Influencing Customer Purchase Decisions

I interview a lot of performance marketers, and there’s one question no one till now has got it right! I ask them, "How many days should we retarget BOF audiences?" They take a deep breath, straighten up, and confidently say: 👉 "7, 14, and 30 days." Like they just cracked some secret code. So, I push further. "Why 7, 14, and 30?" Silence. A nervous smile. Maybe a generic answer like "That’s what everyone does." Most marketers run ads like they’re following a playbook, not understanding the psychology of a buyer. They apply the same fixed formula whether the product is a ₹500 lipstick or a ₹2,00,000 luxury watch. And guess what? That’s why their BOF campaigns underperform. They all know the technical side of running ads on Meta, but I often find one big gap in their thinking. Here’s the problem: BOF retargeting windows should not be fixed. They should be based on how long a customer takes to make a buying decision. If you sell a ₹499 pair of sunglasses, your customer doesn't need 30 days to decide. But if you sell a ₹50,000 camera, they’re not buying within 3 days either. The Right Way to Set BOF Retargeting Days 👇 💰 Impulse Buys (₹500 - ₹4,000) → BOF: 1-7 days 🛍️ Examples: Skincare, fashion accessories, snacks 📅 Why? People make quick decisions. If they haven’t bought in 7 days, they probably never will. 💰 Considered Purchases (₹4,000 - ₹25,000) → BOF: 3-14 days 🛍️ Examples: Sneakers, home decor, small appliances 📅 Why? Customers compare brands, check reviews, and take about a week or two to decide. 💰 High-Involvement Purchases (₹25,000 - ₹1,50,000) → BOF: 7-30 days 🛍️ Examples: Laptops, furniture, luxury watches 📅 Why? These require more research. Customers look for warranties, financing options, and comparison videos before buying. 💰 Big-Ticket Investments (₹1,50,000+) → BOF: 14-90 days 🛍️ Examples: Cars, premium gadgets, real estate 📅 Why? These are major financial decisions. Customers take months to decide, so BOF retargeting needs to run longer with trust-building content. Lesson for Performance Marketers 🚀 There is no one-size-fits-all approach in BOF retargeting. Every product category has a different buying cycle. If you’re just applying the same 7-14-30 day formula to every business without understanding the logic, you’re leaving money on the table. Next time you set up a BOF campaign, ask yourself: 1️⃣ How expensive is the product? 2️⃣ How long does the customer take to decide? 3️⃣ What objections do they need help with? If you get this right, your retargeting ads will convert better and your clients will notice the difference. #PerformanceMarketing #MetaAds #D2C #Retargeting #MarketingStrategy #HonestMarketing #bottomfunnel #digitalmarketing

Both AI and neuromarketing are playing transformative roles in the world of advertising, reshaping strategies and enhancing the effectiveness of campaigns. What do you think about this Ad? Here's how they contribute: Personalization: AI algorithms analyze vast amounts of data to understand individual preferences, behaviors, and demographics. This information allows advertisers to create highly personalized and targeted campaigns, delivering content that is more likely to resonate with specific audiences. Predictive Analytics: AI can predict consumer behavior and trends based on historical data. Advertisers leverage predictive analytics to identify potential customers, optimize ad placements, and allocate resources more effectively. Chatbots and Virtual Assistants: AI-powered chatbots and virtual assistants provide personalized interactions with consumers. They can answer queries, recommend products, and guide users through the purchasing process, enhancing customer engagement. Content Creation and Optimization: AI tools can generate and optimize content for advertising. From writing ad copy to creating visuals, AI algorithms analyze data to determine what elements are most effective in capturing audience attention and driving conversions. Programmatic Advertising: AI-driven programmatic advertising automates the buying of ad space in real-time. This allows advertisers to target specific audiences across various channels and optimize campaigns for better performance. Emotion Analysis: Neuromarketing, particularly through the use of neuroimaging techniques, helps advertisers understand how consumers emotionally respond to advertisements. This insight enables the creation of emotionally resonant content that has a stronger impact on the audience. Eye-Tracking Technology: Neuromarketing studies often involve eye-tracking technology to understand where individuals focus their attention in an advertisement. Advertisers can use this information to design layouts that draw attention to key elements. Neurofeedback for Ad Testing: Neuromarketing techniques, such as neurofeedback, are used to assess the neurological responses of individuals to advertisements. This data helps in refining and optimizing campaigns by understanding which elements evoke positive or negative reactions. Voice and Visual Search Optimization: AI is integral in optimizing advertising for voice and visual search. As more consumers use voice-activated devices and visual search tools, advertisers need to adapt their strategies to be discoverable through these mediums. Dynamic Pricing and Offers: AI algorithms can analyze market conditions, demand, and competitor pricing to dynamically adjust product prices or offers. This dynamic pricing strategy can be implemented in real-time to maximize revenue. #ai #marketing #technology #innovation via @ marketing.scientist

