The pheromones of marketing

By Ingrid Mota
Twitter: @ingridmotta

"Life is not easy" is surely a concept created by a marketer to create needs that, in many ways, can be satisfied.

Something equivalent to what pheromones are in nature.

Pheromones are substances secreted by living beings to provoke reactions for a specific behavior and are transmitted by different means.

In effect and in the same way, the marketer creates messages in the form of substances that travel through Above the Line (ATL), Below the Line (BTL) or On-Line media, to try to modify consumer behavior and thus constantly boost the economy.

Do we really need to have special days to celebrate the teacher, grandparents and love? Throughout history, human beings have searched for the reasons for their existence, creating idols and festivities that anchor them to some environment or social group.

Consumer Emotional Values

Brands achieve loyalty with their consumers to the extent that they establish emotional bonds that prevail over time in a constant manner.

Human emotions and, of course, the common places of all consumers, represent a powerful tool of persuasion for the marketer.

Although offering products and services that satisfy basic rational needs is the day-to-day of marketing. Providing an emotional differential generates indisputable brand value and a determining differentiator from the competition.

communication and emotion

ATL, BTL and On-Line media achieve incredible synergy when it comes to creating stories. The consumer receives messages that invoke memories of emotional and sensory situations that have marked them positively and have generated incentives to recreate them and thus trigger a purchase action.

And how the marketing is the mother of acronyms, obviously could not let go of the opportunity to name the form of the effects produced by advertising. So AIDA It was conceived in 1898 by Elmo Lewis, which is still in force today. This method is simple and effective at the same time:

Attention: create curiosity, generate expectation and put ourselves on the map so that everyone knows that our product exists

Interest: attract attention to curiosity

• Desire: create the feeling of need to have a product and its benefits

• Action: generate the need to buy a product




Suddenly, as if "by magic" products begin to appear that offer the consumer illusions, beauty, security and everything essential to get closer to the loved one in an unforgettable way or create environments of love for the country or any situation that makes you have purchase actions.

And from there, the days that we should not miss to celebrate our Mom, Dad, the teacher or love. Of course, be careful and forget those dates because your personal relationship with the loved one in question can end in very bad terms.

And who cares?

The search for internal consumer motivators is, by definition, the do's and don'ts of marketers. Again, like pheromones that stimulate our consumption.

Advertising works as a common place in which consumers reflect and express their unconscious desires and consequently participate economically in the healthy activity of the markets.

And against all this emotionality, the media guidelines are planned with the coldness of rationality to ensure that the messages are in the right place, at the right time and for the right target.

I recommend you let yourself go. In the end, as a consumer, we are all emotional beings and marketers are only making efficient use of our pheromones to offer us differentiated products from those of the competition and creating environments for action of need and purchase so that life is not so difficult.