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5 WAYS TO USE PSYCHOLOGY IN A
DIGITAL MARKETING STRATEGY
▸ We rely on information and experiences from the past to make decisions and assumptions
▸ A bias that describes the common human tendency to rely too heavily on the first piece of information offered
▸ When products are on promotion, advertisers use both the normal price and the promotional price to create an clear distinction
ANCHORING
▸ Reciprocity is commonly used by marketers to gather data from customers or to get them to take a particular action
▸ Ensure the reward you offer is perceived as valuable can be done by emphasising exclusivity
▸ Be explicit about how your customers can show reciprocity (E.G. Ask them to follow you on social media.
RECIPROCITY
PERSUASION ARCHITECTURE
▸ Strategic creation of a website (or other platforms) to encourage conversions
▸ Purchases
▸ Email sign ups
▸ Visits to a landing page
▸ We want convenience and always opt for the path of least resistance.
SCARCITY
▸ We all have scarce resources, whether it be our time or our money – it is in limited supply.
▸ Missing a great offer that is only on for a short period of time is something that can only be avoided if we decide to make a purchasing decision quickly.
SOCIAL PROOF
‣ Social proof is a psychological phenomenon where people assume the behaviours of other to be the correct thing to do, so they follow suit in, without second guessing it. ‣ Example
‣ When purchasing a product online, we heavily consider the reviews and ratings.
‣ Always strive to get as much engagement as possible on your social media posts
