6 ΠΌΠΈΠ½Π΄Π΅ΠΊΠ°Π±ΡΡ 17, 2020
ΠΠ°ΡΠΈ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΡ ΠΎΡΡΠ»Π΅ΠΆΠΈΠ²Π°ΡΡ ΠΌΠΈΠ»Π»ΠΈΠΎΠ½Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΡ ΠΊΠ°ΠΌΠΏΠ°Π½ΠΈΠΉ Π² Π½Π°ΡΠΈΠ²Π½ΠΎΠΉ ΡΠ΅ΠΊΠ»Π°ΠΌΠ΅, push, pop ΠΈ TikTok.
ΠΠ°ΡΠ°ΡΡHave you ever seen an ad that is so enticing, you couldnβt help yourself but click on it even though you know itβs an ad?
Expert marketers are able to manipulate you into viewing their marketing promotions with the help of an all-encompassing technique: psychology. If you want your campaigns to be as effective as theirs, then best dive into the concepts of marketing psychology.
Theyβre not that hard to apply, actually. To make it easier for you to understand these concepts, weβve included some live ad samples weβve collected from our database.
There are actually several marketing psychology principles, but only a handful are being utilized today. The seven principles we will discuss below are some of the most popular ones, and are also the simplest to apply.
People have the innate fear of being left out. We survive and thrive if we are part of a community. To be left behind is a no-no, hence we have this Fear of Missing Out (FOMO).
If you feel like other people are βsurvivingβ better than you by having a better life, having material possessions that you donβt have, or enjoying events that you cannot attend, then you may fall into despair. To avoid the chances of βfalling in despairβ, people will grab on the opportunity to belong.
Here are some examples of ads that use the FOMO concept.
We humans perceive something of short supply to be of higher value. Take gem stones, for instance. The rarer the gem, the higher the price. And if something is of short supply, people will grab the opportunity to get them.
According to Robert Cialdini, author of Influence, The Psychology of Persuasion, scarce supply gives a message of βthreat to freedomβ. To preserve oneβs freedom, a person will do anything, including clicking an ad.
When it comes to ads, you can utilize the principle of scarcity by stating that something is of limited supply. Here are some examples:
This is one of the most commonly-used psychological tactics in ads. Urgency means using time limitation to convince potential customers to grab the offer before the time runs out.
Making you feel that this opportunity comes but once in a lifetime can βforceβ you to jump on the opportunity right away.
The best way to induce urgency in your ad is to add a countdown or a limited-time offer. Using words like βuntil midnight onlyβ, or β24-hour saleβ, or βthis offer expires in 15 minutesβ. Flash sales are great examples of advertisers using the principle of urgency.
Here are some live ads that use this concept:
Have you ever noticed that many article headlines leave some information out? They do this intentionally to trigger your innate need to fill in the gap in information.
This principle is called the Curiosity Gap. As part of our survival instincts, we tend to want to fill in some missing information so that our existence will not be βthreatenedβ.
It also applies to marketing. To incorporate the principle of curiosity into your push notifications or native ads, you must create a βgapβ in the information. This can be done by blurring images, not finishing your sentence, and adding an ellipsis (the three consecutive dots that indicate that thereβs something more). You can further include mystery by saying βyou wonβt believe thisβ, or βfind out howβ.
Here are some examples of ads using curiosity:
Chances are one or all of these four techniques have been used on you in the past. You never even realized that these are marketing strategies, have you?
We have three more marketing psychology concepts to show you in the second part of this topic.
Have you absorbed the concepts above and are ready to check the next part out? Click here for the next part: Using Psychology to Increase Ad Clicks and Conversions: Part 2
ΠΠΎΠ»ΡΡΠ°ΠΉΡΠ΅ Π»ΡΡΡΠΈΠ΅ ΠΊΠΎΠ½Π²Π΅ΡΡΠΈΠΎΠ½Π½ΡΠ΅ Π»Π΅Π½Π΄ΠΈΠ½Π³ΠΈ ΠΊΠ°ΠΆΠ΄ΡΡ Π½Π΅Π΄Π΅Π»Ρ Π½Π° ΡΠ²ΠΎΡ ΠΏΠΎΡΡΡ.
ΠΠ΅ΡΡ
ΠΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΡΠ΅Π°ΠΊΡΠΈΠΈ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ Π½Π° ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΠ΅ ΠΏΡΠ±Π»ΠΈΠΊΠ°ΡΠΈΠΈ Π·Π°ΠΊΠ»ΡΡΠ°Π΅ΡΡΡ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ Π² ΠΎΡΡΠ»Π΅ΠΆΠΈΠ²Π°Π½ΠΈΠΈ ΠΎΡΠΌΠ΅ΡΠΎΠΊ Β«Π½ΡΠ°Π²ΠΈΡΡΡΒ» ΠΈ ΡΠ΅ΠΏΠΎΡΡΠΎΠ², Π½ΠΎ ΠΈ Π² Π³Π»ΡΠ±ΠΎΠΊΠΎΠΌ ΠΏΠΎΠ³ΡΡΠΆΠ΅Π½ΠΈΠΈ Π² ΠΏΡΠΈΡ ΠΎΠ»ΠΎΠ³ΠΈΡ, ΠΊΠΎΡΠΎΡΠ°Ρ Π»Π΅ΠΆΠΈΡ Π² ΠΎΡΠ½ΠΎΠ²Π΅ Π²ΠΎΠ²Π»Π΅ΡΠ΅Π½Π½ΠΎΡΡΠΈ ΠΈ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ ΠΎ ΠΏΠΎΠΊΡΠΏΠΊΠ΅.
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ΠΠ΅ΠΉc
TikTok emerged ΠΊΠ°ΠΊ ΠΌΠΎΡΠ½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½Π°Ρ ΠΏΠ»Π°ΡΡΠΎΡΠΌΠ° Π΄Π»Ρ ΠΏΡΠ΅Π΄ΠΏΡΠΈΡΡΠΈΠΉ ΡΠ»Π΅ΠΊΡΡΠΎΠ½Π½ΠΎΠΉ ΠΊΠΎΠΌΠΌΠ΅ΡΡΠΈΠΈ, ΡΡΡΠ΅ΠΌΡΡΠΈΡ ΡΡ ΡΠ²Π΅Π»ΠΈΡΠΈΡΡ ΠΏΡΠΎΠ΄Π°ΠΆΠΈ ΠΈ ΡΠ°ΡΡΠΈΡΠΈΡΡ ΡΠ²ΠΎΡ ΠΊΠ»ΠΈΠ΅Π½ΡΡΠΊΡΡ Π±Π°Π·Ρ. ΠΡΠΎ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΈΠ· ΠΠ΅ΡΡ Π΄Π΅ΠΌΠΎΠ½ΡΡΡΠΈΡΡΠ΅Ρ ΠΎΠ³ΡΠΎΠΌΠ½ΡΠΉ ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π» TikTok Π΄Π»Ρ ΠΏΡΠ΅Π΄ΠΏΡΠΈΡΡΠΈΠΉ ΡΠ»Π΅ΠΊΡΡΠΎΠ½Π½ΠΎΠΉ ΠΊΠΎΠΌΠΌΠ΅ΡΡΠΈΠΈ.
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