With the upcoming holiday season, many companies will double their profits thanks to marketers and people like you and me. Black Friday and Christmas day are the perfect excuses to buy things, a lot of things, even without needing them. Companies spend hundreds of thousands of dollars in advertisement, marketing, social media ads, to make sure you buy something that you don’t need.
In this post, I share some of the things I have learned as a Digital Marketer throughout my career, to help you filter through the noise and make better consumer decisions. Being a conscious consumer not only will help your wallet but also contributes to the welfare of our planet and the sustainability of our natural resources.
1. Marketers Create the Need for you to Buy
Marketers are paid to create the need for you to buy stuff, this is called demand generation. As a marketer and as a consumer, I always ask myself two questions before purchasing something: do I need this? Or do I desire this? These are two different questions with two different outcomes. We need to buy food to survive every day, that is a need, but you don’t need to buy the most expensive watch to survive, that’s a desire.
2. Marketers Analyze your Behavior
Marketers are like spies on the internet; they know the #hashtags you add, the keywords you use on Google, how much time you spend on a site, the emails you open, where you click and more. Marketers have ways to study your behavior on different platforms including mobile, desktop, apps, and watches. Marketers are experts in Search Engine Optimization (SEO), this means they create content using the same exact words keywords you use on Google, to increase the chances for you to click on the topmost link, and get as many eyes on their websites and products. Once you click on a link, you count as a conversion.
3. Marketers Use Psychology
Successful marketers employ psychology in appealing to consumers; this is call marketing psychology. Marketers study your needs and behavior to create products that will most likely be interesting to you; this includes analyzing your responses to different colors, sizes, textures, flavors, etc. The objective is to attract and engage consumers and compel them to buy more. Marketers can also appeal to your feelings and emotions; Coca-Cola promotes “happiness and friendship” instead of high sugary drinks, you get the point.
4. Marketers Create Experiences
Marketers understand that you buy products not for what they are but for how they make you feel. This is the most common desire in all human beings, to be happy, and they used it in their favor. A typical example is McDonald’s happy meals for kids. They show delighted parents taking their kids to their restaurants to play; they don’t sell fast food they sell experiences and family moments. Some products can make you experience happiness, fulfilling and a feeling of accomplishment (luxury products).
5. Black Friday, Christmas Day, Mother’s day and Valentines are Market Inventions
These days are the busiest days and more profitable days for commerce and a good reason; marketers know how to target your emotions and make you buy more. If you love having stuff and buying things, doesn’t create a burden on your finances buy whatever you want. But keep in mind, Mother’s day and Valentines should be all days, every moment to show someone that you love them, not just with gifts but with your actions and attitude.
I hope this article helps you to start making more conscious buying decisions, spend your money wisely and reduce waste for the welfare of our planet and the sustainability of our natural resources. Change start with us.
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