The psychology behind consumer behaviour: Some insights for effective marketing campaigns
The psychology behind consumer behaviour: Some insights for effective marketing campaigns
Often, you’ll see advertisements highlighting statements like “Over 10,000 sold!” or product descriptions with testimonials and reviews from numerous satisfied customers. This is a common marketing strategy that rests on a psychological phenomenon rooted in social proof. It is known as the “bandwagon effect”: Where individuals mimic the behaviour of others because they believe it’s the appropriate response for a particular circumstance.
Essentially, the effect of these statements and testimonials is that they signal to potential buyers that the product in question is trusted and valued by many, and this perception makes the product more attractive. Consumers often equate popularity with quality and reliability. They tend to think, “If everyone else is buying it, it must be good,”and thus they are more inclined to make a purchase themselves.
Understanding consumer psychology is key for effective marketing because it leads to more engaging, successful campaigns that attract and retain customers effectively. This is true in crafting effective online marketing campaigns on platforms like Google and social media. Effective marketers tailor their strategies to the way consumers think, feel, and make decisions.
For example, people are more likely to remember and react to content that evokes strong emotions. By creating ads or posts that tap into specific emotions like happiness, excitement, or even sadness, marketers can increase engagement and shareability. In social media this is known as emotionally resonant content. A great example of this was a campaign by Dove, called “Real Beauty Sketches.” In this campaign, Dove hired a forensic artist to draw women, first based on their own descriptions and then based on a stranger’s description. The stark contrast between the two sets of sketches highlighted how women often view themselves more critically than others do.
The video content was shared across social media platforms, sparking widespread conversation and emotional engagement. It resonated deeply with viewers by touching on themes of self-esteem, perception, and the societal pressures on beauty standards. This campaign effectively evoked emotions of empathy, self-reflection, and empowerment, leading to high levels of engagement, sharing, and discussion online, thereby significantly boosting Dove’s brand visibility and positive brand association.
Consumer behaviour is also very much influenced by the quality and relevance of the content they encounter. High-quality, informative, and engaging content that addresses consumers’ needs and pain points is more likely to rank well in search engines. This is because search algorithms are designed to prioritize content that best answers users’ queries, reflecting an understanding of consumer interests and problems.
By understanding and applying principles of consumer psychology within SEO strategies, businesses can more effectively connect with their audience, anticipate their needs, and provide valuable solutions that align with consumer behaviours and preferences. It is with this insight that Sumo Marketing Group employs a variety of content marketing tactics, including the production of compelling, top-quality, and educational materials to boost its SEO effectiveness. By crafting content such as articles, blog entries, website copy, videos, and infographics that cater to both search engine algorithms and user engagement, Sumo Marketing ensures their client’s products meet the preferences and requirements of their intended audience. Through this dual-focused approach on generating content that is both pertinent to the audiences and search engine friendly, Sumo Marketing Group is able to amplify the SEO initiatives, foster a dedicated following, and ultimately help their clients achieve their business goals.
