Ananova.com November 02, 2021
The big brands succeed and capture maximum web hosting market share because people understand they can deliver what they promise. There is no question of their capabilities. The customer buying decision is emotional, as what they feel about the company.
Harvard Business School professor Gerald Zaltman says in his book, How Customers Think: Essential Insights into the Mind of the Market, that 95 percent of our purchase decision-making takes place in the subconscious mind.
Great brands succeed by seeking intimate emotional connections with customers, as trust brings a feeling of the intelligent or right decision. Emotions drive purchasing behavior. Neuroscientists found in studies that people whose brains are damaged in the area that generates emotions are incapable of making decisions. Customers like to remain loyal to the brands, as they get the feeling of satisfaction.
The new upcoming companies need to work on changing the perception, belief, behavior, and attitude of customers by seeking attention, motivation, learning, and creating selective attention. They market products focussed on a niche like objective, features, functionality, price, or ease of use and provide the best match to needs. Their best target is consumers looking on search engines, social media posts, and review websites. Using Pathos, they intensify the emotional appeal of a consumer to buy the best. The new upcoming companies also look for clients who are Irritated, Hurried, Neglected, Unhappy, Unsatisfied, Stressed, Disappointed, or Frustrated with the branded company, and then they try to fix the problem or issue.
No company in this world can satisfy 100% of customers, hence these companies look at them as opportunities. The content created by marketers appeals to the consumer’s emotional state, ego, needs, and aspirations.