We are constantly changing as we find ourselves facing different situations in life.

 
 

Why mood matters more than demographics

We listened to a fascinating webinar recently from Fospha, a tech company who make software that allows you to understand customer behaviour and interact in real time.

The session looked at brand trust, who your customers are 'right now' and how to achieve personalisation for 'the now'. Fospha argued that conventional demographics aren’t enough to navigate people to what they are looking for online: that our lives are made up of lots of bits of everything, and influenced by all the people around us. We are constantly changing as we find ourselves facing different situations in life. Our mood changes all the time. And it’s mood, and not demographics, that drives our online journey.

Mood is a powerful motivator. A quick survey in our office reveals purchases made on impulse this week; a song on the radio prompted one of our team to go online and buy tickets to see the band, whilst another bought luxury ice cream in their online grocery shop just because the sun was shining.

When it comes to business, how can we make sure that people find what they are looking for online, and that it translates into a positive experience for us and them? Here are a few things we would consider when looking at a client’s online engagement:
  1. Landing page
The home page has always been the standard call to action on the bottom of articles and advertisements, but is it really the right page for everyone? Having to navigate through the site when you have a specific need can be distracting and may damage the relationship with the site user. Make sure your call to action is specific and direct – and that you engage your user with the right content.
  1. Social media
It’s too easy to ‘tweet about it’ or ‘put it on Facebook’ without looking at when and how you will engage someone with your content. Learn from your own data – if your users are mostly active at 10am on a Saturday then that’s when you need to engage them. Share, share and share again – various studies have shown that an average tweet posted from a Twitter account with 1000 followers has a lifespan of just 18 minutes. Find new ways to push out the same content to increase its chances of being seen.
  1. Prepare to adapt
If you’ve invested heavily in a digital project, such as a new website, it’s tempting to see it as a fait accompli. Online habits change constantly, so it’s important to keep analysing what’s working and what isn’t and adapt accordingly. Your online presence isn’t about you; it’s about your user. Not only will each user be looking for different things, but each time a user goes to your site they will want something different. New content, a new home page, a new call to action – all of these things can make a difference to how people engage with your site.
    
 
The Partners Group

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