Psychology and Digital Marketing

Written by Nick Stamoulis

Using psychology within your digital marketing can help you gain better knowledge into why customers buy products and services online. This knowledge can then be used to reduce bounce rates and increase conversions. Digital psychology will help you to improve your brand of communication that will be persuasive to your target audience. Here’s what you should know about psychology and digital marketing:

Why Psychology Matters

As mentioned, it’s important to understand consumers and why they buy what they buy. What exactly attracts them to certain products or services? Once you know this information, you can better communicate with them and draw them to your products and services. As a digital marketer, you want to always be on top of what your target audience needs and wants. Without the psychology behind your consumers choices, you will miss out on the opportunity to appeal to them.

Areas of Psychology

In digital marketing, there are a few areas of psychology that play an important role in helping you to achieve your goals.

Social Proof

The majority of online consumers will seek out and read between 1 and 6 product or service reviews before making a final decision to make a purchase. Sharing your social proof is important as proven by these numbers. People like to keep up with what others are doing in general and online shopping is no different. If you can show that your product or service is getting attention, they will be interested.

Scarcity Creates Urgency

People don’t like to miss out on what others have, so creating a sense of scarcity will create a need in consumers to buy what you’re offering. The scarcity technique can be used by having limited supply, having a limited time sale, or being in high demand. When people see statements such as these, they are more likely to act instead of missing out.

The Reciprocity Technique

Reciprocity in life is natural. When someone gives to you, you feel obligated to give back. This works with friends, family, and even consumers. If you offer something of value for free to consumers, they will be more likely to reciprocate by making a purchase. When choosing to give a gift, make it something that will benefit them, then suggest ways that they can reciprocate. This can be a trial of your product or service or a discounted offer on what you’re selling.

Consumer Motivation

It’s already been mentioned that consumers don’t like to miss out on what others have. That’s not the only part of customer motivation to be aware of though. Consumers can be driven by a number of factors including, but not limited to: status, social connection, convenience, and personal fulfillment. Consumers make decisions through the process of recognizing a problem, searching for information, comparing options and prices, and finally deciding on what to purchase. When you are creating a digital marketing strategy, it’s important to take all of these factors into consideration.

Creating a digital marketing strategy using consumer psychology will help you connect with your target audience. The psychology of digital marketing will help to increase engagement as well as sales.

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