Have you ever seen a TV commercial that made you feel something special? Did you ever cry when you saw a particular ad? Your answer is most likely yes. Psychological marketing plays a huge role in the effect that advertising has on us.
Why do some campaigns stick with us while others fade into obscurity? It is most emphatically not a coincidence. It is the result of extensive research that takes into account numerous variables and factors. I’ll try to explain what psychology has to do with marketing and how it affects us as humans in today’s article.
How does psychology work in marketing?
Psychological marketing is the combination of various interests and variables that attempt to predict consumer trends.
Internet, radio, television, and even newspapers are all forms of marketing. In fact, it is all around us. The way products are displayed in stores, the colors and sizes of chips, clothing prices, and subtle radio words. In other words, marketing employs anything that makes a product appealing or draws our attention.
When we buy something, we try to set ourselves apart from others. In marketing, you benefit from the desire to stand out, to be different and unique. Other concepts, such as motivation, preferences, and personal judgments, will then play a role as these individual differences are established.
Psychological marketing strategies
You can have a greater impact on people through the media if you understand their characteristics and how they buy. But how?
Congratulations if you’ve ever gone to the store to buy “a few things” and came back with a whole load! You have just fallen victim to marketing techniques! To be more specific, marketers use psychology in marketing to persuade customers through strategies such as the ones listed below:
Mechanistic: Psychoanalysis is used to repeat a slogan or image in a mechanistic way. The repetition is intended to persuade the consumer to buy.
Convince: Attempt to distinguish a product from the competitors. To accomplish this, the advertisement provides information about the properties and attributes of the object and compares it to other similar objects. It also benefits from personal intuition and creativity.
Projective: The emphasis here is on models, cultures, and lifestyles. The model emphasizes that the products correspond to the individual’s interests or viewpoints. Sociology and anthropology are also involved.
Suggestive: To read our minds, this technique employs psychoanalytic techniques. It focuses on the consumer’s anxiety, fear, or stress and attempts to persuade him or her that there is a “magical product” designed specifically for him or her.
Psychology-based advertising that works
Important decisions underpin all successful advertising. In each of these cases, experts in psychology and marketing contribute to advertising to have the greatest possible impact. They consider the following elements:
Colors: typography and images are examples of advertising properties.
Repetition: The number of times the advertisement should be published or broadcast. This is one of the oldest available strategies, but it is still one of the most effective. The underlying concept is that the more consumers see or hear a message, the more likely it is to stick in their minds.
Price: A lower price does not always imply that you will be able to sell more. It is a significant factor, but there are other variables that influence it.
Channel: The location of advertising where it occurs (radio, tv, internet, etc.)
A marketing psychologist must also think about consumption trends within different age groups. The direction in which the target group develops is also important. For example, if you want to reach teenagers, you have to carry out campaigns on the internet or via mobile phones on specific social media channels, such as TikTok, Snapchat, and Instagram. Given their age, it is a good idea to give support to their identity, something that is very important during this stage of life.
Read more on the effect of psychology on marketing in my article 5 Psychological Strategies for Impactful Marketing
How Genuine vs. Exciting Brands Appeal to the Senses
The design of a product determines its identity. The design of a brand can express trend-setting innovation, as in Apple, or it can solidify its dependable tradition, as in IBM. According to marketing experts, consumers subconsciously assign human-like personalities to brands, resulting in intimate and (hopefully) long-term loyalty. Most brands are thought to have “sincere” or “exciting” personalities.
“Serious” brands such as IBM, BMW, and New York Life are perceived as conservative, established, and wholesome, whereas “exciting” brands such as Apple, Samsung, and Ferrari are perceived as imaginative, daring, and trend-setting. In general, consumers form longer-lasting relationships with trustworthy brands rather than exciting brands.
The psychology of colors
Experts in psychology and marketing must also take into account the colors used in a campaign. Each color, believe it or not, has symbolism.
- White gives a feeling of emptiness and purity.
- Blue gives a feeling of freshness, transparency, and relief. It also has a calming effect.
- Yellow gives a feeling of empathy, extroversion, joy, and youth.
- Red sends out strength and power and attracts attention.
- Green symbolizes hope and nature and is also a very calm color.
Sound and music as tools in marketing
Sound can take you to places, evoke memories and evoke strong emotions. We like to think that we make decisions with reason, but it is the emotions that guide our choices. Sound and music are therefore very effective mediums for influencing a recipient of a message.
The audio medium holds lots of possibilities. That’s why we work extensively with sound in marketing – and we know it makes a difference. We do everything from radio advertising, to creating complete audio profiles and setting the mood in stores.
Create an audio profile
An audio profile, or audio identity, is about the same as a graphic profile. An audio profile must contain an audio logo and music for different areas of use, as well as guidelines gathered in an audio manual for how these should be used. It is a long-term brand-building work that holds your communication together. Our audio producers help companies create unique and specially written music and an audio logo to use in every conceivable context, from radio commercials to event music, information videos, and text/ringtone.
Give the podcast a star shine
The podcast has in recent years become a major medium and the range is endless. To get through the noise, the podcast needs to be of high quality. Recording a podcast can be done by anyone, but making a really good podcast is all the more difficult. In order for the podcast to be audible on the bus, on the running track, and during cooking, speech intelligibility needs to be really good. It is therefore important to have the right acoustics, technology, and competence.
Tips for podcast recording
As always with communication, it is important to define your target group.
Find an interesting title for the podcast.
Record in an acoustically dry environment.
Rather shorter and more episodes than longer and fewer.
Radio advertising has a wide reach
Radio has a wide reach, and many people listen to it on a daily basis. Every week, 9 out of 10 people listen to the radio. Radio has the advantage of reaching listeners even when they are busy with other things at work, while driving, or at home, and reaches them repeatedly. As a result, the radio serves as a reminder and amplifier of a message. Radio advertising can be designed in a variety of ways, and it is critical to tailor communication to both the target audience and the company’s brand.
Every detail matters when it comes to advertising. Psychological marketing provides us with strategies for persuading and influencing people. The question now is how you can use this knowledge to effectively present your brand and reach the desired target group and understand the buyers’ decision process.