The easiest way to overcome the barriers imposed by the competition is to put ourselves in the shoes of our consumers, with the aim of developing techniques based on applied ceo email lists psychology with which we will find the key to our success as a brand, since we will understand what they need, what they feel or what they are looking for.
At this point, you might think that this is easy if we are targeting B2C companies because the end consumer is more accustomed to being moved by emotions, but although it is not 'in fashion' to use psychological marketing in B2B companies , it is also possible to apply it. Shall we discover its importance? Come on, keep reading!
So, you’re probably wondering, why on earth is Psychology so important in Marketing?
To carry out a successful marketing strategy, we must not forget how consumers think, what their motivations are, what problems they need to solve or what needs they have. Therefore, psychology is a fundamental factor in the marketing department of any company.
Once we have carried out the relevant research, where is the secret ingredient to reach the hearts of our potential clients? Basically, it is knowing how to manage the information collected for the creation, design and planning of various marketing strategies with which we will be able to attract them in a non-intrusive way through Inbound Marketing techniques that will help us respond to all these needs.
As we already know, human decisions are based on psychological impulses that are preceded by stimuli such as taste, rejection, emotion or need. Therefore, if we create a strategy that induces the user's thoughts to the need to acquire our product and/or service, we will succeed in creating a relationship between consumer and brand.
Neuromarketing , a specialty that makes it possible to locate the recipe for renewing the conversion of a company's products and/or services through a thorough scientific study combined with monitoring of user behavior, has become one of the basic pillars of the advertising campaigns of many brands that seek to infiltrate the minds of consumers .
Applied Psychology Initiatives for Marketing
Importance of colors
Choosing the corporate colour is a very important step for any company or service, since the effect it will produce in the consumer's mind will be one or the other, that is, if a company chooses the colour blue like Twitter, Facebook, Samsung or Skype, they are generating confidence, which is why it has become the most used colour among companies. But we should not be carried away only by that feeling when choosing our colour, since, depending on the culture of the country in which we are or what emotion we want to reflect, we can choose others. What do they mean? Purple means rupture, orange success and creativity, red courage and emotion, green hope or yellow optimism and happiness . And which one do you choose?
Emotions on the surface
The decisions that 90% of human beings usually make are based on emotions and the connections they feel with certain products and/or services, people or values. It is clear that impulsiveness is not always the winner of the battle, since logic and research also come together in the purchase decision . But, if a person feels that 'special connection' with a brand, they will end up buying its product because it will become a necessity.
Let's take today's televisions as an example. Consumers are looking for large televisions with extraordinary image quality and the possibility of connecting to the Internet (having a cinema without leaving home). How will we reach them? Simply by thinking about the emotions that they can evoke in them. In other words, if we understand the feelings that make users choose one television or another, we can create a special engagement strategy with which to design and improve purchasing patterns.
The association as queen of the show
People tend to have a certain empathy with those close to them and those they don't know when they observe situations of success, panic, sadness or happiness. Children who are hungry, wars, births or achievements evoke feelings of nervousness, anxiety, sadness or joy. But these feelings are not entirely real, that is, the so-called mirror neurons make us feel them as if they were our reality.
These neurons play a decisive role when brands promise their consumers the resolution of their problems through images, videos, success stories, storytelling or studies that claim they can alleviate their pain. Therefore, the association becomes the queen of the show , since, if we plan a strategy where the association awakens our mirror neurons, we will surely achieve the engagement we are looking for.
A picture is worth a thousand words
It is one of the most famous and probably most heard sayings on the planet, and it is not without reason, since our brain processes images before texts , therefore, if within our Marketing strategy we play with images and words we will achieve a 'WOW' effect with which we will create memorable experiences for our consumers. In addition to images, the use of certain words can ensure the success and prestige of our brand, thus, words such as 'authentic' that is linked to the truth or 'guarantee' that provides security will help us build the trust that we are creating with our products and/or services.
Baader-Meinhof phenomenon
This phenomenon is based on the repetition of the same pattern, which is known as the 'frequency illusion', that is, the illusion that once you know something, it is everywhere. Do you remember the Zara 'yellow jacket' phenomenon? It seemed to be everywhere, but nothing out of the ordinary: the Baader-Meinhof phenomenon created an experience through different channels with a good image and a 'WOW' message where repetition became the illusion of frequency. Therefore, repetition is a basic situation within learning so that constant recall helps users to get involved with the product and/or service.
Ultimately, playing with psychology when creating marketing strategies will help us get closer to consumers and connect with them. And you, do you believe in psychology applied to marketing ?
