# data[].attributes.body
1. People are lazy, they want to be fed information, shoppers process all of the information and choice they discover along the way

2. People make decisions with bias, Cognitive biases that influence purchase decision-making

3. If we are able to pinpoint people biasa and feed them information we want, customize their ad for their need, we can capture them

Nicole Chiang
Jardine Restaurant Group

# data[].attributes.body
1. People got messy process for making a purchasing decision. Tho what marketers have to do is to close the gap between trigger and purchase.

2. There are some bias in people cognitive decision which we could make use of by some behaviour science.

3. “Best “ is a better word than “cheap” in most case.

Questions:
How could we evaluate a campaign effectiveness when we implied some behaviour science in it?

# data[].attributes.headline
Dony Ronaldo, TDM, Main Dealer Honda Motorcycle (Lampung)

# data[].attributes.subject
Dony Ronaldo, TDM, Main Dealer Honda Motorcycle (Lampung)

# data[].attributes.attachment_link.title
3 takeaways about the shift in Digital Marketing that you picked up from the article

# data[].attributes.headline
Pre-work for Digital Marketing & Growth Hacking_Wilson Chan (KFC Hong Kong & Macau)

# data[].attributes.subject
Pre-work for Digital Marketing & Growth Hacking_Wilson Chan (KFC Hong Kong & Macau)

# data[].attributes.attachment_link.title
Pre-work for Digital Marketing & Growth Hacking_Wilson Chan (KFC Hong Kong & Macau)

# data[].attributes.body
by Anthea Cheung / Hactl

# data[].attributes.attachment_link.title
Digital Marketing & Growth Hacking - 8-9Mar22 - Anthea input

# data[].attributes.headline
Pre-work - Digital Marketing & Growth Hacking

# data[].attributes.subject
Pre-work - Digital Marketing & Growth Hacking

# data[].attributes.attachment_link.title
Pre-work (Digital Marketing & Growth Hacking) - PHHK MKT Kelvin Ng

# data[].attributes.body
3 takeaways about the shift in Digital Marketing:
1. There are 2 different mental modes in the messy middle that marketers can pay attention to: exploration and evaluation. We should provide related information and guidelines to influence consumer decision making process, and making our brand to be first choice over the competitors.

2. Experimental research has identified 6 major cognitive biases that influence purchase decision-making. Marketing efforts can be put across all 6 biases in order to alter consumer decisions.

3. 4 approaches to be considered when designing marketing campaign:
- Ensure brand presence across different customer touchpoints
- Employ behavioral science principles to make your proposition compelling
- Close the gap between trigger and purchase to accelerate the decision making process
- Build flexible, empowered teams to ensure cross-functional efficiency

Questions:
Where is the experiment conducted? Would the result vary if research was done in Asian countries due to cultural difference?

Eunice Lee
Zung Fu Marketing Team

# data[].attributes.headline
Digital Marketing & Growth Hacking (DMGH)

# data[].attributes.subject
Digital Marketing & Growth Hacking (DMGH)

# data[].attributes.body
Reyan Chiu
Zung Fu Marketing Team

# data[].attributes.body
Valerie Chua
Mercedes-Benz Operation

# data[].attributes.attachment_link.title
Digital Marketing & Growth Hacking (DMGH)

# data[].attributes.headline
Pre-work for Digital Marketing & Growth Hacking (DMGH)

# data[].attributes.subject
Pre-work for Digital Marketing & Growth Hacking (DMGH)

# data[].attributes.body
by Luis Li, Zung Fu Hong Kong & Macau, Marketing

# data[].attributes.attachment_link.title
Pre-work for Digital Marketing & Growth Hacking (DMGH)

# data[].attributes.headline
3 takeaways about the shift in Digital Marketing

# data[].attributes.subject
3 takeaways about the shift in Digital Marketing

# data[].attributes.body
1. Similar search terms (eg. best vs cheap) can evolve and change drastically over the years. Terms may also need to be localised to perform better, e.g. translated to their local language instead of English

2. Prioritisation of relevant cognitive biases can largely influence a consumer's purchase decision (eg. having more reviews, paired with keywords of benefits)

3. Brand presence is important regardless whether you are a new challenger or a main player in the field. Other than securing the space in the front of mind in a consumer, the brand will need to show up at the "right time" throughout the consumer journey.

Questions:
- Which of the six biases will be most effective to apply to big ticket items like cars?
- Are there localised keywords that needs to be looked at?
- At which stage are we "losing" customers?

Tong Fung Hua
Mercedes-Benz Marketing

# data[].attributes.body
Read  “How people decide what to buy lies in the ‘messy middle’ of the purchase journey” from Google and submit the following:

3 takeaways about the shift in Digital Marketing that you picked up from the article.

What questions arose from reading the article?

# data[].attributes.attachment_link.readable_text
1. Category heuristics: Short descriptions of key product specifications can simplify purchase decisions.

2. Power of now: The longer you have to wait for a product, the weaker the proposition becomes.

3. Social proof: Recommendations and reviews from others can be very persuasive.

4. Scarcity bias: As stock or availability of a product decreases, the more desirable it becomes.

5. Authority bias: Being swayed by an expert or trusted source.

6. Power of free: A free gift with a purchase, even if unrelated, can be a powerful motivator.

These biases formed the basis for our large-scale shopping experiment with real in-market shoppers simulating 310,000 purchase scenarios across financial services, consumer packaged goods, retail, travel, and utilities.

In the experiment, shoppers were asked to pick their first and second favorite brands within a category, and then a range of biases were applied to see if people would switch their preference from one brand to another. To test an extreme scenario, the experiments also included a fictional brand in each category, to which shoppers had zero prior exposure.

The results showed that even the least effective challenger, a fictional cereal brand, still managed to win 28% of shopper preference from the established favorite when it was "supercharged" with benefits, including five-star reviews and an offer of 20% extra for free. And in the most extreme case, a fictional car insurer won 87% share of consumer preference when supercharged with advantages across all six biases.

The experiment showed that, when applied intelligently and responsibly, behavioral science principles - and the behavioral and informational needs they align with - are powerful tools for winning and defending consumer preference in the messy middle.

How marketers can succeed in the messy middle

Although the messy middle might seem a complicated place, it's important to remember that to consumers it just feels like normal shopping. The goal isn't to force people to exit the loop shown in the model, but to provide them with the information and reassurance they need to make a decision.

Luckily, whether you're a category giant or a challenger brand, the approach is the same:

Ensure brand presence so your product or service is strategically front of mind while your customers explore.

Employ behavioral science principles intelligently and responsibly to make your proposition compelling as consumers evaluate their options.

Close the gap between trigger and purchase so your existing and potential customers spend less time exposed to competitor brands.

Build flexible, empowered teams who can work cross-functionally to avoid traditional branding and performance silos that are likely to leave gaps in the messy middle.

Download the full report for a complete understanding of the messy middle, the behavioral science principles we examined, and recommendations for how brands can apply them.

# data[].attributes.attachment_link.title
How people decide what to buy lies in the 'messy middle' of the purchase journey

# data[].attributes.attachment_link.description
Category heuristics: Short descriptions of key product specifications can simplify purchase decisions. Power of now: The longer you have to wait for a product, the weaker the proposition becomes. Social proof: Recommendations and reviews from others can be very persuasive. Scarcity bias: As stock or availability of a product decreases, the more desirable it becomes.