NewStats: 3,263,322 , 8,179,778 topics. Date: Thursday, 05 June 2025 at 01:38 PM 5m5o70

Absolutely you can have a private training Just chat me on. 08087349345 so we can share more relevant information

First of all i want to say congratulations for thinking about the IT direction. There are some many opportunities like
Website design
Enterprise solutions
App deg
Artificial intelligence
Robotic
Animation
Graphics design
Digital marketing.
Wach of these have great opportunities.
Ordinarily if you can learn coding and web/app design it is a great skill but again your flair matters. You can just go through the content of this and that of digital marketing to see the one that syncs with your core personality

Communication is the art of conveying informations or details from one individual to the other through different mediums utilizing generally accepted and mutually understood signs,symbols and codes for your messaging. It is a fundamental part of human life and almost everything we do in life is hinged on out. It is the transportation channel for insights and ideas and no matter how great a product is the conveyor belt through which what it is and what it is not/what it does or it does not is transmitted through communication. In communication there is the verbal and non verbal cues that are used in transmitting the information from channel A to B.It has been established that there is verbal and non verbal communication . Both plays critical roles in transmitting information from one person to another. In persuading or influencing the recipient of the information transmitted?The non verbal component makes up about 93% of communication whereas the verbal communication makes up .The non verbal communication plays a vital role in that it can help the marketer extract some relevant information from the recipient of the messaging in a face to face conversstion.This in turn will help him/her the message or approach to suit what the client wants in a face to face environment.This opportunity does not exist or is limited in digital marketing, so it is important for the digital marketer to put forth good vibes and also decode the client's body language on the digital platform.
Communication plays a key role in digital marketing as it is the bedrock of the digital marketers persuading tool.What an online clients receives at his or her end is what you transmit from your end as a digital marketer. The greatness of a product can be dwarfed when there is a poor communication manager handling such product. Communication is like an ecosysytem. It has its initiation point and is designed to continue moving in a circle like format.The initiation point of communication in digital marketing is called the adcopy.The adcopy of a campaign is the key in creating the first impression of a product or service. It is said that there may not be room for a second chance after the first impression so it is very important to create a solid great first impression with a ``killer`` ad copy. Writing a killer ad copy is a fundamental requirement if one wants to be a great digital marketer.It takes critical knowledge and fundamental skills to deliver a great adcopy. The skillset required in this is called Copywritting skills We will be laying the basic foundations for one to be a ``good copywriter``. A good copywriter is not someone that writes a ten thousands words adcopy but someone whose adcopy converts the reader to take the action for which the copy is intended in the shortest possible time. It therefore means that a good copywriters must be conversion focused.To convert a prospect customer online from a basic browser or just a webpage visitor to a an advocate of your goods and services who goes about doing marketing evangelism for you can be achieved using established principles. These principles should be a mixtures of established and yet to be disproven persuading principles and advertising principles. A fusion of 3 or more of this in addition to social listening will help a digital marketer develop a `Conver`(converting ad copy) adcopy. Knowing that a lot depends on your ad copy it is important to have a template or checklist you will use when developing your digital marketing adcopy. I will make my own recommendations which are based on my learning’s and experience.My suggestion is that you should look for one or two established persuasive principle that other digital marketers or marketers in general use.In addition to these persuasive principle ad an established advertising principle and a conversion principle. In other words there are 3 skillset for your advertisng copy to be compelling enough to generate the basic actions needed.These 3 skillset are Human behavioral ,advertising and Sales skillset. You may decide to ad social skillset as some of the platforms that a digital marketer uses to transmit his information are social media platforms.In trhis write up I will focus or the Huma. I will be evaluating the persuasive principles I recommend that you can consider as part of your adcopy template.These proven principles have been employed by great digital marketers to deliver excellent result. Over the centuries there are persuasion principles that have been tested and trusted by exceptional marketers and digital marketers. My most preferred principles among many is the one proposed by a major authority in marketing, business, and psychology Robert Cialdini
Robert identified the 6 principles of persuasion in his work “influence”, which he now expanded to 7 principles. These principles have been utilized by expert digital marketers around the globe to generate trillions of dollars in revenue. There are tons of research on many other principles but these are like fundamental principles.

The 7 principles are:1.Reciprocity.2.Scarcity.3. Commitment and Consistency.4. Social Proof 5. Authority. 6. Liking 7. Unity
I will give little insight on each of these principles
1. RECIPROCITY: Give a little something to get a little something in return.
This Caldini’s 1st principle illustrates that if you are nice to me I will be nice to you. If you show favor to me I will, in turn, do the same. He identified that human beings are wired to return the favor and pay back debts – to treat others as they’ve been treated.
Psychology shows that people naturally don’t want to feel indebted to others.There should be something in your adcopy indication something free they will get or something .
2. SCARCITY: People value what is more scarce.
This is a psychological principle enshrined in the law of demand and supply. The more things are scarce the more people value them. You can also use the exclusivity concept as everyone wants to be part of something exclusive and special. When your offer is scarce, exclusive, and urgent, people forget to evaluate the reliance of the product to them or if they need it at all.
Example:
• We have an exclusive course for 10 persons,
• Promo offer expires in 2hours,
• We have 1hour to the close of this sale,
• Only 2 hotel rooms left at this price.
Words like on-time offers, limited offers, limited space, and limited time can have a persuasive effect on people. These kinds of sales message works very well. When using this principle, we have been cautious to prevent it from backfiring so don’t use unreasonable scarcity claims.


3. COMMITMENT AND CONSISTENCY: People like to be committed to what they have previously said or done.

People want to be seen as reliable and dependable. They want their belief to be consistent with their values. When a commitment is made on a public platform, people would fight to ensure that they don't go back on their words. Once these commitments are voluntary, it becomes difficult for such persons to pull back. They want to preserve their self-image by following through.
Put things in your adcopy that wil make them make immediate commitment

4. SOCIAL PROOF: No one wants to stand alone and be like the fool.

People want to feel validated by the actions others are taking.
I suggest that you employ this principle to increase the conversion rate of your website. There are different ways to incorporate and utilize the so-called “wisdom of the crowd”. Anything showing that a significant number of people in society like you or likes what you will positively affect your business in the digital space.
In summary engage the following compelling tools- Testimonials from individuals and corporations, countries you cover, product s, big corporations in your business portfolio, etc
You can use things as simple as We have served 10000 happy customers
5. AUTHORITY
Everyone online has people they look up to, trust, or consider as an authority. These people are more likely to buy if there is a recommendation or endorsement from an authority figure. People will more likely follow a credible knowledge expert.
6. LIKING
People like those who are like them. Individuals are generally more comfortable with those who take them as friends. The more you like somebody, the more you are more likely to be influenced or persuaded by that person. Generally, liking can be a product of similar interest or attraction of the other party. It is established that more beautiful people sell more.
These steps can increase likeness from our client and will help improve our sales.
Writing the bio of the organization to include things that established common grounds between the organization and the prospective clients will also be of great help. Your page should be able to connect with your target market.

7. UNITY
Cialdini 7th Principle termed the Unity Principle is the shared identity that the influencer shares with the influencee. Here focuses on what the influencer and the influence have in common beyond the basic similarity of the liking principle. The more we have this mindset that people are part of “us”: Na my people in Pidgin English, the greater the likelihood that we will be influenced by them. This fits into the theme of pre-suasion which actually occurs before the persuasion. In this case, the person’s mind has put in a comfortable state by the shared identity. It is now easier to persuade such a person. Your adcopy should have things that establishes this concept.

Ad these to your template then include advertising and conversion principles to it in addition to your social listening outcome. These will bring out the great copywriter in you
I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

This is a continuation of the article I wrote and posted on this forum on the 2nd of August. I recommend you read that article first to help you have a 360-degree grasp of this write-up.

