How Marketing Can Shape and Influence Consumers' Decisions

The Many Ways Marketing Can Influence a Consumer's Decisions
Influencer Marketing
5 Minutes
Kathlyn D'Souza
April 28, 2023

Image: Wordstream

Marketing is a ubiquitous force in our daily lives. From the billboards we see on our morning commute to the sponsored posts on our social media feeds, it seems like we can't escape the influence of marketing. But what exactly makes marketing so powerful? 

At its core, marketing is all about persuading consumers to make a certain decision, whether that's to buy a product, switch to a new brand, or try out a service. In this essay, we'll explore the many ways that marketing can influence a consumer's decision-making process, with a particular focus on one of the most successful forms of marketing today: influencer marketing. Let’s dive into it!

The Many Ways Marketing Can Influence a Consumer's Decisions

The impact of marketing on consumer decision-making is clear. Effective marketing can expand a brand's reach, establish a strong identity, and create a sense of loyalty among consumers. By appealing to consumers on an emotional level, marketers can build a strong connection between consumers and brands, leading to increased sales and profits.

Here are some of the ways we may have been swayed to purchase that product we didn’t think we needed:

  1. Product Design

Product design is an essential part of marketing. The way a product looks, feels, and functions can have a significant impact on a consumer's decision to buy it. For example, Apple's sleek and minimalist product design has played a crucial role in the company's success. The design of Apple's products conveys a sense of sophistication and exclusivity that appeals to consumers.

  1. Packaging

Packaging is another important aspect of marketing. A product's packaging can be the deciding factor for consumers when choosing between similar products. For example, Coca-Cola's iconic red and white packaging is instantly recognizable and helps to differentiate the brand from its competitors. The packaging also conveys a sense of nostalgia and tradition, which appeals to consumers.

  1. Advertising

Advertising is perhaps the most well-known way that marketing can influence consumer decisions. Advertisements are designed to create awareness of a product or service and persuade consumers to buy it. Advertisements can be found in a variety of mediums, including television, radio, print, and online.

Influencer marketing has become incredibly popular these past few years. Image: Pexels

One type of advertising that has become increasingly popular in recent years is influencer marketing. In recent years, influencer marketing has emerged as a highly effective form of social media marketing. 

It involves partnerships between brands and influencers, who are individuals with large followings on platforms like Instagram and YouTube. Through these partnerships, brands can promote their products directly to the influencer's followers. 

In fact, influencer marketing has become so huge that a study by Influencer Marketing Hub found that the industry was worth $13.8 billion in 2021 and is expected to grow to $22.3 billion by 2025! But it didn’t happen out of nowhere. Here are a few solid reasons why influencer marketing has become so successful:

  • Trust and Authenticity

One of the key reasons why influencer marketing is so successful is because of the trust and authenticity that influencers have built with their followers. Influencers often have a loyal and engaged following that trusts their recommendations. When an influencer promotes a product, their followers are more likely to trust that product and consider buying it.

  • Targeted Marketing

Another reason why influencer marketing is so successful is because of its targeted approach. Influencers often have a specific niche or audience that they cater to. For example, a fitness influencer may have a following of people who are interested in health and fitness. When a brand partners with an influencer in that niche, it can reach a highly targeted audience that is more likely to be interested in its product.

  • Creative Freedom

Influencer marketing also allows brands to give influencers creative freedom when promoting their products. Influencers know their audience best and can create content that resonates with them. This can result in more engaging and effective marketing campaigns that are tailored to the specific needs and preferences of a brand's target audience.

  • Social Proof

Social proof is another powerful psychological principle that influencer marketing leverages. Social proof is the idea that people are more likely to adopt a behavior or belief if they see others doing the same thing. When an influencer promotes a product, their followers see that product as socially acceptable and desirable. This can lead to an increase in sales and brand loyalty.

Consumer Decision-Making: Case Studies and Analyses of Marketing Impact

Now that we are on the subject of influencer marketing and how effective it is, let’s take a look at some case studies to prove the power of working with influencers. 

