For a marketer to successfully do their job, they first need to understand who the consumer is, what they want, and what motivates them.
Psychology in marketing aims to understand the way consumers think and feel, and how these innate cognitive biases drive their decision-making.
A marketing psychologist applies theoretical knowledge and a range of psychological principles into their marketing work.
Using Psychology to Connect with Your Consumers
Marketers use psychological based observations about human behaviour to communicate effectively and connect with potential customers.
Making a calculated emotional appeal can be just what you need to inspire a consumer to act. Regardless of your business’s products and services, the marketplace is overcrowded.
The purpose of marketing psychology is to understand the consumer and what motivates them, which can give you an edge over your competition.
Brand Personality Example
In a saturated market Go-To Skin Care is a successful brand in a saturated market that has expressed a unique and very human brand personality, which appeals to the target audience.
Consumers like to engage with brands that express a personality showing traits and characteristics that they can relate to.
Go-To Skin Care’s way of speaking to the audience, is a great example of consumer insights informing their marketing.
They talk to the audience like real people and don’t take themselves too seriously. Which is welcomed by their younger target market who not only feel heard and understood but entertained.
Leveraging psychology in your marketing strategy will help you define what is the most engaging way to connect with your audience, from an informed ‘customer-centric’ point of view.
Incorporating psychology into your marketing strategy is a great way to take your marketing to the next level and get your brand noticed in a sea of competition.
The takeaway: begin a marketing campaign by humanising your end user.
Discover more about brand personality here: What is a brand personality
