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What is Marketing Psychology?

One of the initial steps when creating a brand and preparing a marketing strategy, is identifying the target audience to which the organization is headed to maximize its services or products. This requires conducting studies on the social status of potential clients, their age, income, gender and many other elements.

Understanding the customer is also necessary in order to provide psychological conditions that will make him choose your company from a huge range of competing companies; and here comes the role of marketing psychology to achieve the best understanding of customers and communicate with them effectively, increase sales and enhance people's trust in your brand.


Cognition of the principles of psychology has become necessary for marketing professionals. Besides, marketing psychology has specialists, books and training courses. In our next article we will give you an introduction to marketing psychology and its benefits and the most famous strategies.

Marketing Psychology

Firstly, what is marketing psychology?

The study of consumer behavior is a psychological study and then the use of the results of the study in integrating a set of psychological strategies with the marketing content of the brand.


What are the goals of Psychology Marketing?

Marketing psychology aims to help companies and organizations improve their marketing strategy by studying consumer psychology and understanding what follows:

  • Studying consumer behavior during the shopping process and make a purchase decision.

  • Studying the impact of consumers on their environment.

  • Find out what may prevent the consumer from the purchase and the impact on marketing results.

  • Help improve marketing campaigns and strategies to influence and motivate the consumer to buy.

  • Studying the psychology of consumers' thinking, their way of choosing between multiple brands and their reasons for preferring other brands.


Marketing psychology strategies:

There are psychological tricks and strategies used by marketers to influence consumers.:


1. Principle of reciprocity.

The idea of reciprocity in social psychology and marketing can be summed up as follows: If I did something good for you, you would feel commitment and will do a good job for me. Thus, if you reflect on your actions, you will notice that you are doing it in all areas of life.


Also, you should pay attention to two points:

  1. The present does not have to be big or expensive to make a customer happy.

  2. The element of surprise works in excellent harmony with the principle of reciprocity.

Reciprocity can lead to the acquisition of new customers or acquire customer loyalty and maintaining them.


2. Creating scarcity and urgency.

Psychologists believe that humans place great value on things that are difficult to obtain and therefore this principle of marketing science plays on this weak chord in humans, that is, the rarer the said product or offer, the more the buyer wants to get it lest he miss the offer. Scarcity can be used in several ways, such as offering the product for a limited period, limited quantity or premium membership.


3. Social proof

Social proof theory sees that people adopt the beliefs or actions of people they love or trust, here's some strategies of marketing strategies that can create social proof:

Include real testimonials on your sales pages for happy customers. Make sure they are real and verbatim and must include a photo of the customer testifying. To achieve the best possible effect; you can also record the customer testimonials in the form of a video. In the footer of your company's website you can include Trust signs such as memberships, ratings and awards.


4. Dislike of loss and fear of running out.

This principle can be summed up simply as follows: when you get something, you hate to lose it. Psychology tells us that negative feelings of loss are stronger than positive feelings of breakage double fold. Marketers realize this and learn to motivate customers and their illusion that they may lose an irreplaceable purchasing opportunity will find them using sentences such as: “buy now before you run out of quantity left only a limited number of seats, sign up now! Get our limited offer two days and our last offer ends...Etc.”

Have you noticed that the principle of scarcity is also related to this principle!


5. The effect of gin.

We mentioned that one of the benefits of marketing psychology is to increase sales and here this effect can be used when pricing products to show the consumer about a better choice and another preference when comparing them with a third option. This third option is the "gin" or "trap" used by marketers, here's an example:

One magazine offered options for monthly subscription according to the following:


E-copy subscription only 59 Dollar.

Paper version subscription only 125Dollar.

Paper and e-copy version subscription together are 125 Dollar!


Isn't the third option illogical? Yes! So most of the participants preferred the third option and so the scammer achieved the desired goal.


These are some of the most famous strategies of marketing psychology but remember that they are only the tip of the iceberg, that exploring a broad and constantly evolving science needs you to research and study long the segment to which your brand is headed but it is never too late to work on developing your marketing strategy and use experts to improve and strengthen your brand.

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