The Psychology of Digital
24 Nov 2020
Design
Digital transformation has dramatically changed consumer habits and expectations, disrupting business models which are placing greater emphasis on customer experience. This session will explain why understanding the behaviours of your customers is critical to delivering value in a digital world. Even more crucial is the application of behavioural segmentation to refine customer profiles and further optimise your campaigns, enabling delivery of a more tailored product and experience.
Discussion points:
- Biopsychosocial modelling – the stages of consumer decision making to understand where behaviours come from and which aspects can be changed or influenced
- Community connection – identifying community needs through behaviours
- How to replicate in-person emotional connection in the digital world to build meaningful relationships
- Identifying and using customer segments of virtual exhibitions and conferences (needs, behaviours, engagement levels and experiences), and - to enhance customer engagement and experience
- Applying behavioural segmentation to product positioning, marketing and development
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