MARKETING STRATEGIES FOR IMPACTING CONSUMER PSYCHE
With the beginning of the new year, marketing techniques are set to change. Don’t expect drastic changes just yet, that sort of stuff happens closer to the middle of a decade. What is already changing, however, is the way we perceive customers. With machine learning AI and 5G networks just around the corner, learning about what makes your customers tick is soon to become easier than ever before. If the previous decade’s trends are anything to go by, a combination of emotive and informative marketing techniques is the best approach. Just because you know more about your customers, doesn’t mean you understand them. Data-driven decision-making is the best strategy but, understand how your customers’ minds work is the top priority if you want to stay in their thoughts long-term.
Reading their minds
You don’t have to be a psychic in order to the minds of your customers, because they tell you what they’re thinking by themselves. If you have a comment section on your business blog, customers can wade in and give you their opinion. It's highly recommended you take the time to reply to almost every single comment if there are fewer than 20. Your marketing managers should be answering questions and queries that your customers have on your business blog, in order to fan the flames of interaction. Pretty soon, customers will be conversing with each other and you can sit back and read what their concerns are.
The same goes for your YouTube channel, where you should be uploading short videos about product progress, releases, development, and promotional advertisements. Don’t be one of those brands that disable comments on their videos, you’d be missing out on free consumer feedback. Read the comments on your Twitter and Facebook posts, to get even more customer opinions for free. Your social media and or marketing managers should be logging down the comments with specific topics or questions, in order to spot any patterns that emerge. By studying the patterns, you will see what your customers are thinking.
Saying thank you
How many brands do you know, that have a unique way of saying ‘thank you’ to their customers? Chances are, not many. In 2020 and beyond, this is set to change because a little bit of appreciation goes a long way. Once upon a time, this was seen as too much bother for the return, but no more. When you go to business exhibitions, say thank you to your customers by giving them something exclusive, even if it's a small gesture. Give customers who participate in your live questionnaire, a customized brand keychain, a t-shirt or a water bottle. Go here for info on how you can have your brand’s logo or mascot, engraved, etched or printed onto a keychain. This is a practical gift, which customers can use in their daily lives. When they look down at their keys to unlock their car or front door, they will be reminded of your business again and again. A customized t-shirt is also something to consider taking with you, so customers have something to wear in their normal lives. Practical marketing gifts such as these last for a long time, thus you will stay in their thoughts for longer.
Motivation and solutions
Buyer motivation is a very complex psychological concept that many businesses fail to understand. The goal isn’t to motivate a consumer to buy something from scratch because putting the idea of your product or service into their heads is easy but doesn’t convert them to buying. Motivating customers that already have the idea in their minds, is a lot easier. This entails you putting yourself in a position whereby you are the best solution. Segmenting customers with regards to their personal motivation is paramount to supply each group with your solution.
You need to figure out whether one customer is aspirational buying, such as looking to upgrade a product type they like to use. Or, whether they are already knowledgeable, but has a fear of missing out. Buyer motivation is a window into the key reasons why customers are looking to purchase something, if you can understand this, you will be first in line as a solution. Your business will also act as an entity, which understands the customer and what their concerns and or needs are.
With machine learning soon to be implemented in everyday marketing strategies, understanding the psyche of your customers is going to be the top priority. Memory marketing is a powerful tool, which allows you to silently become a part of consumers’ lives.