Ever wondered why some ads just stick in your mind or why you always end up buying more than you planned? That's marketing psychology at play. It's all about understanding the little quirks in our brains that make us tick. Businesses use these tactics to sway our decisions, often without us even realising it. From the colours they use to the words they choose, everything is designed to get us to say 'yes'.
But what exactly are these tactics? At their core, marketing tactics are the specific, actionable methods and techniques that bring a marketing strategy to life. Think of them as the “how” behind the grand plan, the real nuts and bolts that guide every poster, pop-up, or perfectly-placed call-to-action. These are the detailed moves that help brands promote products or services, connect with their target audience, and ultimately achieve their business goals.
Let's dive into seven tactics that really work, and see how they can change the way we think about buying.
Before we get into the juicy tactics, let’s clear up an age-old confusion: strategy vs. tactics. Think of your marketing strategy as the big picture, the overall game plan or the “why” behind your efforts. It’s like planning a cross-country road trip: you pick your destination (your goals) and plot your route (the direction you’ll take to get there).
Tactics, on the other hand, are the step-by-step actions you use to make that journey happen. They’re the playlists you create for the drive, the snacks packed for the ride, and the pit stops along the way. In marketing speak, tactics are the emails you send, the social media posts you schedule, and the eye-catching calls-to-action you craft.
While your strategy keeps you focused on where you want to go, your tactics are the clever moves that actually get you there. Think of strategy as setting your sights on Paris, and tactics as booking your flight, packing your bags, and brushing up on your French.
Promotional activities are the clever tools in a marketer’s toolkit designed to grab your attention and motivate action. Think of the last time you snagged a two-for-one deal at Tesco, stumbled on a flash sale on Amazon, or got a free sample at your local Boots, those are all promotional activities at work.
Here’s what commonly falls under the promotional activities umbrella:
The core aim? Make your brand stand out, encourage trial, and nudge people toward purchase or loyalty without sounding too pushy. With the right promotional tactic, even the most indecisive shopper might just take the plunge.
A referral scheme is a win-win marketing approach where you encourage your existing customers to spread the word about your brand to their friends, family, or colleagues, usually with the promise of a sweet reward for both parties. Think of it as turning your loyal shoppers into unofficial brand ambassadors, much like when you rave about your latest AirPods find or share a Just Eat discount code with your mate.
Here’s how it works: when your customer refers someone who becomes a new customer, both get a perk, perhaps a discount, a freebie, or loyalty points. It’s the marketing equivalent of a friend’s personal recommendation, which, let’s face it, carries way more weight than a random ad.
Why does this matter for growing your customer base? Because people are far more likely to trust and act on the opinions of people they know. Referral schemes help you tap into those trust networks, expanding your reach efficiently and authentically, no hard sell required.
If you’re looking to shake things up and step beyond the usual discounts and loyalty schemes, there’s a whole world of creative marketing tactics ready to help your brand steal the spotlight. Here are some quirky, memorable, and genuinely fun ideas to try when you want to go off the beaten path:
Mix a few of these outside-the-box ideas with your classic tactics, and you might just discover the standout move that gets people raving, and remembering your brand.
Let’s talk landing pages for a moment. Imagine walking into a department store and being greeted by a display perfectly curated for your tastes, your favorite brands, just the right sizing, and a sale sign that seems to be speaking only to you. That’s the magic dedicated landing pages can bring to your online experience.
When you create a unique landing page for a particular product or service, you’re steering visitors away from getting lost in the digital aisles. Instead, you give them a focused, distraction-free spot where everything’s about that one irresistible offer. This level of specificity streamlines decisions and boosts the likelihood that someone clicks “buy now” rather than wandering off to comparison shop elsewhere.
But it gets even better when you add customer segmentation into the mix. Tailoring landing pages to different groups, say, first-time shoppers, bargain hunters, or loyal VIPs, means each visitor feels like your website was built just for them. The more personalized the experience, the higher the engagement and conversion rates. Amazon, for instance, is a masterclass in this approach: think about those “Recommended For You” sections echoing your recent searches.
In short, dedicated landing pages and smart segmentation don’t just tidy up your online store. They give each visitor a one-of-a-kind welcome, making it far more likely they’ll stick around and ultimately become a devoted fan.
Social media marketing is where creativity and connection meet to turn browsers into loyal fans. Whether you’re targeting millennials on Instagram or professionals on LinkedIn, these platforms offer far more than just a place to post cat memes (although, no judgement, those work too). Let’s break down the most effective strategies for making your brand shine in the scroll.
