erin everhart of home depot #sejsummit: the psychology of marketing

#SEJSummit@erinever

Erin Everhart

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Senior Manager, Media StrategyHome Depot

@erinever

#SEJSummit@erinever

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3 Takeaways1. A linear path-to-purchase no longer exists

2. Appeal to customers’ emotion over logic

3. Properly market SEO to your stakeholders

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We have a serious attention-span problem.

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Can we get a little more credit, please?

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By Brand By DiscountBy Retailer

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Social Media

TV/Radio

SEO

Display

SEM

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Intent is more important than demographics

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head

heart

desire

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People feel first and think second.

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“The people already want to watch the show.”“That isn’t good enough! They have to be so scared to miss it!”

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Trust us. We’re doctors.

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People listen to their friends

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And people they don’t even know• 79% of consumers trust online

as much as personal recommendations

• 90% of customers say online reviews influence their buying decisions

• Reviews can produce, on average, an 18% increase in sales

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Show reviews through the entire journey

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“Your neighbors are doing better than you.”

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“You can make more friends in two

months by becoming

interested in other people than you can in two years by trying to get other people

interested in you.”-Dale Carnegie

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Surprise them with the unexpected

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So. What’s in it for me?

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“Hey, John, that's weird. That glass looks half full to me.” “Wow, now that you mention it, it is half full.”

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Get them to commit

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Show impact on overall business

“Not my job”

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Stop them drowning in data

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Ultimately, you show what’s in for them

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Thank You!

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Erin EverhartSenior Manager, Media Strategy

Home Depot

@erinever