What is Nudge Marketing The Modern Geek
What is Nudge Marketing The Modern Geek ?
Even in Web marketing, classic levers can quickly become invasive. However, the average consumer is not very rational and has an aversion to constraints. Your marketing actions may thus harm the customer experience and your brand awareness on digital channels.
Nudge marketing relies on behavioral factors to guide and develop the loyalty of the targets of the communication plan.
Nudge Marketing, c’is what ?
The English ” Nudge Nudge” is commonly translated as ” nudge “. Thus, the Nudge Marketing aims to eliminate the pressure to provide personal information or. Marketers therefore want to giving a “nudge” to customers’ choices, without forcing them to do so. Recently, this marketing strategy is developing especially on digital channel thanks to social media, influencers, CRM, etc.
The “Nudge” approach has become popular thanks to economist Richard H. Thaler and the jurist Cass R. Sunstein. Indeed, both authors published in 2008 the book entitled Nudge Improving Decisions about Health, Whealth and happiness. The idea quickly seduced public authorities, before being applied in marketing and communication.
Like this concept, Nudge Marketing is based on the principles of behavioral economics. This theory was awarded the Nobel Prize in Economics in 2017. It departs from the homo œconomicus of traditional marketing by describing agents that are less rational and more sensitive to their environment.
Marketing techniques will therefore have to be reviewed in order to change behavior.
Concretely, this marketing approach allows to creating a marketing strategy based on behavioral factors from neuroscience. The impact of the messages will be more important by privileging the affect, rather than the rationality. These marketing practices will also be more productive by subtly steering prospects towards a virtuous choice, without coercing them.
Why use Nudge Marketing in Webmarketing ?
The Nudge was already operational on e-commerce sites long before the appearance of Inbound Marketing. By displaying the number of products left, the platform creates a sense of scarcity and urgency. This will speed up the decision making process and the buying journey for Internet users.
Advertisers also start from this principle by using limited series banners, special discounts, destocking, etc.
The flash sales had the same effects before. However, e-tailers have abused these marketing tools in recent years. The method is therefore less effective than in the beginning.
It can even affect the user experience and the brand image of the site. Conversion rates may eventually decrease.
That said, the subtlety is a decisive factor in this form of marketing. Thus, failure is inevitable with marketing campaigns lacking finesse. The web marketer, on the other hand, is at an advantage thanks to inbound, automation, content marketing, SEO…
Segmentation is also facilitated in this area.
À the era of Big data, you can now build relevant profiles of your target customers. Thus, you will know the techniques to avoid with your prospects (mailing, Adwords, etc.).). You will also be able to determine the appropriate targeting for B2B or B2C sales.
In any case, focus on market research and behavioral observations to preserve the customer relationship.
How to make the difference’use ?
For years, the Nudge Marketing has proven itself on Amazon (efficiency, competitive aspect, return on investment, etc.).). The display of the remaining stock is one of the best values in this field. This figure will decrease over time.
Potential buyers will therefore decide more quickly to obtain the desired product.
Relatively unobtrusive, these indications have a significant behavioral influence on visitors. These new customers have indeed decided to finalize the purchase act, facing the risk of breakage. They might, on the other hand, be hostile to untimely pop-ups.
In the end, you risk losing potential sales, even if the products meet customers’ expectations.
With this type of marketing, you must developing a strategy based on certain cognitive biases to achieve your goals. The “Prime” mention on Amazon, for example, implies advantages for this type of member. Thus, the latter will be more inclined to take advantage of this privilege. The other users will want to join this restricted circle.
Moreover, this social factor is crucial.
These facets of marketing allow us to establish the essentials of a successful communication strategy. On the one hand, prioritize affect to reach your target. On the other hand, the customer likes to have the impression to choose freely.
Finally, the prospect is subject to social norms and has a competitive spirit.