When you think of marketing, you probably think of the traditional approach involving price and product quality to attract customers and make a sale. However, the essence of marketing does not lie in the sale, but more deeply, in the mind of the customer. Without knowing how to appeal to the human brain, marketing would be quite ineffective. Integrating psychology into marketing can not only convince a customer to buy a product but more importantly, can gradually make a customer loyal to a company’s brand. Psychological marketing, also known as emotional marketing is pivotal to understanding your customers on a deeper level. While the psychology of marketing is multi-faceted, in this blog, Auburn Advertising has outlined three of the most essential tactics you can emotionally market your brand to old and new customers.

The Commitment and Consistency Bias

One of the first methods to use in emotional marketing is the commitment and consistency bias. This tactic essentially means that once someone makes a decision, they are more likely to continue making that same decision to appear more consistent in their beliefs, morals, and values. In order to build a brand, it is important to maintain consistency in your marketing tactics to cater to your customers’ need for consistency.

This tactic can be done in small and grandiose ways. A smaller-scale way to build brand consistency is to do so through social proof, AKA, social media posts, reviews, case studies, etc. to show new customers how devoted customers are loyal to your brand. On the larger scale, by creating loyalty programs and referral programs, you can increase customer involvement by having them endorse your brand as well as letting them know your company cares about them. By boosting loyalty, customers are more likely to invest in your brand, creating a strong commitment and consistency bias to your brand.

The Pygmalion Effect

The Pygmalion Effect suggests that if you or others believe something to be true of yourself, you will eventually embody those truths. This effect has been demonstrated throughout your life, like when your mother expects you to treat your siblings with respect or complete certain chores. In this instance, your mother believes that you are capable of these things, hence why the expectation is created in the first place.

The same can be done in marketing, with a company’s brand and its customers. If a customer believes that your brand is ethical, hard-working, provides quality service, and is friendly to its customers, these truths will eventually define your brand and drive customer loyalty.

One way to incorporate the Pygmalion effect into marketing is to offer no-questions-asked returns to customers, while also emphasizing the importance of trust you are putting in your customers to not abuse this policy. Another way to integrate this tactic not only in customers but also in employees, is to prioritize healthy, positive feedback while encouraging employees to brainstorm creatively for an upcoming campaign. Furthermore, when the campaign launches successfully, each employee will feel that they contributed to the success of the campaign, and start to identify as a creative and successful company.

The Paradox of Choice

Lastly, the Paradox of Choice is a psychological phenomenon that argues the more choices some one is presented with, the less likely they are going to make a choice all together. This is due to the fear of making the wrong decision, heightened expectations, and the cognitive effort that is required when presented with an overwhelming number of choices. This is most commonly known in the consumer world, like when grocery shopping. When presented with an overwhelming array of options for a particular product, consumers often experience a phenomenon known as "choice overload," leading them to abandon the decision-making process altogether and forgo the purchase entirely.

So how does this translate into the marketing world? Just like too many items in the grocery store, too many services apart of your agency, products in your e-store, or items in your navigation menu, can overwhelm customers and result in a lower conversion rate. Even more so in digital marketing, by cleaning up your website design and limiting some of these aspects, customers and clients wont feel confused and make the confident decision by investing in your company.

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Auburn Advertising takes pride in publicly servicing Inner Spark Creative, your trusted advertising agency. Inner Spark Creative is a full-service creative agency specializing in branding, web design, and digital marketing. Our team of passionate professionals is dedicated to helping businesses of all sizes ignite their brand and connect with their target audience through compelling visuals, engaging content, and innovative strategies. Whether you need a complete brand overhaul, a stunning website, or a comprehensive digital marketing campaign, we have the expertise and creativity to bring your vision to life! Contact Inner Spark to learn more today.

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