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But understanding your audience doesn’t mean obey every request, everything the audience says they want. This confusion mainly happens when trying to connect the dots and offering the audience something, which fits both the audience needs and a business offering.
The confusion is that some businesses think that they then should give the audience exactly what they ask for. Doing exactly what the audience tells you they want could backfire, because what the audience says they want and what they really need (and want) can be different. Sometimes the audience (potential customers, existing customers etcetera) might say they want one thing, but they don’t realize that another thing could be better. The reasons for this gap between what they say they want and what they really want can be diverse. What you need to do is properly connect the dots of your research and then offer the customer what they need, and that doesn’t have to be what they asked for. Google is a good example of how they are serving searchers answers that might not seem to be spot on at first, but exactly fit their needs. Apple and Google are examples of big companies who innovate to be ‘one step ahead’ of the audience.
A good way of understanding this and learning from others is looking at the hospitality industry. Of course the danger of giving the audience something you think they need is there as well. Hilton here anticipates on the audience by tweeting an answer to somebody asking for a recommendation for a restaurant in Dubai. The fact that they have this account in the first place means that they understand the potential customers’ needs.
So it is time for you to start researching your audience to try and get an understanding of what they want. Keep up with the latest digital marketing developments, views and how-tos through State of Digital’s digest newsletters. Subscribe and get your free e-book with all the Content Marketing Essentials you need for success!
Cold Cognition refers to the processes by which the brain processes information consciously and subconsciously, including meta-cognition (thinking about thinking). Hot cognition paradigms include, but are not limited to, distributed processing, embodied cognition, and situated cognition. Top-down processing should be leveraged for alerts and warnings that are widely known and recognized as alert icons in the United States.


Questions for the Community: How much multi-tasking is involved during emergency response? When I was 14 years-old, I made the dogged effort to write to as many astrologers in California as I could, seeing which, if any would take me on as a student. It will make that you create content or a product that fits the needs of your potential customer much better. In those cases businesses confuse ‘understanding’ the audience with ‘doing everything they say they want’. It comes from both the age-old ‘customer is king’ idea as well as insecurity in a business. To give them what the audience wants, before the audience even realizes that’s what they want. Understanding your audience in a way that you can give them something they want, without them having to ask for it. They are not just monitoring for ‘problems’ in the Hilton, they are also not just monitoring their own brand name, they are monitoring the audience, to understand them better. He is the founder of State of Digital and helps companies develop solid marketing strategies. Distributed cognition can be employed through shared mental models between ground teams and command teams. This eliminates the need for operators to switch to bottom-up processing to determine the meaning of alert symbols.
Murray’s Active Reading Model suggests that sentence structures and wording should stay consistent and match metacognitive schemas. What kind?How do you minimize stress in the workplace?Do workers work in shifts during emergencies?
I lucked out with my teachers Ivy Goldstein Jacobson and Margaret Latvala, and studied with them through my high school years.
Now that they have (finally in some cases) accepted that they should listen to the audience, they ‘overdo’ it by doing exactly what the customers say they want. It’s not a new process, but something that has been going on in customer-business relationships for centuries. Another danger is the ‘Filter Bubble’, a danger which is closely connected to what Google and Facebook are doing at the moment.
These influences and more are contained in the Hot Cognition model, which is an overlay to the Cold Cognition model. Embodied cognition encourages systems to be designed with intuitive interactions, such as natural user interfaces and touch displays.


Top-down processing is seeing the overview first before digging down into the details (i.e. The CHIP model (Communication Human Information Processing) supports putting alerts in bold and red, use simple language with little to no jargon, and use affirmative sentences (negative sentences take more cognitive effort to process).
A year later I became a member of Llewellyn George’s Educational Astrology organization in Los Angeles. Before I was ‘just’ expecting a massage, but with little extra’s she knows how to give the audience what they want without a lot of trouble or without asking: a little hot towel on your neck before she starts, a glass of water and a little bit of fruit after. Getting the extra glass of wine without asking, the free wifi, the fact that a hotel clerk knows your name.
The information provided to the audience could be so much filtered that they start missing out on other opportunities. For example, humans are more likely to recall memories that were encoded and retrieved in the same affective state. Jobs was the biggest example of someone who didn’t ask his potential customers what they wanted, he simply looked at their behavior and concluded that they needed something.
It is very small, but it feels like luxury, and that is exactly what a client wants when getting a massage: feeling treated. Thus, in emergency management situations, it is important to reduce stress to aid in memory recall. Additionally, stress degrades cognitive performance overall and should be minimized (one way to do so is by training for various emergency scenarios). Bottom-up processing is building an overview after understanding the meaning of the details (i.e. Sleep deprivation has similar effects, so shift workers should be utilized if an emergency situation requires round-the-clock work. Wickens’ Multiple Resource Theory (MRT) can be applied to enhance the likelihood that a human absorbs information. MRT can be used to predict when concurrent task performance will degrade, such as attempting to speak and listen at the same time.



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