Using Meta Ads to Drive eCommerce Sales Understanding Your Audience: Begin by analyzing your target audience's demographics, interests, and behavior to create personalized ad campaigns on Meta platforms that resonate with potential customers and drive sales. Compelling Visuals & Copy: Utilize high-quality images or videos along with engaging ad copy that highlights your products' unique selling points, benefits, and offers to capture users' attention and encourage them to make a purchase. Retargeting Strategies: Implement dynamic product ads to retarget users who have previously visited your eCommerce website or shown interest in your products, reminding them of their potential purchase and increasing conversion rates. Leveraging Carousel Ads: Showcase a variety of products, styles, or features through carousel ads to provide a more interactive and engaging experience for users, ultimately leading to higher click-through rates and conversions. Utilizing Lookalike Audiences: Expand your reach by targeting users who share similarities with your existing customer base through lookalike audience targeting, increasing the likelihood of driving sales from a new pool of potential customers. Optimizing for Mobile: Ensure that your Meta ads are optimized for mobile devices, considering the increasing trend of mobile shopping, and providing a seamless user experience that encourages quick and convenient purchases. Implementing A/B Testing: Continuously test different ad creatives, formats, and targeting options to identify the most effective strategies that drive eCommerce sales on Meta platforms and maximize your return on investment. Monitoring & Analyzing Performance: Regularly monitor key metrics such as click-through rates, conversion rates, and return on ad spend to assess the effectiveness of your Meta ad campaigns and make data-driven adjustments for improved results. Scaling Successful Campaigns: Identify top-performing ad campaigns and scale them by increasing budgets, expanding targeting, or exploring new ad formats to further boost eCommerce sales through Meta ads. Summary: By understanding your audience, creating compelling visuals and copy, utilizing retargeting strategies, carousel ads, lookalike audiences, mobile optimization, A/B testing, performance monitoring, and scaling successful campaigns, eCommerce brands can effectively drive sales through Meta ads and achieve significant growth in their online sales performance. #MetaAds, #eCommerceMarketing, #OnlineSales, #SocialMediaAds, #DigitalAdvertising, #AdCampaigns, #SalesBoost, #CustomerEngagement, #AdTargeting, #MarketingStrategy

We used programmatic advertising to turn $5.8K ad spend into $19.5K in revenue with a 3.36x ROAS for an 8-fig DTC brand WITHOUT website traffic retargeting. Here’s how: THE CHALLENGE: CTV ads are great for awareness but tough to track. Unlike Meta or Google, CTV doesn’t have a traditional attribution path. It's an incredible tool for generating awareness and intent, but tough to generate direct performance from without the right strategy. This is where most brands miss the mark - they stop at top-of-funnel awareness and never close the loop. THE SOLUTION: Instead of treating CTV as a standalone play, we used it to fill the top of the funnel… ...then retargeting those engaged viewers through programmatic ads across the open web. STEP 1️⃣: Ran CTV ads to build awareness and get initial audience engagement. STEP 2️⃣: Retargeted those viewers in the middle of the funnel using display & native ads, as well as retargeting through CTV again. STEP 3️⃣: Removed all bottom of funnel retargeting as to get a clear view of CTV performance without cannibalizing other ad channels' traffic. THE IMMEDIATE RESULTS: 👉$5.8K ad spend → $19.5K revenue 👉>90 purchase conversions 👉3.36x Holistic ROAS across all campaigns over a 7 day period Why This Works: 👉 CTV builds brand awareness, but without retargeting, it’s incomplete because it's hard to actually purchase through this channel - ie., it's impossible to 'click' on your TV. 👉 Retargeting those engaged users across the open web moves them further down the funnel, and allows us to be exposed to the CTV traffic in a format that can be engaged with and tracked & attributed. 👉 Retargeting CTV engaged users through CTV again increases brand awareness and recall, thereby increasing purchase intent through the same channel of original exposure. The takeaway? CTV isn’t just a top-of-funnel play. When combined with programmatic retargeting, it’s a conversion machine. You reach massive new audiences that don't exist on other platforms, and convert them across the entire web, not just social platforms. Programmatic is here to expand your marketing funnel, as well as your revenue.

