Digital marketing psychology

I recently listened to a variety of podcasts on marketing psychology and found this interesting as a marketer but could also find myself relating to the stories as a customer! The podcasts discussed how as customers we like to put ourselves into groups, impact of pier pressure and cultures. If our friends have bought a product and it’s right for them we think ‘surely it must be right for me as well?’ and we make that purchase. This group decision makes us feel reassured and at ease of the purchase.

Marketers will utilise this concept and find groups to target their service or product to. People can be grouped in many different ways and marketers will look to build a profile to understand the right group, looking at who these people are, demographics, interests, likes / dislikes, feelings and opinions. Understanding the group for their products helps to target the right audience and equally increase conversions.

These groups need careful consideration when launching a new product but also need to be monitored over time. Groups can adapt and the culture built within the group can change. You may also find that as your business changes and expands over time you have to assess if that group is still correct or if you need to identify other groups as well.

A good example of this is the company Nike, back in 1987 the company was known as a shoe brand for athletes. As attitudes within sport changed so did the groups and the company began to struggle. This was a very niche market they had found themselves in and to be able to continue they had to adapt the groups they targeted.

The company marketing focus changed from aspiring people to be like athletes and a strong athletic focus to inspiring people who just needed a little bit of encouragement to do what they could do and saying just go and do what you can ‘Just do it’. The group then opened the customer range from athletes to people just starting out in fitness.

The words were never spoken but the vague message was written and repeated to keep in people’s mind. This then went from a niche product to a lifestyle choice and fashion brand. Nike changed from an American shoe company to becoming a sports and fitness company and global fitness brand.

Another alternative through clever advertising is to pull people into these groups and look at pier pressure. Customers feel comfortable in groups, if they see others doing something that is social accepted within a group then they feel they must also follow that path.

If we take the Bodyshop as an example of this customer group creation. The idea is for people to sign up and hold their own parties selling Bodyshop products. They become their own boss with flexible working hours, provides them additional income and who doesn’t love a party with friends and family! You attend this party maybe at a friend’s house as a social event but then you feel the pressure to buy the products as others are also buying.

The group then starts talking about the products after the party and sharing their thoughts and recommendations which encourages additional sales after the event. You begin to remember that brand with the time you came together with friends and family and enjoyed that experience.

The study of these groups, cultures and getting an inside perspective of you customers can be the true success of a business. The use of anthropology, as it is called, has grown extremely important to companies marketing strategy and is not something that should be overlooked. You are able to gain key insight into your customer base, who they are, what they like / don’t like, personalities and so on. This ensures you are marketing your product correctly for them to initially purchase the product but then also maintain this relationship and their connection with your brand. 

This is my first article under my own profile, I generally write posts for other people. So, I would love to hear your feedback and any questions.