The Psychology Behind Personalised Marketing

Ever played that game where a person says a word and you immediately respond with what first comes to mind?

You can use this same concept to understand the relationship between marketing and psychology. It’s simple: you’re exposure to a particular stimulus automatically affects how you respond. For example, if a person mentions these three words: ‘sunny’, ‘long’ and ‘day’, you’re more likely to associate ‘day’ with ‘long’ and ‘sunny’.

Similarly, you could use subtle priming techniques to plant information about your brand in your customer’s mind, thereby influencing their buying behaviour.

For a clear understanding, how this works

According to recent research, 65% of more than 7,000 consumers and business buyers share that a personalised, exclusive offer influences brand loyalty. Meanwhile, 65% of millennial shoppers will give their data to companies that provide personalised offers and discounts.

Examples of personalised marketing

  • Customised business stationery: Personalise “thank you” cards to your clients, personalise stickers on all your mails for brand recognition, engrave your brand name and logo on your pens, etc.
  • Personalised emails: Study the recipient’s purchasing behaviour and send relevant content.
  • Personalise your social media messages and ads.

When you customise a message, product or service to fit your customers’ needs, you communicate to the buyer that you value his or her uniqueness from everyone else’s. This makes them feel special, and more in control about whichever decision they make regarding your product or service.

Regardless of whether this sense of control is an illusion, the concept has a positive effect on the client’s psyche. A sense of control generally makes people feel that they are also in control of the outcome in their lives. The opposite of this (what you should avoid in marketing) is feeling that external forces are in control.

Personalisation has been underutilised

Although customised marketing is a highly effective marketing strategy, it’s unfortunately woefully underutilised. Most marketers simply won’t do it, maybe because they are unaware about the benefits. Those who take advantage of this strategy, however, reap lucrative benefits.

Successful marketers have a deep understanding of their customers’ psychology and they know how to use this knowledge advantageously. Do the same, from your business stationery to your website.