Over the past decade, the integration of psychology into marketing teams has gained greater significance, driven by the industry’s need to create multidisciplinary groups that provide comprehensive strategies for brands.
How does psychology contribute to marketing?
The role of marketing is to bring potential customers closer to a product or service by presenting their appealing features from strategic and creative angles. Sociocultural factors play a crucial role, and this is where psychology adds value by empathizing, perceiving, and being sensitive to the audience, thus allowing for the analysis, interpretation, creation, and communication of messages assertively.
The key point of connection
Psychology enables a more accurate understanding of people’s emotions when they encounter brand communication, making it easier to recognize the stimuli associated with the decision to acquire a product or service. This, in turn, facilitates the creation of communication that is more aligned with consumers’ needs.
Creativity through emotion
One of the characteristics of almost all teams in the industry is their creativity, and there’s nothing better than creativity with purpose. Creating concepts based on emotion that, in turn, evoke the same sentiment in the recipient is highly valuable because it results in a more natural connection, which is crucial in building brand-consumer synergy.
Ethics
The integration of psychology into the marketing industry has become a topic of discussion due to concerns about “negative persuasion.” However, the processes used to understand stimuli that are more attractive to the public are carried out with ethics, allowing consumers to make fully informed and free decisions about their consumption.
Psychology is present wherever there are human beings; therefore, if we develop strategies based on our knowledge as psychologists, we must always keep in mind the responsibility of executing our duties with ethics and professionalism.
