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SESSION 2

Strategic Foundations & Consumer Psychology

Digital Marketing Mastery: 30-Hour Intensive Program

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SESSION 2

STRATEGIC FOUNDATIONS & CONSUMER PSYCHOLOGY

Think Like Your Customer

Digital Marketing Mastery: 30-Hour Intensive Program

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What We'll Master Today

90 Minutes of Core Learning:

30 Minutes of Hands-On Practice:

🎮Persona Detective Activity - Build a complete customer persona

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💸
Half the money I spend on advertising is wasted; the trouble is I don't know which half. — John Wanamaker, Marketing Pioneer (1838-1922)

This quote has haunted marketers for over a century.

But here's the secret...

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How Customers Actually Buy

1. Problem Recognition
→
2. Information Search
→
3. Evaluation
→
4. Purchase Decision
→
5. Purchase
→
6. Post-Purchase

Why This Matters:

Each stage needs DIFFERENT marketing messages

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Stage 1: Problem Recognition

"Wait... I have a problem!"

What Happens:

Customer realizes they have a need (often triggered by external stimulus)

Example:

Your Marketing Job at This Stage:

Create awareness that a problem exists

Content Types That Work:

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Stage 2: Information Search

"Let me research this..."

What Happens:

Customer becomes a detective - Googling, watching reviews, asking friends

Two Types of Search:

Internal Search:

Recalling past experiences

"Last time I bought Samsung, it lasted 4 years"

External Search:

Active research online and offline

  • Google searches
  • YouTube reviews
  • Reddit threads
  • Friend recommendations

Real Example - Google Searches:

Your Marketing Job at This Stage:

Be helpful, not salesy. Provide genuine value.

Content Types That Work:

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Stage 3: Evaluation of Alternatives

"It's down to you vs. 2 others"

What Happens:

Customer has a shortlist. They're comparing features, prices, and reviews.

Decision Criteria Varies by Product:

Low Involvement Purchase

(toothpaste, groceries)

Price and convenience dominate

High Involvement Purchase

(laptop, car)

Features, reputation, warranty, and social proof matter

Social Proof Becomes Critical:

  • 4.5-star product beats 3.8-star even if inferior
  • Testimonials carry massive weight
  • Case studies influence B2B decisions

Real Example - Electrolux Campaign:

Customers evaluated multiple appliance brands. Electrolux created:

Result: 170 qualified leads

Content Types That Work:

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Stage 4: Purchase Decision

"I've decided... but..."

What Happens:

Customer has chosen you, but final barriers emerge

Why 70% of E-commerce Carts Are Abandoned:

  • Unexpected shipping costs
  • Complicated checkout process
  • Security concerns about payment
  • Need to "think it over"
  • Need approval from spouse/boss

Case Study - Common Objections:

Product Type Last-Minute Objection
Expensive gadget "Let me wait for sale"
Software subscription "Need to check budget with boss"
Course/education "Not sure I'll have time"
Luxury item "Is this really worth it?"

Your Marketing Job at This Stage:

Remove friction and create urgency

Tactics That Work:

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Stage 5: Purchase

"Money changes hands"

What Happens:

The actual transaction occurs

❌Most Marketers Stop Here

"We got the sale! Done!"

✅Great Marketers Know

The purchase experience shapes future behavior

The Confirmation Email Matters:

❌Terrible Example:

"Order #48291048 confirmed"

(Impersonal, no details, no reassurance)

✅Great Example:

"Sarah, your order is confirmed! 🎉"

Here's what happens next:

  • We're packing your order now
  • Ships today by 6 PM
  • Track your order: [link]
  • Questions? Reply to this email

Why This Matters:

  • Reduces buyer's remorse
  • Prevents "where's my order?" support tickets
  • Sets expectations clearly
  • Makes customer feel valued
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Stage 6: Post-Purchase Evaluation

"Was this worth it?"

What Happens:

Customer evaluates if the product met expectations

Two Possible Outcomes:

😞 Cognitive Dissonance (Buyer's Remorse):

  • Product didn't meet expectations
  • Found better deal elsewhere
  • Regrets spending the money

Result: Returns, negative reviews, one-time customer

😊 Satisfaction & Delight:

  • Product exceeded expectations
  • Feels smart about purchase
  • Wants to tell others

Result: Loyalty, positive reviews, repeat purchases, referrals

The Review Economy:

  • 91% of 18-34 year-olds trust online reviews as much as personal recommendations
  • One negative review can cost you 22% of potential customers
  • One positive review can increase conversions by 10%

Amazon's Post-Purchase Sequence:

Your Marketing Job at This Stage:

Turn customers into advocates

Tactics That Work:

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Practice: Where Does Each Tactic Belong?

Match the marketing tactic to the correct buying stage:

Marketing Tactics:

  1. SEO blog post: "How to choose the right laptop"
  2. Limited-time discount: "20% off ends tonight!"
  3. Product comparison chart: "Us vs. Competitors"
  4. Customer success story video
  5. Thank you email with usage tips

The 6 Stages:

🎯 Key Takeaway

Stop creating generic marketing.

Start creating stage-specific marketing.

