MIMA – The Top Ten Things Every Interactive Marketer Needs to Know About People

Very enlightening presentation and a little intellectual candy ūüôā ¬†The content represented 10 best points from 100 things every designer needs to know about people. ¬†In many cases, marketers who bring new web sites to their audience do not think about the audience and use their own mental models (what can be different from the people for whom the site is designed).

  • People expect technology to follow human to human¬†interaction¬†rules. Content is currency.
  • The number on which people can concentrate at one time is 3-4 at a time. ¬†If you give too many choices they will like it… but won’t buy anything. ¬†Jam study – larger selection of jam choices encourage people to stop and try but not to buy.
  • People use mental models (many people will have different solutions which way to turn hypothetical¬†faucet¬†and how to write “A,B,C,D” in a circle.
  • People prefer objects with curves and not hard edges
  • Beauty is in the eye of the¬†unconscious. ¬†Split second reaction to the site determines how much people will interact with it. Aesthetics: orderly and clear. ¬†Some degree of creativity, but not too much. ¬†People like things that are a little unpredictable, but just a little.
  • Speaker and listened brains sync. ¬†Video testimonials are very powerful.
  • There are week ties and strong ties. ¬†Strong ties do not exceed 150 people – this is the maximum size of the strong group. ¬†When starting an online community, decide if it will be a strong or weak community.
  • People are using a peripheral vision more to get the “gist ” of the scene. ¬†Eye tracking tests central vision.
  • We are paying attention to human faces.
  • Brain processes the information in story format.

Marketers shall read¬†100 Things Every Designer Needs to Know About People (Voices That Matter) ¬†and¬†Neuro Web Design: What Makes Them Click?¬†¬† Ooooh, they are on my reading list now… ¬†ūüôā

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Book – Thinking, Fast and Slow

Fascinating and thought provoking book. ¬†And also the book that explains limitation of human thinking. ¬†From another side, the author states that human being are not irrational, but rather have some biological limitations that can be compensated with a nudge carefully organized into our lives. ¬†If we, as a society, would like to see more organ donations, the form should require a check box to opt out rather than a check box to opt in…

Humans are driven by heuristics, are subject to biases, and have a very strange manner of thinking about happiness. ¬†This is who we are, even if opinions on what we should be may differ ūüėČ

A few interesting tidbits:

CEO effort is contributing only about 30% to the company’s success – defining and applying “winning management techniques” may not be possible/practical

Regression to a mean: good performance as well as bad performance is typically regressing to the mean (pilots¬†praised¬†for exceptional¬†airplane¬†handling in training don’t do as well next time, pilots who performed badly improve).

Optimistic bias – people are generally over-optimistic about life’s possibilities. ¬†Optimism makes people happier and healthier; however, it encourages them to act irrationally and take more risks and needed.

Over-confidence in personal abilities: entrepreneurs overestimate success rate of the businesses in their field about twice and overestimate their own success even more.  Statistically, selling expertise to others is more profitable and less risky than starting a new business.

Competition neglect: businesses often function in a vacuum making decision without taking into consideration competitive moves.

Interesting: failed businesses that open new markets and highlight them for more capable¬†businesses¬†are considered¬†economic¬†“martyrs.” ¬†They loose, but they serve a positive role for the economy as a whole.

Neglect to check success rate of the reference group when planning for the project success. Even the success rate of the projects of that type is known, people usually neglect to apply it to project they pursue and give over-optimistic projection. ¬†Author and a team estimated a curriculum-writing project in 2 years, while the base-rate for these type of projects was 7-10 years. ¬†Author’s project took about 8 years.

Pre-mortum project evaluation.  When the project was approved with a possibly optimistic plan, every team member is required to do an independent written exercise: Today is a year  [or how much is required to complete the project] later. Project failed. Describe the reasons why it happened.

Interesting: denominator blindness… ¬†Our ability to evaluate denominators (and desire to calculate) are minimal… ¬†A statement “one out of 1000….” could be more impressive than “10%. ¬†Miles per gallon is not as easy to grasp as “gallons per 100 miles,” ¬†maybe this is why it is used ūüôā

Considering that our thinking ability is flawed… ¬†Could/should human society to “evolve”? ¬†Video below (produced¬†over a decade ago) has an interesting point…

MN Eloqua Users Group – Email Deliverability

Lovely event as usually! ¬†Very convenient method to keep up with what happens in Eloqua world, and what I should be reviewing when I find time ūüôā

We looked at Eloqua Engage (and some of us dreamed about those wonderful time when maybe our sales organizations would be able to enjoy it too ūüôā ¬†). ¬†Engage replaces Elmo and is no longer dependent on one in-house email system (Outlook), but can be used through multiple email clients the company can have.

…and deliverability…

  • deliverability is based on the sender score more than on any specific email content attributes
  • complaints is major reputation input
  • many email addresses go bad over a year (particularly in b-to-b – I think I read up to 30% of the list)
  • If you want to re-engage an old list, start slowly to avoid high bounce and¬†complaint¬†rate
  • spam block can result in a soft bounce
  • Email volume should be steady – spikes and irregularities can raise attention of spam filters
  • “Snowshoeing” – spammers changing IPs
  • List management is important for deliverability oh oh – oh yes… ūüôā
  • List needs to be engaged – remove non-responders (who could have become SPAM traps) regularly
  • Old address becomes dangerous after 6 months, unusable after a year
  • Content is still important, but not as much. HTML is more important than copy. Use clean code!! No multimedia should be included (what is obvious)
  • Postini is legendary picky and also very secretive

I wonder how many companies just don’t have time/resources to look at deliverability… ¬†My guess quite a few. ¬†From another side, deliverability¬†intricacies¬†become more and more complex…

Mn Search – Tools of the Trade (Raven)

Mn Search is becoming one of the local professional associations, what is wonderful. ¬†The first event was very interesting (and free), though I am looking forward to pay for the second one ūüôā ¬†The first event gave a wonderful overview of many tools; maybe some of the following events can look¬†deeper¬†into a few tools ¬†or review interesting results of successful campaigns and¬†lessons¬†learned.

The presentation is a treasure!!  Thank you Taylor Pratt and Raven.

Oh, one more reminder about 4Q survey (one day, one day… ūüôā ¬†)

Ranking, ranking… ¬†“You need to prepare for the day when your ranking is even less accurate than now…”

Interesting: “Tools that don’t work with other tools are waste of time…” ¬† this statement is true in probably all industries by this moment.

Schema Help: An interesting addition to Shema.org is Schema-creator.org which allows to generate schemas easily.

And, oh, I would love to have a good HTML 5 overview ūüôā