Persuasion Tactics Used In B2C Marketing

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Persuasion Tactics Used In B2C Marketing
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• 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 ignoredThe psychology of
  consumers is complex but it looks for rationale
  social and emotional reasons to commit to an
  action.

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• As a B2C business, how do you subtly affect
  consumers decision making?

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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.

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• Example
• Retail price139.99. Our price 49.99.
• 70 off
• In this example, the product appears less
  desirable in consumers eyes. Discount tactics
  must be used with care.

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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. 

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• Example
• The product is in limited stock
• The product is part of a limited time offer
• If you dont get the product before a big event
  or season, you miss out
• With proper implementation, urgency can catch the
  consumers attention. But then, you must remember
  that exaggerating the limited/exclusive quality
  of your product can hurt your brand image.

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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.

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• Example
• Video hauls of B2C products
• Sharing blogs/vlogs and photos of consumers using
  products on social media

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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
  customers purchasing decision.

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• Example
• If there is a small and a large size (of
  popcorn, lets 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, its
  only a dollar more than the medium.'

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• 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.

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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.

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6.Buy one take one free

• 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 wont grab the product buy one, take one.
•  Example Buy one pant and take one free for
  only 26.5

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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.

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• Its all in the mind! Digital marketing maneuvers
  online shoppers to buy products in spite of
  shoppers 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.

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