Wednesday, March 21, 2018
by Kayleigh McFarlane
Psychology and Marketing
When you think about how to make the most of your marketing efforts, it generally results in looking at the people you are targeting rather than the materials themselves. The different behaviours that we have as people lend us to be more open to different things that are shown to us and will therefore make us more likely to buy a product or service.
Just think, when was the last time you went to a restaurant and got served a mint, chocolate or some other form of sweet treat with your bill? Did this instantly make you feel like you’d received a good service and leave a bigger tip than you otherwise would have?
There are many different ways that human behaviours can be analysed and then used to improve different marketing campaigns, from using association to get you to take in certain information or by ‘limiting’ a product or service to make it seem exclusive and increase the chance of buying; psychology in marketing is all around us.
Another factor that I’m sure you’ve heard flying around in the past couple of years is FOMO (fear of missing out). Although commonly associated with activities that you don’t want to miss or TV shows that everyone is addicted to, it also rings true for marketing. By stating that you only have a limited number of a certain product left in stock, it will encourage those who do not want to miss out on a good deal to buy, whereas without this little bit of encouragement, they may have waited or not even bought at all.
We also look to our peers for justification to trust an organisation. Whether it’s simply what they are saying in a blog post or on their products/services themselves, we are much more likely to trust what others are saying rather than the organisation itself. This is why you commonly see social sharing and follow buttons on a webpage displaying how many likes or follows they’ve received – it’s known as social proof, as we are looking to those on social media to justify our opinions.
One question that still remains is how much information do you actually take in? The majority of us will remember the gist of what we are being told, rather than the exact details, and this is also true when you are reading information online. Over time we have started to take in less and less information that we are reading from a website, which is why marketers have to focus on creating the perfect headline to stand the best chance of catching a reader’s attention.
It is also important to consider the way that we absorb the information that we do read. Most people tend to cluster similar information together as a way of helping them remember it, so when you are creating content for your website, bear this in mind. Group similar pieces of information together, using eye-catching headings and bulleted lists where you can, to aid your customers in retaining the information.
These are just some of the examples of how psychology comes into play when thinking about creating the most effective marketing strategy possible. If you would like to find out more about the role psychology plays and how you can use this data to benefit you, get in touch with us to speak to a member of our expert team who will be able to assist you further.