This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: Affiliate marketing is not exempt from psychological cues. This session explores psychology from publishers to advertisers and why it does and doesn’t work.
Psychology and Conversion - Best
BRANDON MYERS – ACEABLE
1) Engagement: Two Schools of Thought
2) Communicating with Different Thinkers
3) Success and Failure
4) What it Means to You
School 1: Auto Pilot
Reflex system based in impulse
We operate with very little effort as we
make decisions based on what feels good
and what gives us a rush of dopamine.
Little to no sense of control over choices.
We cannot justify why we made the
decision with anything other than good
feeling or validation.
School 2: Cognitive Reflection
Intuition based system based on thinking
We operate with monumental efforts as
we view the decision at hand to be
critical to a process flow.
Total control over choices, if not
hesitancy to make them due to gravity.
We know all of the angles on the given
decision and often times work towards
an outcome we view as favorable.
Three Levels of Rewards
1) Social Rewards – We need to be cool.
2) Resources – We need to complete a job.
3) Achievement – We want to feel as if we have
Where We Fit In As Affiliates
-Affiliates have a unique position in the buying cycle as they possess the ability to influence the
sale in a way that is not directly from the advertiser or in the advertiser’s words.
-Publisher sites often speak in their own words and as a result can influence these two moods in
ways an advertiser simply cannot.
◦ Added Value on an already existing customer.
◦ Many more – psychology is constant.