In a world overloaded with choices, decision making has become a burden. Yet consumers must make a choice every time they make a purchase. What does the overload of consumer choice mean for businesses trying to get clients to decide on them? Recent studies show that an astounding 90% of our decisions are made based off of subconscious cues. We might feel as if we are in control of the choices that we make, but in reality we are deeply influenced by factors that the conscious brain fails to recognize. Innovative marketers are incorporating the findings of psychologists to create marketing campaigns that can reach consumers on a deeper and more effective level, a practice called neuromarketing. Sinister as it may seem, smart online marketers put aside any squeamishness about using subconscious messaging because they recognize its immense potential to steer customers toward a particular brand. When used judiciously, this type of online marketing can help increase the trust consumers have in your company. So how do you incorporate subconscious clues into your online marketing strategy? Join Turn the Page Online Marketing as we fill you in on the details.
3 Ways to Make Deciding Easier For Your Customers With Subconscious Cues
In a sense, online marketing is all about making the consumer decision making process as easy as possible. When you know that much of the decision process takes place on a subconscious level, this gives you the upper hand in creating effective strategies that can influence consumer behavior.
1. The More Difficult the Decision, the More Likely that Subconscious Factors Will Influence It.
When a decision is hard to make or even painful, the conscious mind will attempt to repress thinking about the decision, making subconscious factors more powerful. So including subconscious elements in online marketing content for businesses like life insurance companies tends to be particularly powerful. A consumer trying to purchase life insurance for himself likely finds it uncomfortable to think about his own passing and will try to complete the decision making process as quickly as possible with as little conscious thought as he can. So a smart online marketer might include images of open hands on the website because looking at hands has been show to create feelings of trust. This subconscious cue gives the consumer a feeling of trust in the company and permission to make the painful decision quickly.
2. Allow Color to Help Them Decide.
Google famously tested 41 shades of blue before deciding on one for their website. This might seem like overkill, but studies from the University of Missouri showed that color had a huge impact on how much students liked and trusted a website. The color red, for example, has been shown to induce aggressive decisions making behavior in consumers, making it a perfect tool for a business that would benefit from that sort of reaction from their clients, like fantasy football or online gaming websites.
3. Don’t Change Subconscious Cues Already Associated With Your Brand.
The brain tries to work as efficiently as possible, so once it associates a color, shape, or logo with your brand, it stops thinking. That’s why it is a big mistake to change deeply ingrained cues associated with your brand. Case in point: Tropicana removed the iconic image of an orange pierced by a drinking straw from its packaging–and saw a dramatic drop in sales. Experts believe that without the image, the product became “invisible” to consumers who were so used to it that they could not see the product anymore on a subconscious level.
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Neuromarketing is a fast growing field, and a fantastic way to reach your clients on a highly effective level. Let Turn the Page Online Marketing be your guide by calling (816) 527-8371. Our expert online marketing team has the tools to help your business stay front of AND back of mind.