We will be sharing further thoughts now on how to grab the attention of your prospect client online as soon as possible. Follow the link below to reviews the foundation of this discussion

https://nairaland.unblockandhide.com/6030708/how-get-people-attention-digital
There have been some researches in the field of first impression and digital trust. We will be evaluating some of these researches at this point
The first research we will evaluate and see how the outcome will assist us in our digital marketing journey is the research conducted by four British researchers. The research objective is to determine the impact of different designs and information content to customers trust and influence in their online decision making. They came out with an interesting outcome and guideline that will greatly help your digital marketing activities. There outcome of this researches strongly re emphasis the need for the digital marketer to grab the attention of the visitor to his online platform immediately the individual visits his site. It estimated the time it takes for a new online visitor to form an opinion about an online platform and the timeline stated in that research is about 0.05 seconds. This should call for intentionality in our online activities whether it is an ecommerce website,a blog post, a vlog,podcast or any other activity of a digital marketer carries out online should be laced with attention grabbing and positive first impression spices
The researches wanted to answer the question of the impact of design and information data on trust and mistrust of a website. Stretch further how will this impact the website`s visitors action on the purchase journey. 4 key factors were identified and this should guide anyone that intends to be a good digital marketer, The 4 factors are
1, Visual designs
2 Value Proposition
3 Graphics and imagery
4. Personal touch
Visual Design: Visual appeal is what meets the eye. It’s the colors, shapes, pictures, fonts, white space, and overall visual balance of a design. Whether a website appeals to us affects how we perceive it, how we use it, and how we it. The research emphasized this thoughline . the outcomes showed that a whooping 94 percent of the participants are more for the visual appeal of a website while only 6 percent focused on the content of the website. The key things that made up the visual appeal based on the research outcome include web complex, busy layout, lack of navigation aids, boring web design especially use of color, pop up adverts, slow introductions to site, small print, too much text, corporate look and feel, poor search facilities. So if you want to capture your audience at the first visit to your website these critical factors above are not to be played with. In addition to the research by the britisg researches , Google also conducted her own research to ascertain what influences trust,credibility and acceptance of a website on the surface view or visit of a prospective client. There research outcome was not in variance to the british researchers it rather reinforces their views.The google team focused on 2 key things in their research .They evaluated how first impression is impacted by visual complexity and prototypicality . The researchers concluded that visual complexity and prototypicality plays a crucial role when it comes people judges a website which will further impact the action they take on the website.The research establishe that s prefer websites with low complexity and high prototypicality. They prefer a website they can easily navigate through. A website that is not too different from the standard website they are used to. At times that standardization may be aproduct of industry leaders or general design concept. In case of e commerce, A will look forward for an e commerce website to be designed close to Amazon, Alibaba or Jumia. A Nigerian shopper is already used to this e commerce platform. A new design that is totally a concept outside these existing one will put off the or make it difficult to accept that. Human brain easily classifies things into clusters and prefers dealing with clusters with the same pattern.
Hence website designers should be guided by these too factors and ensure that their designs eliminates visual complexities and also take prototypicality into consideration
2. Value Proposition .A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value will be delivered, experienced and acquired. A value proposition can apply to an entire organization, or parts thereof, or customer s, or products or services. Who you are, what you have done, your competencies,tract records,what you can offer,who you have offered the serves to before . Value proposition is getting the online customer take the desired action. Neil Rackham value proposition model offers us some insight on the key things to focus on when writing our value proposition which normally should be on our homepage. He stated that value proposition should consist of four main parts: capability, impact, proof, and cost (that is, the price a customer is expected to pay). The 3 earlier components of capability impact and proof will directly impact on the cost the client will be willing to pay . It has been established that value proposition will impact on the first impression and action plan of online s
3 .Graphics and imagery
Graphics are imagery play crucial role in the impression of visitors to a website or online article/Platform. Graphics design and imagery can influence how people perceive your website. It is recommended that when deg it should be simple, convey the intended message. The designer should make the design professional and should not cluster colors. The theme of the web design should subtly be captured in the graphics and imagery. Let these also act as a marketing platform but done subtly. When putting a graphics on your webpage or platform you need to ensure that it does not contain images that will distract or be offensive the targeted audience so that they won’t be distracted from the central theme or message
4. Personal Touch.
Let there be a personal touch that will show that there are real people behind the brand or the website. People prefer dealing with real human rather than robot. Whe deg the website use pictures that can exude trust.Real time pictures, Avoid chessy stock pictures that an average graphic designer used. Ensure the pictures of your team is on the site if possible. Try and reflect your office place or other real life pictures

I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Innocent Ekeleme
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
08087349345

We will assess more on the best way to get the consideration of your online target group in your digital marketing and advertising. There is need for your online campaign or website to stand out and also create an atmosphere of trust before people will be willing to either make inquiries or purchase whatsoever you are marketing online. The foundational requirement in catching the attention of your online clients is to establish a trust immediately they visit your website or click your advert. Anything short of that will lead to them not following through with whatsoever you are offering to them. In engaging your online client the first law is to establish digital trust at the first instance. Your target as a digital marketer should be to establish and sustain trust online. With the knowledge that every potential client is an r for your goods or services digital trust should be a priority in your online activities.Digital trust is the confidence s have in the ability of people, technology and processes to create a secure digital world. Digital trust is given to companies who have shown their s they can provide safety, privacy, security, reliability, and data ethics with their online programs or devices.Digital trust cant be ed like an App it is something you intentionally build as a good digital marketer and incorporate it in everything you do.No one wants to do business with an individual they do not trust. It has been established that the human brain thinks survival before anything and trust is at the core of survival focus. In the law of first impression it is stated that there may not be room for a 2nd chance when the first impression is unpalatable.It has beenestablishe that we form the impression of a website or an app in 35-50 milliseconds even before the visitor reads the headline,study the image or reads the content.Another interesting research showed that after a firdt impression has been formed within the range of 35-50 milliseconds it is very difficult and sometimes impossible to change that impression even when the relevant message or content has been placed. Information is power, yet new exploration proposes that an individual's appearance alone can jeopardize any information that individual has. Early introductions are incredible to the point that they can supersede what we are told about individuals. Another investigation found that in any event, when told whether an individual was gay or straight, for the most part distinguished the individual's sexual direction dependent on what they looked like – regardless of whether it repudiated the realities introduced to them.

"We judge books by their spreads, and we can't resist the urge to do it," says Nicholas Rule of the University of Toronto. "With exertion, we can beat this somewhat, however we are consistently entrusted with expecting to address ourselves." The less time we need to make our decisions, the almost certain we are to go with our gut, significantly over truth, he says. The design and information content of a website or app are very powerful that there alignment can create a mistrust and get off the page a client that genuinely wants to do business with the digital marketer. If your target clients attention isn't caught at the soonest conceivable time you are at risk of losing such client. Every page of a website you design or any article you right should have this at the background the power of first impression should not be down played on .In the E commerce world the first time a prospective client visits your website is when first impression are formed about your business. What the visitor sees at that point is what will determine if the visitor will take your organization serious.Since we are marketing to clients online we are faced with a greater challenge of establishing trust as compared with offline marketing. In offline marketing the target clients is engaging with the marketer face to face and thus the marketer has a huge window to engage non verbal communication tactic to influence the buyer. As has been established by research 93% of our communication is non verbal and only 7 percent is verbal communication being nonverbal.With this huddle already facing a digital marketer it is imperative that he/she should utilize all establishe digital trust principles optimally..
For a long time, presentations and initial introductions occurred face to face, up close and personal, ed by a handshake. Quick forward to today and we are totally associated on Google, Twitter, LinkedIn and scores of other web based life stages. Our intentions should be to evoke that strong first impression at that initial online contacyt as that may be a one off chance if not properly harnessed not because of our online visitor but because of the background we platform we created by our first impression. A great digital marketer should be intention to create that great compelling atmosphere of trust and aceeptance at the first virtual with his online prospective clients

