Persuasion Tactics Used In B2C Marketing
“Marketers keeps the ball rolling yet consumers gets hold of the ball.”
How could marketers make the consumers want to catch the ball?
The name of the game is persuasion. B2C marketing implements all the persuasive tactics to reach customers in a subtle way. If you directly pursue your customers to command them to buy then you will be ignored. The psychology of consumers is complex but it looks for rationale; social and emotional reasons to commit to an action.
As a B2C business, how do you subtly affect consumer’s decision making?
1.Discount effect with price markdowns
The discount effect is powerful with the right timing. Many B2C businesses offer discounts for holidays, special events and seasonal sales. By marking down the price, customers think they have a great deal. In actual fact, the markdown is the wholesale price. Consumers consider price a justification to purchase so discounts can also decrease the desirability of the product.
- “Retail price$139.99. Our price $49.99.”
- “70% off”
In this example, the product appears less desirable in consumer’s eyes. Discount tactics must be used with care.
2.Sense of urgency
B2C businesses can motivate consumers to buy by offering a limited stock or period for purchase. This elevates demand, or the impulsive nature of consumers to buy right there and then. Notice that the content marketing conveys a great opportunity loss if the consumers do not buy.
- The product is in “limited stock”
- The product is part of a limited time offer
- If you don’t get the product before a big event or season, you “miss out”
With proper implementation, urgency can catch the consumer’s attention. But then, you must remember that exaggerating the limited/exclusive quality of your product can hurt your brand image.
3.Fear of missing out tactic in B2C marketing
Fear of missing out is amplified on social media where many B2C consumers are affected. If they see content of other people having fun, this will trigger their social insecurities. If they associate this social insecurity with a product that they do not yet have, they will buy it. This is the reason why B2C businesses encourage user generated content to trigger fear of missing out (FOMO) in other people. They know that sooner or later the social pressure to try their product or services will be too much.
- Video hauls of B2C products
- Sharing blogs/vlogs and photos of consumers using products on social media
4. Strategic pricing models
B2C consumers love buying products with odd numbers as prices.
Example: an item that costs $1.99 seems closers to $1 than $2
Another tactic is decoy pricing; this heightens profitability by conveying economic comparison on a certain product. Decoy pricing influences customer’s purchasing decision.
- “If there is a small and a large size (of popcorn, let’s say) and the small is $4 and the large is $8, most people will buy the small. However, if you add a medium at $7, most people will buy the large because they say, ‘Oh, it’s only a dollar more than the medium.'”
Thoughts: This is a perfect manipulation of customers in a subtle way which directly increases B2C sales. This tactic will allow the business to settle on product price preferences and at the same time give information to customers of what product has the best value.
5.Gift card tactics
Gift cards offer appealing ways to ensure high profit margins. They increase revenue for the B2C business, ensures future sales and decreases in returned merchandise. Interest from unredeemed balances can be a benefit as well. The benefit offered by gifts cards simultaneously drives conversions but financial data analysis should be taken when determining gift card programs.
6.Buy one take one free
Buy One, Take One – people are most likely persuaded by the word “free”. This tactics will allow consumers to purchase beyond their budget allocation as if they will miss an opportunity if they won’t grab the product “buy one, take one”.
Example: “Buy one pant and take one free for only $26.5”
7.Content of benefits
Content showing the most significant benefits to the consumers is an effective persuasion method. Consumers are clear about the advantages of purchasing the product and they know about it instantly. These days, no one has the patience to trawl through pages of content about why they should choose product A over B.
It’s all in the mind! Digital marketing maneuvers online shoppers to buy products in spite of shopper’s budget allocation. B2C marketers dwell on subtle tactics to influence you to stop, look and buy their products without realizing, as if of your own desire to have a better life. In such ways, marketers justify their efficacy in influencing buyers.