Marketers should move from technology to psychology – Adefila
By Felicia Nwosu
Boye Adefila, CEO of Downtoearth Marketing Services, has challenged marketers’ core dependence on technology as the only alternative tool in creating meaningful engagement with consumers. He urged them to go beyond, and dive deeper by exploring and leveraging consumer psychology to understand human interactions with products, services, and ideas in relation to purchasing decisions.
The digital enthusiast, who stated this on his social media page, noted that marketers focus more on technology while ignoring consumer psychology as an important influence in their purchasing journey. He emphasied the need for marketers to shift their focus from technology but move the dial further by focusing more on consumers’ psychology to ascertain the right product for the right consumer.
The marketing coach averred that those in the marketing of brands need to continuously refine their strategies by utilising consumer psychology to better understand their target audience in terms of factors that influence their purchasing decisions through the use of emotions, attitudes and perception, as consumers’ mindset play a huge role in influencing their final purchase.
“In all the craziness that’s surrounding the world of marketing technology now, we can’t overlook something that’s, in my opinion, way more important – psychology. More importantly, the ever-changing psychology of our customers. Put aside all the crypto, NFTs, and what-have-you for now.
“There’s one thing that we need to fully internalize – people are consuming way more differently compared to how they were five or six years ago. I’m not saying that technology in marketing is something to be pushed aside and neglected. If anything, it’s crucial that we adopt new technologies such as AI in our everyday marketing so that we get more efficient and innovative in our practices.
“However, it scares me that technology is all that most of us are focused on for now when consumer psychology, aka how a customer thinks, reacts, and behaves towards your brand/products, is literally present in everything we do in marketing,” he explained.
The experienced marketer noted that the goal of marketing is geared towards influencing a consumer to make a decision that can get them closer to a brand or product, be it in securing leads or even getting a sale. He, therefore, reiterated the importance of understanding consumers’ behavior and the process they go through in making choices, adding that this will enable marketers to craft products, services and company culture in influencing their buying habits.
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