Guest Q&A with Shawn Geller, CEO of Quikly, a marketing & engagement solutions platform for brands. Quikly harnesses and maximizes the power of a brand’s consumer following, using gamification marketing in the digital space for sales wins, brand engagement and advocacy, and customer analytics.
Q: How does consumer psychology help marketers create a personalized experience?
Shawn: We’ve seen that the first step to using consumer psychology in marketing is to drive a higher level of reaction and engagement. It can be captivating, unique, and powerful if done correctly. Once you build a captivated audience, the next step is defining parameters to start segmenting with the goal of using strategies to give the consumer what they want, when they want it and how they want it.
Q: You mentioned motivational factors. What are they, and how are they used?
Shawn: There are really four psychological motivations:
Anticipation → The more we think about something, the higher we perceive the value to be.
Scarcity → If something is limited, we feel that it’s exclusive and premium.
Fear of missing out → We don’t want to be the only one who’s left out of the fun.
Competition → When given the opportunity we want to win, not lose.
Brand marketers should build marketing strategies around these factors. The proof can be seen during heavy shopping days, like Black Friday. Data shows that discount is less of a factor in many cases. We help brands or agencies tap into these motivating factors in a fun, simple and powerful way.
Q: How can gamification and consumer psychology fit within an existing marketing strategy?
Shawn: You really have to audit your existing marketing strategy. You have to know what excites consumers about your brand, and then build engagement and gamification tactics or programs around that while keeping motivational factors in mind. So, if you’re a Fortune 1000 brand, it really should be a cross-functional effort between the digital, consumer research, sales and agency/vendor teams.
Q: What are the consumer-facing industries that need to refocus and reinvigorate their marketing efforts to re-engage consumers?
Shawn: They are several industries that need to understand their consumers better, along with digital trends, before they can reconnect to build meaningful and long-term relationships. Those industries include: retail, food, automotive, CPG, travel and destination, and entertainment and movies. We have e-books on each of these industries on our website, www.movequikly.com/, detailing consumer facts and trends, and digital opportunities for brands.