Psychological Marketing Analytics and Decision Making
October 10, 2013
When it comes to business, you can’t only look at the numbers, technology and process. You have to look at your audience as well. You are marketing to the people and the best way to go through this process is to understand their mind and how they are thinking. By analyzing the psychological aspect of decision making, businesses can understand marketing to their customers from another spectrum.
Don’t just use statistics to capture your audience. Create a story for them to relate to, which is much more convincing. It gives more life and meaning to what you are trying to convey to the people. By bringing the data to life, people can see how this information is used and how relevant it is to them. Numbers are just what people can see, but stories give a background and emotionally connect with your audience. This connection makes you memorable and is more convincing that raw data itself.
Present the minimum amount of data needed to make a decision. You have to give people enough information to convince them that your product or service is worth it, but you don’t want to give them everything. By giving the correct amount of push they need to reach out to you, you are creating the best call-to-action tactic. This goes hand-in-hand with inbound marketing as customers are reaching out to you for more information rather than you massively advertising and asking people to use your product or services.
Use the customer’s voice. By presenting customer feedback including reviews, testimonials and past experiences with the product, you bring life to what you have to offer. If you show examples from the past to your audience, they are more likely to take action. It’s harder for a company to convince people to partake in something, but when you see others that are on the same side as you participate and have success, you are more likely to do so as well in hopes that you will achieve the same result.
Push choices instead of stating absolute recommendations. When people see that they have choices, they feel more in power. It makes people think that you are personally catering to them rather than being shoved into a general direction by a business itself. You need to understand that people don’t like to be told what to do and this includes “absolute recommendations.” This method also make it easier for people to accept the data that you are throwing at them as they are brought into the process of becoming a lead or customer.
Businesses need to understand that they are dealing with people. People are emotional and indecisive. If you understand the psychological aspect of marketing, you can pretty much sell what you have to offer to anyone. Statistics are important to add on to your case but the supportive stories behind them are what makes them stand out among others. People don’t just believe what they hear, but rather what they have seen you do in the past. It helps to give them an idea of what is coming for them in the future. Along with that, if people can make their own choices, they will feel more willing to participate if they can dictate their own future with your business as well.