By mixing these strategies, you can spark conversation, build communities, and keep your brand top of mind (and top of feed).
Ambassador marketing is like having a team of enthusiastic fans who champion your brand wherever they go. Instead of relying solely on traditional advertising, brands collaborate with real people, customers, industry influencers, even passionate employees, to spread the word in a genuine, relatable way. Think of it as the marketing equivalent of a friend recommending their favorite new coffee spot: authentic, convincing, and way more memorable than a billboard.
So, how can ambassador marketing amplify your reach?
In short, ambassador marketing helps your brand grow from the inside out, with people who genuinely support your story leading the charge, making every recommendation count, and every connection count double.
If two heads are better than one, imagine what happens when two brands join forces. Partnering with other businesses can open doors to fresh audiences, fresh ideas, and double the buzz, without doubling your marketing spend.
Here’s why collaborations can be a marketer’s secret weapon:
So, whether it’s a joint giveaway on Instagram or an in-store event with a local favourite, collaborations help turn marketing into a win-win adventure for both brands and their fans.
Website optimisation is like giving your digital storefront a glow-up, it’s about making your site not just look good, but work smart. When done right, it makes every click, scroll, and tap feel effortless for your visitors, increasing the chances they'll stick around (and maybe even shop).
Here’s how a few easy tweaks can make a world of difference:
Making these fine-tuned adjustments can transform your website from an online brochure to a customer magnet. A more enjoyable, seamless browsing experience keeps visitors engaged and makes those crucial conversions, like signing up, booking, or buying, feel like the obvious next step.
You know that moment when you walk past a shop window and spot a “Summer Sale” poster or a festive winter wonderland display? That first glance is everything. The online equivalent is what visitors see before they ever start scrolling, commonly called the “above-the-fold” area of your website.
Making the Most of Prime Website Real Estate
Optimizing above-the-fold content means putting your most compelling offers, announcements, and easy-to-understand messaging right where they can’t be missed. When your latest promo, best-selling item, or key information is visible from the get-go, you dramatically improve the odds of grabbing attention before distractions set in.
Pair this with eye-catching seasonal banners, whether it’s Black Friday, Valentine’s, or back-to-school season, and suddenly, your site feels relevant and timely. Not only does this tap into what’s top-of-mind for your audience (think Marks & Spencer’s Christmas homepage), but it also nudges visitors to take immediate action, be it clicking a promo, exploring a limited-time collection, or snagging a holiday deal.
A few ways this amps up your site’s effectiveness:
So before you worry about what’s buried deep on your website, give your prime digital storefront the refresh it deserves, your bounce rates (and sales) will thank you.
Let’s talk affiliate programmes, the marketing equivalent of having an army of friendly recommenders out in the wild singing your praises. In a nutshell, an affiliate programme enlists bloggers, influencers, and other partners to promote your products or services. These partners earn a commission for every sale, sign-up, or lead they help generate.
Here’s how it works: imagine your favorite fashion blogger posts about those killer trainers you’ve been eyeing. If you click their special link and make a purchase, they receive a small reward for the referral. It’s a win-win: you discover a great product through someone you trust, and the brand gets a boost in sales without traditional advertising.
The beauty of affiliate marketing lies in its flexibility and cost-effectiveness, think of it as paying for results, not just exposure. Brands like Amazon, Booking.com, and Audible have built entire ecosystems around affiliates, leveraging personal recommendations to grow their audience (and bottom line) one click at a time.
By tapping into networks of content creators and influencers, affiliate programmes can take your brand beyond your usual circles and into new communities, helping your business grow with every shared link or glowing review.
Looking to turn heads and spark some genuine engagement with your brand? Enter AR filters and promotional giveaways, a dynamic duo that can work wonders for brand interaction.
Augmented reality (AR) filters, like those you see on Instagram or Snapchat, invite people to play with your brand in a fun and memorable way. Imagine a filter that lets users try on Ray-Ban sunglasses or give themselves a colourful Lush bath bomb backdrop. These interactive experiences are irresistibly shareable, making your brand part of the everyday conversations (and selfie sessions) of your audience. The result? Instant buzz and organic reach that paid ads can only dream about.
