Digital Marketing From A Psychological Perspective

Digital marketing is the use of digital channels, such as the internet, social media, and mobile devices, to promote products and services. From a psychological perspective, digital marketing leverages a number of key principles to influence consumer behavior and drive conversions. Here are five psychological techniques commonly used in the marketing industry which has proven to have huge impact on consumer behaviour:

Persuasion:

Digital marketing often involves using techniques to persuade people to take a specific action, such as making a purchase or signing up for a service. This can involve using psychology principles such as appealing to emotions, using social proof, and framing the offer in a way that is most likely to be appealing to the target audience. Sharing emotive stories or anecdotes that illustrate your point can make it more relatable to your targeted audience. Marketers might also use customer testimonials to demonstrate the effectiveness of a product or service, or highlight a limited-time offer to create a sense of urgency.

Anchoring:

Anchoring refers to the idea that people are influenced by the first piece of information they receive. Marketers often use high prices to anchor a product or service, making it seem like a better value when they offer it at a discounted price. Whenever you come across a company running a "flash sale" where products are being offered at a lower price for a limited time, the original price is established as an anchor, making the discounted price seems like a deal.

This is an example of a "loss leader" pricing strategy. In this marketing approach, items are priced lower than their production costs in order to attract new consumers or sell additional products to existing ones.

User experience (UX):

The design and layout of a website or app can have a significant impact on the user's experience and their likelihood of taking a desired action. Good user experience can have a big impact on the effectiveness of digital marketing. Marketers use principles such as design, layout, and navigation to create a smooth, intuitive and satisfying experience for users.

Reciprocity:

People feel obligated to reciprocate when someone does something for them. Marketers often use this principle by offering something for free, such as a free trial or a sample, in the hopes that people will feel obligated to buy the product or service.

One of the most common ways companies can use reciprocity in their marketing is by offering a free consultation, a free webinar, or a free guide. This way the company is providing value, which makes the customer feel the need to reciprocate and take some sort of action.

Another example is through loyalty programs, where customers earn rewards or discounts by making repeat purchases. The feeling of being rewarded for their loyalty is a form of reciprocity, and it encourages customers to continue to make purchases.

Personalization and Engagement:

Digital marketing allows marketers to target specific segments of their audience with personalized messages. For example, through data analysis, a marketer can create segments with similar characteristics, and use personalized ads and emails that match the interests of that specific group, creating a more relevant experience.

The interactivity and immediacy of digital media can be a powerful tool for engaging with consumers. Marketers can use techniques such as gamification, social media contests, and interactive infographics to encourage engagement with their brand.

With that said, It's important to keep in mind that digital marketing is constantly evolving. New technologies and trends are emerging all the time and staying on the latest best practices and trends is the way to go. Additionally, the use of these principles in digital marketing should be ethical and comply with regulations and laws.