target customers motivation

How To Target Customers Motivation

Learn how consumer motivation affects your customer targeting strategy. Motivated customers are more likely to buy, so figuring out what motivates them can help you.



As a marketer, you must understand how motivation influences consumer behavior and how How To Target Customers MotivationCustomers who are highly motivated are more likely to buy something, and if you can figure out what makes them more or less motivated, you can better target them and increase your company’s sales.

Did you know that there are many motivational drivers that influence the way people behave and what they do or don’t do? Motivation is a psychological process that drives human beings to act in a certain way. People are driven by different kinds of motives, ranging from basic needs to the need to seek out pleasure.

By understanding the motivational factors, you can create messages that appeal to their desires and encourage them to make the choices that will get them what they want, which will make your company more profitable in the long run. 

Do this by learning more about the art of customer targeting and motivation from an experienced business owner.

In reality, a company needs both customer targeting and motivation.

If you want your business to grow, you need to create custom products for customers with specific needs and desires. At the same time, it can’t allow customers to buy anything and make them happy. To do so, you’ll have to come up with different strategies for different types of people.

It all starts with knowing who your target Audience is.

target Audience

The best way to improve your relationship with customers is to create new ways to promote your products and to learn about customer demographics. What types of consumers comprise your target audience, and what motivates them?

You may be trying to learn who your ideal customer is.

If you do, focus on these three things:

  • Learning about who your ideal customer is
  • That is why they are purchasing from you.
  • where they’re buying from you.

Motivation as a driving force to A Better Targeting

customer targeting

Consumer motivation is the driving force that stimulates your customers to buy. At its heart, it’s a physiological mechanism in which people want what they don’t have. Once they possess it, however, they’re less motivated to continue buying. 

The motivation factor in customer targeting is an essential component of any strategic marketing plan because reaching customers who aren’t yet motivated to buy can be tricky. 

Companies that win at customer targeting succeed because their strategies tend to move with market shifts rather than against them.

For example, some businesses will want to focus on motivating customers to buy more frequently by making their own products more appealing. 

Other businesses find success by convincing existing customers to buy more expensive products or services. The most important thing is to understand the way consumer motivation works. This way, you can come up with strategies that will get your target audience excited.

Customer Targeting as an Influencing Fact

Many marketers use a broad marketing targeting strategy. However, most businesses have an unlimited budget to spend on targeting a broad audience. Instead, it is up to each company to focus on an audience segment with which they can identify. 

Targeting consumers based on their motivations is a crucial aspect of achieving business goals. For example, to find more loyal customers, we must first understand how consumer motivation affects consumer behavior. 

Once you learn what motivates your consumers, you can easily develop a customer targeting strategy that will appeal to your potential clients and get them into your door!

How Does Motivation Influence Consumer Behavior?

Motivation matters because it drives people to make decisions. Consumer motivation is a crucial factor in the buyer’s journey since it directly influences buying behavior. 

People who need insurance, such as life insurance, tend to be more motivated than those who don’t. People are more likely to buy insurance if you market to them by emphasizing the benefits of buying it (e.g., saving money) and that we have affordable rates.

You should aim to focus on different ways of motivating consumers depending on where they are in the buying process.

What Drives Emotions in Marketing?

It’s not unusual for marketers to spend months trying to understand what motivates their target audience. 

  • Why do they need or want a product or service? 
  • What makes people so enthusiastic about your product?
  • Which emotions in marketing should we trigger?

If you have an answer to the above questions, then you know your market—and you know how to sell your products. But if you don’t know why people buy from you—or even why they choose not to buy from you—then it’s time to start digging deeper into consumer motivations. You may be surprised by what you discover!

Types of Emotions in Marketing

Emotions in Marketing

Emotions play a big role in consumer behavior. Marketers can take advantage of these emotions to increase awareness of their products and ultimately encourage consumers to purchase them. 

There are 6 basic emotions that marketers can tap into in order to boost sales: 

Love, joy, trust, anger, fear, and hate. 