There have been some researches in the field of first impression and digital trust. We will be evaluating some of these researches at this point
The first research we will evaluate and see how the outcome will assist us in our digital marketing journey is the research conducted by four british reasearchers. The research objective is to determine the impact of different designs and information content to customers trust and influence in their online decision making. They came out with an interesting outcome and guideline that will greatly help your digital marketing activities.Look out for our next article where will be evaluating this and discuss further on ways you can use the principle of first impression to propel your digital marketing business forward

I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Innocent Ekeleme
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
08087349345

In my marketing and sales journey, I have realized that there is a huge impact on Psychology and emotional triggers in getting the attention of buyers of any product or service. Some great products and services have been impacted negatively in the market place due to their marketers' inability to understand and optimize the buyers' concept have watched some great products suffer in the market place and other products that are not too exceptional having great market penetration and acceptance with the buyer. In evaluating what might be responsible for these two key things stood out and they are
A) The customer's psychology
B) Marketers Persuasive skill

In Digital marketing an understanding of buyers’ psychology and how to leverage on that to design your campaign will affect the outcome of your marketing. This understanding will have a 360 effect in all your activities online. From your webpage or landing page designs, your text, your color usage, etc. Your first step in this is to understand who your customer is. A good digital marketer needs to do a comprehensive customer avatar analysis before initiating any campaign. In doing this you have to profile your ideal client and enter their emotional bank to find out what ticks with them. It has been said that buying is first emotional then explained or justified logically. Every customer is on an emotional journey so you need not only to walk with them as they journey on the buying tunnel but you need to influence the direction they take on that journey. Your major work is to enter your buyers' minds and create a positive interest in the direction of your product and services. With the attention span of your client reducing from 12 seconds in 2000 to 8 seconds today you must be very persuasive and engaging for you to get the relevant conversion.

Digital psychology and persuasion is a critical aspect of the digital marketing value chain. It answers the key questions that surround every client’s decision framework. In addition to customer profiling, a good digital marketer must also be skilled in psychology research methodology. Digital Psychology research will help you to find out the words and themes that appeal to your target audience. These words when researched out can be used to frame our messages to attract the client. Digital psychology research is a key strategy to employ when deg your marketing campaign. Digital sales and marketing are different from traditional and face to face sales and marketing where a client can decode the non-verbal communications of a marketer and vice versa. The nonverbal clues of a client can help the marketer tailor their message or approach to suit what the client wants in a face to face environment but this opportunity does not exist or is limited in `digital marketing so it is now imperative for the digital marketer to understand how to put forth good vibes and also decode the client's body language on the digital platform. With 93% of our communication being nonverbal, how do you get to persuade your audience now relying on the available 7% channel to cause them to take action?. This will be explored in our future articles

We will be evaluating more on how to get the attention of your target audience online. In your online marketing one of the most important thing and also the 1st thing is to get your readers attention as soon as they see your advert or post online. You may be marketing the most excellent product or service online, whatever you are offering do not make sense as long as your target population attention is not captured at the earliest possible time. I see attention grabbing as the foundation of digital marketing. The same way a building is as useful as its foundation in the same similar vein when you have not been able to capture attention you can’t convey that brilliant message or transfer that excellent product and service to the online customers. It is of note that the human brain processing has similar systems of working and adaptations that cuts across all races, religion and culture. The brain design is in such a way that it has systems and processes with which it decides what it focus on and what not to focus on. These systems work with amazing speed that in millisecond they have finalized what next to do as regards what the eye just came in . The brain concludes in milliseconds and transmits that information to the point which is the eye. The eye now pulls off or focuses on that depending on the brain conclusion. It is important to note that how long the attention of an individual spans is further determined by other environmental factors engaging the brain. With the continuous complexity and bombardment of our human minds in this century, Humans attention is decreasing at an alarming rate as compared to other centuries. Just in two decades it has moved from 12 seconds to 8 seconds. We expect that this will further decrease in the coming years in the coming years.
Getting your target market attention at the earliest possible time is now a lifeline in digital marketing. It important to realize that getting the customer attention is not the only thing required in digital marketing, sustaining the attention is another important thing that we must understand. Then causing the target audience to take the expected action now concludes the cycle. When writing a blog or when marketing your product is very important to note that to grab the online audience attention your focus should be them and not you. Hence you need to articulate this and then design your headline from their standpoint and not what tickles or excites you. An old Warner brothers cartoon helps to bring this to light. In that cartoon someone found a singing frog and to him this is a precious discovery. He rented an up-class theatre, set up the stage, publicized the program highlighting his gate fee, Interestingly no one came. Then he put up a sign that says:

"Free ission" – Nobody came.

At that point he thought to himself what do my target audience like and after his research he discovered they like Beer, Then he put up a new sign – "Free Beer". When he set up the sign, the crowd rushed in and the stampede lead to his death. So your online target market will not rush to your website because of your new discovery, Or your impressive service or product. They will rush in with what interest them and how appealing and mouth watering your first headline is. What happens after that will be evaluated in our next post
I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Innocent Ekeleme
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
08087349345

There is a way the human brain and mind is rhythmically wired to scan its environment or its object of focus . In the design of the eye/brain the creator has a basic default in the way the eye which is attached brain scans things. This also applies to the way it scans through a website. An understanding of this will help a digital marketer to design his website to ensure it flows with the rhythmical movement of the eye and also relevant and important informations are placed at the eyes areas of concentration and other details can then be placed at the other points of the website. With the attention span of human reducing drastically you must ensure that the designs and concepts are done in a way that at each view of your website all key messages are ed across to the web visitor at the earliest possible time without ambiguity or insufficient information
Researchers and eyetracking experts have done extensive studies on how people view a website and we can leverage on the outcomes of these studies to design our website. As digital marketing experts our major goal is to get those that visit our website to take the desired action so every relevant insight to do such is a welcome development. We will be evaluating these insights and see the ways we can apply them in our digital marketing and web design services.

Attention Path:
Top Left Corner of your website gets the first attention when s land on your website. Their eye journey starts from that point and begins to migrate from there. A critical evaluation, analysis and study has been done by different organizations like Yahoo, Eyequant and Ponyter Institute and all of them come out with a similar result. This indicates that you meed to pay great attention to these their studies.
Eyetracking technology have tracked how the eyes moves when it lands on a webpage. It has followed the readers eye movement as it reads a page and has identified some critical things that will enhance your website and optimize your conversion.

People quickly scan the page main sections as they land on the page evaluating if the information there is relevant to them. What they see there will determine if they will stay longer on the webpage.
It takes about 3 seconds for them to make a decision to either stay longer on that page or leave website entirely
They make decisions about the page in as little as three seconds. The importance of these knowledge is that your webpage must be standard, beautiful and all relevant information and designs should be of high standard.
If your website has ed the 3 seconds test and the browser decides to stay longer, the contents at the top part of the screen is what they pay their most attention to,
If they make up their mind to proceed with reading the content on your page their eyes moves on a horizontal dimension from left to right corner. As the eyes moves in that rhythm it focuses on the upper left corner of the website
Then it swings to the upper-right of the website.
Is advisable to put your value proposition on m the left hand and also other relevant information on the right hand.it is important to note that although this is a rule of thumb it is not a universal truth. You can begin your website design using the above principle but you can also play around some other patterns like putting your strongest proposition on the right. Then do A & B split testing of that webpage and compared to left to right.
Never forget that your important value proposition should be on your upper screen and not the lower end.

One of the schematic description and experiment that helps to re-emphasize the researches above is the Gutenberg Diagram which is a concept that was developed by Edmund C. Concepts shows the focal point of the eye movement and guides on where to place certain things in your home page. It shows that the primary optical area is the top left of your webpage then followed by what is called strong fallow area,this area is at the top right of your webpage. This is followed by the weak fallow arwa which is at the bottom left part of the webpage and then the terminal area which is at the bottom right. When a visitor visits your page his/her eyes goes in a Z movement pattern. So you need to know what to place at the different edges of the Z and how to place them. In easy term you visitor starts their journey at the top left which is the starr point of the Z and end their journey at the tail end which is the lower right edge of your web page. So ensure your call to action is at the bottom right page. I mostly prefer to keep it the top right page after the header and the headline. You can also be dynamic about keeping it up or down depending on the reading behavioral pattern of your target market or rather you can do an A and B split testing of whether to level it at up or down.

