a marketing ingenuity from Ogilvy for Coca-cola

Biz Tip: Online Marketers Can Combat Post-Purchase Dissonance: This Is How To craft a compelling marketing mix, you first go through a gauntlet of research and extreme mental exertions.
Yet, this entire effort culminates in spending your top dollars to bring the right eyeballs to your business, only for you to end up with a customer base and then lose them in droves after making their first purchase.
“Where did I go wrong?” you wonder.
Your customers cannot even purchase from you again, let alone spread the gospel about you.
The culprit.
Post-purchase dissonance.
It is also known as buyer’s remorse.
Post-purchase dissonance is a brute.
It (adversely) affects post-purchase satisfaction and blocks repurchase intentions.
It also leaves you chasing a new customer all the time — a very costly thing to do.
Fortunately, it is often caused not by a defect in a product itself.
According to CEOpedia, “The phenomenon of dissonance is characterized by the fact that we have doubts about the product purchased and we wonder if there was not a better choice.

Whether we made the best decision.” CEOpedia further laid it bare

“The post-purchase dissonance is caused by natural thinking of man, it is a normal phenomenon, and it is often encountered.” To avoid this remorse, prospects, on their part, research as much as possible about the product.

And with the Internet turning to a primary source of information for many

then online marketers have a role to play.
Do not mind those who may say there is little marketers can do in the face of it.
Even they, just like everyone else, agree that after making a backbreakingly right product, the next most crucial thing to do in business success is shaping perceptions.
Hence, it all boils down to one thing: leaving favorable information about your product where prospects will first look.
Below is a list of what online marketers can do to combat post-purchase dissonance.
Get every customer signed up to your email list.
It doesn’t cost a dime to get a purchasing customer to drop their email address.
If you hand out a contact form for a purchasing customer to fill, most customers will happily fill it.
An email list is essential for the one simple fact that it affords you the chance to speak to multiple people at the same time and giving each one of them the feeling of talking to them alone.
It isn’t rocket science either.
To do this, you need a proper email segmentation that allows you to classify your subscribers and send customized emails to each segment.
And with that out of the way, it is time to sell your new customer on the rightfulness of the decision they’ve just made by purchasing your product.
But that’s often where the mistake is.
These days, most emails customers get always have something new to show, some new deals or offers that will end soon, or coupons.
That is one of those times when marketers need to slow down on offers.
The process of a customer’s buying a product, enjoying it, and purchasing it again or another product from the same brand can be likened to eating.
Eating without proper mastication leads to indigestion.
While ultimately, food is meant to keep us alive and healthy, not taking it the right way leads to the opposite.
The same analogy goes for ads.
While ads are served to bring in customers and keep them loyal to a brand, not allowing for a proper process can elicit aversion or even raise doubts in the mind of a new customer.
When sending an email to a new customer, these are the things you should do instead.

Turn your product to a high-involvement product: Products abound

and in this modern world where ideas spread faster than light, it is unlikely that your brand will be the only one selling whatever you sell.
But turning an ordinary product into a high-involvement one is marketing sorcery.
Positioning cooking oil as non-cholesterol turns it to gold in the heart of a wife that fears husband may get a heart attack.
To help you craft the kind of email that will suit this purpose, turn to copywriters.
Discuss something outside the box to shore up goodwill, for example.

Your CSR: As the world continues to battle with all sorts of woe

even the commonest consumer cares about who is saving the environment or feeding the hungry.

Consider this research from Forbes

which says an average American consumer will drive nearly 11 minutes out of their way to buy a cause-marketing product.
A mind occupied with goodwill for your brand can hardly ever have time for remorse.

