Merkle announced that it will host a webinar titled Crafting Highly Engaging Messaging with Data and Psychology. This event will take place on Thursday, February 16, 2017 at 2:00 p.m. ET and will feature Leigh Mehlman, manager, lifecycle marketing & CRM at Exclusive Resorts; Ethan Hanson, associate director, advanced methods and research, Merkle; and Michael Adamson, senior analyst, customer strategy and research at Merkle.
Companies often have more stories to tell than space to tell them. How can you determine what brand message will best differentiate your brand while also resonating with your customer base? Exclusive Resorts faced this problem when too many disparate messages convoluted their brand story. Exclusive Resorts leaned on Merkle to employ a Neuroanalytics approach that studied the psychological motivations of their customer base. The webinar will discuss how the findings drove a new brand strategy that is differentiated in the marketplace and, most importantly, one that engages their customers on an emotional and motivational level. Attendees will learn:
How to develop a more impactful customer strategy by starting with customers
How to use data to optimize creative decisions
Why emotion and motivation will always drive customer decisions over logic
“In partnership with Exclusive Resorts through a series of research phases, we established what motivated this audience, where the market opportunity was, and then uncovered the audience’s emotional drivers,” said Hanson. “Merkle’s Neuroanalytics™ practice helped Exclusive Resorts isolate the real reason people wanted to take a luxury family vacation.”
To register for the complimentary webinar, visit the registration site.
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximise the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.