Written by: Karen Anglas
Humans are complex. We are a mixture of feelings, thoughts and memories also, body andsoulare linked. Our mind is involved in everything we do, and one of the things we often tend to dois buy. We need many things for our survival: food, cleaning and health items, clothing, and also other things don’t “need” but buy them anyways. Why is that? Let’s see:
Between the rational and the emotional
95% of the buying decisions we made are not rational or logical, they are unconscious. Without emotions, we cannot make choices. Emotions are a very important part of ourselves: we feel all the time, and psychologists says there are no “negative” feelings, even if we are mad or sad, those are proper and natural feelings everyone has. However, if we link it into the field of Marketing, humans prefer to associate buying with nice feelings, as happiness, nostalgia, and excitement.
Many cognitive processes as attention, concentration and memory are linked to our emotions. That is why emotions are so important in digital marketing as well. If we think about a brand, it could make us feel something. Think about Coca-Cola, Nike, Amazon or Disney, what do you think and feel when you heard those words? I can guess: happiness, power, satisfaction, caring, effort, wholesomeness.
Sometimes we use to “humanize” some brands or products; we give them the attribution of a person because of what they make us feel.
If you think about your favorite brands, you could see that you already have made an emotional bonding with them. Besides, I guess you (like me) miss some brands there are no longer with us, like the products we use to consume or have in our home when we were kids. We keep good memories about some cereals, candies, or toys, some brands we link with the good times as a kid or teen. If they’d come back, would you buy them for your kids? For yourselves? Many of you would say, yes! Without hesitation, even if you are not sure if the product is still the same. Emotions run before us!
In addition, it’s important to remember that we are working with people/ persons/human beings: even if they are our clients –hiring us for a digital marketing campaign- or the consumers, the people buying our products. We should never forget ethics and empathy.
Empathy is an important part of emotional intelligence that is the ability to identify and regulate our own emotions, to recognize the emotions of other people and feel empathy towards them, and to use these abilities to communicate effectively and build healthy, productive relationships with others. Communication is the key when we make content in digital marketing, we must recognize what our clients want, about their needs, thoughts, feels… we’ll try to think what they think and feel what they feel because our goal must be the same.
If you check the most important Publicity contests around the world, such as Cannes Lions, Effie, or Clio awards, you will notice something in common, many of the winners made emotional advertising, something that moves us, makes us feel different. That’s the power of connecting with emotions.
Remember last year’s panic-buying? Neuroscience has the answer
Many of us remember at the beginning of the pandemic lockdown you could go into the supermarket and you will see all the toilet paper in a massive sold-out. Does toilet paper has the cure or prevents Covid-19? Of course not, we all know that rationally… so what happen then?
Strong emotions –such as fear- can make us take irrational decisions, that’s where our emotional brain (limbic system) gets involved. Fear, hunger and the need to survive is a primary function of those areas. Impending emergencies activate those emotions and can cause irrational reactions. (3)
Last year sanitary emergency triggered a fear response that put us into a survival mode, and we want to control something, anything because as humans we couldn’t control the real-life situation we were living in. Panic-buying gives us a sense of control.
The most logical thing to do was to stay at home or buy just the things you need, knowing that Covid was transmitted easily into larger crowds of people, we reject that thought and our primary brain makes us go to the supermarket and get a huge supply of stuff we already could have at home.
Mind, Behavior and Selling? Neuromarketing!
Neuromarketing is the application of Neuroscience, Psychology and Economics insights into marketing and advertising (1) and is used on publicity and marketing by the top selling companies in the world.
Can we use it in Digital Marketing? Of course! For example, recently, researchers discovered that websites that were simple, informative and easy to navigate achieved high trust scores. They also showed that complicated designs and hard-to-digest information lowered trust in the website (2) and that’s just the tip of the iceberg.
It can help us understand our clients so much better so we can approach to them in the right way, and in the same way our company will maximize the conversion rates. If we get involve in the mind of the consumers we will save so much time and other important resources to get directly into the path we want. Imagine how wonderful is that!
Other facts get involved here, we use to buy what other people are buying, if we see a product with many reviews, shares, likes or comments, we think it’s credible and we want it for ourselves too.
Wrapping it up
Humans are complex, but all who work in Digital Marketing are humans, so we are closer to the right formula to a win-win situation. We must value our rational side, but also know and respect our emotional side, that’s what makes us human beings.
Digital Marketing, as an important field nowadays, must have this notion very clear, doing that we can improve our tactics to complete our goals and get the satisfaction all parts need: clients, customers, and marketers.
There are older but important concepts in the field of the Psychology of Consumption (4) so important that we have to keep in mind, such as, persuasion architecture, emotion-driven behavior, scarcity, and loss aversion, color psychology, and many new investigations running at this time that could help us to improve our results.
As marketers, we should have an interdisciplinary point of view from the visual arts, economic trends, technology, sociology, but one of the main columns here is, and always will be, Psychology, as humans we shouldn´t forget that!
For more information about Digital Marketing, please visit our site: IIDM
- “Earn Consumers’ trust online with neuromarketing” ( Neuromarketing Services) www.neuromarketingservices.com/neuromarketing/
- “Outsmart your competition” (Neuromarketing Services) https://www.neuromarketingservices.com/online-neuromarketing/
- “Understanding our panic-buying with Neuroscience” (Neuromarketing Services) https://www.neuromarketingservices.com/emotional-buying/
- “Using Psychology in Digital Marketing” (Bython Media) www.youtube.com/watch?v=lnBSA1llYNU
- “Neuromarketing: the new science of consumers decisions” (TedX Talk by Dr. Terry Wu) www.youtube.com/watch?v=UEtE-el6KKs
- “Emotional Intelligence” (Harvard Health Publishing – Harvard Medical School) www.health.harvard.edu/mind-and-mood/emotional-intelligence
- “7 powerful psychology lessons that will boost your digital marketing game” (Alexander Bickov) www.vwo.com/blog/7-powerful-psychology-lessons-that-will-boost-your-digital-marketing-game/
- “Marketing emocional: llegando al corazón de la gente” (Jonathan-García Allen) www.psicologiaymente.com/organizaciones/marketing-emocional-llegando-cliente