Even before the pandemic, marketers had to stay nimble in order to keep up with the ever-changing digital landscape. Today, because of the pandemic, part of being nimble includes launching new, effective marketing strategies to garner interest from consumers in the midst of an uncertain environment. After all, consumers can seem less responsive with each passing day.
Between all of this and the acceleration of digital over the last year, marketers are left wondering how to engage consumers who are now experiencing digital fatigue. An increasing number of brands are turning to urgency marketing as a solution.
We took time to talk about the topic in a recent webinar, during which we answered some of the most common questions asked around urgency marketing. Here are the highlights:
1. What is urgency marketing?
In its simplest form, urgency marketing is about crafting promotions in a way that drives immediate response. Flash sales, checkout timers or even events like Black Friday and Amazon Prime Day are examples. But heavy discounting is not required to run an urgency marketing campaign.
2. Why does urgency marketing work?
Urgency marketing utilizes consumer psychology, like anticipation, which is the expectation around a future event that can be exciting for a consumer. Additionally, scarcity, or the perception of it, inspires visceral emotions in consumers.
3. How can a brand use urgency marketing?
Successfully layering psychological tactics, like anticipation and scarcity, into a marketing strategy begins with evaluating top goals. Those goals could include mobile app adoption or social media growth, for example. Next, identify a few conversion points that you need customers to complete in order to meet those goals. Then layer in urgency-marketing psychology around those conversion points to motivate them.
4. What are some tips for using urgency marketing in this uncertain environment?
Making sure to start with your goals and using those to define your urgency-marketing strategy is key, especially right now. Urgency marketing is also great for bringing energy into your marketing strategy — considering where you want to use it will help you make the most of it. You should also find digital ways to bring your strategy to life and make sure it goes beyond acquisition.
Over the course of over 32+ million consumer opt-ins across our activations, Quikly has seen urgency-marketing psychology increase consumer response rates by an average of 30 percent and lower acquisition costs by as much as 80 percent. Implementing these psychological tactics can help motivate digitally fatigued consumers no matter the environment.