Leveraging Psychology in Digital Marketing

Want to learn how to leverage basic psychology in digital marketing campaigns? Are you looking for ways to improve your online marketing strategy? More than ever, marketers today can benefit from lessons learned in psychology. According to Merriam Webster, psychology seeks to understand the human mind and behavior. 

Marketers are constantly seeking to engage with their audience and drive actions that help their audience move rapidly through their “funnel”. They do this by constantly analyzing behaviors and working to get into the mind of their target audience. Clearly, there is a strong intersection between modern marketing and psychology. The benefits of incorporating consumer psychology into your marketing is twofold: you assist your audience in their journey to achieve their objective and as a marketer, benefit from facilitating more successful conversions.

Cloud IQ and Marketo put together some marketing psychology tips in the attached infographic that can help you “persuade” your audience.

They break things down as follows: 

• Persuasion architecture – design the customer journey in such a way as to convince and persuade a buyer to convert. If you want someone to do something, you must make it as easy as possible.
• Emotion driven behavior – while buyer education about your products or services is important, marketers must focus on engaging consumer emotions. There are a variety of ways this can be done—through the use of images, storytelling, persuasive subject lines, and compelling copy.
• Social proof – people are more likely to find actions appropriate when others are doing them.
• Scarcity and loss aversion  – when people are faced with either limited availability, or a limited opportunity to get the best deal, they are more likely to buy.
• Reciprocity – the reciprocity principal states: you should make sure you are offering something of value in exchange for something, i.e. a subscription, a like or a follow, etc. 
• Commitment and consistency – if you can get buyers to subscribe to your communications or participate in a reward program, they are more likely to eventually purchase from you.
• Anchoring – When choosing between options, buyers use a base from which to start—this is the anchor. For example, the initial asking price for a retail item sets the value, making the sale value seems more appealing.

Also, the full eBook that gives an even deeper dive into “Leveraging Psychology in Digital Marketing” provides additional insight. 

Additional insights from the downloadable eBook:

• The different types of consumer psychology principles 
• How to incorporate those principles into your marketing programmes 
• How consumer psychology principles can assist your customer in their journey 
• How marketers benefit from facilitating successful conversations

Want to learn more ways to drive engagement or “persuade” your audience in your current digital marketing strategy? Reach out to schedule a call. We look forward to hearing from you!