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Understanding What Makes People Say "Yes"

The Science Behind Influence:

In 1984, psychologist Dr. Robert Cialdini published groundbreaking research on why people comply with requests.

He identified 6 Universal Principles of Influence that work across all cultures and contexts.

These aren't manipulation tactics.

They're psychological patterns humans naturally follow.

The 6 Principles We'll Master:

1. Scarcity
2. Social Proof
3. Authority
4. Reciprocity
5. Commitment & Consistency
6. Liking

Applied ethically, these principles can dramatically improve your marketing effectiveness.

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Psychological Trigger #1: SCARCITY

"We want what we can't have"

The Psychology:

When something is rare or running out, our brains interpret it as more valuable. FOMO (Fear of Missing Out) is a real psychological phenomenon.

How It Shows Up in Marketing:

Ethical vs. Unethical Scarcity:

✅Ethical:

Genuine limited stock or time-bound offers

❌Unethical:

Fake countdown timers that reset, false scarcity

How to Apply This:

Ask yourself: Is there a natural deadline? Limited quantity? Exclusive access? Build that into your messaging.

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Psychological Trigger #2: SOCIAL PROOF

"If everyone's doing it, it must be good"

The Psychology:

Humans are social animals. We look to others to determine correct behavior, especially when uncertain.

The 5 Types of Social Proof:

1. Expert Social Proof

"Recommended by dermatologists" / "Used by 90% of Fortune 500 companies"

2. Celebrity Social Proof

"As used by Virat Kohli" / "Priyanka Chopra's favorite skincare brand"

3. User Social Proof

"Join 2 million happy customers" / "Trusted by 50,000+ businesses"

4. Wisdom of Crowds

"#1 Bestseller in Electronics" / "Most popular plan"

5. Wisdom of Friends

"3 of your friends like this page" / "Amit and 12 others booked this hotel"

Real Example - Booking.com Property Listing:

How to Apply This:

Never launch a product page without reviews, testimonials, or user counts. Even "Join our community of 100" is better than silence.

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Psychological Trigger #3: AUTHORITY

"We trust experts and figures of authority"

The Psychology:

From childhood, we're conditioned to listen to authority figures. This transfers to brands - we trust badges, certifications, and expert endorsements.

How Authority Shows Up:

Certifications & Badges:

Credentials & Background:

Media Mentions:

Partnerships & Client Names:

Real Example - HubSpot:

Established thought leadership through educational blog, becoming THE authority on inbound marketing.

Result: Generated 400% more leads in target audiences on LinkedIn compared to other platforms.

How to Apply This:

Display credentials prominently. If you've won awards, worked with big clients, have certifications - showcase them. If you don't have these yet, borrow authority by citing research or partnering with established names.

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Psychological Trigger #4: RECIPROCITY

"When you give me something, I feel obligated to give back"

The Psychology:

Humans have a deep-seated need to repay debts and kindness. When someone does something for us, we feel psychologically uncomfortable until we return the favor.

How It Works in Marketing:

HubSpot's Reciprocity-Based Business Model:

What They Give Free:

  • Complete CRM software (worth ₹₹₹)
  • Professional certification courses
  • Marketing templates and tools
  • Educational blog and resources

The Result: When companies are ready to upgrade to paid features, they choose HubSpot because of the debt of gratitude.

From Our Course Material:

Email marketing generates ₹42 return per ₹1 spent partly because it's built on permission and value exchange - you give helpful content first, they eventually buy.

How to Apply This:

Always lead with value. Don't ask for the sale in your first interaction. Give a free guide, a useful template, genuine advice. The sale will come later.

The Rule: Give before you ask.

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Psychological Trigger #5: COMMITMENT & CONSISTENCY

"Once I commit, I want to be consistent with that commitment"

The Psychology:

We want our actions to be consistent with our words and past behavior. Once we take a small step, we're more likely to take bigger steps in the same direction.

The "Foot in the Door" Technique:

Step 1 - Small Ask: "Download our free checklist" ✓
→
Step 2 - Medium Ask: "Attend our free webinar" ✓
→
Step 3 - Big Ask: "Buy our ₹50,000 course" ✓

Each "yes" makes the next "yes" easier.

Real Example - Charity Fundraising:

  1. First: "Do you care about children's education?" → Yes
  2. Then: "Would you sign this petition?" → Small commitment
  3. Finally: "Would you donate ₹100?" → Now much easier to say yes

How This Applies to Digital Marketing:

Email Funnel:

  1. Subscribe to newsletter (micro-commitment)
  2. Download free guide (small commitment)
  3. Attend webinar (medium commitment)
  4. Book consultation call (larger commitment)
  5. Purchase course/product (final commitment)

Quiz Funnels:

  1. "Take our quiz" (engaging, low commitment)
  2. "Get your results via email" (now they're a lead)
  3. "Based on your answers, here's what we recommend" (personalized pitch)

How to Apply This:

Never lead with your biggest ask. Start with micro-commitments: follow us, download this, take this quiz. Each small "yes" makes the big "yes" easier.

