brain is very powerful in selling a product I can see how the old spice commercials are very very well planned.