Use user-generated content (UGC) to tell a story: UGC has been with us for a long time

Companies use UGC to show prospects and new buyers alike that their other customers are not regretting spending their dollars with them.
And this isn’t a prurient claim.
Emarketer reports that more than 80% of customers say they trust businesses that have lots of customer reviews.
That is just one of many data that proves the effectiveness of user-generated content.
When sending an email to your new customer, one of the marketing-smart things you can do is to tell them a story that lets them see other customers are loving it with you.
Yes, you do have attractive offers you want to show that new buyer.
But have you ever taken a step back and wonder what their opinion is over their first purchase from you.
Now don’t forget the one golden rule of selling though: your product must first deliver on all its promises, then let marketers deal with the rest.
Guest blogging and press coverage We all do guest blogging for referral traffic and link-building.
But in the eyes of a consumer, there is more to see your brand name in a lot of places than domain authority.
Guest blogging is one of the most prized tools in the arsenal of a content marketer.
In all fairness, nothing beats the ability to guest blog on a considerable number of best publications there are online, and earn that referral traffic and backlinks.
But an additional benefit of guest blogging is the “As seen in” tag you must have seen in the many sites of online marketers.
It indicates credibility, it is social proof and it works.
In 2017, Kantar released a report that says 72 percent of consumers see news magazine as their most trusted sources of information.
That means random blogs or narrowly-niched down affiliate marketing blogs are not the most trusted source of information for your costumers.
And this brings Forbes, Business2Community, Entrepreneur, and their likes to the forefront.
When your dissonant customer begins his information search online, .

Where do you think he is going to head first among several options on the SERPs

Your blog site or the New York Times site

That’s why guest blogging on third party sites and getting some press coverage on high-end publications should be factored into the equation.
We can also call this the domain of public relations.
Whether you are going to be pushing your guest blogging campaign by yourself or hire a PR practitioner/firm to help you take care of this aspect, the bottom line is the same: put favorable information about your brand where your customers are likely to look.

Social media advocacy and free education These days

a lot happens through social media.
Communities are easily created, and people of similar interests from all walks of life become brothers in arms because they share the same bias.
For a newcomer, seeing a lot of satisfied users swarming around your brand will lessen their remorse and will give them a sense of belonging to a community of like-minds.
And social media can be the perfect theatre for such operations.
Take, for example, a marketing ingenuity from Ogilvy for Coca-cola.
In 2014.

Coca-cola came up with personalized coke bottles

and the whole world flared up in nostalgic excitement.
To keep the momentum, Coca-cola encouraged customers to share pictures of themselves drinking with their personalized drinking coke bottles.
The excitement, as contrived, stayed on for a long while and several customers joined the train.
It is hard to hold a supposition that you have overspent on or purchased the wrong product when you see a supporting multitude, most of whom are not lesser smart than you are.
Psychologists refer to it as social influence.
And social media has made it easy for businesses to tap in.
Unless your product is actually a functional flop or you have promised more than it offers in your advertisement, you sure do have a host of loyal customers to represent you.
Similarly, providing free education for your customers about your field may lessen remorse.
A bunch of information is out there misinforming people just to make sales.
If you have a new slant to add to the field of information available or even a better way of imparting it, you can use online course platforms to create deep connections with your customers and sell them on the rightfulness of buying your product.
In the past few months.

Neil Patel has launched no less than two online courses

each and every one of them strategically design to tell online marketers to use and trust Ubersuggest.
In each dissemination of knowledge, there is always an addition or subtraction, all of which gives you another opportunity to make your customers see things your way.
How you choose to do it is up to you.
Conclusion For your own sake and for your customer’s purpose, develop the best product that satisfies the customer and delivers on all its promises.
The products that do well in the market today do not owe their success to pure marketing ingenuity, but more to their originality.
A subpar product is designed to fail in the long run, and before you embark on any marketing scheme, you should hold that as an article of faith.
Human psychology, nevertheless, can be unpredictable.
Sometimes, buyer’s remorse is justified, sometimes it is merely a result of trivialities, possibly born out of peer negative review, or even sheer thought that a newly discovered brand is better.
That is how online marketers can fight and forestall post-purchase dissonance.
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they should either retain EU personal data in the EU

This summer, regulations are heating up on both sides of the Atlantic.
As we shared in our last regulatory update, .

