The Psychology of Marketing: Tapping into Emotion Beyond the Data

By Luke Brewin, Operations Director at Force24

Marketing has evolved a lot, hasn’t it? We’ve gone from gut instincts and catchy jingles to dissecting data as if we’re all part-time scientists. And sure, the numbers don’t lie – data has revolutionised how we understand and reach people. But recently, I’ve been thinking… there’s something deeper we need to explore. It’s not just about solving problems with data – it’s about making people feel. That’s what truly builds connections and loyalty.

I’ve noticed that many strategies remain fixated on the transactional aspect. You know, “Here’s your problem, here’s our solution, problem solved!” While logical, this approach often overlooks the emotional and psychological factors that truly influence consumer behaviour. People don’t just buy based on logic. They buy based on feelings, desires, and those quirky little subconscious motivations we all have. The truth is, we’re emotional beings (even if we don’t always like to admit it).

My wife, who has a degree in neuroscience and works with academics to design PhD and master’s courses, often shares insights on how people absorb information and the principles of pedagogy. Through our conversations, I’ve gained a deeper appreciation for the ways individuals process and retain information—insights incredibly relevant to marketing. Understanding these cognitive processes can help us craft messages that not only reach our audience but resonate on a profound level.

People First, Data Second

Take Maslow’s hierarchy of needs, for example. Maslow theorised that humans have needs ranging from the basics (like food and shelter) to self-actualisation (that big fancy word for reaching your full potential.) In marketing, understanding where our audience sits within this hierarchy informs how we position our products or services. Are we addressing a fundamental need for safety and security, or appealing to a desire for esteem and recognition? 

For example, a luxury car isn’t just transportation; it’s a symbol of status and achievement. Marketing such a product requires tapping into the esteem needs of the consumer, evoking emotions associated with success and prestige. 

Data tells us a lot about consumer behaviour—what people buy, when they buy it, and how much they’re willing to spend. However, it doesn’t always tell us why they make those choices. To truly understand the ‘why’, we need to delve into psychological principles driving decision-making. 

 

Why People Buy (Hint: It’s Not Just the Price Tag)

Consider the Baader-Meinhof phenomenon, or as it’s commonly known, frequency illusion. Ever notice how when you learn something new, suddenly it’s everywhere? Like when you buy a new car and start seeing the same make and model at every traffic light. That’s frequency illusion at work! This cognitive bias, where increased awareness leads to the perception that something is becoming more frequent, can be leveraged in marketing. By maintaining a consistent presence across multiple channels, we create a sense of ubiquity, influencing perceptions of our popularity and relevance.

At Force24, we utilise multi-channel marketing—integrating email, SMS, WhatsApp, social media, and direct mail—to ensure messages reach customers wherever they are. By doing so, we not only increase brand visibility but reinforce our clients’ presence in the minds of their audience.

 

Adding a Human Touch to Personalisation

Consider how recruitment firms typically communicate with potential candidates. They often send out emails listing job opportunities in a uniform format:

• Job Title
• Company
• Location
• Salary (if you’re lucky!)

While this provides basic information, where’s the personal connection? It misses the point entirely that people’s lives are filled with personal preferences, quirks, and motivations that can’t be summed up in a standard template.

What if a candidate owns a dog and spends a fortune on dog walkers? For them, a dog-friendly office could be a significant perk—perhaps more enticing than a higher salary or prestigious title. By not addressing such personal needs, recruitment firms miss the opportunity to evoke an emotional response that could lead to a meaningful connection and, ultimately, a successful placement.

At Force24, we believe in leveraging data to create these tailored experiences. Our platform integrates various channels and data sources to provide insights that help businesses understand what actually matters to their customers. By blending analytics with empathy, we can craft messages that speak to people, not just consumers.

Getting Emotional: The Secret Sauce of Marketing

Emotions drive decisions, plain and simple. And if you want to build long-term loyalty, you’ve got to tap into the right emotions. Here are a few tricks of the trade that can help:

Reciprocity: By offering value upfront—free resources, personalised advice, or exclusive content—we build goodwill that encourages engagement.

Scarcity and Urgency: We’re all a little afraid of missing out, right? People are more likely to act when opportunities are limited. Creating a sense of urgency through limited-time offers prompts immediate action. Phrases like ” “Offer ends in one hour!” ” can elicit immediate action.

Social Proof: It’s human nature to follow the crowd. Showcasing testimonials and user experiences builds trust and reduces perceived risk. People often look to others’ actions when making decisions, so including social proof can enhance credibility and persuade recipients.

Colour Psychology: Colours evoke emotional responses. For instance, red can trigger a sense of urgency or excitement, while blue conveys trustworthiness and calm. Understanding colour psychology allows us to design visuals that elicit desired emotional reactions.

Storytelling: People remember stories, not stats. Stories tap into our innate preference for narratives, making messages more memorable. They evoke emotions, create connections, and engage readers deeply.

The Future of Personalisation in Marketing: What’s Next?

Looking ahead, the future of personalisation in marketing is poised to become even more sophisticated. Advances in technology—such as artificial intelligence (AI) and machine learning—will enable more precise and dynamic personalisation efforts.

AI-powered tools can analyse vast amounts of data in real time, allowing marketers to be able to analyse data in real time and tailor marketing messages on the fly. This level of responsiveness can enhance the customer journey, providing seamless experiences across multiple touchpoints. Imagine your customer browsing a product and instantly receiving a personalised offer based on their previous behavior – that’s the future.

Moreover, we can expect to see greater integration of sensory engagement and immersive experiences. As we’ve discussed, engaging multiple senses can create stronger emotional connections. Virtual reality (VR) and augmented reality (AR) technologies may play a significant role in delivering personalised, multisensory experiences that captivate audiences.

But with great power comes great responsibility, right? Ethical considerations around data privacy will become even more prominent. Regulations such as the General Data Protection Regulation (GDPR) in the EU highlight the importance of handling personal data with care. Brands will need to prioritise transparency and build trust with their customers by being clear about how data is collected and used.

 

Striking the Right Balance

The key to successful personalisation in the future lies in finding the balance between leveraging data to enhance customer experiences and respecting individual privacy. Brands that can navigate this balance are likely to build stronger relationships with their customers.

Educating consumers about the benefits of data sharing and providing them with control over their information can foster trust. Personalisation should be seen as a two-way relationship, where value is provided to the customer in exchange for their data.

 

Final Thoughts

In a world saturated with marketing messages, standing out requires more than clever slogans or eye-catching visuals. It requires genuine connections that acknowledge and respect individuality. By integrating psychological principles into data-driven strategies, we move beyond problem-solving to create meaningful, emotional experiences that resonate.

Through countless conversations with my wife and reflecting on our shared backgrounds in neuroscience and genetics, I’ve come to appreciate the profound impact of understanding human psychology and how it can shape marketing. Embracing these insights enhances our efforts and enriches customer experiences. At the end of the day, people don’t just buy products. They invest in experiences and relationships.

By tapping into principles like reciprocity, social proof, scarcity, curiosity, attention, anchoring, storytelling, colour psychology, and loss aversion, we create campaigns that not only capture attention but inspire action. And if we, as marketers, can connect with that, we’ll be able to create something that goes beyond just transactions – we’ll build something meaningful.