“If you are a market enthusiast then you must have known or must know about Psychology in Digital Marketing.
Digital Marketing is definitely taking control over traditional marketing; however, it still uses psychological theories, concepts, and advertising ideas like that of traditional marketing. Marketing your product or services needs a study of consumers and their behaviors.
Studying consumer behavior includes the consumer’s idea of your brands, products, or services, motivating factors for purchases, and how they make decisions in groups or alone. In fact, Marketing psychology, a branch of psychology, studies consumer behavior linked with their cognitive biases. And to study the online consumers’ behaviors and their actions, we have Digital or Web Psychology.
Two major campaigns of Marketing Psychology
For marketing and advertising, marketers create campaigns that are based on RATIONALITY OR EMOTION.
- In Rational marketing, the product’s quality is explained and the logical consumer is targeted.
- In Emotional marketing, consumers study emotions and triggers like color, tone, mood, and lighting.
Most importantly, Marketing psychology makes use of various concepts and theories of psychology.
When it comes to getting better ranking in the ruthless competition in their niche market, brands want to own uniqueness. To do so brands take great precaution in drafting their overall contents. These precautions include studying the psychological aspects.
Six important aspects of psychology used by marketers in marketing.
Color psychology studies the proper use of color and its impact on consumers’ attitudes, behavior, and decision-making. A particular color triggers particular emotion in our body. Thus, brands use a color or color combination to trigger anticipated emotion and get their consumers’ and prospects’ attention. Brands use polar opposite or contrasting or vibrant colors to add definitions and attributes to their brand.
Sources tell us that 29% of the world’s most recognizable companies use red color, around 28% of the popular use black and gray as their branding colors. Yellow and gold colors are used by 13% of the top 100 brands. Use of primary color or two colors are found by 95% of the world’s most famous companies.
Brands use colors wisely to make their logos, web pages, and others have a unique name and better performance in digital marketing.
Theories of psychology
Classical conditioning says that a stimulus added to an activity forms a new behavior in beings. Utilizing this concept, brands associate their product with a particular feeling through tagline or music, or jingles.
Thus, in digital marketing, while running ads, brands use this concept to increase brand awareness.
Operant conditioning believes that reinforcement both positive(rewards) and negative (punishment) helps in forming a new behavior. Cashback offers, special categories, free samples, discounts, etc., are the positive reinforcements, whereas asking for negative reinforcements is used to discourage consumers from a negative action.
Digital Marketing experts ensure to apply this theory for better and focused participation of consumers in choosing different services.
Likewise, Marketers use the signaling concept where they give signals to consumers that their products or services are of good quality. Hyundai regained its reputation after launching America’s Best Warranty, as a signal for buyers to tell them they have the best-performing cars.
In Digital Marketing, brands use various signals (let’s say certified or recommended quotes) to get attention and interest from the audience.
In this, brands infuse words that trigger the feeling of scarcity or limited edition to their products to get the attention of the consumers. When people hear something rare or limited, they become hyper-focused on it. Brands use words like limited offers, special versions, only, few to give the feel of products being scarce or very less in quantity. You might have heard or seen offers like “5 toothbrushes at 100rs” or “Only Rs 4000 for 3 tops.”
In Digital Marketing, Brands introduce words like limited or in stock to get the audience into their product for sales.
The decoy effect is a cognitive bias where a decoy is used to get attention and sales. A decoy is a third option, usually a number between two options that are similar in value. For a consumer, choosing a decoy would sound like a great deal; however, the ball is actually in marketers’ court.
Example: We have Rs 20 for the small package,100 for the large package, and our decoy package, i.e., medium with Rs 75. Consumers are most likely to buy medium packages as it appears to be a smarter deal.
Free Samples and free trials
Whenever some free products are made available, then it gets the immediate attention of consumers. Thus brands offer free samples or trials to attract new customers. At present, one monthly trial option is available on digital platforms. In Digital Marketing, the trend of giving free samples and trials is prevalent; however, pressure of producing quality products or services remains a challenge.
Consensus and people approved trust.
Buyers tend to stay in a group and follow or believe in earlier buyers’ idea of that product. In psychology, it can be termed as a mirroring effect. Increased engagements: shares, likes, and comments in social media reflect better products or services. Taking advantage of this, brands have review sections from their consumers on their websites too. Also, brands focus on inspiring UGC content on their digital platforms and improve performance in digital marketing.
Brands should always be aware of psychological factors, tricks and tactics to gain better audience engagements. For instance, working on psychological aspects can reduce investment in other objective or physical aspects. Moreover, Digital Marketing agencies should study their market and then think about different psychological methods which are suitable for their consumers in different digital platforms.
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