August is Personalized Marketing Inc’s official anniversary, it’s the month that we purchased a domain name and signed our first scope-of-work.  We have a few clients that have been with us for more than 10 years and there are a who has been with us since before we opened our doors. We are blessed to say that most of our clients are referrals made by others we work with. We always offer client referral discounts, because we want you to know how much we value you and your opinion. When it comes to marketing there is nothing more impactful than word-of-mouth.

So, onto to today’s tip, what does Cognitive, Affective, Or Conative mean and how do they affect you? How are they important for digital marketing?

The best definition for these can be found in Attitudes and Behavior article for Simply Psychology by Saul McLeod (Attitudes and Behavior. Retrieved from https://www.simplypsychology.org/attitudes.html).

1. Cognitive involves a person’s belief / knowledge about an attitude object.
2. Affective involves a person’s feelings / emotions.
3. Conative is the way the attitude we have influences how we act or behave.

Some of the greatest commercials made triggers an emotional response which generates a memory based on your response. Some of the best include Budweiser’s Clydesdales and Puppy videos, while Folgers goes for the heart with the story of a child coming home for a surprise Christmas present. Which then reminds the viewer of what they saw, how they felt, and the product / service mentioned.

Using Cognitive, Affective, and Conative when creating an ad either through images or videos helps to ensure you impact the viewer. If you are bored with the image or video, then so will others who see it. To reach your target audience and trigger a response can only be accomplished by understanding what content they care about. To reach your target audience you also have to know what platform they are actually using. While making sure you are posting when they are online.

Using Analytics and Scheduling, you are more likely to utilize your marketing time in a way that increases your reach and organic growth. Just as a plant cannot grow without care, your NETWORK cannot grow without caring what your fans / friends / followers’ / twitter tribe / YouTubers etc. care about.

Think about the thought, emotion, or response (neuromarketing) you want your posts to convey and then craft them to create it. If it takes a series of posts or videos to convey the message, then make sure each one adds to the one before it and leads into the next one.