In marketing terminology, “perception change” refers to changing the customer’s perception to what the company desires. It refers to branding how you want to be seen by customers and encouraging them to change their attitude towards that.
In recent years, perception change has become an important policy for B to B, and many companies are likely making implementation and management a challenge.
What are the points to be addressed in understanding the meaning of perception change and applying it? We will analyze and explain the specific method.
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What is Perception Change? Explaining important points when working on BtoB marketing
What does perception change mean?
“Perception change” means changing customer psychology, perception, and consciousness to what the company desires.
Perception change is becoming an increasingly important process in today’s diversifying society, but it is difficult for companies to just send out one-sided messages, and it is important to understand customer psychology deeply through data collection and other methods to appeal to customers. is.
It is necessary to strategically consider the specific approach to take, what kind of action you want your customers to take, and what kind of promotions should be used to achieve that goal.
Perception change model
AISAS
is a specific model of perception change that provides customers with new information and changes their perceptions.
AISAS is a model from product awareness to purchase, and is divided into the following steps: “Awareness”, “Interest”, “Search”, “Action”, and “Share”. It is characteristic that there is
Every step can be considered a perception change model, and it will be necessary to continue to take a strategic approach to avoid losing each opportunity at the point of contact with customers.
“Awareness” means gaining attention through videos, displays, and SNS advertisements, which are the first points of contact with customers. The key is advertising that promotes awareness of the product.
“Interest” involves getting people interested in the product after they are aware of it, and guiding them to detailed materials and content with links.
For “search”, listing advertisements and SEO measures would be effective. It is important to take measures to help people solve their problems by searching for more information on the products they are interested in.
At the “purchase” step, retargeting ads that provide valuable information to customers and efforts to optimize landing pages may be effective.
It is also important to take measures to “share” reviews and impressions through SNS and other means. It would be a good idea for your company to handle specific cases and provide information that can be used as a basis for making purchasing decisions.
Points to note and important points about perception change
In order to change perception, it is essential to manage the numbers for each customer behavior.
It is necessary to introduce an MA tool that can analyze and manage in detail the number of customers who were guided to the content, the number of people who were contacted with inquiries, where the access came from, and what the numbers were. The key is to focus on customer behavior from the landing page and create the optimal page by scoring the likelihood.
summary
If your company succeeds in getting customers to have the image you want through perception changes, your advertising measures will become more effective, and you can expect to see an increase in sales of your company’s products.
In today’s world, where it is difficult to change customer attitudes or perceptions through messages from companies alone, a key point is how to create high-quality content and provide information.
Build a strategic model such as AISAS that changes perception based on customer behavior to bring out the correct perception change.
Reference source:
What is perception change? Explaining important points when working on BtoB marketing