What Our Own Consumer Behavior Tells Us About Marketing

Collaborative post:


There’s a certain habit that marketing professionals like to get into, and that’s modelling the “ideal consumer” of their product or service. Of course, this person is something of a combination of averages, not a real person in general. 

For example, a new health drink being sold in an upmarket city brunch bar might think of a fitness-inspired, young, corporate woman who just wants to take care of her health and make the “better” choice, without necessarily having time to squeeze her own smoothie in the morning. This provides the marketing team with a distinct entity to try and appeal to, or even an ideal to promote to consumers.

Yet as consumers ourselves, we all know that we never really fit just one stereotype. In fact, some of our buying decisions can be downright irrational. We might prefer a given product even though we’re nowhere near the main demographic simply because a friend has inspired us to. We know we shouldn’t judge a book by its cover, but it’s hard not to look twice at beautiful product packaging as it appears on the shelf.

So, sometimes, using our own consumer behavior is more instructive than expensive research into the “ideal guy” In this post, we’ll explore that, and give you such insight for free.

The Influence of Social Proof & Reviews

We can admit it, most of us stalk online reviews and ratings before buying something new. If everyone raves about a product, we’re much more likely to feel good about that purchase. Some of the truly lost among us even watch product reviews and unboxings on YouTube or listen to service experiences. But it goes beyond reviews too. Seeing friends and influencers we admire using/endorsing items we were even slightly interested in naturally piques our interest in trying it out ourselves. So, curating social proof as a business and encouraging reviews isn’t a bad idea.

The Renewed Importance Of Brand Values

More and more, consumers want to buy from companies that actually seem to care about their presence beyond just profits. A brand’s stance on social/environmental issues, how they treat employees, their ethical sourcing practices – all that matters now in shaping customer loyalty and buying decisions. It’s not just because “the kids are woke now,” it’s because people want to feel like their consumer behavior is having a little bit of helpful impact. It’s wise to facilitate that.

Come-Back Discounts & Promotions

For all our talk of principles, no one can deny a good deal when we see it. Sales, coupons, loyalty rewards, such little incentives, and clever promotions can pretty much convince us to choose one brand over another. Some of us have probably stuck with a service we were unsure about just for those sweet member discounts they kept dangling. It’s a bad habit, but companies know that offering great value is sure to secure another sale. So, having your system check for long-missing customers and offering them a great deal again could be a nice idea.

With this advice, you’ll have a few new substance bases to market from.

Sarah x


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