Cohesion: The Glue That Holds It All Together
Cohesion: The Glue That Holds It All Together
Cohesion ensures a user can click from a Facebook ad, land on your landing page, and read an email from you without feeling like they are talking to three different companies. This goes beyond just logos.
- Ensure your Unique Selling Proposition (USP) is identical everywhere.If your ad promises ‘Free Shipping,’ that exact phrase must be the first thing they see on the landing page.
- Broken promises break cohesion and trust.Consistency in messaging is the foundation of a reliable brand
Customer: Beyond Demographics
Don’t just define your customer by age and location (Demographics). Define them by their psychographics and behavior.
- Use surveys and quizzes to collect ‘Zero-Party Data’—ask them what their biggest challenge is right now.
- Use this data to segment your email lists. This ensures you aren’t sending the same generic offer to a new lead and a 5-year loyal customer.
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3)Context: The Right Message at the Right Time
Context means delivering the right message based on the user’s current environment.
- Mobile vs. Desktop:Are they browsing on mobile at 10 PM (leisure) or on desktop at 10 AM (work)? If they are on mobile, your content must be vertical-video friendly and load in under 2 seconds.
- Cart Abandonment:If they are returning to your site after abandoning a cart, the ‘context’ is that they are hesitant. Show them a limited-time discount code immediately to overcome that hesitation.