The relationship in between psychology and marketing is very strong and complicated than we feel it as consumers. But when it is observed with a deeper understanding of psychological behavior of the human being, it is very clear that there are some common factors to be followed for gaining the best results in the subjects of marketing and sales. When it comes to digital marketing, the pragmatic applications of psychological concepts residing behind the customer’s behavior prove that the marketer is well guided towards the ultimate goal by increasing the sales along with building the reputation of the company. Because of, those concepts are practically implemented, the key results will be stimulating the target audience to buy the product or pay for the service offered. This article drives in two dimensions. First and foremost, it introduces you to the psychological factors namely and secondly it presents you the practical examples for each of them with crystal clear ideal approaches to be followed in order to get the maximum use out of them.
There are seven psychological concepts that can be used for incorporating the insights into the marketing programmes.
- Persuasion Architecture
- Emotion Driven Behavior
- Social Proof
- Scarcity and Loss Aversion
- Commitment and Consistency
Although the above subject matters are described in many online tutorials and hard-covered books, most of them are poor in presenting the right examples taken from the real world. So, I believe that this article will guide you to be aware of both the technical jargon of the subject as well as its
“Persuasion Architecture” means the use of design of the website that could be a blog or an email, which helps the buyers to get converted themselves. Herein “Conversion” can be introduced in many terms. If the visitor clicks on an call-to-action button or goes through an article without skipping or pays for any service/ product, it will be a “conversion”. The persuasion architecture presents the path to consumer to follow the conversion process.n It is directly related to the concepts of usability engineering and human computer interaction. Those are two main compulsory disciplines of digital marketing courses in many higher educational institutions and universities. This article does not focus on those subject matters but you will find them in my next article published in this blog in near future.
Persuasion architecture can be built with following two reinforcements.
• Implicit Directional Cues
• Explicit Directional Cues
Implicit directional cues mean the visual clues that are less obvious including the size, colour and shape of the objects such as “Call-to-action” buttons and banners. Explicit directional cues mean the highly obvious visual cues including the arrows and blinking objects that are explicitly taken the customer’s eye to a call-to-action button. Applying screen tips to explain something is also an example for this kind of cues.
Emotion Driven Behaviour
Subconsciously making decisions for purchasing is common for all the segments of target audiences throughout the world. Instead of spending the whole time for advising the clients on the benefits of
the products, the marketer must pay attention on supporting them to build their emotions regarding the matter of purchasing the goods. It is possible with persuasive subject lines, attractive captions of
images, eye-catching infographics and clients’ testimonials of story telling. Today, you may see many webmasters maintain a testimonial page for this purpose. Google also advise the search engine optimisers to embed relevant infographics as and when they are necessary. By all these attempts, the marketer starts supporting to build emotions.
Human is a social being. Therefore they tend to follow what others do. In the sense of psychological studies, many people would like to pay for trending items. Traders make trends based on different points like seasonal offers. For instance, during the Christmas season people go out for shopping. Displaying the number of customers who pay for the service offered by your company can be identified as a social proof to increase your sales.
Scarcity and Loss Aversion
As the Lord Buddha states every human does reactions not to any change that happens in the outside environment, but against their inside craving and aversion. Simply it’s nothing but that
people always seek for experiencing pleasure and avoiding pain. The wise marketer understands this noble truth first. As the customers want to refrain from the pain of losing an opportunity, they would like to purchase the goods or services that are advertised as limited offers. In websites, you may see various colourful side banners stating such opportunities with the wordings like “Grand Offers, Best Deal Of Summer, Buy 1 – Get 1 Free” etc.
It is about the methods to reach the client with a good message that causes to build a communication channel between the client and the marketer. For instance, sending an email with coupon codes by GoDaddy can be considered as one of the ways followed to make the client questionable with positive attitudes. Most often, GoDaddy offers the coupon codes not to renewal of domain names, but to new purchases.
Commitment and Consistency
It is totally about the precept of refraining from telling lies to others. Almost every customer will be interested in your marketing approaches only if they feel that you do not cheat them. In such a
circumstance, they expect to buy something from you online. If they follow you in social media like Facebook, Twitter and Instagram, they have a trust on you as the social media channels bring the
best postings to them about the products, services and client-feedback and so on. Issuing loyalty cards also happens today for addressing this concept.
The anchoring effect is nothing but the first impression. Most of the time, the first scene is taken as the whole by humans. Hence it is a proven heuristic, marketers can advise to web designers, to
place the most important facts first to see at a glance and the rest to be reside inside an article. Displaying a discount rate also can be identified as a practical application of this proven theorem of digital marketing.
The above mentioned seven psychological concepts have been proven in many researches done by experienced user experience engineers, digital marketing consultants, human computer interaction experts and search engine optimisation specialists in many countries. By applying those practical efforts on your cross-channel marketing campaigns, your business can significantly grow itself with high rate of customer satisfaction and the reputation of your business also will be improved.