By Jenna Hughes
Successful marketing campaigns entail influencing a consumer’s decision-making process. So, what causes us to make certain purchasing decisions over others as consumers? And how do different marketing tactics influence an individual’s decision-making process?
Understanding the answers to these important questions can help businesses create audience-targeted and effective marketing campaigns that better promote their products and services.
To help a company attract customers and encourage purchases, the following human behavior and psychology tactics should be considered when creating advertisements:
1. Emotional Marketing
Brands can foster trust by emotionally connecting with their customer base. According to Forbes on The Psychology Behind Marketing, brands that evoke emotion in their ads create a personal connection with customers. Established relationships with customers can eventually lead to brand commitment and automatic purchasing decisions.
2. Photo Recognition
The human brain can process images and visuals faster than it can process writing. This is an advantage for marketers, as we live in a highly visual world with technology. An advertisement with engaging visuals has the power to gain the attention of customers and push them to do further research into the details of a brand.
3. Call-To-Action Technique
Brands that utilize call-to-action marketing tactics prompt a more immediate response from consumers. Phrasing in an advertisement that calls for consumer action encourages motivation to act toward making a purchasing decision. Examples include requests to subscribe to a company’s newsletter or encouraging viewers in an advertisement to sign up for a company’s service.
4. Color Psychology
Color psychology is the concept that color can evoke emotion, inspire reactions, and change modes of thinking, according to the London Image Institute. For example, red is associated with strong emotion and attracts a viewer’s attention.
5. Framing
Information can be phrased in a certain way to invoke a positive consumer response. For example, when phrasing and advertisement with “Option A costs $50” or “Option B is on sale for 50% off the price of $100,” a marketer using framing would choose Option B, because the consumer would perceive it as receiving a discount.
Share Moving Media has been creating content for the medical manufacturing industry for over 30 years. Through the publication of the reputable Repertoire and Journal of Healthcare Contracting Magazines, SMM is experienced creating content and advertisements that stand out in the surgical sales industry. We can assist your company with creating print and digital content that captures the attention of your company’s audience.