Promotional giveaways take the engagement up another notch. Who doesn’t love walking away from a Boots sample station with a free goody, or bagging a quirky tote at a festival? When you offer creative branded freebies, whether it’s a limited-edition water bottle at an outdoor event or a cleverly branded face mask in a conference swag bag, people connect with your brand in a tangible way. They’re not just seeing your message; they’re using it, wearing it, and telling their friends about it.
Together, these strategies do more than just attract attention. They encourage real interaction, increase social sharing, and turn casual browsers into active participants. That’s the kind of brand connection that doesn’t just stick, it spreads.
Let’s talk about two essential marketing moves that often fly under the radar but can pack a punch: publishing blogs and articles, and offering downloadable guides or ebooks.
Blogs and articles aren’t just digital diaries; they’re your ticket to showing off what you know and building real credibility with your audience. Think of them as friendly conversations, whether you’re explaining how to choose the best running shoes or demystifying the latest Instagram algorithm, every post helps your brand sound knowledgeable, approachable, and trustworthy. Helpful, timely articles not only keep your readers coming back for more, they also work a little SEO magic, pulling in new visitors who are searching for answers that you’re perfectly placed to provide.
Downloadable guides and ebooks are the next step up. Instead of quick tips, these are deep dives packed with genuinely valuable info, a bit like getting the deluxe version with all the bonus features. Offering a free guide on, say, “The Beginner’s Guide to Investing,” or “10 Recipes for Busy Weeknights,” gives people a reason to hand over their email address. It’s a win-win: they get expert advice and you get to build your email list with folks who are already interested in what you offer.
Both strategies are all about building trust first, nurturing relationships, and starting a conversation, making them some of the savviest tools in any marketer’s kit.
Ever notice how everyone seems to celebrate “National Doughnut Day” or gets swept up in the latest Guinness World Record attempt? That’s the magic of inventing your own holiday or staging a publicity stunt, they’re irresistible attention-grabbers that put your brand squarely in the spotlight.
By crafting your very own “National [Your Product] Day” or orchestrating an unforgettable event (like when Red Bull sent Felix Baumgartner into the stratosphere), you’re not just joining the conversation, you’re creating it. A timely, quirky holiday or an eye-catching event gives the media something to talk about, provides tons of fodder for social sharing, and gets your audience feeling like they’re part of something special.
Here’s why these tactics work so well:
When done right, these moments turn casual consumers into raving fans, and can land your brand in plenty of Insta stories and news feeds. Just keep it safe and on-brand… no need for Evel Knievel-level daredevilry.
Let’s talk about three digital playgrounds where brands can get creative and connect with audiences, often without feeling like another pushy salesperson.
Who says marketing needs to be all business? Creating branded GIFs is a clever way to join conversations in a fun, visual language people actually use. Think about it: when your customers share that quirky branded dance GIF in their group chats or drop it as a reaction on Twitter, your brand sneaks its way into the digital party, playful, memorable, and not remotely salesy.
Quora is a goldmine for showing off your expertise without the hard sell. By answering genuine questions related to your industry, you get to share knowledge, solve real problems, and subtly introduce your brand as the go-to expert. Think “helpful neighbor,” not “overbearing infomercial.” Over time, these thoughtful answers build trust and bring curious eyes back to your website or profile.
Reddit might seem like the wild west, but for brands willing to play by the community’s rules, it’s a treasure trove of niche audiences eager to engage. Get involved in subreddits that align with your expertise by joining conversations, offering value, and sharing relevant content (when appropriate). Authenticity is the name of the game here, no blatant sales pitches, just genuine participation. Before you know it, your brand will be part of the community fabric, remembered for the right reasons.
When you weave platforms like Giphy, Quora, and Reddit into your marketing mix, you’re not just chasing quick wins, you’re building a personality and presence that sticks.
Content marketing is your chance to shine as the industry expert and a trusted friend, someone people want to hear from, not just someone who wants to sell them something. But with a million blog posts, videos, and guides flooding the web every day, how do you make your content stand out? Here are some tried-and-true tactics to ensure your content hits the mark and keeps people coming back for more:
Great content marketing isn’t just about filling space online; it’s about sparking curiosity, building trust, and helping your audience solve real problems, one blog post, video, or infographic at a time.
The commitment and consistency bias is a fascinating psychological tendency where people prefer to act in ways that are congruent with their past actions and beliefs. This means if someone starts with a small commitment, they’re more likely to continue making larger commitments over time. This bias can be a powerful tool in marketing.
