How Marketing Influences Consumer Decisions
The fundamental responsibility of a marketing department is to grow the market share by acquiring and keeping new clients. The best way to do that is by monitoring, evaluating, and controlling consumer behavior. Modern marketing strategies easily handle this duty. Let’s examine the how and why in more detail.
1. Never-ending advertising
Regularly held marketing initiatives have a significant impact on consumers’ purchase decisions. They pick one brand over another just because they saw the first one’s advertisement more frequently. Customers tend to trust some businesses more than others simply because they have better blogs, more visually appealing material, and employ opinion leaders who help customers associate the company favorably. We are all influenced by this, whether we like it or not. Just recall the last time you went to the grocery store to get some basic foods and ended up leaving with some unexpected purchases. You most likely did it as a result of the advertisement you recently saw on television or online.
2. Emotional engagement
Instead of informing consumers, modern marketing aims to convince and build strong emotional bonds with brands and products. Even if people can’t recall where or when they saw a specific advertisement, they may still experience a specific emotion when they look at a product at a store, such as happiness, comfort, or confidence. It occurs because the advertising they watched caused their brain to detect a particular emotion. The brain immediately connected the product with a certain emotion when they first viewed it. When buyers select from a variety of comparable products from various companies, this relationship will operate flawlessly. Use our neuromarketing software to do a shelf testing exercise to determine its effectiveness.
3. Shaping of context
We believe that each of our social, professional, and informational settings is distinct. But in reality, we all live in a world of marketing where everything is offered for sale and purchased. It’s not good or bad; it’s simply the new commercial reality that dictates what you’ll wear tomorrow, how you’ll address your boss, and how much of your income you’ll spend on eating out. With a few notable exceptions, it is generally applicable to everyone, from a young wealthy nerd who is only 20 years old to a family in their late 30s. If you give it some more thought, you will realize that most of the material you encounter each day attempts to persuade you to buy anything, whether it be a service, an idea, etc.
Take, for instance, the blogs of modern businesses. Rather than being sales tools, they appear to be thematic media. Companies work to position themselves as the go-to resource for information about a given industry by disseminating their knowledge of it to consumers. In this approach, they produce a ton of content, including viral material that shapes consumer trends and purchasing patterns. Today, public perception and reputation are even more valuable than the actual goods. If it has a worthwhile message to convey and is effectively promoted, even a plain chicken egg can become viral and break Instagram records.
5. Attention management
We ingest vast volumes of information each day, which severely limits our capacity for attentional focus. In our society, we are addicted to our cellphones, constantly flipping between displays, and using dozens of tabs. The ability to multitask has evolved into a necessary talent for everyone. Therefore, building a strong emotional connection is the only method to successfully grab and hold audience attention. And modern firms accomplish just that with the aid of their marketing initiatives. Marketing shifts our focus away from some trends and items and toward others. It instructs us on what to concentrate on and talk about today, rendering it obsolete the following day and substituting it with new information so we have something to engage us.