The field of marketing appears to be a relatively simple task on the surface. A company has a service/product that they want to promote and sell, so an advertisement is put out. However, as technology moves forward, so have the ways individuals respond to advertisements. There were the traditional magazine/newspaper ads, the TV commercials, product placement, and now social media. Individuals come in contact with advertisements every day, so much that they have essentially been desensitized to traditional forms of marketing.
Therein lies the problem for marketers. Marketing companies have often relied on traditional quantitative forms of marketing, relying on numbers, surveys, and charts. Understanding the psychology of consumers is essential. It is necessary to consider quantitative and qualitative data in order to produce a holistic view of a market. What makes the consumer respond? The layout of a site? The colors and pictures? Specific words? Every demographic trait requires consideration.
Take, for instance, the use of “Act” vs. “Act Now!” One is more passive, while the other is affirmative. It might appear trivial, but there is an art to crafting content. Users have “click-triggers” that marketers must creatively engage. Here are a “click-triggers” to consider:
- Sticky content
- Attention grabbing, well-written headlines
- Finely-crafted copy
- Pleasant user experience
The most effective sites have content that do not overtly target consumers. They tap into the “natural impulse” of buyers subtly, instead of using manipulation. That being said, it will take experimentation.
It simply comes down to the fact that as marketing experts, one cannot ignore the individual. Social media allows us to reach thousands simultaneously, but it is a futile attempt to appeal to all. Social media should not change the true “art” of marketing. Markets respond to ads differently and it is important to craft content within context. Carefully crafting a site’s interface, visuals, and words can make a considerable difference. If one cannot capture the mind of one, how does one expect to attract an entire market?
Written by Daniel T.