Think of email marketing as your direct line to a customer’s inbox, an oldie-but-goodie in the digital marketing toolbox. At its core, email marketing is all about sending tailored messages, offers, or content to people who’ve agreed to hear from you. This isn’t about generic blasts; we’re talking about carefully-segmented campaigns that can nurture relationships, answer questions, share blog updates, or showcase new products.
Here’s the real magic: by delivering the right message to the right person at the right time (think: exclusive early access, helpful tips, or even just a birthday wish from your favorite coffee shop), you make customers feel valued. With tools like Mailchimp, ConvertKit, and HubSpot in play, businesses can automate these messages to fit where a customer is on their journey, whether they’re just browsing, considering a purchase, or coming back for more.
So, whether it’s announcing a flash sale, reminding folks about a forgotten shopping cart, or sharing the story behind your latest product, email marketing keeps your brand top of mind and builds a steady sense of familiarity.
But your direct outreach toolkit doesn’t stop at emails. Here are a few more ways to create those all-important touchpoints:
Each of these approaches is about building real relationships, not just making noise. The goal? Stay relevant, helpful, and memorable, so your brand is the first thing that comes to mind when your customer is ready to take the next step.
Now, let’s talk about SMS marketing, the modern marketer’s secret weapon for cutting through the digital noise. Unlike other channels, text messages land right in the palm of your customer’s hand. There’s no worrying about spam folders or crowded social feeds; your offer, update, or reminder gets delivered instantly, often with an open rate that would make email jealous.
What makes SMS so effective? For starters:
Whether you’re a small bakery sending out daily specials or a big brand like Nike alerting fans to a product drop, SMS marketing ensures your message gets noticed when it matters most.
Imagine a scenario where a customer initially signs up for a newsletter. This small action sets the stage for bigger commitments, like purchasing a product or subscribing to a service. The idea is simple: once someone commits to something small, they’re more inclined to stay consistent with that choice.
A small step today can lead to a significant leap tomorrow. This principle is not just about increasing sales, but about building lasting relationships with customers.
Understanding the commitment and consistency bias can truly transform how you approach marketing strategies. It’s about guiding your audience smoothly from one step to the next, building trust and loyalty along the way.
The anchoring bias is a psychological effect where people rely heavily on the first piece of information they get when making decisions. This initial info acts as an anchor, shaping how they see everything else that comes after. In marketing, this bias can be a handy tool, especially when it comes to pricing.
Anchoring bias can subtly guide consumer choices, making the initial information they encounter crucial.
This anchoring effect is a powerful tool in marketing because it influences decisions based on the first impression. By setting the right anchor, marketers can steer consumer perceptions and choices effectively.
Ever stood in a supermarket aisle, staring at a sea of tea options, only to walk away empty-handed? That's the paradox of choice in action. When bombarded with too many options, people often feel overwhelmed and end up making no choice at all. This phenomenon can seriously impact your marketing efforts, especially online.
Excessive choices on a website can negatively impact conversion rates. When users are faced with a multitude of options, they might feel paralysed and unsure about what to do next. This can lead to a frustrating user experience and ultimately, a loss in potential sales.
To combat this, consider these strategies:
Simplifying choices is not about restricting freedom, but about enhancing the decision-making process by reducing unnecessary stress.
Consider the famous jam experiment by Sheena Lyengar. When a store offered six types of jam, 30% of shoppers made a purchase. But with 24 types, only 3% did. This illustrates how too many choices can deter decision-making.
By understanding the paradox of choice, businesses can improve user experience and potentially increase conversion rates by offering fewer, more targeted options. This approach not only makes it easier for customers to decide but also enhances their overall satisfaction with the buying process.
Social proof is a powerful tool in marketing, drawing on our natural tendency to follow the actions of others, especially in uncertain situations. When we see others endorsing a product, we feel more confident in making the same choice. This psychological phenomenon can significantly sway purchasing decisions.
Social proof is about leveraging the collective voice of your audience to build trust and drive engagement. It's not just about numbers; it's about creating a narrative that people want to be part of.
Peeling back the curtain and sharing behind-the-scenes content on social media lets your audience see the real people and processes that make your business tick. This layer of transparency not only builds authenticity but also fosters a stronger emotional connection with potential customers.
When you reveal what goes into your product launches, team meetings, or even the occasional office mishap, you’re inviting your followers to feel like insiders, part of an exclusive group. It’s the same effect as watching the bloopers at the end of a Pixar movie: suddenly, the brand feels more relatable, trustworthy, and maybe even a bit more fun.
