5 Teknik Psikologi untuk Marketing - ANALISIS #48

Summary

This video, presented by Iwan Setiawan, explores how marketers can leverage psychology to influence consumer behavior. It introduces the concept of 'nudge,' small interventions to guide quick decision-making, using heuristics. Examples like social proof, loss aversion, anchoring, framing, and commitment are discussed. These psychological techniques, such as showcasing popularity (social proof) or triggering fear of missing out (loss aversion), can drive better marketing results. The video highlights practical applications, from promotions to customer engagement strategies, and encourages viewers to implement these tactics in their businesses.

Takeaways

• 🔍 The speaker emphasizes that marketing should return to the basics of psychology, specifically focusing on heuristics and decision-making shortcuts.
• ⏳ Humans have an average attention span of only 8 seconds, making it crucial for marketers to craft quick, impactful messages.
• 💡 Heuristics, or mental shortcuts, are used to help people make fast decisions. Marketers can leverage these to influence customer behavior.
• 🔄 The concept of nudging is introduced, where small prompts guide customer decisions, such as the use of visual cues like fly images in urinals or floor markers for social distancing.
• 👥 Social proof is a powerful technique where people follow the actions of others. Examples include long lines at popular restaurants or displaying high user numbers for apps like Gojek.
• ⚖️ The loss aversion technique taps into people’s fear of losing something valuable, often seen in flash sales or insurance ads highlighting potential risks.
• ⚓ Anchoring refers to using a reference point to influence perceptions, like showing an original high price before a discounted one or upselling larger sizes at Starbucks.
• 🖼️ Framing is about how a product or message is presented. The same item can be perceived differently depending on how it’s framed, such as emphasizing low calories versus high protein.
• 📋 Commitment is a psychological driver where people stick to actions they’ve already committed to, like gym memberships or loyalty programs.
• 🎯 The overall focus is on using psychology to craft marketing strategies that are simple, tactical, and effective in driving customer actions.

Q & A

What is the primary reason marketers should focus on psychology in marketing today?

Marketers should focus on psychology because human attention spans are now very limited, averaging only 8 seconds. This requires marketers to make quick decisions and use psychological shortcuts, such as heuristics, to capture attention effectively.

What is 'heuristics' and how does it apply to marketing?

Heuristics is a psychological concept referring to mental shortcuts that help people make quick decisions. In marketing, these shortcuts can be used to influence customer decisions rapidly, such as by simplifying choices or highlighting key points that encourage specific actions.

Can you explain the concept of 'nudging' in marketing?

'Nudging' refers to small prompts or adjustments marketers make to guide customer behavior in a desired direction. For example, placing visual cues in environments, like fly images in urinals to influence aim, or marking spaces in queues to ensure physical distancing, are examples of nudges.

What is 'social proof' and how can it be applied in marketing?

Social proof is the tendency of people to follow the actions of the majority. In marketing, it is used by showing that many people use a product, such as Gojek displaying its large user base or restaurants with long lines, which makes others trust and choose these popular options.

How does 'loss aversion' influence customer behavior?

Loss aversion is the psychological principle that people are more motivated to avoid losing something than to gain something. In marketing, this is seen in flash sales or insurance ads that emphasize risks. Customers are driven to act quickly to avoid missing out on discounts or protection.

What is the 'anchoring' technique in marketing?

'Anchoring' is when marketers use a reference point, such as an initial high price, to influence customer perceptions. For example, showing a product at a discounted price from a much higher original price makes the discount seem more significant, leading customers to view the offer as a better deal.

How does the concept of 'framing' work in marketing?

'Framing' is the way information is presented to influence perception. A product can be framed differently to appeal to various audiences. For instance, the same yogurt could be labeled as '99% fat-free' or '1% fat,' with the former being more attractive to health-conscious consumers.

What role does 'commitment' play in customer retention?

Commitment, such as through loyalty cards or subscriptions, encourages customers to stick with a brand. Once people commit, they are more likely to continue purchasing to avoid feeling that they are missing out on rewards or wasting their investment, like in gym memberships or Netflix subscriptions.

How can marketers use 'free trials' to increase sales?

Free trials give customers a firsthand experience of a product, making them more reluctant to lose that experience. For example, after test-driving a car or trying a food sample, customers are more likely to buy because they don’t want to lose the positive feeling of using or consuming the product.

Why do people tend to buy more when limits are placed on their purchases?

When purchase limits are set, such as 'maximum 12 items per customer,' people are influenced by the idea that they should take advantage of the maximum allowance. This anchoring effect leads them to buy more than they might have originally intended.