Additional breach notification regulations took effect in four U.S

In other privacy news, the Court of Justice of the European Union’s July 16th ruling in the “Schrems II” case invalidates the European Commission’s adequacy decision for the EU-U.S.
Privacy Shield Framework.
And on June 25th, the California Privacy Rights Act—“CCPA 2.0”—was officially certified to be on the November ballot.
Here’s the scoop on both Schrems II and the CPRA: Schrems II Takes Down Privacy Shield… At its core, the Schrems II case is about one issue: Is the personal data of EU data subjects sufficiently protected when companies transfer it to the United States.
Thousands of U.S.
companies have used the Privacy Shield Framework to protect this data in compliance with EU data protection rules while conducting trans-Atlantic commerce.
However, .

The EU Court of Justice found the Privacy Shield “inadequate” because the U.S

Government, which can access and use transferred personal data for security purposes, .

Does not provide the level of data protection due to EU data subjects under GDPR

The ruling also contends that the Privacy Shield does not grant EU data subjects legal remedy against the U.S.
government in the case of a privacy violation.
In a recent FAQ, the European Data Protection Board said there was no grace period under the ruling, clearly stating that: “Transfers on the basis of this legal framework are illegal.” Companies that used to rely on the Privacy Shield now need an alternative method for transferring personal data.
…And What About Standard Contractual Clauses In the same ruling, the EU Court of Justice addressed the validity of another legal basis for enabling transfers known as standard contractual clauses (SCCs).
For SCCs to remain valid, the EU Court of Justice advised that companies using them must provide EUdata subjects the “essentially equivalent” level of protection guaranteed by GDPR, .

And requested an additional review of the validity of SCCs from the Irish High Court

According to the European Data Protection Board, “Whether or not you can transfer personal data on the basis of SCCs will depend on the result of your assessment, taking into account the circumstances of the transfers, and supplementary measures you could put in place.
These assessments must be made on a case-by-case basis.” So, what can U.S.
businesses do.
Laura Clark Fey, a certified Privacy Law Specialist (IAPP) and former Privacy Shield Arbitrator who advises companies on global data privacy and cybersecurity issues, provided companies with the following guidance: 1.
Have a good understanding of how all of personal data flows out of the EU “As a starting point, companies should ensure they have a good understanding of all of their personal data flows out of the EU, including what types of personal data are being transferred, to what location, to whom and by whom, and under what EU lawful basis.
To the extent that companies are relying on Privacy Shield certification as their lawful basis for any EU-U.S.
data transfers, they should either retain EU personal data in the EU, if that is an option, or choose another lawful basis for transfer.
“After the CJEU’s opinion.

Standard Contractual Clauses (SCCs) are still valid

as are Binding Corporate Rules and derogations.
Because of the expense, effort, and the time required to obtain approval for Binding Corporate Rules and in light of the limited utility of derogations, for many companies, .

SCCs will be the best option for transferring personal data out of the EU

Analyze whether the law in each country ensures adequate protection of the EU personal data “However, they should be aware that the CJEU’s decision raises questions about whether SCCs are truly appropriate for transfers of personal data to the U.S.
and to other countries where governmental access to personal data is legally permitted.
Companies should analyze, on a case-by-case basis, whether the law in each country to which EU personal data is being transferred ensures adequate protection of the EU personal data that is being transferred.
“As part of this assessment, organizations should consider whether the types of EU personal data they are transferring have been or are likely to be subject to any governmental access requests.
If the law in the country to which EU personal data is being transferred does not ensure adequate protection of EU personal data, companies must either implement additional protections that will ensure adequate protection or, if adequate protection still cannot be provided, suspend their data transfers.
Document and retain analyses “It is important that they understand their commitments under the SCCs, and they should monitor their continuing compliance with SCC provisions.
Regardless of the transfer mechanism chosen, they should document and retain their analyses.
“Companies that are Privacy Shield-certified should consider withdrawing from the Privacy Shield (unless they have contractually committed to maintain Privacy Shield Certification) in furtherance of seeking to limit potential liability based on Privacy Shield promises.
They should nevertheless seek to continue to abide by their prior Privacy Shield promises, .