It is noteworthy to state another important factor that should guide your digital marketing and web design activities ,that factor is that people online dont read they scan. It is a universal fact that is applicable among the entire human racr. A very important research was conducted in 2008 by the Nielsen Norman Group which shows that people online read about 28% of the text in a webpage at most. On the average they only read 20% of the text that is on a webpage

Another interesting thing on how people read website is that they read it in an F shape format. Eyetracking experimemt that was conducted showe that. It shows the reading in the format of 2 horizontal reading line followed by a vertical one. And this is why it is highly recommended that your value proposition should be at the top while your menu with other relevany contents should either be at the top horizontal plane or on the left verticap place

I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Innocent Ekeleme
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
08087349345

Are humans’ rational or emotional beings? This debate has been ongoing for many years now. These arguments keep swinging back and forth but at the face value, they do favor the premise that humans are more emotional than rational. The oldest part of the human brain which is a core operating framework of the brain is only triggered by emotion. When emotion is not activated the old brain will be in a sleep mode hence making becomes a more complex process for the brain. The natural tendency of humans is to align with things that appeal to our interest, focus, pursuit, or ion per time. When such things are in place our decision-making journey is faster. In addition to this, the brain operating principle is survival and the thought of life or death keeps the brain emotionally charged. This plays out easily in human relationships when we meet someone for the first time we subconsciously class them as either is friends or enemies. Hence it is easy to connect with someone from the same place, the same school of thought than another person from an entirely different school of thought. With this background fact, we should also realize that humans have to keep developing their brain over the course of time, with civilization man has to seem to ensure that all emotional decisions are logically justifiable
Marketing with this fact that humans are an emotional bundle wrapped in a rational bubble helps us to design our marketing communication to touch these parts of man.
Several pieces of research have been conducted to evaluate the impact of emotional advertising on consumer buying patterns. The results have been consistently established that putting emotion in focus when advertising affects the buying pattern of the consumer. Advertising research showed that emotion influence the likelihood of customers to buy by 3-1 for TV commercials and 2-1 for print commercials. Further studies have shown that people rely on emotion rather than information to make their choices when it relates to our brand. Thus is established that the emotional response to an advert has a more compelling influence on buyers than the content of the advert. One of my all-time best adverts is the “SHARE A COKE WITH”’ ad. This ad we know uses people's names like sharing a coke with Victoria. This lead to massive viral marketing where individuals were now actively marketing Coke on there own. The outcome of the ad global exceded Coca-cola expectation, 250million bottles sold in a 23million population, Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. Queues in Coca-cola kiosk where people were requesting for their names to be printed. People personalized the ad.
It is a long established fact that retail locations Atmospheric marketing have shown to be a compelling marketing strategy. Efforts have been put in place to ensure that the designs in the buying environment elicit specific emotions that will improve the purchase from the customers. An example of this is what happened close to my base in Lagos Nigeria, We had these fuel/gas station that very few persons visit. It was taken over by another management, which employed an atmospheric marketing approach, The outcome was impressive that fuel station suddenly started having vehicle queues. I was even tempted to drop by to buy fuel there not primarily because I don’t have other options but because of the atmospheric design.
How do we employ this when marketing online? We will be evaluating some examples.
Actually, Atmospheric Marketing influences our feelings and purchasing choices the same amount of in the computerized world as it does in reality.
In Effects of Web Atmospheric Cues on s' Emotional Responses in E-Commerce, analysts Hong Sheng and Tanvi Joginapelly found that sites with a more grounded ionate effect delivered a more prominent goal to purchase.
In the examination, subjects were solicited to discover a couple from tennis shoes from three unique sites with fluctuating degrees of climate and intuitiveness.
Utilizing Russell's Circumplex Model, a strategy that has been utilized to quantify enthusiastic commitment for retail purchasers for various years, specialists could contrast this current test's information with comparative investigations that have occurred in true conditions.
"Online shoe stores were picked on the grounds that they commonly sell comparable items; in this way, member's buy choices were relied upon to be impacted less by the plan highlights of the items than by the website composition and web air prompts."
Specialists gave three sites low, medium, and high intelligence and air characteristics and checked subjects understudy enlargement, skin reaction, and pulse just as requested that round out a poll a while later.
What they discovered was that as intuitiveness and climate expanded, turned out to be increasingly drawn in and intrigued.

What's fascinating however is the Medium Interactivity and Atmosphere site additionally had the vast majority on the fulfilled side of the graph, showing that an excess of intelligence and air might be overpowering
Another outstanding example of this is the popular email marketing platform Mailchimp. in 2008 Mailchimp recruited Experience planner Aaron Walter and logo creator Jon Hicks to give the MailChimp experience the benevolent vibe we've generally expected from the brand.

Mailchimp slogan is "We make email advertising amazing, simple, and fun"

While that may have been a genuine proclamation about the item, there's next to no on that point of arrival that shouts "fun" or "simple" since it looks fundamentally the same as numerous other email suppliers at that point.
Through the span of a year, Aaron acquainted a few changes with Mailchimp's back end – like including a shading picker for text, Color Themes, HTML Editor and that's only the tip of the iceberg.

Around a similar time period, the Mailchimp's Mascot Freddie von Chimpenheimer got a fun update. After the update, Freddie fired springing up in various territories of the site, giving amusing statements in the dashboard, making 404 pages increasingly silly, and on the screen to invite guests.

This may appear to be a little thing, however, the center bringing this well disposed of, inviting experience to the bleeding edge was the impetus for Mailchimp's most significant development spray. It couldn't be any more obvious, Mailchimp had just been around since 2001 and it took them from 7 years to arrive at their initial 10,000 clients.
It was only after focusing on the customer’s emotional experience, they grew from 10k customers to 60k customers in 2009, then from 60k – 350k in 2010, and eventually to the point where they were adding 5,000 new customers a day (adding 1.4 million customers total) in 2012.
Yes, there were other factors at play like the addition of new products and increased marketing efforts, but these things wouldn’t have paid off nearly as well without the emphasis on creating a fun, friendly experience first.
In addition to Atmospheric designs do emotional integration in an article or content affect the consumer behavioral pattern online, A study was conducted by Jonah and Catherine of the University of Pennsylvania on what makes online article goes viral and the outcome re-emphasize the effect of emotion in the course of action a consumer takes online. Utilizing a one of a kind dataset of all the New York Times articles distributed over a multi-month duration, the writers look at the connection between basic effect (i.e., the feeling evoked) and whether a substance is exceptionally shared. Results propose a solid connection among feeling and virality, however, shows that this connection is more mind-boggling than minor valence alone. The positive substance is progressively popular (than negative substance), as is content that moves stunningness. In any case, while the pitiful substance is less popular, outrage or nervousness prompting articles are both bound to make the paper's most messaged list. These outcomes hold controlling for how astounding, fascinating, or basically helpful substance is (which are all decidedly connected to virality), just as outer drivers of consideration (e.g., how unmistakably articles were highlighted). The discoveries shed light on why individuals share online substance, give understanding into how to structure powerful popular promoting efforts, and underscore the significance of individual-level mental procedures in molding aggregate results.
I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Innocent Ekeleme
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
08087349345

Hi Poterico. We do. Kindly chat me up on 08087349345.