Case study: Fashion Nova (international, US)

Fashion Nova’s collaboration with Cardi B. Image: Fashion Nova

One brand that has mastered the art of influencer marketing is fashion brand Fashion Nova. Known for its trendy and affordable clothing, Fashion Nova has built a massive following on social media platforms like Instagram. 

They have partnered with a range of influencers, from reality TV stars to social media influencers with large followings. By tapping into the power of influencers, Fashion Nova has been able to promote their clothing to a vast and engaged audience. 

One of Fashion Nova's most successful influencer campaigns was with rapper Cardi B. With over 100 million followers on Instagram alone, Cardi B is one of the biggest influencers in the world. Fashion Nova partnered with Cardi B to create a clothing line, which was heavily promoted on both her social media accounts and Fashion Nova's. 

The collaboration was a resounding success, with the clothing line selling out within hours of its release. According to Forbes, the collection generated over $1 million in sales within the first 24 hours. This success can be attributed to the power of influencer marketing. By partnering with Cardi B, Fashion Nova was able to tap into her massive following and leverage her influence to promote their brand. 

But Fashion Nova's success with influencer marketing is not limited to this one campaign. The brand has consistently worked with influencers to promote its clothing, and it has paid off in a big way. Today, Fashion Nova is one of the most recognizable and successful fashion brands on social media.

Case study: Jo Malone London (local, Malaysia)

A visual promoting the launch of Jo Malone’s latest perfume with influencer Athina Kamarudin, courtesy of REISE. Image: REISE

Jo Malone London, a luxury perfume and fragrance brand, partnered with REISE to launch two signature scents and an end-of-year Christmas event through influencer marketing.

The Blossoms Mediterranean Collection and the brand's most known scent, English Pear and Freesia, were the two signature scents launched by Jo Malone London. REISE worked closely with the brand to ensure that the campaigns stuck to the brand's signature identity while collaborating with up-and-coming new faces. 

Through influencer marketing, the Blossoms Mediterranean campaign managed to garner a total reach of 503,231, making a significant impact among Jo Malone London consumers. The English Pear and Freesia perfume was the most anticipated launch of the year, and REISE understood the importance of forming new collaborations with up-and-coming new faces while sticking to the brand's identity.

To that end, we have developed our internal proprietary Audience Intelligence tool MIND (Marketing Intelligence and Data) [INSERT INTERNAL PRODUCT PAGE LINK] that allows us to further segment and vet the right influencers and creators this technology allows us to deep dive into psychographics, digital channel relevancy, interests, and buying mindset.

Another visual of influencer Anzalna Nasir. Image: REISE

But REISE's work extended beyond the launch of the two signature scents. REISE also coordinated Jo Malone London's huge end-of-year 'Christmas Snowball Event' that brought together nearly 200 guests comprising business partners, friends, and family of the brand as well as long-term collaborating creators. 

We facilitated 80 invitees comprising socialites, brand favorites, and creators – and acted as intermediaries between the brand and creators, introducing new creators to the world of Jo Malone London and representing the brand.

As a result of REISE's work, the event gained a lot of attention on social media with the hashtag #SeasonOfScents, and lobbied 46 added value in-feed postings and 7 IG Reels from their attendees, including multiple postings from AA-level local celebrities and socialites. 

The event's success shows how influencer marketing can enhance brand awareness and bring together different groups of people who share an interest in the brand – and ultimately, influencer consumers’ decisions. 

The key takeaways 

Marketing has a significant impact on consumer decision-making, and businesses are always seeking effective ways to reach their target audience. With the rise of social media and influencer marketing, brands have a powerful tool at their disposal to connect with their audience in a more personal and authentic way. 

Influencer marketing has become increasingly popular and successful due to the growing importance of social media and the trust that consumers place in the opinions of influencers they follow. As a result, businesses should consider incorporating influencer marketing into their overall marketing strategy to reach new audiences, increase their brand awareness, and sway purchasing decisions. 

By partnering with influencers who have a genuine interest in their products and services, brands can establish trust and credibility with consumers, ultimately leading to increased sales and customer loyalty.