Why All The Big Brands Have Already Embraced the Next Big Trend in Interactive Content
When it comes to marketing, many of us look to the biggest brands to get an idea of what techniques might work for our next campaign. Marketers know that the biggest brands often have the largest budgets and access to large creative agencies or content creation departments, but that doesn’t mean a smaller company with a more modest budget can’t still find inspiration in the campaigns bigger brands put out.
The newest trend in interactive content has all the big brands excited, and it can be applied to any kind of campaign. Across email marketing, on page content, landing page creation, and social media marketing, brands are utilizing marketing psychology to boost their engagement and feelings of customer loyalty.
Marketing psychology is the backbone of all interactive content. By utilizing psychological principles like curiosity or fear of missing out (FOMO), big brands and smaller companies alike can find success in their marketing campaigns. Let’s examine these principles a little further, and look at some of the most recognizable campaigns from mega brands to see how marketing psychology fits into the picture.
As human beings, curiosity is one of the most important motivators. Our search for knowledge is driven by our sense of curiosity and we experience great joy when that curiosity is satiated. In fact, activating a customer’s curiosity is proven to better help them retain that information in your marketing message. Campaigns that activate their potential customers’ sense of curiosity reap the benefits of increased engagement and higher conversions.
California Pizza Kitchen was able to utilize curiosity in a campaign they dubbed the “Don’t Open It” thank you card. This coupon-based campaign gave customers a sealed envelope with their receipt. The outside of the envelope listed the potential prizes each customer could win, such as a free dessert or a voucher toward their next meal. The twist was that the customers were also instructed to leave the envelope sealed until their next visit, or the prize inside became null and void. By activating their customer’s sense of curiosity, this big brand was able to drive customer loyalty, and increase revenue by encouraging repeat visits from their customers.
While the term FOMO is relatively new, only being added to the Oxford Dictionary in 2013, the psychology behind the fear of missing out has existed in human nature for as long as we’ve been around. The fear that you’re missing out on something important or that you will lose your chance to accomplish something if you don’t start it right now is an important motivating factor in human behavior. By creating a sense of urgency surrounding your campaigns, your customers will be more likely to take the desired action. Large brands utilize this marketing psychology principle every day to drive conversions and create campaigns that boost engagement.
Amazon knows that if they can make their visitors feel a sense of urgency, then the customers will be more likely to purchase, therefore increasing revenue. By making their customers think they’ll miss out on a deal by running out of time, Amazon encourages them to reach for their wallets right now and commit to their purchase. They create this FOMO by advertising special prices in their product listings with a countdown to the deal’s expiration time. Using a phrase like “check out in the next 25 minutes to keep this discounted price” encourages customers to act and ensures they feel that sense of urgency. Even better, Amazon put this message in bright red font and used an active countdown that increased that sense of FOMO in their customers.
Reveal marketing refers to a special kind of interactive content that requires a customer to swipe, slide or otherwise interact with your marketing content to display a hidden portion of the message. Reveal Marketing is the perfect solution for brands looking to incorporate marketing psychology with ease and maintain total control of their content creation. There are a variety of solutions out there, such as Zembula’s interactive content platform, that give you tools to create reveal marketing campaigns that are sure to convert. With this knowledge of reveal marketing and marketing psychology, there is nothing holding you back from creating your next successful campaign today.