Customer-first communication goes beyond creating content that consumers want to see. We can use psychology to create effective marketing communications by understanding just how consumers process information.
Focusing on Formatting
In this new age of Digital Marketing, most content creators and marketers tend to focus solely on the actual content of their strategies, making sure that their subject matter is relevant and valuable for target audiences. When we looked at tying our content creation efforts to our marketing strategy, we talked about developing content that is simple, compelling, and concrete.
However, we can’t forget the actual presentation of our marketing content. The study of consumer behavior gives us a scientific approach to understanding what our target audience’s needs and desires are, but delving further into the psychological aspects our consumers’ decision making processes reveals vital information on how we can and should present our content and communications.
Putting Psychology to Work in Our Marketing Communications
Marketers can benefit from having a basic understanding of the psychology of human attention. By understanding how we as humans process information we can more effectively format the tactical executions of our marketing strategies so that we can earn the attention of our target audience. Whether we’re developing mass out-of-home communications, like highway billboards, or targeted digital communications, like a remarketing Instagram ad for an unconverted buyer, there are certain principles we can follow that lower the barrier of entry to a consumer’s attention span.
We can focus on the physiological interpretation of our stimuli, our messages, by placing careful consideration into how these messages are developed, delivered, and deconstructed. In general, effective communications begin with three core principles:
- Easy to Process: our ad, regardless of format, is easy to quickly understand
- Pleasant to Read: our ad, regardless of format, is evokes positive feelings and is nice to look at
- Novelty: our ad, regardless of format, brings something new or unique to the table that justifies giving it attention
Reinforcing Recognition and Recall
Beyond these principles, there is one other critical and classical element that we can and should introduce into our messaging strategy to tap into the way humans handle information.
Establishing easy to remember cues, including jingles, colors, logos, characters, and more, can help you build your consumers’ recognition and recall over time. The Southwest Airlines ad above is a static web banner but it’s like that just by looking at it, you can hear the famous airplane ding followed by “Wanna get away?” in your head. This tagline and all of its executions, from television spots to web banners, continuously builds consumers’ recognition of Southwest Airlines as a go-to budget, leisure airline.
It is critical, though, to keep these cues consistent across all consumer touchpoints. Part of what makes “Wanna get away?” so successful is that Southwest uses it across its interface. It’s not just a tagline, it’s also the branding for Southwest’s cheapest fares, further reinforcing the airline’s brand positioning.
Creating marketing communications that people actually pay attention to will always be an evolving task. As the world of marketing continues to evolve, there will be new ways and techniques to reach consumers. Understanding the psychology of how humans process information will always give you an edge in creating strategies that reach your target consumer.