DIGITAL PSYCHOLOGY – TARGETING CUSTOMER ECONOMIC BEHAVIOUR ONLINE
Digital Marketing is not just about producing content and doing SEO – trying to reach more customers. With the rising competition online, exerting digital effort – no matter how much – without a directed effort is a clear waste of time.
Just like in the real world, where you cannot make a sale without being seen in a positive, attachment-worthy light – the digital world is no different. Or is it?
Online Sales are Different from Traditional Sales Though – At Some Levels
Most businesses with an online presence forget that customers are customers – whether online or offline.
What we mean is, just like you need to put an effort in understanding your customers in the real world – there is a required level of understanding online too.
But, there are psychological variations between the two cases – which means that we act differently online and offline – and hence, there are noticeable differences.
Why is Our Emphasis on Digital Psychology?
As a digital marketing agency, specialising in Digital Psychology (we will not make big claims of being the first in any region, we compete on quality), we spend our time understanding the mentality of online customers in various sectors.
From the numbers dominated investment sector to the need for personalisation in luxury, we hold the ability to make your business – what we call – Digital Psychology Conscious. Let’s dig in deeper.
Behavioral Psychology vs Digital Psychology
Just like behavioral psychology in general, Digital Psychology is bound by an understanding of Psychology, Neuroscience, and Microeconomic Theory – which when put well together breaks the cross-cultural boundaries too. Examples of Android – for its love by the technical worldwide – and Apple – for its association with class – comes into mind straightaway.
Companies like Google and Apple do not have to change their core values to make their products accepted worldwide – they are just desired by wide audiences worldwide because of their understanding of customer psychological behaviour – online and offline.
But, an apple online store is different from one in your town. A sales person in the store doesn’t come to you and start talking about the elegance of Apple products.
They assume that you know this all. They just make you feel welcome and appreciated. Someone has already done a good job for them before a customer walks into a store.
The Superiority of Digital Psychology
There is one element of Digital Psychology that sets it apart from Behavioral Psychology.
Behavioral Psychology is mainly based on lab results – putting people into situations where their every step is measured. We can pull up the point that humans behave differently when knowing that they are being observed – a valid criticism.
Digital Psychology – on the other hand – is based on clear data tracked through open behaviours – behaviours measured
a. when people are comfortably laying in their bed or making choices between two viable products;
b. when people are trying to prove their friend wrong to when someone is buying a gift for a loved one.
In the modern era, Digital Psychology covers it all.
This size of data does not mean that everything is mixed together and cannot be differentiated.
The beauty of this data is – it can be openly covering every aspect or it can be specified to defined conditions – the luxury missing from behavioral psychology in lab settings.
There are endless example of products working in a lab – in a test environment – but failing outside.
Pepsi Vs Coke
In Blink, Malcolm Gladwell gives the example of Pepsi’s advertising campaign a few years ago where they asked people to sip two glasses of a black drink – the other being Coca Cola of course – without any labels. A high proportion of people – even those who claimed to be avid Coke drinkers – preferred Pepsi.
The campaign created quite a stir in the Coca Cola headquarters – leading to the creation of the new Coke.
For those of you who were around at the time or have heard about this blunder – the new drink was a disaster. In fact, people went out on the streets and protested, wanting the good old Coke to be brought back. But, why?
The Pepsi-Coke taste test is not a random phenomena. There is a simple psychological explanation for what happened.
Pepsi has a higher concentration of sugar in it, which means that – based on human preference for conserving energy in high concentrations, i.e. sugar – a sip of Pepsi tastes better than Coke. But, the overall taste of Coke is better because it is not overwhelming on our senses.
In short, Pepsi is better at a sip test – Coke is better in higher proportions. Would you rather be sold as sips or cartons?
The answer depends on the product – but all things being equal – you should better be the second.
If Coca Cola had taken a step back from the situation and spent some time in understanding what was happening – it would have saved them a lot of time, effort, and money.
To close off the example, I do not have to tell you which drink sells more – Coke is a clear market leader.
(Just a side note – even though Blink is a good read – do not take everything in it as scientifically accurate).
If You Need More Convincing – Buying is a Feeling
Did you know humans make up to 95% of their decisions based on a hunch – a feeling?
Do you think that feeling is random? No.
Do you think you can fake that feeling? Probably yes – but do you want that?
If you are in business for the long-term, you are definitely interested in refining your products and services, and making them customer centric.
When you have done that, the next logical step is then to present it properly. That proper presentation online is what constitutes the application of Digital Psychology.
You are not just selling – you are selling to a customer based on a feeling. Whether that feeling is necessity, quality, integrity, innovation, fandom, or so on – Marketing Voice is here to help you out.
Why Marketing Voice?
You may ask how can we do all this. How do we understand Digital Psychology?
The two founding members of Marketing Voice have long-held attachment with trying to understand human behaviours – in real world and digital ways. You can read the full story here.
a. One of them is a Doctoral level researcher that specialises in breaking down populational behaviors based on the integration of technology in everyday life.
(He basically reads people)
b. While the second one is a serial entrepreneur who built multiple businesses from scratch. All this happened after being failed by a creative marketing agency with no business understanding for the first attempt.
Plus he spent 4 years in police, perfecting the art of interpreting information through behaviour – rather than uttered words.
(He basically has a grudge against Digital Marketers who are stuck in front of a computer all day – not spending time on understanding customers in the first place before producing for them).
Every new recruitment, every new job, is now based on understanding our customers – and in turn their customers – to a deeper level. Digital Psychology is a part of Marketing Voice culture and that is our niche in digital marketing.
We could have simply argued here that Digital Psychology is now more important for businesses in the 21st century – and moving forward – than regular sales. But that would have been an easy way out of constructing an argument – of establishing an understanding of your business needs.
We, at Marketing Voice, believe in opening up our ideas to customers – providing the right information for them to make the final decision.
Snap sales, cold calls, colourful emails will make you money, but will not create relationships.
We believe in creating long-term relationships.
We Speak Your Language
You might have picked up that the language in this blog is unlike the general blogs you have read.
This is a digital marketing platform and the language being used is jumping between semi-scholarly and friendly. This is because we are speaking your language.
To be more specific, we are speaking the language of our ideal customers – customers that value psychological input and longevity of business strategies.
You will realise that we treat each case on the basis of the given situation – which most of the time is variable to a high degree – needing inputs from various angles.
We also change our tone – we change our style – and we change the way we present information.
You should expect this level of personalisation in your case too.
Please use one of the following methods to reach out to us. We look forward to working with you.