We are continuing on this learning curves as we strive to share time tested and proven strategies experts have employed in digital marketing to drive outstanding results. These principles aligns to the psychology of the buyer hence they do not change with changing times because they are embedded with the human nature. I will recommend that you go through last week's article in case you missed it. The link to that article is attached below.


https://nairaland.unblockandhide.com/5942145/how-get-enter-into-emotional

We will be evaluating more stimuli that get the brain to a decision-making point as established by neuroscientist /and get it to take action. Our main focus is to understand how people work, to understand what drives them so that we can tap into those established behavioral pattern and convert them . We have evaluated 3 principles in our previous article and will be evaluating the rest

4. First and Last.
This is another interesting principle, it goes to state that the old brain is adapted to being in a constant state. Changes around it make it uncomfortable as those changes may mean danger to its survival. The old brain has been adapted to making judgment through patterns. Its identification and evaluation were things that the early man used for survival .These patterns were used to identify animals, enemies and environment on a larger scale. The old brain regularly and unconsiously scans its environment quickly to identify possible changes; it evaluates the changes with its historical information to see if they will threaten its survival, then it quickly takes the next line of action to preserve its self. So when there is an interaction the old brain will be more alert at the beginning and the end of such interaction. Since this is the default of the old brain we can explore this in our marketing. This is called the first and the last principle. Where these apply in digital marketing are specifically in the design of your website especially in how the content is presented, the web pages and also your videos.
To ensure that your website visitors are engaged you must ensure your present novelty every second .For the videos how they start and how they ends is very important. Putting in mind this first and last principle always re that people will mainly recollect how a thing starts and how it ends. In of content it has been established that if there is nothing spectacular or much change in the pattern and flow of a content the old brain switches to an auto pilot mode and won’t pay attention to that content. A very important thing here is Novelty. In our content we must strive to ensure that our writing is new, original and unusual. Anything out of this will numb the old brain and it won’t be triggered to take action. We know that our mind gravitates towards novelty, it takes special interest on things that are attractive and new/uncommon. We easily get tired of things being regular or usual. No one wants to go to a cinema that keeps showing the same film time and time again. Even a blockbuster movie that makes everyone excited looses that position within few months. In other words the mind keeps saying what next. And the next things must be more exciting or uncommon than the previous one to continuously engage the mind.
When writing a content that has much text and your intention is that your audience should read it e.g. sales. A lengthy one will at times turn boring and can further turn to blandness. You can improve your audience engagement by applying novelty. Certain things you can do includes Changing of the background colour,change text positioning,include images,imbed videos & infograhics. This will help to improve the engagement and attention of your readers

5. VISUAL
It has been established that visuals are very strong part of the old brain. The human brain process images 60000 times faster than it processes test. Interesting the optic nerve which is responsible for visual also is faster than the auditory nerve responsible for hearing. There are two optic nerve that carries signals and information to the brain. Interestingly each of them have a million fibre as compared to the auditory nerve which has 30,000. In addition to these amazing statistics and the very clear distinctions ,the optic nerve is connected directly to the Old brain. This again lins to pattern above. Judgment for survival is faster for the old brain using the patterns from visuals as visual is move consistent and fixed as compared to sound . Using visuals is a very powerful tool in digital marketing and has been consistently used by expert in digital marketing to drive greater sales. Ensure you always use visuals after your text to buttress the points to made in the text. When it comes to selling products like books or other digital products, you can add the screenshots of compelling pages and captions
One picture can effectively across a message that you need hundreds of words to across.
6. EMOTION
The oldest part of the human brain is the emotion centre and hence the old brain is only triggered by emotion. When emotion is not activated the old brain will not get into motion. The way the old brain was designed is that all information reaching it es through a channel called recticulum and that recticulum is tied to the emotion pathway in the brain. So the for any stimuli to activate the brain to work it will need emotion stimuli to do that. If you want anyone to take action about a product of service you must look for a way to connect to their emotion. It has been established that people don’t buy for logical reason. The buy emotionally then justify them logically. Have you even both something because the marketer too you on an emotional roller coaster, then when you get home you will start asking yourself why on earth you bought such item or have you made some expenses because you were connected to someone or a group emotionally then after you will wonder what happened to your mind that you made such decision.
We will evaluate how this can be applied in your digital marketing in our next article. Do watch out my page for a continuation on this.
I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today
Innocent Ekeleme
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
08087349345

We are continuing on our journey of influence as we are determined to share tried and tested strategies that experts in digital marketing employ to get their clients to take action as regards the products and services they market online. We are continuing from where we dropped off last week. I will recommend that you go through last week's article in case you missed it. The link to that article is attached below.

https://nairaland.unblockandhide.com/5942145/how-get-enter-into-emotional

We are be evaluating more stimuli that get the brain to a decision-making point as established by neuroscientist /and get it to take action

Stimuli 2: Contrast:

Contrast is the state of being strikingly different from something else in juxtaposition or close association, in general contrast is the simplest way to show the difference between two items. When things change in its environment the old brain is triggered to take action. We mentioned in our last article that then old brain prioritizes survival above everything and one key thing to note when you are evaluating survival is that the entity in question must be able to identify when there are changes in its environment. Spot those changes quickly and also have the capacity to evaluate if the changes threaten their survival. With this kind of default of the old brain and with the knowledge that this helps it to make its decision we can easily employ this in our digital marketing activities to clearly easily help the brain make a decision.
A very interesting science experiment has been done by researches which help to buttress this point
There is a fascinating 19th-century science experiment. As the story goes, researchers established that when found that when they put a frog in a pot of boiling water, the frog immediately jumps out as expected. On the flip side when this same frog is put in the same pot with cold water and the water is heated gradually until boiling point, the frog still sits inside that water until it boils to death. it does not immediately realize that its life is threatened as the change is a gradual one. While the results of the experiment are in question it is a good metaphor to explain the contrast concept in neuromarketing. The easiest organization conclusion from this experiment is that the frog died because of the absence of contrast. The brain finds it difficult to come to a decision point when there is no contrast.
How can this principle be applied in our digital marketing? The answer is simple, use the before/after, This works very well when applied in digital marketing. The brain has been wired to utilize contrast to come to a meaningful conclusion when making its decision. The mind itself is eager and excited about processing information that comes in contrast. It can easily spot the difference when contrast is applied and thus can put itself in the “before” and “after” position of the product or service that is being marketed. When the brain places itself in those 2 positions it quickly judges if it is in the current position of “before”, if yes is it desirous to be in the “after “ position in the advert?. If yes then decision making has been simplified for the brain
This principle can be used in demonstrating the benefit of your products or service. it will increase the faith of a prospective client in what your business offers. It also indicates that you know what you are doing and emphasizes that you are an authority in your field especially when the outcomes are very outstanding. It also gives an opportunity for the actual clients to include there reviews on the comment session after your advert, this will further boost the prospective client's confidence that this is not a makeup marketing gimmicks. I know you have seen this model being severally used in different adverts, don’t just think that this it is a marketing gimmick, it is a very powerful tool that can reposition your business and services when properly used
In the words of the book Neuromarketing: ”…the old brain is wired to pay attention to disruptions or changes” such as before/after, risky/safe, with/without, and fast/slow. Therefore, to get the old brain’s attention, create contrast, and avoid things like neutral statements that dull contrast. “
You can integrate this principle in different areas of your marketing e.g. Customer testimonials and s, storytelling, visual testimonials, picture (if what you do can be easily seen in pictures). If you notice the bodybuilding and weight loss adverts use this regularly and those who want to either build their body or lose weight easily identifies with them as a result of the pictures they have seen.

Stimuli 3. Tangible.