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Psychological Trigger #6: LIKING

"We buy from people we like"

The Psychology:

We're more likely to say yes to people who are:

Why This Matters in Digital Marketing:

What Makes Brands "Likeable"?

Real Example - Mercedes-Benz #MBPhotoPass:

Instead of corporate ads, they partnered with likeable influencers people already trusted.

Result: 2.3 million engagements because people connected with the influencers, not just the brand.

How to Apply This:

Show the human side of your brand. Founder stories, employee spotlights, behind-the-scenes content. When choosing influencers or brand ambassadors, prioritize authenticity over reach.

People buy from people, not logos.

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The Most Effective Marketing Uses Multiple Triggers

Example Ad Copy - Let's Dissect:

"Join 10,000+ marketers who've completed our Google-certified course. Download the first 3 modules free. Only 50 spots left in this month's cohort. Enroll today and lock in the early bird price."

Which Triggers Are Being Used?

vs. Generic Ad:

"Best smartphone. Buy now. Limited stock."

Key Takeaway:

Ethical marketing uses these principles to help people make decisions they'll be happy with.

Manipulation uses these to trick people into decisions they'll regret.

Always ask: Am I helping or deceiving?

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Beyond Demographics: The Three Layers

Most marketers stop at Layer 1. You're going to Layer 3.

LAYER 3

BEHAVIORAL DATA

What they actually do

LAYER 2

PSYCHOGRAPHICS

How they think

LAYER 1

DEMOGRAPHICS

Who they are

The Depth Principle:

The deeper you go, the more powerful your marketing becomes.

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Layer 1: Demographics

"The basics - but still essential"

What You Need to Know:

Why Demographics Still Matter:

Example - Luxury Apartment Campaign:

  • Age: 35-50
  • Income: ₹25 LPA+
  • Location: Mumbai, Bangalore, Delhi
  • Occupation: Senior professionals, entrepreneurs
  • Family: Married with 1-2 children

The Limitation:

Demographics tell you WHO, but not WHY they buy.

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Layer 2: Psychographics

"How they think, feel, and what they value"

What You Need to Understand:

Why Psychographics Are More Powerful:

Same Demographics, Different Psychographics:

Person A (Age 30, ₹20 LPA)

Values: Sustainability, minimalism

Interests: Yoga, organic food, meditation

Lifestyle: Morning routine focused, conscious consumer

Person B (Age 30, ₹20 LPA)

Values: Status, luxury, appearance

Interests: Fashion, fine dining, travel

Lifestyle: Social, networking focused, brand conscious

→ Completely different marketing messages needed!

Real Example from India:

Regional language content achieves 22-36% lower cost-per-acquisition not just because of language, but because it signals cultural values and identity that resonate psychographically.

How to Discover Psychographics:

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Layer 3: Behavioral Data

"What they actually do - the truth beyond what they say"

The Reality Check:

People lie in surveys, sometimes unconsciously. They say they care about the environment but buy fast fashion. Behavioral data shows what they actually do, not what they claim.

What to Track:

🌐 Online Behavior:

🛒 Purchase Behavior:

📱 Engagement Behavior:

Real Example - Amazon's Recommendation Engine:

Pure behavioral targeting. It doesn't care that you're a 35-year-old male. It cares that you clicked on running shoes, read reviews for 8 minutes, added to cart but didn't buy yet.

Result: "Customers who bought this also bought..."

How to Apply Behavioral Data:

Scenario: Someone visited your pricing page 3 times, downloaded your PDF guide, watched 50% of your demo video.

What this tells you: They're seriously considering buying. High intent.

What to do: Show them customer testimonials and limited-time offer.

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From Weak to Powerful Targeting

LEAST EFFECTIVE ↓

Level 1: Spray and Pray

Marketing to everyone - "Our product is for all Indians!"

Level 2: Demographics Targeting

Marketing to age, gender, income groups - "Males 25-40, income ₹15-25 LPA"

Level 3: Psychographics Targeting

Marketing to values, beliefs, lifestyle - "Ambitious professionals who value career growth"

MOST EFFECTIVE ↑

Level 4: Behavioral Targeting

Marketing based on actions taken - "Visited pricing 3x, downloaded guide, watched demo"

🎯 Quick Exercise:

Scenario: You're selling a ₹50,000 online coding bootcamp.

Question: What are 3 behavioral signals that indicate someone is ready to buy?

Possible Behavioral Signals:

Key Takeaway:

Start with demographics to find your audience.

Use psychographics to connect with them emotionally.

Use behavioral data to time your asks perfectly.

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Competitor Analysis: Know Your Enemy

If you know the enemy and know yourself, you need not fear the result of a hundred battles. — Sun Tzu, The Art of War

Why Competitive Analysis Matters:

Before you launch any campaign, you need to understand:

Critical Insight:

You're not analyzing competitors to copy them. You're analyzing them to find white space - opportunities everyone else is sleeping on.

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Session 2 Complete!

What We Mastered Today:

The Big Idea

Marketing is not about what you sell.

It's about who you're selling to and why they should care.

You're Now Ready:

To build a complete customer persona in our activity!

Jugal Thakkar

www.jugalt.com | www.linkedin.com/in/jugalt