With the global marketplace becoming ever more crowded and competitive, personalization has emerged as an indispensable tool for standing out and rising above the competition.
Consumers are tired of being treated like numbers and expect to be treated as individuals. They often align their brand loyalty with the extent to which they feel understood. Consumers expect that companies will anticipate their needs and make relevant suggestions before they even make contact. When targeted with irrelevant messaging, users grow quickly frustrated and this kind of experience tarnishes – sometimes irrevocably – brand association.
But how exactly are we supposed to know what is relevant for each customer? Which messages and products are we supposed to deliver to each customer, and in which way?
Until now, digital marketers have relied heavily on big data solutions to make broad assumptions about consumers, categorizing them as segments or personas. These methods fail to identify the ‘why’ factor – understanding the psychological factors driving consumers’ behaviors.
But why is this so important?
The constitution of personality types has a significant impact on how customers digest and are reactive to different products and services. Because although we all like to believe we are rational, intelligent creatures who make decisions through logical deduction, we aren’t as savvy as we might like to believe. Purchasing thoughts and feelings are largely driven by unconscious urges. People buy feelings, not products. They part with their hard-earned money to satisfy a desire, driven by hopes or to avoid emotional pain or to refuel illusionary comfort.
Our needs are manifested and articulated in different ways depending on the constitution of our personality traits – that is, stable and consistent elements of our personality that influence our behavior. Broadly, we will all experience the same needs, albeit at different intervals and, importantly, with varying intensities. A need for approval, a desire to feel emotionally fulfilled, to solidify an identity, to feel understood, to feel respected – these are all needs and desires that are innate to the human experience. But how strong and influential this needs is depends on the person. For example, some people with an outgoing personality have a stronger need for a sense of belonging, and would respond best to messages that highlight the social benefits reaped from using the product, or by showing social proof from their peers. Others may have a stronger need for status and appreciation, based on a fragile self-esteem dominating their personality, and would be drawn to commercial messages that highlight the high-status features of the product accordingly.
By understanding how these needs, emotions, motivators, and personality traits are holistically integrated in each person would allow us to entirely transform how we set about personalizing the digital experience. We can provide a far superior customer experience by powering our every interaction with empathy – knowing how and when to speak to customers, and when to stay away. The entire journey can be customized to fit the exact needs of customers, carefully designed to speak to elements of their personalities that they respond to best:
- Content themes (e.g. emphasizing uniqueness vs. trendiness)
- Content types (e.g. images vs verbal messages)
- Content quantity (e.g. many details vs. bottom lines)
- Volume of messaging
- Content turnover (e.g. rapidly changing and novel vs. stable content)
- Visual design & User Interface
This kind of psychology-based personalization can significantly contribute to maximization of appeal, engagement, retention and conversion rates of marketing platforms for various customer types.
Find out how INFI is using psych-tech to help clients deliver flawless, hyper-personalized customer experience here.