The old brain constantly scans for what is tangible, something that is familiar to it, something friendly that it can easily lay its trust on. It does not want to take much time and energy to decide so it looks for those salient and important things rendered in simple words. In line with its survival nature, the old brain wants to decide quickly. It wants to save itself the time and energy spend in too much thinking and rationing which might be detrimental for survival. When trying to emphasis on the value your organization brings on board in of revenue to your client, it is better to use words they can easily grasp e.g. “More Money” rather “maximizing your ROI”
We will evaluate how CXL applied this principle in their organization. They would have easily said that “we leverage opportunities to increase shareholder value” or “we perform state-of-the-art marketing optimization to improve your bottom line”. But the main thing is all about making money so they choose a simple message the brain can easily grasp without much effort and that is “We will make you more money”.
I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Innocent Ekeleme
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
08087349345

The decision to either buy a product or not proceeds from the brain. A good digital marketer needs to do a comprehensive analysis of how the brain is programmed and its pathway in decision making. Experts in digital marketing leverage on this knowledge to design their marketing campaign, website, theme, content, etc. Researchers have been done extensively in this area of marketing which evaluates the brain impact in decision making. This is called Neuromarketing. Many years ago I heard that there are 3 platforms you subject every raw material for decision making- Rational pathway, Logical Pathway, and analytical pathway. In real life, raw materials for decisions are subjected to two pathways- Logical Pathway and Emotional Pathway. Both pathways are in the brain hence the brain is the key organ of focus in marketing. Neuromarketing helps us to profile the brain and master how to navigate the complexities of the emotional and logical pathways in getting our prospect to take the desired mutually beneficial ethical decisions that we want them to take. When we in marketing or digital marketing understand this we can plan our activities to synchronize with the brain decision-making framework, enter our prospects emotional bank to find out what ticks with them. It is noteworthy to state that though there is a rapid change in digital marketing tools/channels, the human behavior that drives buying pattern remains the same and is not changing. One major relevance of knowing this principle of marketing is to utilize it to induce your desired action which might be to generate leads or to get sales. We know that every customer is on an emotional journey so there is a need not only to walk with them as they journey on the buying tunnel but also to collaborate with them as per the direction they go on this journey.
A neuroscientist has established that there are 3 layers in our brain each playing a critical role in the thought, feel, and decision process. The layers are New Brain, Middle Brain, and Old Brain. Each is designed to adapt to a specific function. We will be evaluating these layers in this article and also see how we use our knowledge of them as leverage in our digital marketing activities. The 3 layers can be also can be looked at in another perspective as the mind, emotion, and will. The mind is the seat of Logic, the emotion is the seat of feeling and the will is the seat of decision. In the same vein, the new brain is the thinking infrastructure of the brain, the middle brain is the seat of feeling and the Old brain is the seat of decision that ascertains the course of action the entire system takes. Information and stimulus are feed in from the New brain then through the Middle brain to the Old brain, The old brain filters the information and uses it to come to a conclusion on the course of action to take. The old brain is the oldest part of the brain and it is responsible for basic survival. It x-rays all stimuli that are transmitted to it from a survival standpoint. This part of the brain prioritizes survival above any other thing. The New brain is the more advanced part of the brain that handles more complex issues. It is the most peripheral part of the brain. Generally many marketing communications targets and engages the new brain, But the new brain is not the one that cuts the shots, so it is very important to drive deeper and engage the old brain as it is the one that finally cuts the shots

Neuroscientist has concluded that there are 6 stimuli that can trigger the old brain. Knowing these stimuli and deg a marketing framework that is targeted to them will give a digital marketer a competitive advantage above another digital marketer that is not conscious of these.

The 6 stimuli are

1. Self-centered
2. Contrast
3. Tangible input
4. The beginning and the end
5. Visual stimuli
6. Emotion
Christophe Morin and Patrick Renvoise wrote a book in 2005 called Neuromarketing where they shared some insights on these principles. We will evaluate these principles and how we can employ them in our day to day digital marketing activities. We will also take quotes from the book Neuromarketing.

1. Self-centered: “The old brain is responsive to anything pertaining to a self. Why? Because it’s completely self-centered. Think of the old brain as the center of “ME,” with no patience or empathy for anything that does not immediately concern its own well-being and survival.
In simple term when running your campaigns you must be customer-centric. An average customer is self-centered. They are not bordered about your great features, that does concern them. They are focused on the benefit they can get from you. What is in it for me. Why should I border to take a second look etc are the questions that run through your client's mind as they come across your ment, what do about your headache. Your message should be tailored to meet their need and not to hype about how great your organization is.
Christophe Morin and Patrick Renvoise wrote further “this stimulus explains why 100 percent of your message as a seller should focus on your audience, not on you. If you take a critical look at your typical presentation, website, or even your brochures, you will find that a lot of content relates to your business, your people, your history, your values, and your mission statement – none of which is of any particular interest to the survival brain of your audience.”
So your ad copy must clearly state what benefit the client will get from your product
I am currently running a mini-degree on scholarship with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Ekeleme Innocent
Co-Founder digital marketing academy
www.digital.com.ng
www.ess.com.ng
08087348345

This is a continuation of the article I wrote and posted on this forum on the 7th of June. I recommend you read that article first to help you have a 360-degree grasp of this write-up.

We will be evaluating the remaining principles shared by Cialdini and the application modalities from CXL Institute.

Use this link to go through that in case you missed it
https://nairaland.unblockandhide.com/5910272/7-simple-secrets-used-experts#90425258

5. AUTHORITY
Everyone online has people they look up to, trust, or consider as an authority. These people are more likely to buy if there is a recommendation or endorsement from an authority figure. People will more likely follow a credible knowledge expert. One who has an in-depth insight to the subject being evaluated than follow someone who is not knowledgeable. It is human nature to obey those in authority even if they are compelling them to do wrong. A Doctor that hangs his/her medical certificate on the wall with impressive specialization and work history in reputable clinics is more likely to get a higher level of compliance from patients than one without these. A person directing traffic with his uniform on is more likely to get people to obey him than someone on plain cloth.
E.g. Yeezy Sneaker by Kanye West, because he is a person of authority, the brand gained so much acceptance more than expected for a start-up brand. A partnership with Adidas says it all. People’s feeling about his fame or personality is easily transferred to the brand.
How brands can utilize this principle is to get a reputable celebrity with great fan base to speak about your product or endorse it. You can get an athlete or a general authority figure in that area or use borrowed authority. Transacting business with authorized brands (Shell, Jumia, Access, Facebook). On a long term basis, it is best if your brand, firm, or you become the authority. This can be achieved when you appear in interviews, write a blog, or be a contributor. On each of these occasions, it is important you speak boldly as an expert or authority in your field.

6. LIKING
People like those who are like them. Individuals are generally more comfortable with those who take them as friends. The more you like somebody, the more you are more likely to be influenced or persuaded by that person. Generally, liking can be a product of similar interest or attraction of the other party. It is established that more beautiful people sell more.
There are 3 factors in this principle:
-We like those who are similar to us
-We like those who compliment us
-We like those who corporate with us towards mutual goals
It is important that we design our communication to touch on these points. We can achieve this by utilizing our customer avatar with the information in our customer profile. We can communicate in such a way that shows we are similar to them when we engage them, we should ensure we complement them where necessary and also corporate with them to achieve their goal. These steps can increase likeness from our client and will help improve our sales.
Writing the bio of the organization to include things that established common grounds between the organization and the prospective clients will also be of great help. Your page should be able to connect with your target market.

