Your source of insights for a successful digital transformation.

Chiara Bacilieri

Chiara Bacilieri

Marketing Psychology Lead at Neosperience. Interested in how psychological factors influence consumer behavior, and how technology can embrace this knowledge to innovate the way brands communicate with customers.

Recent Posts by Chiara Bacilieri:

Psychographics in Marketing: Build a Culture That Drives Their Power

In advertising, brands constantly use communication appeals to influence the behavior of their target audience. As the science moves forward, marketing professionals improve their knowledge of the more profound pathways of human mind, and how to hit the right buttons in consumers' brain to increase the persuasive power of messages.

In the last years, this approach has also been extended to one-to-one marketing, giving Brands the opportunity to hyper-personalize interactions with every single user based on their distinctive traits: values, attitudes, motives, interests, lifestyles and personality traits. In a world, Psychographics.

Topics: Digital Customer Experience customer engagement psychographics

Improve Your Personalization Strategy with AI-driven Psychographics

Consumers are hugely empowered. There is no room for mediocre” said Keith Weed, Unilever’s Chief Marketing Officer, at the last European Forbes CMO Summit. “We now have the opportunity to understand people on a one-to-one basis – to get down to that individual engagement.

Marketer's challenge for 2018 and beyond will be to hyper-personalize customer relationships. Which means, creating relevant interactions to capture customers' attention, evoke an emotional connection and secure their loyalty.

What Customer Personality Can Teach You About Your Marketing Strategy

Conversion optimization is a matter of persuasion. And persuasion is, first of all, a matter of psychology. As you may know, nobody is better than Robert Cialdini in teaching us about persuasion and psychology as a way to understand how customer's mind works.

Not surprisingly, marketers regularly base promotional techniques on Cialdini's principles of social influence to increase the desirability of their products among customers. The choice of what tactics to use, however, is primarily determined by their business goals, while ‘who’ their customers are - from a psychological point of view - is often pushed into the background.

Topics: Digital Customer Experience customer engagement psychographics Employee Engagement