Digital marketing exploded into a must-have life hack for most organizations as the world was pushed into a COVID-19 tornado. And in order to decipher the shifting purchasing patterns, we marketers were compelled to consider the tools required and master digital analytics.\
We are all aware of the fundamental principle that every marketing effort must put the customer first. Therefore, it is crucial to comprehend human behavior and reach our target audience through digital media.
Keep in mind that the majority of marketing initiatives aim to stimulate mental activity that will result in the desired behavior (e.g., buying a product). The behavior model, created by Dr. BJ Fogg, has been broken down by renowned authors like Nir Eyal and James Clear, who have written on how employing psychologically designed goods or services can affect behavior.
What precisely is the Dr. B. J. Fogg model of behavior, then?
Three conditions must be satisfied, according to Dr. B. J. Fogg's model, for a behavior to take place:
B=MAP
When motivation (M), ability (A), and prompt (P) all come into play at once, behavior (B) results.
The B. J. Fogg approach has three distinctive benefits:
It is easy to understand, explain, and put into practice. As all industries share the human element, it is universal and applicable to marketing initiatives in all industries. It is incredibly comprehensive; using just this model, you can accurately predict more than 80% of consumer behavior for digital marketing.
The following is a straightforward, step-by-step strategy for applying the Fogg Model of Behavior to any digital marketing campaign:
i. Determine whether your potential customers are motivated to take the action you want them to. such as joining up for a subscription, an offer, a purchase, etc.
ii. Find a means to inspire them if they're not motivated by making the offer more alluring.
iii. Determine whether the action you are asking for is simple for them or daunting to them, or seen to be such. They may put off deciding because they believe it will cost them too much, carry too much danger, or be too complicated.
iv. streamline the procedure if this is the case. Use conversational language on your website, in your social media posts, and in your videos instead of industry jargon, and emphasize how simple the procedure is and how your support is always available.
v. Remember that there must be a trigger for the activity to occur. On every webpage or even social media post, use a clear CTA (call to action). If a user needs to click a button, such as "add to cart" or "submit," make it noticeable, and large, and use a color that contrasts with the background of the website. Such straightforward actions increase the prominence of the trigger and the likelihood that the intended action will be executed.
How can we apply this concept to digital marketing, then?
Simply put, by tracking how customers react to your campaigns or advertisements. Consider these two instances:
Example 1: Visitors to your website do not sign up for your newsletter. In this instance, their motivation is much lower than the skill or simplicity with which they could subscribe. By providing a 20 percent off coupon code or a free e-book in exchange for signing up, you may raise your motivation. It's also conceivable that they simply missed your website's signup form. There was no catalyst for action in this situation. If signups are crucial to your business, you might include a popup box to initiate the behavior.
Example 2: Individuals are seeking a sophisticated B2B solution, which you provide. They click on a Google advertisement you are running, but they don't proceed. This can be the case because they believe the procedure to be exceedingly expensive or complex (a missing ability). By making claims like "Our prices are the best on the market," you may make this process simpler. Our free expert consultation can be started in just ten minutes. This might improve their prospects of becoming a leader.
The first case had a low aptitude requirement but an even lower level of motivation. By rewarding the behavior, you can tip the scale. In the second situation, there was a strong desire to find a solution, but there was also a strong desire to have the necessary skills. To reassure the person on the other end, you can simplify the process, use less threatening language, and employ phrases like "step-by-step coaching" or other appropriate expressions. Both situations require a distinct, noticeable trigger, or what is known as a "Call to Action" in digital marketing.
In conclusion, a marketer can generate consumer delight through digital media with minimal financial outlay by a) altering the real nature of the product by altering perceptions and b) acting very, very contextually close to the time when purchasing decisions are made.
Thus, no matter what 2022 throws at us, knowing human behavior and embracing digital will help businesses and brands establish a strong link with their target clients!