If a business wants to successfully market its product or service, it’s best to find an emotion that it plays on or creates within consumers. For example, if a company is selling wine glasses, it could use images of couples enjoying romantic dinners together to evoke feelings of love.  In turn, customers would feel more inclined to buy those wine glasses for themselves or as gifts for others. 

It’s also helpful to know what specific emotions trigger different types of people.  According to research by Dr. Paul Ekman, human beings have one of six emotional triggers (anger, disgust, fear, happiness, sadness, and surprise).  Emotional triggers can be used by businesses to reach as many people as possible while still appealing to their target customers.

The Neuroscience Behind Marketing

As neuroscience has advanced in its understanding of how humans think, it’s shed light on many of our unconscious preferences. And that means that marketers can now use neuroscience as a tool to influence consumer behavior. 

A few years ago, a group of neuroscientists published an extensive review of marketing campaigns that they considered especially persuasive. 

Their goal was to determine the factors that caused these results and whether or not they had any insight into human decision-making processes at large. 

After analyzing hundreds of studies, researchers found 3 common elements across all effective campaigns:

  • strong centrality (or relevance).
  • emotional resonance
  • and social consensus. 

In other words, when you’re trying to persuade someone with your marketing message, focus on what matters most to them personally; make sure your message is emotionally resonant; and build a sense of community around your brand.

Learning through experience can create stronger connections between people, products, and brands. Consumer behavior isn’t just based on rational thought processes—it also relies on emotional attachments and motivations. 

One of the most powerful tools to connect with consumers is experiential learning, where brands can impart messages through experiences that inspire behavioral change.  Successful experiences convey information in a memorable, easily digestible format that strengthens associations between people, products, or brands. 

These associations work at an unconscious level, so consumers act upon them naturally and consistently, even in situations they aren’t aware of.  For example, if you give someone a gift card for their birthday, they may not remember why they like it so much. 

However, if you take them out to dinner and share a bottle of wine with them while giving them the gift card, you’ve created strong connections that will last far longer than any tangible gift could.

How do you identify customer motivation?

The simplest way to do so is to ask them. 

What was your primary motivator for buying our product? You could also look at their previous purchases, review their browsing history, or even survey them (by phone or online). 

Whatever you decide to do, remember to tie it back to how you can improve your products or services in the future. If you don’t ask them what they want, you won’t ever know how your business can best serve them. 

How does consumer behavior influence motivation? 

1.) Consumer behavior can be influenced by motivation.

2) Consumer behavior has an impact on motivation.

3) Purchase decisions are influenced by the interaction of motivation and consumer behavior.

For example, if a company advertises that its product is both environmentally friendly and affordable, consumers who care about those things will be more likely to buy it than if those same consumers had never heard of either factor. 

Why is motivation important when Targeting customers? 

Because without knowing why someone wants something, you can’t market effectively. All you have to do is figure out what kinds of people might be interested in your product or service and then tailor your approach to them.

Consider two people who want to lose weight: one likes exercising outside while listening to music on an MP3 player, while the other prefers working out inside on a treadmill with no distractions whatsoever. 

Both people have different motivations for losing weight, which means each person will respond differently to certain marketing tactics. Which one would you target first?

How to use customer motivation on google ads

google ads

When advertising on Google, it is important to ensure that you target your advertising correctly in order to avoid wasting money. When targeting your audience, make sure that you understand what motivates them.

  • What do they want from life?  
  • Why are they looking for a new car or a new home?
  • What kind of lifestyle do they have, which means that their car insurance is too expensive for them and why should your brand be on their radar?  

Knowing your target market will help you tailor your ads to their needs. You can also use these insights to calculate your marketing budget.

If you’re trying to sell a luxury item, $5 per month won’t cut it – but if you’re selling something more affordable, it might! Your ads will be more effective if you know how much your potential customers earn and what kind of lives they lead (and thus where their needs are). That traffic will never convert into sales, so why waste hundreds or thousands of dollars a day on Google AdWords? The more specific your customer targeting strategy, the better.

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