Which aid in demonstrating adequate protection of EU personal data


Continue following legal developments in Schrems II “Moving forward

companies should follow legal developments in Schrems II, which is headed back to the Irish High Court, and stay on top of guidance from EU data protection authorities with oversight responsibilities for their data flows out of the EU.

SCCs may be the best option for many companies today

but that could change tomorrow.” Californians to Vote on CPRA in November Election Earlier this year, Californians for Consumer Privacy—the organization responsible for the CCPA—submitted more than 900,000 signatures to qualify the California Privacy Rights Act (CPRA) for the November ballot.
California Secretary of State Alex Padilla certified the measure on June 25th.
If passed, the CPRA would expand Californians’ privacy rights while adding to the list of obligations for companies subject to the law.
These provisions would include: A new category of personal information called sensitive personal information, which includes health, financial, and geolocation data as well as account credentials, government-issued identifiers like Social Security numbers, and contents of email, texts, and mail.
Consumers would have the right to keep businesses from using this information.
The California Privacy Protection Agency (CPPA), a new regulatory agency with the authority to implement and enforce the CCPA, instead of the California Attorney General.
Greater privacy for children’s data, including triple the fines for businesses that collect and sell the information of minors younger than 16.
Rights for consumers to correct inaccurate personal information and to know how long businesses retain their data.
Greater breach liability, specifically for the breach of email addresses and password or security question that would give unauthorized access to a consumer’s account.
Even if it passes—and nearly nine in 10 Californians would vote for a law expanding consumer privacy rights—almost all provisions of the CPRA would not take effect until January 2023.
According to IAPP, the two-year gap between adopting and implementing the law would give federal lawmakers the incentive and time to adopt U.S.
privacy legislation.
“[The passage of the CPRA] and the growing number of states proposing new privacy legislation will likely increase industry demands for a new federal law,” wrote Caitlin Fennessy, IAPP’s research director.
You might also be interested in: CCPA vs.
California Breach Notification Law: What’s the Difference.
> Comparison Guide: Australia, GDPR, and U.S.
State and Federal Breach Requirements > Ebook: Trends in Changing Data Breach Notification Laws > The post Regulatory Update Part 2: ‘Schrems II’ Update, CPRA on the November Ballot appeared first on RadarFirst.


Barème de la prime à la conversion pour les VP

Comme annoncé fin juillet par le ministère de la transition écologique et solidaire, le dispositif de la prime à la conversion, qui avait été renforcé début juin suite à la crise due au covid-19, .

