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Perception is a psychological variable involved in the purchase decision process that is known to influence consumer behavior.Perception in marketing is described as a process by which a consumer identifies, organizes, and interprets information to create meaning.Grounding your tactical plan, or the stimuli you create, in a well-researched value proposition, could enable you to positively influence consumer perceptions - and therefore their reality.Examples of Perception in the following topics: With so much distrust in businesses, marketers have a responsibility to positively influence consumer perceptions, especially if they have a strong value proposition that clearly improves the lives of their customers. That’s why consistently evaluating the performance of your tactics and refreshing the creative is critical.Īccording to the 2017 Edelman Trust Barometer, 48% of American consumers do not trust businesses - an increase in distrust since 2016. Sensory adaptation often leads to consumers becoming less able to notice particular stimuli, like marketing tactics, in their environment. Being aware of sensory adaptation: Consider how often your consumers experience sensory adaptation, the phenomenon of getting used to marketing tactics that stimulate certain sensations.Unlike most marketing tactics that appeal to your sense of sight and/or sound (e.g., television commercials, print ads, radio spots, etc.), experiential marketing has the ability to engage more of a consumer’s senses and therefore may be more impactful in influencing consumer perceptions. In order to more persuasively influence consumer perceptions, consider incorporating experiential marketing tactics into your plan. Developing a multichannel tactical strategy: Once you have a sense of your product’s value proposition (what you want to communicate about your product or service) as well as your marketing strategy (your goals for a defined time period), consider developing a thorough tactical plan that includes the marketing tactics you plan to launch during that time period, the objectives of each tactic, the channel, the spend and quantitative metrics you plan to measure.Doing so will enable them to identify and prioritize activities for the time period, and one of those activities might include building, influencing or changing consumer perceptions about their product or service. Developing a holistic market communications strategy to influence perceptions: Marketers should document and share their strategic goals on an annual, bi-annual or quarterly basis depending on their company’s cadence.
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Identifying gaps where your customers face unmet needs that are not fulfilled by competitors can help you to identify your product’s value proposition. Defining your value proposition requires you to understand your target customers’ unmet needs and how your products, as well as that of your competitors, will fulfill those needs. Your value proposition is your big picture brand promise, the benefit your product or service uniquely provides.
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Identifying your product’s value proposition: In order to influence perceptions, you need to define and document your product’s value proposition.Much of the discipline of marketing communications focuses on creating stimuli that positively influence consumer perceptions. What role do marketers play in creating physical stimuli that influence perceptions? Marketers can create external stimuli in the form of advertising to identify and communicate determinant attributes, as Pepsi famously did with freshness in the mid-1990s. Alternative evaluation: When evaluating various alternatives, consumers often look to create a list of determinant attributes, the most important attributes that drive purchase of a product or service, and they evaluate each alternative against those determinant attributes.Consumers routinely look to websites, blogs, affiliates and discussion forums for insight into various product options to fulfill the problem they have recognized. Information search: External stimuli created by marketers are a critical component of the information search phase, especially for high involvement or new products.In the case of external stimuli, advertisements that consumers hear and see or discussions with friends or family members can prompt consumers to realize they have an unmet need awaiting fulfillment. Problem recognition: Problem recognition can be triggered by both internal and external stimuli.For example, consider the first three stages of this process: How do stimuli impact consumer decision making?Įxternal stimuli can impact many stages of the consumer decision making process, making it a critical consideration for marketers.