Megan, a college student at Indiana University, transferred her credit card number to a website with a mailing address somewhere in China. She had to buy a new $ 800, 36 “free TV with free shipping for her Sorority house. It looks like there was an” accident “that found an old TV in a bath in a pink T-shirt and a happy face drawn on it with a lipstick – the day after the weekend “studio fun”.
Megan’s father, meanwhile, at home in Park Ridge, IL, cuts enough spam every day to fill enough scarecrows to protect a corn crop in Iowa, and he melts old credit cards on the stove and fires every other document that spells his name – even and an account from a lawn mowing service for planting leaves. He believes that inserting a credit card into a computer is like giving money to the devil to buy coal. Too risky.
Generational differences in perception, acceptance or not of e-commerce and internet communication are a hot topic and the biggest challenge for marketers is to get Megan’s father a credit card to buy online, trust the system or log into a social media website and get caught, man. Like any other technology, change is undesirable when it involves as much reprogramming of the mind as the remote control. Simply suggesting a shift in topic viewing may be enough to start a new dialogue.
One way to define these differences in generational views on the web is to use a fictional word to describe this phenomenon. Here it is: Ekabular. Yes, it sounds more like a medical term that describes part of the lower gastrointestinal tract, but still it is an easy way to distinguish some subtle and major shifts in the psychology of using e-commerce day by day.
Psychology and the Internet – how we buy, sell, research, learn, listen, talk, etc. it’s still less than 20 years old. The concepts of trust, intimacy, emotion and expectation fall below different levels of personal adjustment and acceptance based on demographics, gender, race, culture, religion, education, geography, as well as the level of sophistication of the employer and the technology used on a daily basis. job.
Here is a list of examples of old vocabulary expectations and new ecubular realizations, highlighting differences and consumer perceptions regarding e-commerce.
Relationship-relationship: We mean relationships in the more emotional aspect of human connection: to see, to touch, to smell, to hear. We are able to use all our tactile senses to shape relationships as they grow. Elationship are fragments of data, we don’t always know where, what, why, how or who is “someone” behind a font or even an image. Their voice is words to us. No rush, cadence, accent, stepping, breathing, laughing, sadness, etc. We begin to shape this person’s opinions from just a few clues – relying on our bias, stereotypes, and level of intellect to form judgments or rationalize the situation. Trust and commitment are serious concerns and linger.
Intimacy-intimacy: Intimacy is a highly charged word in humans; a word saved for special things, special people and rarely used by us in a casual context. Intimacy in e-commerce can be dangerous for our emotional balance, as we want to believe in individual expressions and honesty in any dialogue we have, but the lack of tactile leads and the conviction of a viable, confirmed / legitimate colleague leads many into constant doubt. people. Etymology is much more restrictive and guarded than what would be described as intimacy.
Authenticity-Authenticity: Authenticity suggests a certain groundedness and originality to something like a product, food, recipes, friendships and the like. Ethnicity with respect to products, services and relationships on social networks lacks the pieces of human touch and the chemistry that goes with it. Fragmented conversations, days between tweeters, tweets and posts create inconsistent messages, casting doubt on the authentic intentions of the relationship. Delayed gratification becomes a lost art.
Deal-Eal: Doing business, making deals on a hand and a promise are not part of our web world. Enter Ecommerce and the “Eal” tag. No face, no handshake, no just PayPal logo, security firewall that “looks authentic” and we give our customer a credit card number because the site looks legitimate or should we say “elegantly?” Be that as it may, we have become more conditioned, even desensitized, to disclosing the information we have kept secret, unless we tell the eyeballs of the person we have made an agreement with.
Emotion-Emotion: Much like intimacy, emotion can be based on words written, photos that might be real, or shares from Getty Images. Charts, statements, video presentations can also be 100% true, but because no physical presence, little doubt can remain. No fuss, no eye contact, sweat on the forehead, a broken arm in your head, a baby standing next to you. For us primates who are programmed for face recognition, e-commerce is a challenge.
Opportunity-Opportunity: Doubt hangs over e-commerce as long as deceptive people and thieves live on earth. Risk is constantly present and we are still looking for more checks and balances the higher the price. Brand businesses have an advantage in the trust factor.
Reputation-eputation: Social networking sites are getting better at dismissing falsehood. LinkedIn and others have filters and kill switches that will cut out those reported to be liars or deceivers. Big companies find it easier to sell their brand legally than those marketed in China, but that is changing.
