This statement underscores a profound point that all marketers should internalize about buyer behavior:
Most purchases begin not by searching on Google, but by searching in our memory
Advertising, in fact, works mainly by building and refreshing the so-called “memory bonds” between the person and the brand.
The right search engine as mentioned is the one in your head.
This is why the real focus for marketers should be brain engine optimization (BEO).
Index:
BEO: definition and meaning
What are CEPs?
Why are CEPs so important?
How can BEO be optimized?
Step 1: Identify relevant CEPs for your category
Phase 2: Prioritize the right CEPs for your brand
Phase 3: Create (and update) connections between your brand and CEPs
Step 4: Measure the effectiveness of your CEP building efforts
Memory generation is the best form of lead generation
BEO: definition and meaning
[ back to index ]
BEO is an English acronym that stands for Brain Engine Optimization , literally translated as “ optimization of the brain engine ”.
Today, marketers invest billions of dollars in search engine optimization, afghanistan phone number library we want our brands to easily come to mind when shoppers enter the market.
We have the right goal, but we are optimizing for the wrong search engine.
BEO is not that different from SEO.
The goal is still to connect your brand with a keyword, but in this case we are talking about a mental keyword also called a “category entry point” (CEP) .
CEPs are the cues that shoppers use to access their memories when faced with a purchasing situation and can include any internal (e.g., motivations, emotions) and external (e.g., location, time of day) cues that influence any purchasing situation.
Understanding CEPs helps you build useful associations between your brand and key category purchase situations.
Why are CEPs so important?
[ back to index ]
“the brand that is remembered is the brand that is purchased”
When entering a purchase situation, a category shopper first draws on existing memories to identify potential brands for purchase.
These memory-generated brands are the starting point for the purchasing process .
Other sources and search engines (e.g. Google, colleagues) are usually consulted only if the options generated by memory are insufficient.
And even when consultation does occur, shoppers still show a bias for brands they already know.
For a brand to be easily recoverable when any CEP is activated is an important competitive advantage, through brand recall you can increase customer acquisition and loyalty .
In very simple terms, the purpose of CEPs is to increase the number of purchase occasions in which your brand/service comes into the minds of consumers (mental availability) .
