In the intricate dance between consumers and advertisers, the realm of psychology plays a pivotal role. Remarketing, a strategic tool in the marketer’s arsenal, leverages psychological principles to influence consumer behavior and shape purchasing decisions.
Today, let’s delve into the fascinating psychology behind remarketing, unravelling concepts like the mere-exposure effect, social proof, and scarcity, and uncovering why these elements make remarketing a potent force in the world of digital marketing.
Table of Contents
1. The Mere-Exposure Effect: Familiarity Breeds Preference
At the core of the psychological underpinnings of remarketing lies the mere-exposure effect. This phenomenon suggests that people tend to develop a preference for things merely because they are familiar with them. In the realm of remarketing, this translates into repeated exposure to a brand or product, leading to increased familiarity and, ultimately, a positive perception.
Application in Remarketing: Remarketing capitalizes on the mere-exposure effect by ensuring that users encounter ads repeatedly. This constant exposure reinforces brand awareness and familiarity, increasing the likelihood that the user will choose the advertised product when making a purchase decision.
2. Social Proof: Trusting the Wisdom of the Crowd
Social proof, a concept deeply rooted in social psychology, asserts that individuals tend to follow the actions of others when uncertain about the correct behavior in a given situation. In the context of remarketing, social proof manifests through showcasing the actions and choices of other consumers.
Application in Remarketing: By featuring testimonials, user reviews, or even displaying the number of previous purchasers, remarketing creates a sense of social validation. Users are more likely to trust a product or service that others have chosen, leading to increased confidence and a higher probability of conversion.
Protip: Measure how your testimonials are reaching out to the audience and how they’re reacting to it. If you use email marketing as one of your remarketing channels, then track email delivery to learn if they have received and opened your email with efficient tools like GetEmail.io.
3. Scarcity: Igniting the Fear of Missing Out (FOMO)
The scarcity principle taps into the fear of missing out (FOMO) that resides within all of us. When something is perceived as scarce or in limited supply, it becomes more desirable. Remarketing strategically utilizes scarcity to create a sense of urgency and encourage swift action.
Application in Remarketing: Limited-time offers, countdowns, or notifications about low stock levels are common in remarketing campaigns. By conveying that a product or promotion is scarce, remarketing triggers a sense of urgency, compelling users to act promptly to avoid missing out on a valuable opportunity.
4. Anchoring: Influencing Perceived Value
Anchoring is a cognitive bias where individuals rely heavily on the first piece of information encountered (the “anchor”) when making decisions. Remarketing cleverly utilizes anchoring to influence the perceived value of a product or service.
Application in Remarketing: Initial exposure to a product at a certain price sets an anchor in the consumer’s mind. Subsequent remarketing efforts can emphasize discounts, promotions, or additional value, creating a psychological contrast that makes the offer appear more attractive.
Conclusion: Navigating the Psyche for Marketing Success
Understanding the psychology behind remarketing unveils the intricacies of consumer decision-making. As marketers continue to navigate the complexities of digital advertising, a deep comprehension of these psychological principles empowers them to create compelling and effective remarketing campaigns that resonate with the hearts and minds of their audience.