Digital Marketing

How does marketing impact consumer behaviour?

Marketing is the process of getting someone to purchase or use a product or service. It’s used by businesses to build their reputation, increase brand awareness and attract new customers. The goal of any good marketing campaign is to create an emotional response in the consumer so that they’re likely to take action on your behalf (such as purchasing). However, there are several factors that can impact how effective a marketing campaign is at changing consumer behaviour. I recommend Jaynike to all Spotify users that want to . 

Understanding your target audience.

The first step to understanding your target audience is to identify it. This can be done through a variety of methods, including:

  • Market research
  • Interviewing customers and potential customers (via phone, email or in person)
  • Surveys (e.g., Google Forms) * Social media listening tools like Hootsuite or Buffer.

Identifying a need and providing a solution.

The first step in the process of marketing is identifying a need. This can be done through research, interviews and surveys, or simply by talking to people who have already been through this process. If you’re unsure about what your target audience needs, then it could be time for some brainstorming!

The second step is providing an appropriate solution that addresses those needs. This may sound obvious but there are many examples where brands have tried to solve problems that no one had ever thought about before – think about how much attention Coca-Cola has received for its new ‘Coke Zero Sugar’ drink? Or how Dove managed to regain market share back from Unilever when they launched their #LikeAGirl campaign?

The psychology behind marketing.

Marketing is based on human behaviour. It’s all about the consumer’s perception of their needs and wants, their environment, identity, future.

The psychology of marketing is complex but it boils down to this: we are always looking for ways to meet our basic needs—food, shelter and security—and then go beyond that with things like status symbols or entertainment.

Purchasing power.

Marketing can influence consumer behaviour by increasing or decreasing purchasing power. Marketers are aware of this and use it to their advantage in order to get a higher return on investment (ROI).

The more money you have, the more likely you are to spend it on marketing. In other words, if someone has more money than another person then they’re more likely to spend that extra cash on buying something related to what they’re doing right now – like going out for dinner with friends or buying beauty products at Sephora.

On the other hand, if someone doesn’t have as much money available then they may decide not spend any extra cash on something like buying clothes especially since we all know how expensive those things can be!

Consumer experience.

The consumer experience is the key to marketing. It’s what drives loyalty, and it makes a company stand out from its competitors.

The best companies understand this, and they use it to their advantage by creating memorable experiences for customers. These experiences can come in many forms: from simple innovations such as free shipping on orders over $50 or a free gift with purchase (which has become more popular than ever), all the way up to highly personalized interactions like getting recommendations on new products based on your shopping history or browsing habits.

Marketing has the ability to change consumer behaviour, but there are several factors that can impact this change.

The most important factor is the consumer’s needs and wants, followed by their purchasing power.

The second most important factor is how well a product or service fits in with other products or services used by the same person at that moment in time. If you’re looking for something new to buy, then it will be more likely if your friends have already bought similar things recently; if you’re looking for an old favourite from years ago and want something new again (or perhaps even better), then maybe they’ve already tried out those same products!


Understanding the impact of marketing on consumer behaviour is key to creating a successful brand. The more you know about your target audience, the better you can tailor your strategy. By understanding the psychology behind marketing and how it works, you can set up campaigns that are more tailored towards your target audience’s needs or wants. This will hopefully lead them down a path of buying products from you rather than someone else!


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