7. UNITY
Cialdini 7th Principle termed the Unity Principle is the shared identity that the influencer shares with the influencee. Here focuses on what the influencer and the influence have in common beyond the basic similarity of the liking principle. The more we have this mindset that people are part of “us”: Na my people in Pidgin English, the greater the likelihood that we will be influenced by them. This fits into the theme of pre-suasion which actually occurs before the persuasion. In this case, the person’s mind has put in a comfortable state by the shared identity. It is now easier to persuade such a person.
E.g., connecting with a fellow school mate in a remote city of another country; there is such chemistry that can make persuasion easier.
These 7 important secrets are universal and they are not hindered by any culture, religion, or any other social factors they are enshrined in the psychological DNA of man. Every expert in digital marketing should prioritize these 7 principles in addition to other principles that he or she might be using to influence his or her market segment. In deg a marketing campaign the ad copy of that campaign should be guided by this,not forgetting the uniqueness of the product or the primary message that the digital marketer wants to send across to his/her target market. In the same vein that Astronauts Doug Hurley and Bob Behnken were conveyed to the international space station on SpaceX Dragon Falcon 9 rocket.
One important factor we mentioned in the earlier part one of this write up is that though there is a rapid change in digital marketing tools and channels, the human behavior that drives buying patterns remains the same and is not changing.
Since behavior places a key role in determining the course of action a client will take online. It is important to understand behavior models and augment these 7 secrets that we have been discussing with the behavior model. We will be rounding up this article by evaluating the Behaviour model identified by BJ Fogg a leading social scientist. This model is called “Fogg`s Behavior Model”. It is a simple thought experiment where Fogg concluded that there is a formula for behavior change. He mentioned 3 key factors that drive behavior which are Trigger, Motivation, and Ability. Just like the law of cause and effect, He established that for behavior to occur these 3 factors must be at play, Using this simple example to explain the model E.G You just received a phone call, The phone call is a trigger. Naturally, you are expected to pick your call. But here you did not pick it. What are the likely factors that may be responsible for this?
A) You might be having a shower
B) You might not be in the mood to pick that particular person`s call,
If your reason is A: That is an “Ability” issue. If B then it is the “Motivation” issue.
Applying this insight into digital marketing is very important.As every digital marketer's intent in each digital marketing campaign is to influence the course of behavior towards his/her product and services. You should design all your Ad copy with these 3 things in mind. Let there be a “High motivation”, things that will make your prospective client say I want to take action e.g. great product at a competitive price, tempting incentives, social proof, value-based service, etc. Also, make it easy for them to take action “High ability” e.g. An order form which when you fill auto-fills the buyer details. Finally, there should be a “High trigger” a compelling call to action link.


Ekeleme Innocent
Co-Founder Digital
www.digital.com.ng
www.ess.com.ng
08087349345

In my marketing and sales journey, I have realized that there is a huge impact of Psychology and emotional triggers in getting the attention of buyers of any product or service. Some great products and services have been impacted negatively in the market place due to their marketers' inability to understand and optimize the buyers psychology concept .I have watched some great products suffer in the market place and other products that are not too exceptional having great market penetration and acceptance with the buyer. In evaluating what might be responsible for these two key things stood out and they are

A) The customer's psychology.

B) Marketers Persuasive skill.

In Digital marketing an understanding of buyers’ psychology and how to leverage on that to design your campaign will affect the outcome of your marketing. This understanding will have a 360 effect in all your activities online. From your webpage or landing page designs, your text, your color usage, etc. Your first step in this is to understand who your customer is. A good digital marketer needs to do a comprehensive customer avatar analysis before initiating any campaign. In doing this you have to profile your ideal client and enter their emotional bank to find out what ticks with them. It has been said that buying is first emotional then explained or justified logically. Every customer is on an emotional journey so you need not only to walk with them as they journey on the buying tunnel but you need to influence the direction they take on that journey. Your major work is to enter your buyers' minds and create a positive interest in the direction of your product and services. With the attention span of your client reducing from 12 seconds in 2000 to 8 seconds today you must be very persuasive and engaging for you to get the relevant conversion.

Digital psychology and persuasion is a critical aspect of the digital marketing value chain. It answers the key questions that surround every client’s decision framework. In addition to customer profiling, a good digital marketer must also be skilled in psychology research methodology. Digital Psychology research will help you to find out the words and themes that appeal to your target audience. These words when researched out can be used to frame our messages to attract the client. Digital psychology research is a key strategy to employ when deg your marketing campaign. Digital sales and marketing are different from traditional and face to face sales and marketing where a client can decode the non-verbal communications of a marketer and vice versa. The nonverbal clues of a client can help the marketer tailor their message or approach to suit what the client wants in a face to face environment.This opportunity does not exist or is limited in digital marketing, so it is important for the digital marketer to put forth good vibes and also decode the client's body language on the digital platform. With 93% of our communication being nonverbal, how do you get to persuade your audience relying on the available 7%?. This will be explored in our future articles

Ekeleme Innocent
Digital Strategist/Marketing&Sales Expert
Co-Founder digital Marketing Academy
Www.digital.com.ng
www.ess.com.ng
+2348087349345

As people transverse the length and breadth of the internet, one important task before a digital marketer, is how to capture their attention, hold their attention, and eventually persuade them to make rational buying decisions.
There are key things that aptly influence people to make decisions and these include impression, visuals, and emotional effects. Human online behaviors are driven by some psychological principles. When a digital marketer understands these principles he/she can create campaigns/ design that captures the prospective client's attention and hence induces the desired attention. Human psychology is a complex subject and a lot has been put into its study. The complex nature of humans can be studied and such learnings can be used to convert these clients during their online activities.
Someone might wonder how relevant the study of these psychological principles & human behavior is to digital marketing. It is noteworthy to state that though there is a rapid change in digital marketing tools/channels, the human behavior that drives buying pattern remains the same and is not changing. One major relevance of knowing the principles of psychology is to utilize it to induce your desired action which might be to generate leads or to get sales.
We will be evaluating these principles as proposed by a major authority in marketing, business, and psychology Robert Cialdini and the application pattern insight provided by ConversionXL institute. Robert identified the 6 principles of persuasion in his work “influence”, which he now expanded to 7 principles. These principles have been utilized by expert digital marketers around the globe to generate billions of dollars in revenue. There are tons of research on many other principles but these are like fundamental principles.
“I think the power of persuasion will be the greatest superpower of all time”
Jerry
The 7 principles are:
1.Reciprocity.
2.Scarcity.
3. Commitment and Consistency.
4. Social Proof
5. Authority.
6. Liking
7. Unity



Let us now review these principles:

1. RECIPROCITY: Give a little something to get a little something in return.
This Caldini’s 1st principle illustrates that if you are nice to me I will be nice to you. If you show favor to me I will, in turn, do the same. He identified that human beings are wired to return the favor and pay back debts – to treat others as they’ve been treated.
Psychology shows that people naturally don’t want to feel indebted to others. So when you run a blog that offers free useful advice, topic, and content to people, blogs that add much value to the people, they will be more inclined to favorably respond when you ask them to make a purchase or generally patronize your business.
Products that are expensive can leverage on this principle. When people visit your site, it is better to avoid asking for sales but rather offer value, maybe free training, relevant materials/content. Such a person can be nurtured until they are persuaded to make a buying decision. In the context of social obligation, people are more likely to say yes to those they owe. In this principle, you should be the first to give and possibly personalize the gift. Such gifts should be unexpected as the value of reciprocity will drastically increase.
2. SCARCITY: People value what is more scarce.
This is a psychological principle enshrined in the law of demand and supply. The more things are scarce the more people value them. Using this principle in your digital marketing journey It is not enough to tell them what they stand to gain when they use your product. When communicating be clear on what they will lose out if they don’t patronize your product. This makes your message more persuasive as no one wants to lose out on things that are scarce and valuable.
You can also use the exclusivity concept as everyone wants to be part of something exclusive and special. When your offer is scarce, exclusive, and urgent, people forget to evaluate the reliance of the product to them or if they need it at all.
Example:
• We have an exclusive course for 10 persons,
• Promo offer expires in 2hours,
• We have 1hour to the close of this sale,
• Only 2 hotel rooms left at this price.
Words like on-time offers, limited offers, limited space, and limited time can have a persuasive effect on people. These kinds of sales message works very well. When using this principle, we have been cautious to prevent it from backfiring so don’t use unreasonable scarcity claims.