Voice-Evoice: Tones, pitch, timbre, baritone, tenor, nasal, bass, soothing, irritating, authoritative, downplayed – all describe the human voice. Evoci lacks the human element of comparison / contrast and reference points. Evocatives cannot evoke memories, or they can help us find clues that will help us make decisions or validate impressions. It’s hard to create an Evoice brand called “individual personality” or humanity that will help us land. Technical customer service named Steve, who lives in India, is hard to accept for skeptics living in Omaha.
Identity-Identity: Like the other adult living space of beliefs, our identity outside of e-commerce consists of the experiences we have left to others, as well as the rest we take with us. Identity, defined as “you”, is complex and constantly changing in our understanding of ourselves as we grow, learn, love, fail or succeed. Uniqueness can be made magically perfect. Bugs, bugs, blemishes and age lines can be erased like ecommerce videos erase two second soap. One’s tidiness may be intentionally or unknowingly invented to fit our modified public self, which we choose to present and leave wrinkles and bad things in sight. Like the weight listed on your driver’s license: it never changes for some people.
Peers-Eers: Credible results, achievements, press, media exposure, Google pages can suggest more power, wealth even glory than is actually the case. Illusions abound and smoke and mirrors are on sale now. Top experts know you one way, but Eers just sees the face of a public relations turn and marketing angle, whether it’s your Facebook, LinkedIn, alumni bio, or your company profile. What appears on the screen can be distorted and assume that it is more or less what the actual person behind the credentials is. Good or bad, the consequences of basing decisions solely on Eers words can last a long time.
Perception-Perception: Like reputation and relationships, perception is based on related experiences that a person has to design certain biases or heuristic devices for quick decision making. Ecommerce offers multiple tools for marketing to target or exclude a person from doing something without more data, clues, or time to decide. “If you don’t buy these tickets in 2 minutes, they will be returned by the sales slot.” Decide NOW!
Attititude-Attititude: Attitude is determined by intention and self-esteem status. Etitude can be masked and disturbed by phrasing and imagery to convince on the basis of guilt, fear, loss, authority, scarcity, social proof, habit, consistency, among other elements of persuasion theory. Attitude when converting to Etitude takes time to sort through and define all the messages and intentions.
Energy-Egerny: Personal energy is more than physical activity such as gestures, speed walking / running, facial movement, speech speed, etc. Energy is an aura that surrounds man in ways that we cannot always define. The intellectual, sexual, sports, business energies are different. Egerny is subjective and, again, being produced the way the provider wants to present it. Like edited video tapes, different messages can come from the same mouth.
Credibility-justification: longevity, loyalty, success, value-all part of credibility. Eredibility relies on e-commerce policies and others for police to search the internet to sort out bad products and scammers. Reliability remains with compelling value, product launches and consistent reviews. Longevity in business is not an e-commerce value because of its adolescent age. Value is the word operant.
Behavior-Behavior: Bad Behavior / Bad Behavior, everyone is quick to notice and words spread even faster. Fortunately, some things remain the same.
Believe-Elieve: One phrase describes the similarities: Believe from other sources to confirm our impressions.
If you sell e-commerce products and services, ask yourself these questions as you regularly review marketing / branding / deliverables with the latest technology:
1. Do our product or service marketing tools have strong confidence and consistency in e-commerce vocabulary / vocabulary?
2. Do we allow / encourage / encourage the customer to use as many human senses as possible to experience our product / service for a faster and safer decision?
3. What can you do to add another emotional trigger to a customer’s sense of sight, sound, touch, taste, smell that will keep their attention longer?
4. Is there a way to allow shoppers to interact and buy in a review while shopping?
These four questions allow you to consider not only all of the client’s tactile potential, but also encourage you to look for other extras of experience and connections / alliances to secure all the senses. For example, by offering free music downloads, using humor with video or smart ads, coupons, teaching videos, etc. look for alliances and successful outlets that create exactly the sound you want. Ride their wave, rent their waves if you must.
And lastly, keep an eye out for topics, traditional events / celebrations and current events to help shoppers relate the current sensory states that are bombarded in our 24/7 news feed and tie your story and products / services right to their real need.
Follow these ideas and you’ll generate more income, er, even for a job from Megan … and her father.