Today, brand marketers often employ segmentation models that are based more on attitude, lifestyle and behaviors, as some media outlets play catch-up to present its audience for brands’ considerations beyond traditional demographics.
As a result, as a natural evolution, the next generation is to link attitudinal information to the demographics of the usage of digital. That leaves us where most brands are today, participating in digital platforms where their identified customers are going.
Persuasion, Emotion and Trust (PET) are the most important elements in Digital Marketing. Especially persuasion is the goal of digital marketing. Digital persuasion marketing encourages visitors/ consumers to engage and follow a journey to conversion. That is, persuasion is an approach to designing marketing strategies, which put the emphasis on delivering the message to achieving the marketing objectives of the products or services. It is based on understanding user motivations and psychology and then developing the persuasion to influence users. So understanding user psychology and knowing the persuasion principles is very helpful.
- Reciprocity – give something away. When you give something away you create a natural imbalance and most people feel like to even things out.
- Likeness/ Affinity – reflect the target market. This goes beyond just defining your target market to actually try to reflect how they look and how they act. People buy from people that they connect with and like.
- Social Proof – show that others like you. The new social media widgets that you can embed in your website pages are a good example of this.
- Authority – show reviews/testimonials. Use reviews and testimonials to demonstrate how good you are and get other people to talk about you.
- Commitment/ Consistency – ask people to be consistent. People generally do what they say they will do, so the more times you can ask people to confirm their intentions the better.
- Scarcity – develop a sense of urgency. This is one of the oldest tricks in the book. There are lots of different ways to create scarcity; you can limit time, quantities, invitations etc.
Leveraging these six methods to encourage personal interactions are essential for digital marketers to create more traffic as well as improve more bonding with consumers.
Take TOMS, the shoes company, Persuasion in Digital Marketing for example
- Social proof = reviews, quotes, Likes. In TOMS website, visitors can easily find the reviews and rating for each product, which really push consumers to buy the item.
- Conditioning (Connecting the brand to good feelings / emotions) If customers purchase a pair of shoes and TOMS gives a new shoes to children in need. “One for One” is the tagline of the campaign.
- Scarcity– Driving the perception that there something is in limited supply or a limited time offer. In TOMS website, we can see there is a “Last chance” section, which provides the hottest products and almost sold-out items. In addition, TOMS also designed “Campus Classics” styles for different schools.
Using a story, persuasion, emotional words or pictures to engage people’s brains as well as influence their behaviors and attitudes is the new trend for branding and marketing.
Hope you like my sharing, see you soon.
Y.C. Nov.5, 2012