6 major marketing theories to teach you how to solve 90% of bidding conversion problems!

The so-called dreams come true means that they will come true one day. Here, Bunny has summarized some marketing theories for you. If you apply them a little, you can achieve the small goal of 100 million.

Then let’s follow the rabbit and watch it.

1. Transaction Utility

The so-called transaction utility is the effect of the difference between the reference price of a commodity and the actual price of the commodity. In simple terms, it is the good deal bias. It is precisely the existence of this good deal bias that causes people to often make irrational purchasing decisions.

An experiment was once conducted abroad. It means that a couple is planning to buy a quilt, which comes in two styles: ordinary double quilt and deluxe double quilt. In terms of product thickness and quality, the luxury double quilt meets the couple's needs, and they plan to purchase this one.

After arriving at the mall, I found that a single quilt of a certain brand was on sale. The original price was 1,000 yuan, but the current price was only 450 yuan.

If it were you, which one would you choose to buy? It turns out that not only this couple, but most people also choose branded quilts because of the large discounted prices!

And the above is the impact of transaction utility.

The most famous examples are e-commerce carnivals such as Double Eleven and Black Friday. On those days, due to the specific atmosphere and the means used by merchants, users will have a "very cheap" mentality, which will continue to encourage them to place orders.

Regarding this marketing theory, it is recommended that SEMers , when applying it, if it is a branded product, can use price to create a psychological gap among its users; if it is a mass brand, can use the quality ratio, price ratio, etc. with the brand to create a psychological gap among its users.

2. Low Probability Events

"Getting something for nothing" is ingrained in human nature.

Games like lottery and gambling take advantage of users' desire to get something for nothing, and we also have a certain sense of luck. If things are good, we will think, "What if I am lucky?" If things are bad, we will think, "The probability is so high, how could it be me?"

We can call all of the above low-probability events. Get higher returns with very little effort. At the same time, it is often used by some businesses for marketing.

Let’s take the most well-known example - a lottery event: add 1 yuan and you can win a prize of 10,000 yuan. Use the gimmick of a 10,000 yuan grand prize to attract users, and use the low cost of 1 yuan to attract users to continue to participate.

For this type of marketing theory, its main points are "lower investment cost" and "higher return". It is recommended that SEMers can write articles on this. These two points can be said to be enduring.

3. Diderot Effect

"Your makeup is so beautiful, don't let the clothes bring down your class."

Is the above text familiar to you? This is a common tactic used by merchants. First, resonate with users, and then use their supporting psychology to persuade them to make purchases.

We can also call the above behavior: Diderot effect. It refers to the phenomenon that after people own a new item, they continue to configure it with corresponding items in order to achieve psychological balance.

For this marketing theory, it is recommended that SEMers look for features similar to their products based on insights into users, and demonstrate them to convince users to convert .

4. Cognitive Dissonance

Generally refers to the situation where a person's behavior conflicts with his or her previous cognitive views, thus creating an uncomfortable and tense state. Views include opinions, emotions, behaviors, etc.

At the same time, we force ourselves to beautify our existing behavioral views in order to reduce our discomfort.

Take gaming products as an example . The "pay" model is currently the hottest marketing profit model. But in the beginning, users rejected this behavior and considered paying to be an extremely absurd act (which could be supported by money).

But as the first person started to try it out, more and more users started paying. Maybe it's following the trend, or maybe it's addiction, but it's contrary to the user's original idea.

Therefore, paying users will reinforce the benefits after paying in order to reduce the discomfort caused by the violation of their initial point of view. Especially those players who invest more money and energy.

For this marketing method, it is recommended that SEMers should identify the user's hesitation points in choosing products based on user insights , so as to design landing pages to dispel user doubts and provide case studies to support their ideas.

For example

Graphic design and game design, it can be said that both products can be classified as image design. Then when acquiring traffic , you can appropriately acquire the other party's traffic, and optimize the landing page based on the user's concerns, such as "development prospects", "post-study salary" , etc., and use cases to support it to achieve the purpose of persuasion.

5. Loss Aversion

“If you miss this village, you will miss this shop”

This is the most commonly used phrase in sales. If you savor it carefully, you will also feel that there is a sense of urgency in this sentence, and it implies that users will lose something, and all of this invisibly prompts users to convert.

According to psychologists, when people are faced with gains and losses of similar magnitude, they find the losses more difficult to bear. The negative utility caused by the same amount of loss is 2.5 times the positive utility of the same amount of gain. We call this “loss aversion.”

The most familiar application of this psychology is e-commerce copywriting, such as: "Today only", "50% off today", "Wait another year if you miss it", etc., all of which unconsciously create a sense of tension, suggesting that users will lose out if they do not take action.

Therefore, when using this theory, you can describe the scenario after the user loses the product, thereby prompting the user to form conversion behavior.

6. Decoy Effect

When people choose between two equally good options, the addition of a third new option (the bait) will make one of the old options appear more attractive.

This is what is often called the bait effect in online marketing .

For example.

When selling their products, a TV merchant deliberately grouped the TVs on display and provided options for comparison:

19 inches 2000 yuan

26 inches 3000 yuan

32 inches 3200 yuan

Which one would you choose? Experiments show that many users originally simply wanted to buy a small-sized TV, but when they saw that there was such a big difference between 19 inches and 32 inches, but the price difference was only 1,200 yuan, they would be more inclined to buy the 32-inch one.

A so-called similar but slightly better item will make the original item more attractive. When setting up a landing page, you can set multiple options based on the user's attributes.

The above are the six major marketing methods summarized by the editor. From ancient times to the present, if you look closely, their methods of selling things are the same, all based on the perspective of human nature.

How to correctly view screen-swiping events? We should not only look at the routines they use, but more importantly, observe their essence.

The author of this article is @兔子. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games