3. COMMITMENT AND CONSISTENCY: People like to be committed to what they have previously said or done.

People want to be seen as reliable and dependable. They want their belief to be consistent with their values. When a commitment is made on a public platform, people would fight to ensure that they don't go back on their words. Once these commitments are voluntary, it becomes difficult for such persons to pull back. They want to preserve their self-image by following through.
These commitments can be activated by looking or asking for small commitments or actions that can be made or taken. People are more likely to comply with small requests then you can increase the level of commitments more and more. In your digital marketing selling, look for voluntary actions and public commitment. So as soon as you have persuaded someone to take action, get them to take these actions voluntarily, ensure they are not forced.
Actively let them write or speak their commitment to others publicly, let them make it public to increase the level of engagement. E.g When you need to use a Webform to get details – you split the large form into multiple smaller steps, once they fill that first and see more pages they are more likely to continue filling it as compared to when all the spaces to be filled are on one page
4. SOCIAL PROOF: No one wants to stand alone and be like the fool.

People want to feel validated by the actions others are taking. So they look out for social cues to justify their action or inaction. People usually do what they observe others doing. One habit that runs in human beings is to look at others when they want to do a thing. This behavioral pattern is enshrined in the core of the human brain and is activated in childhood.
The actions of other persons have a compelling effect on others as people tend to see it as a safe base when taking action. It Is a common occurrence that when people are running away from a particular spot, one is more likely to run in that same direction even if he/she does not have sufficient information to justify that decision. A good way to apply this principle in your digital marketing is to do the following: Show a great number of satisfied clients or a fantastic pool of clients. If the Forbes 500 companies are your clients, or your clients got impressive results with your products or services, show it.
I suggest that you employ this principle to increase the conversion rate of your website. There are different ways to incorporate and utilize the so-called “wisdom of the crowd”. Social proof is an important way to utilize this principle especially when it comes from an influencer or a familiar face. The higher the societal ladder of the one from whom the social proof comes from the more persuasive and compelling it will be.So dear digital marketer if you have impressive followership or likes also utilize it.Anything showing that a significant number of people in society like you or likes what you will positively affect your business in the digital space.
In summary engage the following compelling tools- Testimonials from individuals and corporations, countries you cover, product s, big corporations in your business portfolio, etc
You can use things as simple as We have served 10000 happy customers.

…… To be continued


Ekeleme Innocent
Digital Strategist/Marketing&Sales Expert
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
+2348087349345

As people transverse the length and breadth of the internet, one important task before a digital marketer, is how to capture their attention, hold their attention, and eventually persuade them to make rational buying decisions.
There are key things that aptly influence people to make decisions and these include impression, visuals, and emotional effects. Human online behaviors are driven by some psychological principles. When a digital marketer understands these principles he/she can create campaigns/ design that captures the prospective client's attention and hence induces the desired attention. Human psychology is a complex subject and a lot has been put into its study. The complex nature of humans can be studied and such learnings can be used to convert these clients during their online activities.
Someone might wonder how relevant the study of these psychological principles & human behavior is to digital marketing. It is noteworthy to state that though there is a rapid change in digital marketing tools/channels, the human behavior that drives buying pattern remains the same and is not changing. One major relevance of knowing the principles of psychology is to utilize it to induce your desired action which might be to generate leads or to get sales.
We will be evaluating these principles as proposed by a major authority in marketing, business, and psychology Robert Cialdini and the application pattern insight provided by ConversionXL institute. Robert identified the 6 principles of persuasion in his work “influence”, which he now expanded to 7 principles. These principles have been utilized by expert digital marketers around the globe to generate billions of dollars in revenue. There are tons of research on many other principles but these are like fundamental principles.
“I think the power of persuasion will be the greatest superpower of all time”
Jerry
The 7 principles are:
1.Reciprocity.
2.Scarcity.
3. Commitment and Consistency.
4. Social Proof
5. Authority.
6. Liking
7. Unity



Let us now review these principles:

1. RECIPROCITY: Give a little something to get a little something in return.
This Caldini’s 1st principle illustrates that if you are nice to me I will be nice to you. If you show favor to me I will, in turn, do the same. He identified that human beings are wired to return the favor and pay back debts – to treat others as they’ve been treated.
Psychology shows that people naturally don’t want to feel indebted to others. So when you run a blog that offers free useful advice, topic, and content to people, blogs that add much value to the people, they will be more inclined to favorably respond when you ask them to make a purchase or generally patronize your business.
Products that are expensive can leverage on this principle. When people visit your site, it is better to avoid asking for sales but rather offer value, maybe free training, relevant materials/content. Such a person can be nurtured until they are persuaded to make a buying decision. In the context of social obligation, people are more likely to say yes to those they owe. In this principle, you should be the first to give and possibly personalize the gift. Such gifts should be unexpected as the value of reciprocity will drastically increase.
2. SCARCITY: People value what is more scarce.
This is a psychological principle enshrined in the law of demand and supply. The more things are scarce the more people value them. Using this principle in your digital marketing journey It is not enough to tell them what they stand to gain when they use your product. When communicating be clear on what they will lose out if they don’t patronize your product. This makes your message more persuasive as no one wants to lose out on things that are scarce and valuable.
You can also use the exclusivity concept as everyone wants to be part of something exclusive and special. When your offer is scarce, exclusive, and urgent, people forget to evaluate the reliance of the product to them or if they need it at all.
Example:
• We have an exclusive course for 10 persons,
• Promo offer expires in 2hours,
• We have 1hour to the close of this sale,
• Only 2 hotel rooms left at this price.
Words like on-time offers, limited offers, limited space, and limited time can have a persuasive effect on people. These kinds of sales message works very well. When using this principle, we have been cautious to prevent it from backfiring so don’t use unreasonable scarcity claims.


3. COMMITMENT AND CONSISTENCY: People like to be committed to what they have previously said or done.

People want to be seen as reliable and dependable. They want their belief to be consistent with their values. When a commitment is made on a public platform, people would fight to ensure that they don't go back on their words. Once these commitments are voluntary, it becomes difficult for such persons to pull back. They want to preserve their self-image by following through.
These commitments can be activated by looking or asking for small commitments or actions that can be made or taken. People are more likely to comply with small requests then you can increase the level of commitments more and more. In your digital marketing selling, look for voluntary actions and public commitment. So as soon as you have persuaded someone to take action, get them to take these actions voluntarily, ensure they are not forced.
Actively let them write or speak their commitment to others publicly, let them make it public to increase the level of engagement. E.g When you need to use a Webform to get details – you split the large form into multiple smaller steps, once they fill that first and see more pages they are more likely to continue filling it as compared to when all the spaces to be filled are on one page
4. SOCIAL PROOF: No one wants to stand alone and be like the fool.

People want to feel validated by the actions others are taking. So they look out for social cues to justify their action or inaction. People usually do what they observe others doing. One habit that runs in human beings is to look at others when they want to do a thing. This behavioral pattern is enshrined in the core of the human brain and is activated in childhood.
The actions of other persons have a compelling effect on others as people tend to see it as a safe base when taking action. It Is a common occurrence that when people are running away from a particular spot, one is more likely to run in that same direction even if he/she does not have sufficient information to justify that decision. A good way to apply this principle in your digital marketing is to do the following: Show a great number of satisfied clients or a fantastic pool of clients. If the Forbes 500 companies are your clients, or your clients got impressive results with your products or services, show it.
I suggest that you employ this principle to increase the conversion rate of your website. There are different ways to incorporate and utilize the so-called “wisdom of the crowd”. Social proof is an important way to utilize this principle especially when it comes from an influencer or a familiar face. The higher the societal ladder of the one from whom the social proof comes from the more persuasive and compelling it will be.So dear digital marketer if you have impressive followership or likes also utilize it.Anything showing that a significant number of people in society like you or likes what you will positively affect your business in the digital space.
In summary engage the following compelling tools- Testimonials from individuals and corporations, countries you cover, product s, big corporations in your business portfolio, etc
You can use things as simple as We have served 10000 happy customers.

…… To be continued


Ekeleme Innocent
Co-Founder Digital Marketing Academy
www.digital.com.ng
www.ess.com.ng
+2348087349345