Michael Lowenstein’s 4 Answers to Your Marketing Questions
During a total of 95 minutes, hundreds of conference and webinar attendees absorbed a lot of information from Michael Lowenstein, Ph.D., CMC. Some had more questions than time permitted during the live events—on Aug. 15 at the Integrated Marketing Virtual Conference and Expo, Lowenstein spoke during the session, "Omnichannel and Real-Time Marketing," and during the Aug. 22 webinar, "The New Realities of Successful Direct Marketing"—which are now on demand. Here, he presents those answers.
IMV Session Audience Question: How do design/graphics actually drive down page visit time?
Michael Lowenstein: Design graphics can easily drive down page and site visit time if
(a) there are too many of them, dominating the visitor's attention;
(b) there isn't a match/amplification with the editorial content they accompany;
(c) they look amateurish, and inconsistent with the level of product/service professionalism represented by the page and site, and;
(d) there's any graphics inconsistency, i.e. if there are four graphics, each must align with the section they represent.
Webinar Audience Question: How do you add neuroscience to graphics?
ML: Neuroscience in graphics is actually pretty easy. What the marketer is endeavoring to do with graphics is not just convey information, but to elicit a positive, emotional response. If you were a pet shop owner, would you think that a black and white picture of a puppy or a color picture of a puppy being held, and petted, by a child would create greater desire for purchase. If you selected the latter, you were correct.
WAQ: Can you point me to any case studies for industies, such as "Auto." If not, do you know of additional websites?
ML: Subaru, with its 'love' campaign, has seen significant increases in year-over-year vehicle sales ever since this positioning approach began. Having seen the Subaru presentation by its vice president of marketing, I can state that excellent consumer product and advertising research was conducted. And there has also been a good deal of leading-edge sales analysis. Check out the Subaru website.
WAQ: Please elaborate on your opinion regarding focusing on the top box on a 10-point scale to measure engagement in financial services to up the game and continue trending?
ML: When using a 9-, 10-, or 11-point scale, I'm a strong believer in using only top box scores. More behavioral polarity is created, whether the measurement is overall satisfaction, future purchase likelihood or recommendation. All of that said, I'm not a particular fan of using single question metrics, such as NPS or CES.