How can digital psychology help me grow?
Let us clear a myth for you right away. Digital psychology is not just about content writing and SEO optimization. More so, it is studying customer personas, interests and behavior patterns through analytical data. This data is then used to influence the thinking patterns of a consumer. In other words, influence them to buy your services or product.
A good marketer knows how to sell their product. However, a smart marketer knows how to make a returning customer, not just a one-time sale. This is the ultimate aim of using digital psychology. The objective of using digital psychology is to stand out from the crowd. Secondly, it is to have a significant increase in sales conversions. It is often used to attract more people to subscribe to your services as well. In other words, build a brand persona that people remember.
What tactics are a part of it?
Humans, at the end of the day, are humans. Their behavior patterns can be studied and predicted. Digital psychology combines psychology, neuroscience and microeconomic to study these patterns. By combining the theoretical applications from these branches, it creates a cross-cultural strategy. This strategy comprises of tactics to attract and engage more consumers.
The most common tactics revolve around the use of colors. For instance, many brands use the color red in their logo, because red represents energy burst and motivates people. It is a color that people seldom forget. Similarly, darker shades, especially the color black has associations with something serious. This is why, while conveying a serious message, black becomes the obvious choice.
Apart from that, businesses and brands often play pricing tactics as well. An example of such a tactic is where the business puts up a sale on a product, but the sale price is the actual price of the product. Regardless, the mention of the word sale or save up to is enough to hook consumers into buying it.
The fear of missing out
One thing that we all suffer from in this digital age is the fear of missing out. This fear is the handiest tool in digital psychology. Brands and marketers are now focusing more on creating a culture, rather than highlighting the specifications of any given product. Take Apple’s case study as an example. Apple has recently taken over social media with its inspirational campaign of sharing photos taken by Apple users. The purpose of such campaigns is to inspire others into becoming a part of the culture.
Similarly, many OTAs (Online Travel Agencies) create promotional offers that might not be true. You might have noticed the phrase, ‘only 2 products left.’ A lot of brands do that just to make the consumer buy into the fear of missing out.
This can also work with sensational headings which stirs up curiosity in consumers. In this way, curiosity becomes a hook for catching consumers.
Digital psychology for business models
So, we’ve told you how digital psychology works in general. But let’s brief you a little on how it works for specific businesses. For instance, in business to the business model, it is used for approaching other businesses and increasing clientele. Factors such as scarcity of resources are brought into play. This is similar to the use of fear of missing out. Here, the potential client is presented with limited options. Other than that, using testimonials and reviews are an important part of this strategy.
The second business model where digital psychology comes into play is business to consumer model. Here, human psychology and cognitive behaviors are studied through analytical data to attract more consumers and convert them into buyers. The primary focus is on creating a culture and brand persona that people will want to be a part of, as opposed to simply highlighting the specifications of the product. Emotional as well as social proofs such as positive reviews constitute a major chunk of this strategy.
In conclusion, digital psychology is the way forward in the virtual world. By understanding what influences your potential customer’s decision, you can use that data for the growth of your business.
If you have any questions on digital psychology, feel free to ask us in the comments section below.