A de nouveau été revu par un décret paru au Journal Officiel du 2 août 2020

La prime reste accessible pour l’achat d’un véhicule émettant jusqu’à 50 g/km de CO2 (contre 20 g/km avant la crise) et dont l’autonomie équivalente en mode tout électrique en ville est supérieure à 50 km.
Les hybrides rechargeables restent donc éligibles.
De plus, il est toujours possible de mettre au rebut un véhicule plus récent, immatriculé avant le 1er janvier 2011 si le gazole est le carburant principal et avant le 1er janvier 2006 s’il s’agit de l’essence, contre respectivement 2001 et 1997 auparavant.
Les montants de la prime restent inchangés pour les flottes qui ont accès à la prime pour l’achat d’un véhicule émettant jusqu’à 50 g/km de CO2, à savoir : 5 000 euros pour une camionnette ; 2 500 euros pour un VP ou un VASP sous conditions d’autonomie ; Et 1 500 euros pour un VP ou un VASP sans conditions d’autonomie mais à condition désormais que le véhicule coûte jusqu’à 50 000 euros TTC, et non plus 60 000 euros comme dans les deux cas précédents.
En revanche, le seuil de revenus pour bénéficier de la prime maximale est revenu à son niveau de début 2020, à savoir 6 300 euros, ou bien 13 489 euros si le bénéficiaire doit parcourir une distance domicile-travail supérieure à 30 km ou effectue plus de 12 000 km par an dans le cadre de son activité professionnelle avec son véhicule personnel.
Pour rappel, ce seuil avait été relevé à 18 000 euros sans conditions durant la période post-confinement.
À noter que la limite d’émissions n’a pas été relevée et reste fixée à 137 g/km de CO2 (contre 144 g avant le 1er juin 2020), voire 109 g dans certains cas (contre 116 g) et que le véhicule doit toujours coûter jusqu’à 50 000 euros (contre 60 000 euros).
De même, la prime maximale de 1 100 euros pour les deux et trois-roues et quadricycles neufs à moteur électrique qui n’utilisent pas de batterie au plomb et dont la puissance maximale nette du moteur est supérieure ou égale à 2 kW est de nouveau réservée aux personnes physiques dont le revenu fiscal de référence par part est inférieur ou égal à 13 489 euros, contre 18 000 euros du 1er juin au 3 août 2020.
Ces nouvelles règles entrent en application dès le 3 août 2020.
Précisons que, lorsqu’elles sont plus avantageuses, les dispositions précédentes restent applicables aux véhicules commandés ou dont le contrat de location a été signé avant le 3 août 2020, à condition que leur facturation ou le versement du premier loyer intervienne au plus tard trois mois après cette date.
Rappelons également que depuis le 1er juin 2020, la prime à la conversion peut être majorée dans le cadre des zones à faibles émissions mobilité (ZFE) (art.
Sont éligibles les personnes physiques et morales dont le domicile, le lieu de travail ou l’établissement se trouve sur une commune dont une partie du territoire est située au sein d’une ZFE ; et qui bénéficient d’une aide similaire attribuée par une collectivité territoriale ou un groupement de collectivités territoriales.
Dans ce cas, le montant de la majoration est identique à celui de l’aide attribuée, dans la limite de 1 000 euros.
Barème de la prime à la conversion pour les VP, camionnettes et VASP applicable du 3 août 2020 au 31 décembre 2020 Classe Crit’Air Taux d’émissions de CO2 (g/km) Véhicule acquis ou loué Autonomie Personnes concernées Montant (euros) Électrique ou Crit’Air 1 Inférieur ou égal à 50 VP, VASP ou camionnette neuf ou d’occasion dont le coût d’acquisition est inférieur ou égal à 60 000 euros TTC (incluant le cas échéant le coût d’acquisition ou de location de la batterie) Autonomie équivalente en mode tout électrique en ville supérieure à 50 km WLTP** Personnes physiques éligibles* 80 % du prix d’acquisition TTC dans la limite de 5 000 euros Personnes physiques et morales 2 500 VP ou VASP neuf ou d’occasion dont le coût d’acquisition est inférieur ou égal à 50 000 euros TTC (incluant le cas échéant le coût d’acquisition ou de location de la batterie) Sans conditions d’autonomie Personnes physiques éligibles* 80 % du prix d’acquisition, dans la limite de 3 000 euros Personnes physiques et morales 1 500 Camionnette neuve ou d’occasion dont le coût d’acquisition est inférieur ou égal à 60 000 euros TTC (incluant le cas échéant le coût d’acquisition ou de location de la batterie) Sans conditions d’autonomie Personnes physiques et morales 5 000 euros Crit’Air 1, ou bien Crit’Air 2 dont la date de première immatriculation en France ou à l’étranger est postérieure au 1er septembre 2019 • Inférieur ou égal à 137 OU • Inférieur ou égal à 109 pour les véhicules : – qui ne relèvent pas du nouveau dispositif d’immatriculation – qui ont fait l’objet d’une immatriculation avant leur prem.
* Personne physique dont le revenu fiscal de référence par part est inférieur ou égal à soit : 6 300 euros; 13 489 euros et dont la distance entre son domicile et son lieu de travail est supérieure à 30 kilomètres ou effectuant plus de 12 000 kilomètres par an dans le cadre de son activité professionnelle avec son véhicule personnel.
** Autonomie déterminée en application du règlement (UE) 2017/1151 de la Commission du 1er juin 2017 ou du règlement (CE) n° 692/2008 de la Commission du 18 juillet 2008 Cet article Prime à la conversion : un nouveau décret valable jusqu’à fin 2020 est apparu en premier sur Flottes Automobiles.