Marketing And The Use Of Psychological Strategies

In marketing one uses different psychological strategies to make products more attractive to consumers.

To buy or not to buy, that is the question. Big brands can’t give consumers too much wiggle room. Most of the time, big companies don’t allow too many random variables to get in their way.

If it depended on them, there really wouldn’t be any variables at all. Their marketing campaigns are carefully thought out. The goal is to arouse the desire in you to buy their products.

In order for you to buy what they offer, they need to know what you want, what you need and how you want it. So they study the consumer. They will also apply psychology in the field of marketing.

The psychological strategies in marketing

In the purchasing process, a start is something extremely important. Chase, Gallup and Harris Interactive conducted a study on this. In this study, they identified a range of psychological strategies that major advertisers use in marketing.

Our brains make connections to make impulsive decisions. Perhaps you are making plans to buy something or feel like buying it. At the moment, however, you will always find signals like “Buy now!” or “Join Now!” Do you think this is a coincidence? Then think again.

Studies on the psychology of marketing (or neuromarketing) provide the evidence. Our instinctive demands play an important role when our brains look for reasons to buy one product or another. In other words, our instincts let us choose and choose quickly.

Experts know this. That’s why they often play with our “fear of missing out on a good deal”. Here we are talking about that fear that occurs when they tell us that they only have a few products left.

Advertisers large and small rely on their knowledge of our minds (they try to make consumers think less).

They use this knowledge to start their campaigns or to show us a certain product. They know that emotions play a fundamental role in most of the decisions we make. After all, we are emotional beings who  think.

Using images

Few advertising agencies overlook the visual aspect. After all, our brains process images faster than text. That is why they are very important in the purchasing process.

A high quality image is a great ally when it comes to advertising. Advertisers try to have a powerful visual impact. That impression should make potential consumers think they will be happier, more successful, or more elegant if they buy their product or service.

The use of color

So you think the colors in a marketing campaign are random. You may also think that they are used because they look “beautiful”. The truth is that there is so much more behind the choice of colors.

Have you noticed how much blue you find on platforms like Twitter, Facebook, Paypal or Microsoft? That is clearly not easy. Studies in the psychology of colors show that blue looks reliable. It inspires the user to get in touch with the product. That’s because they feel it’s safe to do so.

This is why most advertisers try blue first when designing their psychological strategies in marketing. We’ve already mentioned it. The choice of color is not arbitrary at all. It has to do with culture, experience and a combination of the two.

The first “yes” is the most important

This is one of the most common strategies in marketing. Over time, the price of a service is gradually increased. We may find it difficult to pay 100 euros for a service.

However, it is not that difficult if we already paid 90 euros. The key is to increase the price little by little. In this way, the consumer does not consider switching to a competitor.

Once you’ve said your first “yes” to a product, you’re more likely to continue buying it in the future. This strategy is based on winning consumer trust. This is called inbound marketing.

Many big brands no longer focus on creating a powerful and precise impact. The goal for many is now that first “yes” from the consumer. After all, it’s a fantastic opportunity to earn consumer trust. Slowly they provide content to the customers until they want to buy their product.

The anchoring effect

Even if you want to look at multiple versions of a specific product, the first will be your point of reference to tell whether one is cheaper or more expensive. For example, in some stores, the sellers will tell us about their products by showing the most expensive ones.

Along with the anchoring effect, advertisers also want those first products to grab your attention. After all, our brains tend to remember the first and last elements of a list more easily.

So they try to take advantage of this effect. That’s why they put the products they want you to buy at the beginning or end of an ad.

Emotions

Many of the main strategies used in marketing appeal to our emotional side. Neuroscience proves that a last minute purchase is still an impulsive purchase.

That’s how the marketing gurus try to get us to notice their campaigns. To be more and more effective every day, they study the market, its trends, tendencies and motivations. We are that market. And we will always be their target!