👉 Unlock the secrets of consumer psychology to enhance your email marketing effectiveness 📧 In the crowded space of email marketing, understanding and applying behavioral economics can significantly improve the effectiveness of your campaigns. By tapping into how consumers think and make decisions, you can craft emails that not only get opened but also convert. ▪️ The Scarcity Principle ⏰ : Utilize the Scarcity Principle in your email campaigns to create urgency. Informing recipients that a deal is limited-time only or that only a few items are left can significantly increase the likelihood of immediate action. For example, "Only 3 hours left to claim your offer!" or "Just 5 items remaining at this price!" ▪️ The Paradox of Choice ✅ : Simplify consumer decision-making by limiting the number of options. The Paradox of Choice teaches us that too many options can overwhelm and deter decision-making. Optimize your emails by providing one clear call to action or focusing on a single product or service rather than multiple. ▪️ Personalization and the Liking Bias 🙋♂️ : Leverage the Liking Bias by personalizing your emails. People are more likely to engage with content that appears tailored to them. Use data to address recipients by name, reference past purchases, or suggest items based on browsing history. This not only captures attention but also enhances the feeling of intimacy and relevance. ▪️ Loss Aversion 🔚 : Capitalize on Loss Aversion by highlighting what your customers stand to lose if they don’t take action. Phrasing like, "Don’t miss out on this opportunity!" can be more effective than simply presenting the benefits of an offer. 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Review your current email marketing strategies. How can you implement these behavioral insights to increase open rates and conversions? Test different approaches in your campaigns to see what works best with your audience. #BehavioralEconomics #EmailMarketing #DigitalMarketing #ConsumerPsychology #ServingMarketing #SirviendoMarketing

𝐒𝐮𝐛 𝟏𝟎% 𝐨𝐩𝐞𝐧 𝐫𝐚𝐭𝐞𝐬 𝐚𝐧𝐝 𝐮𝐧𝐝𝐞𝐫 𝟎.𝟓% 𝐂𝐓𝐑. 𝐀 𝐧𝐢𝐠𝐡𝐭𝐦𝐚𝐫𝐞 𝐟𝐨𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐭𝐫𝐲𝐢𝐧𝐠 𝐭𝐨 𝐝𝐞𝐩𝐥𝐨𝐲 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐚𝐧𝐝 𝐨𝐟𝐟𝐞𝐫𝐬 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐞𝐦𝐚𝐢𝐥. Something had to change! Here’s what we did 🌟  ↴ Community Insights: ↳I reached out to operators in ClubPF ⚓︎, Pavilion, and other communities, and LinkedIn to learn from their email campaign strategies. Focused Segmentation: ↳ We noticed that the top marketers and ops professionals were creating highly engaged audience segments. We reduced our audience size by 90%, focusing on: → Last email opened from sales/marketing → Recent website visits → Event registration/attendance → Asset downloads or form submissions Building Engagement: ↳ We enriched contact details and evaluated titles, companies, goals, challenges, and content engagement across emails and our website. Gathering Feedback: ↳ We contacted 20+ engaged contacts to understand their email preferences, knowledge gaps, and content consumption habits. Strategic Expansion: ↳ We expanded our list by 5-10% weekly, monitoring performance closely. Within 3 weeks, we saw: 20%+ open rates 1.5%+ CTRs By the end of the quarter, our segmented email campaigns achieved a 30%+ open rate! Key Takeaways 💡: 👉 People-First Approach: Engage internally with the best team and externally with your audience. 👉 Data-Driven Decisions: Use engagement signals to create focused segments. 👉 Continuous Improvement: Regularly gather feedback and adjust strategies. ✨ This journey was about putting people first, aligning our team, and delivering value to our audience. The results speak for themselves! S/o to Ritakshi J. Sagar Mishra and Soumyajit Chakladar - we worked week after week to make this happen! Picture Context - Winter in Boston in 2010. Sometimes this is what being a GTM Operator feels like 🤣 #EmailMarketing #GTM #datadriven

