Jergan Callebaut
10.10.2019

Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

This article was originally published on The Splash.

Have you ever wondered if the image you picked for your ad, email campaign or website will actually convert your customers? It’s a scenario that many marketers struggle with daily. We analyse the target market, we look back at what has worked well in the past and we follow the advice spouted by any number of blogs/articles/videos/podcasts. But, when we boil it down, we rely on an awful lot of guesswork and ‘gut feeling’, rather than what we actually know will work on them.

Using psychological insights and data can be enormously helpful when it comes to understanding what your customers want to see from you. And one of the best ways to utilise content preferences is by using the psychological technique of ‘mirroring’. 

marketing-mirroring

What is mirroring?

The concept of mirroring has long been used as a, conscious or unconscious, way of becoming more ‘likeable’ and trustworthy. Mirroring is a rapport-building technique in which a person adopts the physical and verbal behaviours of the person they are interacting with. This could mean standing in the same way as them, or repeating back a phrase they have used. 

Its ability to make individuals more liked and trusted has made it an invaluable tool to many in the business world. The technique has been adopted by sales teams in particular, where establishing rapport provides a key competitive advantage.

Does it work?

You only have to quickly Google ‘mirroring experiment’ to see the results of thousands of successful tests on the theory. But to give just one example, in an experiment conducted at Duke University a number of students were asked to try a new sports drink and then answer some questions. The interviewer mirrored the posture and movements of half the participants. After the experiment was over, those half who had experienced mirroring were significantly more likely to say they would buy the drink – and to predict its market success.

AI-mirroring

Mirroring and content preferences 

As we’ve just established, mirroring can work to enhance people’s trust in products. So, in theory, it should be an incredibly effective tool in marketing as well as in sales. However, you probably already realise that you yourself personally practicing mirroring techniques on your audience in their hundreds, thousands, or even millions, would take you a lifetime. So how can we apply the theory in a way that’s actionable?

Connect-House-Ad

One of the most practical – and effective – methods of making this happen is by analysing what type of content your customers are more likely to engage with and providing them with content similar to what they have found the most engaging in the past.

How do you know what content your audience want?

The current prevalence of guesswork and gut feeling is good for creativity (one of most marketers’ all-time favourite words) but it relies on decision-making being logical and rational. It’s not. We make snap decisions based on emotions and our own gut feeling. In fact, psychology tells us that we have already made up our mind 10 seconds before we even make the choice we end up making, according to a study by the Max Planck Institute for Human Cognitive and Brain Sciences in Leipzig, Germany.

pyschology-marketing-mirroring

The reality is that guesswork is no longer good enough to keep you competitive in an oversaturated market. But you can rely on one thing that you’ve already got in its droves to reliably help you understand your customers’ content preferences: data.

Using your data to understand your customers interactions

With data and insights rooted in psychology on your side, uncovering how your current or target audience have responded to digital advertising content in the past will help you to understand what they want to see from you in the future.

If you have an infinite amount of time, and a lot of psychologists in your team to analyse and label all your assets, identifying the features with the best cost per lead, cost per click or CTR, you can go about doing this now. 

But you probably don’t.

Fortunately, this process is something AI can do much faster, delivering content recommendations almost instantaneously. There are already some tools out there that can streamline the process of mirroring content back to the customer. And, as more marketers wake up to the reality that they are relying on guesswork rather than working from a deep understanding of their customers, AI content recommendation platforms will swiftly grow into a booming industry as marketing becomes even more creative – just guided by powerful AI systems. 

Filter by Category:
Jergan Callebaut
The AI Tool Marketers Are Using to Increase Facebook Campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

READ MORE
In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

READ MORE
Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

READ MORE
Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

READ MORE
Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

READ MORE
In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

READ MORE
Your images matter: five reasons why

Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.

READ MORE
Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

READ MORE
Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

READ MORE
In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

READ MORE
Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

READ MORE
Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

READ MORE
Three Mailchimp newsletter growth hacks

Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks. 

READ MORE
Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

READ MORE
How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

READ MORE
The three must-ask questions before a rebrand

Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.

READ MORE
Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

READ MORE
What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

READ MORE
Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

READ MORE
Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

READ MORE
From idea to martech: combining psychology with AI for bette...

Igor Volzhanin, our CEO, explains what started Datasine, a martech platform combining psychology and AI for better customer experiences.

READ MORE
In Conversation with… Meagan Healey, Head of Content &...

Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.

READ MORE
Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

READ MORE
Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

READ MORE
A quick guide to remarketing with Facebook dynamic ads

Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.

READ MORE
What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

READ MORE
Marketing 20:20: meet the Speakers

Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler

READ MORE
MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

READ MORE