Motivation in Marketing

Motivation. It’s the reason why we do what we do. If you work in marketing, knowing the different types of motivation is essential to understanding how to motivate customers, clients, your team, and yourself.

In many ways, marketers are motivators. Every day, we work to encourage others to do something. The most effective marketers understand their target audience and use a mix of messaging, design, psychology, and strategy to motivate them to act.

There are two forces of motivation or incentive theories: extrinsic and intrinsic.

People who are extrinsically motivated are compelled to do something based on external factors in the hopes of earning a reward or avoiding punishment. On the flip side, people who are intrinsically motivated are driven by an internal desire for personal satisfaction or accomplishment.

At any time, we are motivated by extrinsic or intrinsic factors. Many times, both of these forces can explain human behavior. Most marketing endeavors appeal to consumers’ extrinsic motivations with tried-and-true external rewards such as saving money through discounts, freebies, or limited-time offers.

However, we shouldn’t neglect the power of intrinsic motivation in marketing. When we’re focused on selling ideas, concepts, and services, it can be more effective to target others’ intrinsic motives, those forces that go deeper than external factors to address personal satisfaction and even self-actualization. Research finds that intrinsic motivation is more individualized, and often more effective at creating lasting, long-term changes in behavior.

Developing intrinsic motivation requires more effort, but it is worth it. Appealing to these internal forces can help you connect with people on a far deeper level and earn their trust for years to come.

Are you interested in creating a long-term marketing strategy that can effectively motivate your audience? We’d love to help. Contact us today to learn more and meet our friendly team.

Evelyn Ritzi

As Communications Specialist for the Ohlmann Group, Evelyn is responsible for all things public relations. From writing engaging content and press releases to organizing events, Evelyn works to foster and maintain positive relationships between clients and the public.

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