AI + Neuromarketing: The Future of Consumer Behavior An ad pops up on our screen, and it feels like it was made just for us. It’s almost as if someone’s reading our minds. That’s AI + neuromarketing at work. Neuromarketing has been around for years. But now, AI has taken it to a whole new level. ✅AI-driven marketing campaigns are now showing an average return on investment (ROI) of 20–30% higher than traditional campaigns. Before, brands would guess what consumers might like based on broad patterns. But now, AI is not just guessing anymore. It’s learning from every interaction and reacting in real-time. 👉With the help of advanced tools like eye-tracking, facial recognition, and sentiment analysis, AI can analyze our emotional responses in real-time, understanding exactly how we feel about an ad, product, or even a brand. This allows for hyper-personalized content that feels almost too tailored to be true. I personally believe that with the growth of social media and ad bombardment on users, AI-driven neuromarketing holds great potential for innovation. 👉According to McKinsey & Company, personalization increases consumer retention rates by up to 63%. ✅Take Netflix, for example. They’ve mastered the art of personalization with their AI-powered recommendation system. (If you've been binging crime documentaries, Netflix will recommend similar titles only) This has led to an average of 2 hours spent daily on the platform, with 80% of watched content coming from AI-generated suggestions. ✅Another example I'd add is H&M. They're automating their warehouse processes and predicting demand based on customer preferences. This has helped the retailer achieve a 90% one-day delivery rate in Europe. And did you know emotional engagement with an ad can increase sales by up to 23%? We’re at a point where AI is connecting with us emotionally on a deeper level than ever before. And the impact is undeniable. But with this new power comes responsibility. No doubt, AI is improving the effectiveness of ads. We need to ponder on: How much personalization is too much? 70% of consumers are uncomfortable with how much personal data brands use to personalize content. And that's where the line becomes blurry. It’s amazing what AI can do, but we also need to think about how it’s shaping the way we experience the digital world. What do you think? Do you see AI as a partner or a disruptor in the world of neuromarketing? #neuromarketing #AI #personalization #onlineshopping #businesscoach

PSPs Expanding To Banking: Is it worth it? Over the past few years, several major payment service providers (PSPs) have expanded their product sets by introducing banking solutions such as cards, credit, and business accounts. Banking products present a natural cross-selling opportunity for merchant payment providers by helping them to differentiate themselves, strengthen their value proposition, and increase the stickiness of merchants. Key Observations: Card Issuing - Debit and prepaid cards are a staple banking product offered by PSPs across Europe and the U.S. that help merchants to access their accepted funds and manage business expenses. - Only select PSPs in the U.S. offer credit cards (i.e., Square and PayPal). - Virtual cards are still a nascent category, primarily addressed by enterprise-focused providers that offer their merchants a flexible way to pay suppliers and manage employee expenses. The pricing structure for card products varies across providers and card types. - Debit & prepaid cards: In Europe and the U.S., most providers offer debit and prepaid cards free of charge as value-added services to their merchants, except for a few providers (i.e., Stripe and myPOS), which charge a fee per card. - Credit cards: A few providers offering credit cards often charge zero fees, though some set specific eligibility requirements. - Gift cards: The pricing structure for gift cards varies between those that charge a fee per card (i.e., Square), while others apply a % fee of the gift card value and additional fees per purchase (i.e., SumUp). Key Observations on Working Capital Offering - Merchant cash advance and instant settlement are often offered as a value-added service as these products are highly demanded by merchants and relatively easily monetized. - Only a few PSPs offer revolving credit cards and short-term loans, likely due to increased credit risk and balance sheet requirements. - SME-focused PSPs operating in retail verticals tend to incorporate Buy Now Pay Later (BNPL) solutions via partnerships with third-party providers to offer more flexible payment methods for end-users. The pricing structure for working capital solutions is mostly consistent across geographies amongst the PSPs who offer these value-added services to merchants. - Merchant cash advance: In both Europe and the U.S., most providers charge a flat fee as a % of daily sales. - Instant settlement: Fee structures vary between providers that pair instant settlement with a business account at no additional charge (i.e., myPOS in Europe) and providers that charge a fee per transaction (i.e., Square and Stripe in Europe and the U.S.). - BNPL: The fee structure for BNPL solutions is inconsistent across PSPs primarily due to partnerships with third-party providers. Source Flagship Advisory Partners #fintech #payments #banking #cards

