What is the ultimate goal of each marketing campaign ? What made you invest in the digital space? The answer is ‘TO SEEK USER ATTENTION’. Every scroll that’s being paused, every link that’s being clicked, every video that’s being played, and every purchase that’s being made are persuasive to our unconscious mind & play a great role in your rational decision making process. User behaviour study & its applications on marketing campaigns is not an easy task for amateurs to decide.
Using Consumer Psychology in Digital Marketing
Success in the business world is measured by profitability and longevity. For a business to be successful, it must be able to quickly adapt to the changing demands of consumers and changing tactics of its competitors. It would be difficult to gain consumer trust & satisfaction when you are new to business.
The one thing consumers look into your service or product before accessing or buying is the way it is perceived via digital platforms or marketing channels. We’ll help you design a customer driven digital marketing strategy that captures value from customers to the one that creates profits.
The Art of Persuasion
Persuasion Architecture is simply persuading visitors to take action. Help guide the buyer to convert. It can be clicking on a call-to-action, submitting newsletters or going to an eCommerce product page. To effectively use persuasion architecture, your design needs to ensure the AIDA fundamentals.
‘AIDA’ stands for Attention, Interest, Desire, and Action
This method helps to determine a desired response from the consumer, which in most cases for marketers, would be the purchase of a product or service. You can direct the user's attention through the end of the sales funnel by using certain visual stimuli cues.
Implicit Directional Cues: These cues prioritize the visual aspect of a design that includes the placement of the object, shape, size & fonts used.
Explicit Directional Cues: This acts as a guide element or action element that points the visitor to the call to action
As you can see how well placed is the CTA button in the above image. The CTA text guides the user to make action. The colors used are distinctive from each other. The words like ‘Free Trial’, ‘Get it Today’ urges the user to buy the product quickly.
Leverage the Use of Emotion Driven Behavior
Despite being conscious of making a “rational” decision, most people subconsciously make purchasing decisions based on emotion. A study shows that the decisions linked to a person's favourite brand show neural deactivation in areas that are associated with analytic processes while they show increased activation in areas that are linked to emotions involved in the decision-making process.
Finally they rationalize their purchase by these prewritten ideologies.
While it’s necessary to educate your buyers about your products and services, it’s also important to engage their emotions in your marketing. This can be done through visual stimuli like images, videos, infographics.. A good example of this can be seen in many digital ad campaigns as they build a story around the product and use it to emotionally guide the audience. You can improve the chance for conversion tenfold by using this approach.
Nike has a long history of using its ads to showcase particular social issues. This is Nike's Colin Kaepernick ad which launched as a protest against racial inequality and police brutality.
Take Advantage Social Proofing & Peer Pressure
Social Proof is the concept that via online channels users are more likely to engage in a behavior if they see others doing the same. It’s a word of mouth technique communicated via social platforms or marketing channels
Social Proof can be used in a variety of ways—from encouraging purchase through peer pressure, to using certain facts to show buyers what actions others took, it can be an incredibly powerful way to prompt consumer action
An example of social proofing is the testimonial or user reviews. While looking for a product through an ecommerce site we rely on the review ratings made by previous customers.
The above image clearly shows the rating system of a famous e-commerce site. All these factors affect a user’s purchase decision.
Play With Product Scarcity And Loss Aversion
For marketers using an illusion of demand - supply levels is important. These can fluctuate over time and could result in no demand, adequate demand or too much demand.
When people are faced with either limited availability, or a short time period to get their best deal, they are more likely to buy the product. This is why buyers act quickly when they are told that a product or special offer won’t last long.
An experienced digital marketer incorporates this principle into their marketing promotions with countdown clocks, and by using language that portrays a sense of scarcity like ‘One time deal’ or ‘Exclusive offer’.
Follow the Reciprocity Principle
It’s human psych to dislike being indebted to others, which is the basis of the reciprocity principle. In order to effectively leverage this principle, you need to tap into ways that convince potential customers to purchase your product or service.
There is a reason why we do the things that we do. The brain's reward system plays a major role in this process. We can utilize this by offering things like something in exchange that feel acceptable to buyers. Often marketers will leverage this principle by providing a limited discount, free sample or exclusive access to the service in exchange for user contact information. By doing this, you’re not just gaining user data for your future remarketing campaigns, you’re annoying your buyer too.
The above site shows the unique benefits the user will get when he is an exclusive member of the brand. Similarly, reward the customers when he is investing in your product or service. This is how successful brands are built.
Build Brand Loyalty And Rewarding Your Loyal Customers
The principle of commitment and consistency through brand loyalty states that as human beings, we have a deep need to be seen as reliable and true to our word. Most people don't like to follow two things at a time , so if you can get a buyer to publicly commit to your brand’s product or service, they are more likely to be attached to it, maybe even its promoter.
For example, having a buyer commit to your brand in a small way, like a customer loyalty program or ‘liking’ or ‘following’ you on social media sites, makes them more likely to eventually purchase from you.
As the statement “First impression is the best impression” Anchoring describes the human tendency to rely heavily on the first piece of information that you priorly receive (the anchor) when making decisions.
This strategy allows buyers to shorten their decision-making time and make decisions without stopping to think about every possible course of action.
When buyers need to choose between options, they look for a base from which to start—this is the anchor. An example of the anchoring effect in action is promoting a product on sale with it’s original price still listed, but slashed down to a new discounted selling price. Buyers will see the original price and anchor it in order to evaluate how good the sale price is.
Another example is amazon’s clever use of whitehat anchoring tactics.. Showcasing a product in a list of buzzillion items. The product is marked using a specific label which is calculated based on low return rate and high user ratings.
The end results are the user's buying decision is quickly filtered into one possible outcome. Let’s grab that thing now!
When developing a marketing strategy for your business or brand, remember that your target audience are real people, individuals with whom you want to form a common bond. You have to incorporate your brand marketing strategy that responds to their real needs.
Do you have any psych tactics in your mind? Share with us in the comments below!