Behind-the-scenes glimpses can encourage more engagement, spark conversations, and nurture a sense of loyalty among your community. When people feel like they’re getting the "inside scoop," they’re more likely to tune in, interact, and ultimately become not just customers, but fans.
Social proof taps into the innate human desire to belong and make safe choices based on the actions of others. By effectively using this tactic, businesses can not only boost their reputation but also increase conversions.
The reciprocity effect is a powerful tool in marketing. It's all about giving something to your customers, and in return, they feel inclined to give back. This could be through buying your products, leaving a positive review, or even recommending your brand to others. It's a simple yet effective way to build a relationship with your audience.
"In marketing, giving a little can often lead to receiving a lot. The reciprocity effect taps into our natural inclination to return favours, making it a strategic tool for building customer loyalty and trust."
By incorporating these strategies, businesses can effectively harness the power of reciprocity to foster stronger connections with their customers. This approach not only enhances customer satisfaction but also boosts brand reputation and loyalty. For more on how reciprocity and other psychological principles can influence behaviour, consider exploring Cialdini's six principles of persuasion.
Ever noticed how the more you see something, the more you start to like it? That's the mere exposure effect in action. It's a psychological phenomenon where repeated exposure to a stimulus increases our preference for it. This tactic is a goldmine in marketing, subtly shaping consumer attitudes without them even realising it.
The concept is simple: the more familiar people are with something, the more they tend to like it. This doesn't mean they need to engage with it actively, just seeing it repeatedly can do the trick. This is why brands invest heavily in advertising, even if the ads don't prompt immediate action. It's all about planting seeds of familiarity.
Consider boosting posts or running ads on platforms like Facebook, Instagram, and LinkedIn. These channels let you place your brand directly in users' feeds, increasing the chances they'll notice, and eventually remember, you. Even if they don't click right away, each impression builds familiarity over time.
The mere exposure effect is like a silent persuader, gently nudging consumers towards your brand simply by being present in their world.
Incorporating the mere exposure theory into your marketing strategy can subtly enhance consumer preference, making your brand the familiar choice when decision time comes.
Emotional marketing taps into the feelings and emotions of consumers, aiming to create a deep connection that goes beyond the product itself. This technique is not just about selling; it's about building a relationship with your audience.
Emotions drive decisions more than we often realise. People are more likely to remember and engage with brands that make them feel something. Whether it's joy, nostalgia, or even a hint of sadness, tapping into emotions can make your brand unforgettable.
In the end, emotional marketing is about crafting an experience that consumers want to be a part of. It's not just about selling a product; it's about creating a connection that lasts.
In wrapping up, marketing psychology isn't just a bag of tricks to pull out when you want to boost sales. It's about understanding the human mind and using that knowledge to create genuine connections with your audience. Remember, it's not just about making a sale; it's about ensuring that your product or service truly meets the needs of your customers. When you align your goals with theirs, everyone wins. But tread carefully, it's easy to cross the line into manipulation. Keep it honest and transparent. Use these tactics to build trust and foster long-term relationships. After all, happy customers are the best advertisement you can have. So, go ahead, experiment with these strategies, but always keep your customers' best interests at heart. That's the real secret to successful marketing.
At the end of the day, marketing ideas are just that, ideas. There are hundreds, even thousands, of possibilities out there, and no single approach fits every business. The most important factor is to craft a marketing plan that truly fits your target market, your own business goals, and your available budget. Test, tweak, and adapt as you go. Remember, successful marketing is not about following a checklist, it's about building connections, being authentic, and always striving to offer real value.
Marketing psychology is about using what we know about how people think and act to help sell products. It means understanding why people buy things and using that knowledge in marketing.
Businesses can encourage customers to make small commitments, like signing up for a newsletter. Once people commit to something small, they're more likely to stay consistent and make bigger purchases later.
Anchoring bias is when people rely too much on the first piece of information they see. In marketing, this means showing a high price first to make other prices look cheaper.
The paradox of choice happens when too many options make it hard for people to choose. In marketing, offering fewer options can help customers make decisions more easily.
The reciprocity effect is when people feel like they should give back to someone who has given them something. In marketing, this can be used by giving free samples to encourage purchases.
Emotional marketing works because people often buy based on feelings rather than facts. By connecting with customers emotionally, brands can build loyalty and encourage purchases.