Sourav Paul is a Blogger, Marketer, Entrepreneur and the owner of the blogs Iamcontenting.com and Businesstale.pl. Being a certified SEO, Content Marketer, and Inbound Marketer, he has created many valuable and well-appreciated contents over the years.
With billions of websites screaming to be noticed, you require a secret weapon to cut through the jumble. One that touches deep into the hearts and minds of your customers, going beyond the ordinarily tired marketing tricks. This is where the psychology of consumer behavior plays a crucial role.
With more and more companies going online, digital marketing in 2019 is becoming challenging. Every digital marketing company would fight to get the maximum visibility for their client's site on the search engines and thus, it is going to be highly competitive.
Today, there are billions of websites and social media accounts available on the internet. Getting the buyer's attention, generating their interest in your product or services, and retaining the existing customer is going to be very difficult.
A good marketer understands the consumer's emotions and uses these emotions to form a bond between the consumer and your product. To understand the buyer's emotions, you need to get into their social media minds and find out the psychology behind their respective behavior.
This would further help you in finding factors which influence the buyer's likings and disliking towards your brand.
By understanding what factors influence your potential buyer's decision, you can always use these factors for your own benefit. You can work out innovative marketing methods to trigger these psychological and social factors in your consumers and achieve success in getting their attention towards your brand.
Hence, analyzing consumers buying behavioral patterns and understanding the psychology behind it is very crucial for digital marketing in 2019.
Tips for Using Psychology in Digital Marketing
1. Psychology of Color in Marketing
Digital marketing experts know kind of influence colors have on the consumers' mind. With the right choice of colors in logo design, you will be able to make your consumer feel what you want them to feel.
Your color selection has a direct influence on the readability factor of your content. You should be very cautious while selecting, colors, contrasts, or tones for your company's logo.
Colors possess the power to generate a certain feeling among the viewers. For example, Red color represents love, affection, and friendship.
Red is a color that demands immediate attention. The use of red color in Red Bull's logo design represents action, adventure strength, aggressiveness, and passion. Different colors are known to generate different emotions in human beings.
Hence, having a thorough knowledge of color theory is very important for digital marketers
For Example, Yellow color is generally used in logos where you want to get immediate attention and spread the message of warmth and happiness. McDonald's yellow M in its logo is perfect usage of yellow color.
Similarly, white is a sign of peace, purity, cleanliness, simplicity, and truthfulness. It is generally used in logos as negative space or reversed space. Logo designs of ZARA, Apple, Sony, etc., in black and white color are very good examples.
2. Influence of Trust Factor
Another major challenge of Digital marketing in 2019 is to earn the consumers trust. Today, the digital world is full of fake news publishers, hackers, phishers, and other fraudsters. As a result, consumers doubt the credibility of various websites and contents. In order to have a good consumer relationship, earning the buyer's trust is very important.
If a consumer trust a brand, they will automatically buy the products and services offered by that brand. Hence, building a buyer's trust in your website and your brand is essential if you want to increase your revenues. In this online world, you can make users trust you by incorporating the following data in your marketing strategy:
- Testimonials and customer reviews
- Total subscribers
- Total number of social shares
- Success stories by your customers
- Third-party certifications
- Security badges
- Client logos
If you are designing your website or social page, add the above on your landing page.
3. Reciprocity Method
Content writing experts spend a lot of their time and effort in creating original and informative content about their client's websites, products, and services. A successful digital marketing strategy is based on reciprocity.
The time and efforts of content marketers are reciprocated in terms of the people visiting the site and the purchases made by the buyers. Hence before you expect buyers to buy your product and services, you as a marketer should work out creative ways to pass on valuable instructions and information related to your product through your social media accounts, videos, emails, social forums and most importantly your website.
4. Social Existence
Digital marketing in 2019 is all about proving your social existence in the digital world. The concept of social existence is based on the principle of ‘mirroring.' Study of consumer behavior shows that in most cases, buyers tend to follow the footsteps of other buyers.
