5 Teknik Psikologi untuk Marketing - ANALISIS #48

Marketeers TV

12 Feb 202311:47

Summary

TLDRThis 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.

Outlines

00:00

🧠 Using Psychology in Marketing

In this paragraph, Iwan Setiawan discusses how marketing should return to the basics of emotional psychology due to limited human attention spans, which now average only 8 seconds. This creates the need for fast decision-making through heuristics (mental shortcuts). He introduces the concept of 'nudges'—small actions marketers use to influence customer decisions quickly and in alignment with their goals. Examples include visual cues, such as images in public restrooms or queue markings during the pandemic, which help guide people to make the desired choices efficiently.

05:01

📊 Social Proof in Marketing

This paragraph explores the psychological concept of 'social proof,' where individuals tend to follow the actions of the majority. Setiawan gives examples such as customers choosing crowded restaurants over empty ones, Go-jek displaying its large user base to attract more customers, and SRC's initiative to modernize traditional shops, prompting more stores to join due to visible success. He further illustrates how reviews and high ratings can persuade potential customers to trust a business's popularity, reinforcing the power of social proof in decision-making.

10:02

💸 Loss Aversion and Urgency

Here, Setiawan discusses 'loss aversion,' the psychological tendency for people to fear losing something more than they desire to gain. Examples include flash sales, where customers rush to make purchases to avoid missing discounts, and insurance ads that focus on the risks of not having coverage. Real estate ads promoting price hikes after a certain date and product test drives or free samples also play on this fear, encouraging customers to commit quickly once they've had a positive experience, as they don’t want to lose the opportunity.

⚖️ Anchoring in Pricing

In this paragraph, Setiawan explains the concept of 'anchoring,' where people rely on an initial reference point to assess value. A common example is discount pricing, where an original high price is shown alongside the sale price, making the discount seem more significant. Anchoring is also used in negotiations and in product sizing, such as Starbucks cups, where slight increases in price for larger sizes encourage customers to opt for bigger purchases. This psychological trick increases perceived value and influences buying behavior.

🎯 Framing Products to Influence Perception

Setiawan introduces 'framing,' the idea that how a product is presented can significantly impact consumer perception. The same product, like a simple drink or USG machine, can be framed as either affordable or premium depending on its packaging and context. By changing the framing, marketers can target different audiences, such as dieters with 'low-calorie' labels or athletes with 'high-protein' ones. He emphasizes how subtle changes in wording, like '99% fat-free' versus '1% fat,' can influence purchasing decisions.

📅 Commitment and Loyalty

In this final paragraph, Setiawan discusses the power of 'commitment,' where once people make a small initial commitment, they are more likely to follow through with continued actions. Examples include loyalty cards encouraging repeat purchases, gym memberships motivating frequent visits due to the financial commitment, and subscriptions like Netflix, which keep users engaged to avoid wasting money. He also mentions social commitments in arisan gatherings, where members are more likely to spend and participate because they’ve already committed to the group.

Mindmap

Keywords

💡Attention Span

Attention span refers to the limited capacity of humans to focus on a particular piece of information for a brief period. In the video, the speaker highlights that the average attention span is about 8 seconds, emphasizing the need for marketers to quickly capture consumer attention with concise and compelling messages.

💡Heuristics

Heuristics are mental shortcuts people use to make quick decisions without in-depth analysis. The video discusses how consumers rely on heuristics to process information rapidly, which can be used by marketers to influence decision-making, especially in a world where attention spans are short.

💡Nudge

A nudge refers to subtle cues or prompts designed to influence people's behavior in a predictable way. In the context of the video, nudges are small, strategic actions marketers can use to guide customers toward making quick decisions, such as the placement of a fly image in urinals to direct behavior.

💡Social Proof

Social proof is a psychological phenomenon where people mimic the actions of others in an attempt to reflect correct behavior. The video provides examples like crowded restaurants and the display of large user numbers on websites like Go-Jek, showing how marketers leverage social proof to build trust and influence consumer behavior.

💡Loss Aversion

Loss aversion refers to the tendency of people to prefer avoiding losses over acquiring gains. The video explains how marketers exploit this by creating a fear of missing out (e.g., flash sales or property promotions), prompting customers to act quickly to avoid losing out on deals.

💡Anchoring

Anchoring is the cognitive bias where individuals rely heavily on the first piece of information they encounter (the anchor) when making decisions. In the video, this is exemplified by showing high initial prices and then discounting them, making the discount seem more attractive and substantial.

💡Framing

Framing is the way information is presented, which can significantly influence decision-making. The video discusses how the same product can be framed differently to appeal to different audiences, such as marketing yogurt as '99% fat-free' instead of '1% fat', which positively impacts consumer perceptions.

💡Commitment

Commitment refers to the psychological principle where individuals are more likely to follow through with actions if they have previously committed to them. The video illustrates this through examples like loyalty cards or gym memberships, where consumers are more likely to repeat actions to fulfill their commitment.

💡Flash Sale

A flash sale is a marketing tactic where products are sold at a significant discount for a limited time. In the video, flash sales are used as an example of loss aversion, where customers act quickly to take advantage of the deal before it disappears, driven by their fear of missing out on a good offer.

💡Physical Distancing Cues

Physical distancing cues refer to environmental prompts that guide people's behavior, particularly during the pandemic. The video mentions how markers on the ground in queues help maintain social distancing, influencing people to stand at appropriate distances without explicit instruction.

Highlights

Human attention span averages only 8 seconds, requiring marketers to craft quick, impactful messages.

Heuristics, or psychological shortcuts, help people make rapid decisions, which can be leveraged in marketing strategies.

The concept of 'nudge' is introduced, which involves small cues marketers can use to influence customer decisions quickly.

An example of nudging is the placement of a fly image in men's urinals to guide behavior and reduce mess.

Another nudge example is the use of floor markings during the pandemic to enforce social distancing in queues.

The first psychological technique is 'social proof,' where people follow the behavior of the masses, as shown in crowded restaurants being more attractive.

Go-Jek effectively uses social proof by displaying large numbers of app downloads and partner statistics to build trust and attract more users.

'Loss aversion' is the second technique, emphasizing that people fear losing more than they desire gains, such as in flash sales or insurance ads.

The third technique is 'anchoring,' where a higher reference price is shown first to make discounts seem more appealing.

An example of anchoring is Starbucks' cup sizes, where the small price difference encourages customers to choose larger sizes.

'Framing' is the fourth technique, where how a product is presented affects how people perceive its value, like in luxury vs. basic product presentation.

A product marketed as 'low-calorie' attracts different consumers than one marketed as 'high-protein,' even if it's the same item.

Framing also affects pricing perception, such as marketing yogurt as '99% fat-free' versus '1% fat' to influence healthier choices.

The final technique, 'commitment,' shows how loyalty programs and memberships make customers more likely to return and purchase repeatedly.

Gym memberships and subscriptions create a sense of commitment, making people feel obliged to use the service to avoid wasting money.