The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?
Every tip that gets marketers closer to conversion is welcome, and all kinds of research has been carried out into how to maximize conversions using different methods.
I discussed with Megan James, a clinical psychotherapist and a content strategist for MGID, the use of psychology in marketing and advertising and how the use of odd numbers can encourage conversions.
Q: What makes psychology appealing to marketers?
Effective marketing appeals to emotion rather than reason, and understanding how psychology provokes certain feelings is key.
Q: What can marketers and advertisers learn about their audience through the use of psychology?
Psychology teaches marketers and advertisers how consumers reason and select between different alternatives (brands, retailers, locations, etc.), how environmental situations (culture, family, social media) affect buying decisions, how the thoughts and behaviors leading up to the point of purchase form, and how impulse control reasoning plays a big part.
Consumer behavior research is more advanced now than ever before. Neuromarketing, a field of marketing research that studies consumers’ cognitive and affective response to marketing stimuli, is helping businesses understand their audiences.
It uses emotion response analysis (ERA), functional magnetic resonance imaging (fMRI), steady state topography (SST), biometrics, facial coding, and galvanic skin response to discover the reasons behind specific behaviors made by users.
Q: How is the effectiveness of advertising determined by the psychology of the user?
Mood-state knowledge is important to grasp. Happy people click, shop, purchase, and engage much more than their depressed or sad counterparts. Advertisers should remember to elicit feel-good messages and happiness whenever possible.
Q: From your own experience, how can a content strategy be improved with the use of psychology?
Behavioral psychology can teach advertisers how the principles of behaviorism can shape the actions of consumers…
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