In retail markets, this behavior can easily be seen as many buyers tend to enter a restraint or food stall, which has a maximum rush. Many buyers are afraid to take the risk of trying something new.
They prefer to follow other buyer's decisions. In the case of digital marketing, the same psychology concept holds true in terms of shares, likes, and comments for any online video or social media posts.
A general rule state that the social post and video, which gets a large number of shares and likes in the first few hours would tend to get more likes with increasing time.
Amazon, e-bay and other retail websites keep on posting success stories of their customer and customers feedback on their website. These success stories help the website to attract new customers and convince them to buy products from these websites.
Marketers are using ‘scarcity strategies' for very long. It is one of the oldest marketing strategies and is purely based on triggering consumers emotions. This strategy is used to generate a fear of missing out among the consumers.
As per consumer psychology, fear of missing out is a syndrome, and this pushes the customer to buy the product or services. In order to generate high demand, digital marketers use various techniques to generate perceived scarcity among buyers. This strategy works in most of the cases and can easily be used for Digital marketing in 2019, as well.
Some of the best examples of generating scarcity include ‘discounts would be first come first basis,' offers available for a limited time, etc.
6. Be Sweet, Not Annoying
Digital marketers need to plan marketing strategies which help them gaining attention from potential customers that too without annoying them. One of the most effective ways of attracting new customers and retain the existing one is through pop-ups. Pop up ads ate known for their visibility.
Clever marketers design these pop-ups to appear on top of the website, this further increases its visibility as the user has to see them while closing the window. The pop-up ad should be informational and relevant to the website. This would further help in increasing sales.
7. Decoy Effect in Pricing Strategy
Marketers are applying decoy effect in the pricing strategy since ages. This pricing strategy is generally used when a company offers various products at different prices. This strategy is again based on analyzing customer's psychology and buying behavior.
Depending on the understanding of the customer's buying behavior, the pricing is set in such a way that the buyer prefers purchasing the product, which the seller wants them to purchase.
8. Working of decoy effect in pricing strategy
It is generally used when a company offers three or more versions of similar product
The smallest version is offered at the lowest price, whereas the margin between the medium and the largest version is quite low.
The buyers tend to go for the largest version as they get more quantity that too by paying little extra than medium version.
9. Free or Trial Offers
Marketing strategy involving free or trial offers can hardly go wrong. The word ‘free' possess the power of getting immediate attention. Human buying psychology is such that they get attracted to products and services where they don't have to spend anything. As a result, many companies offer a free trial period to attract new customers.
However, the biggest challenge for Digital marketing in 2019 is to convert these trial pack users into permanent buyers. Markets need to generate a feeling of need among users. Product quality plays a very important role in this.
If your product quality matches the user expectation, then the chances of purchase become quite high.
Marketers need to use innovative and creative ideas to make this strategy work and win customers over the competitors
10. Consistency with The Use Of AI
Attracting customers is just the beginning, maintaining consistency is very important. Today, marketers work very hard to understand various factors that affect the buyer's buying behavior. Detailed analysis of these factors can be done using AI.
It further helps marketers to find out the triggers which would lead the customer to by a particular product or service. AI tools also help marketers in prioritizing customers based on their conversion chances.
With the help of various AI tools, one can easily find out almost everything related to customer's buying behavior like sites visited by the user, likes on social media, last purchase, preferable mode of payment, etc.
Experienced digital marketing experts always follow the golden rule of the marketing ‘customer is the boss.' The marketing strategy should be planned by keeping the buyer in the center. To win the buyers, understanding the customer's psychology is very important. It is important to ask questions like
What triggers the customer's buying behavior?
What they think and feel about your product?
Which psychological principle should be used for the campaign?
Which psychological method should be used on which social platform to get maximum benefit?
The more you find about your potential buyer's psychology, the higher would be the chances of success.
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