With the rise of artificial intelligence, there's a common belief that machine learning can address nearly all marketing challenges including crafting advertising campaigns. Yet, experts argue that AI needs to improve in one crucial area: the nuanced understanding of human psychology.
This is where psychology-led marketing including the creative side of ads comes into play, leveraging deep insights into human behaviour to enhance consumer engagement and conversion rates in ways AI cannot replicate.
Understanding emotional triggers is another area where psychology surpasses AI. Emotions are pivotal in decision-making.
From 25 years of working with brands, I have seen firsthand how emotional marketing can forge deep connections with consumers. Campaigns that evoke emotions like happiness, trust, or urgency can lead to higher engagement and loyalty.
Airbnb's "Made Possible by Hosts" campaign is a prime example. In response to the pandemic, Airbnb focused on human connections and personal stories behind their stays. By highlighting how hosts went above and beyond, the campaign tapped into emotions of gratitude, warmth, and trust. This approach strengthened bonds and reinvigorated travel interest, showcasing emotional marketing's power in driving meaningful engagement.
While AI excels at processing vast amounts of data and predicting patterns, it needs a deeper understanding of emotional and cognitive responses. Yet, AI can't grasp the subtleties of human emotions and biases, which are crucial for effective marketing.
Several psychological principles can optimise marketing strategies, such as social proof. The behaviours and opinions of others heavily influence consumers. Displaying customer testimonials, user-generated content, and endorsements can boost credibility and trust.
For instance, a Nielsen report found that 92% of consumers trust recommendations from friends and family over other types of advertising, underscoring the power of social proof.
Another tool is colour psychology, where different colours evoke specific emotions and responses. Green, for example, is linked to positivity and balance. Using green ticks to highlight product benefits can subconsciously prime consumers to perceive these features as beneficial. A HubSpot study demonstrated that a green call-to-action button outperformed a red one by 21%, illustrating colour psychology's influence on consumer behaviour.
Cognitive biases also play a role in driving consumer behaviour. The scarcity principle suggests that items appear more desirable when perceived as limited. Limited-time offers or showcasing low stock levels can create urgency, leading to quicker purchasing decisions.
Similarly, the decoy effect can guide consumer choices by presenting a less attractive third option to make a desired product appear more favourable. Brown adds, "These psychological hacks are rooted in well-established behavioural science and can be incredibly effective when used ethically."
While AI analyses patterns and predicts behaviours with impressive accuracy, it struggles with the emotional complexities driving human decisions. AI lacks the human intuition that allows marketers to read between the lines and adapt strategies based on subtle emotional cues. This reaffirms the unique value of the human perspective in marketing. Brown states, "AI can tell you what happened and predict what might happen next, but it can't explain why it happened from an emotional standpoint."
Human intuition remains indispensable in marketing. Marketers can detect nuances and adapt strategies based on real-time feedback and emotional intelligence. AI cannot replicate the ability to pivot and personalise marketing efforts based on intuitive audience understanding. This human touch is integral to the process. "Combining data-driven insights with human intuition creates a more holistic marketing approach," Brown asserts.
At the end of the day, the human mind is complex and multifaceted - something no algorithm can fully emulate. Leveraging psychology in marketing is not just beneficial; it's essential for truly connecting with consumers.
That means those of us working in advertising will still have our jobs for many years ahead!
Doreen Brown is the founder of digital marketing agency Let’s Get Visible.