𝗪𝗮𝗹𝗺𝗮𝗿𝘁 𝘂𝗻𝘃𝗲𝗶𝗹𝘀 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴: 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗛𝗼𝗺𝗲𝗽𝗮𝗴𝗲𝘀 𝗳𝗼𝗿 𝗘𝘃𝗲𝗿𝘆 𝗦𝗵𝗼𝗽𝗽𝗲𝗿? 🤯 Walmart is pushing the boundaries of hyper-personalization. With a strategy that blends AI and AR, Walmart is leading the charge into a new era of retail, where every shopping experience feels custom-made. When Javier Gascón Inchausti shared the news last night in our The New Retail Business School experts forum, I was beyond than impressed. But the personalized homepage is just one piece of Walmart’s bold Adaptive Retail strategy, creating profoundly personal experiences, both online and in-store. In 2024, Walmart reported a staggering revenue of $648 billion, solidifying its position as the world’s largest retailer by revenue. 📲 Here’s how Walmart is revolutionizing retail: ✨ Custom homepages for every shopper: Walmart’s new AI-powered Content Decision Platform will soon allow each shopper to see a homepage tailored specifically to their preferences, interests, and past behaviors. 🔍 Retail-specific Large Language Models (LLMs): Walmart’s proprietary LLM platform, 𝗪𝗮𝗹𝗹𝗮𝗯𝘆, is trained on decades of internal data to provide highly contextual responses and personalized customer support. 🤖 AI-powered Customer Support Assistant: Leveraging GenAI, Walmart has created a more personalized Customer Support Assistant that recognizes customers from the start. This has made issue resolution faster and smoother for customers. 🔮 Augmented Reality shopping: Walmart is introducing 𝗥𝗲𝘁𝗶𝗻𝗮, an AR platform that allows shoppers to explore products in 3D environments, bringing immersive commerce experiences to life. From testing items in your home with "View in Your Home" to buying virtual goods for your avatars (and the real ones for yourself!), Walmart is taking shopping beyond the traditional model. 📦 Enhanced in-store and eCommerce integration: Walmart’s AI isn’t just transforming online experiences. It's also revolutionizing in-store operations by connecting employees with smarter data for product finding, stocking, and managing orders. Over 850M data points in Walmart’s product catalog have been improved, streamlining the process for associates and customers. 🎮 New virtual social environments: Walmart is expanding its reach into virtual worlds by testing immersive commerce platforms like Unity and Zepeto, allowing customers to buy both virtual items for their avatars and physical goods for themselves. As Walmart blends AI, AR, and immersive commerce, it’s redefining retail. The future of retail is deeply personal, immersive, and tech-driven, and Walmart is setting the bar. It's all about creating engaging, tailored experiences that meet customers exactly where they are, whether it’s online, in-store, or even in virtual worlds. #RetailInnovation #AI #AR #Personalization #CustomerExperience #Walmart #RetailTrends #FutureOfRetail #RetailTech #ImmersiveCommerce

In the world of startups, it's common to pursue noble causes and missions. However, there's a critical insight that many founders might be missing: while customers may appreciate a brand's mission, that's often not the primary reason they choose to buy. Customers are driven by their own motivations, looking to maximize value and meet their personal needs. They seek solutions that address their problems, enhance their lives, or provide them with tangible benefits. A noble cause might attract attention, but it’s the product’s value proposition that closes the sale. Key Takeaway: Startups should ensure their product or service delivers clear, compelling value to customers. The noble mission can be an added bonus, but the primary focus must always be on what the customer gets out of it. 1. Understand Your Customers: - Speak to Them: Engage in conversations with your customers to understand why they truly buy from you. Ask direct questions about their motivations. - Ask About Their Experiences: Learn what they did before your solution was in place. What workaround did they use, and what challenges did they face? - Identify Triggers: Discover what triggers them to repeatedly buy or use your service or product. What keeps them coming back? 2. Focus on Value: Ensure your product or service offers clear, tangible benefits that meet those needs. 3. Communicate Effectively: Highlight the value proposition in your marketing and communications, not just the noble mission. 4. Adapt and Evolve: Be willing to pivot based on customer feedback and market demands. While a noble mission can differentiate your brand, it's the value you provide that will drive sales and long-term success. #StartupAdvice #CustomerFocus #ValueProposition #BusinessStrategy #Marketing #Entrepreneurship #CustomerNeeds #BusinessGrowth #ShowMeDamani