Knowledge of sociology can help enhance an individual’s analytical and critical thinking abilities. The subject can help them understand the motivations behind customer choices. Firstly, they can understand the motivation driving factors between men and women. Then apply this knowledge to engage in need-focused marketing approaches.
In digital marketing, the marketer does not interact with customers face to face. Without knowledge of sociology, markers might not understand the emotions an online customer is experiencing or read a change in mood.
Understanding sociology and marketing
Sociology studies how human beings behave and how societies develop. When a student studies sociology, they can take analytical approaches to societal drawbacks. They analyze the way societies are evolving and come to conclusions on how they can be improved, including improving different races and relationships.
On the other hand, marketing deals with product sales, promotion, demand, supply, and growth. A marketer segments the market and builds insights on which segment to approach first, depending on its preferences. Sociology combined with marketing can help a digital marketer create relevant products and strategic approaches to various market segments.
Marketing takes place in a social context, and no marketer can excel without people/societies. Sociology is the foundation of marketing. Understanding how people behave as individuals and as societies help digital marketers sell their products with ease.
Understanding human behavior and different traits will help you relate well with people at all levels of life. It doesn’t matter whether they are employers, workmates, customers, relatives, or community members. You can enhance these skills by studying sociology in college. During your study at the university, you will be asked multiple times to write a sociology essay. Whenever you get such an assignment, remember to look at these sociology essay examples on Samplius to help you get inspired. The essay examples are created for students to help them get ideas during study or assignment writing.
Before a customer buys a product, they first go through a time of decision making. They weigh how the product will be beneficial to them or how it might harm them. If the good points are stronger, they decide to buy.
Product perception plays an important part in a customer buying cycle. They have personal opinions about the product, have a certain level of feelings towards it, and have beliefs about the product. All these are important when a marketer wants to build a list of loyal customers and retain them.
Sociology will help the digital marketer understand how customers in a given segment perceive the product. If the perception is negative, they will improve the product or change its description to make it attractive before them.
Market segmentation helps digital marketers target the right demographics. They may decide to target managers, students, youth, senior members, mothers, etc. The need in one segment is different from another.
A certain segment might behave in a certain way due to economic strains. The digital marketer will create products that fit that segment’s economic status. When they segment the market , penetration will be easy.
Conditions that influence product demand
A certain region might not need a certain product, but some underlying conditions might create demand for the product and force them to buy. For example, three years ago, the world didn’t require sanitizers a lot like it is today.
An underlying condition forced the demand for sanitizers to rise. Marketers who have studied psychology analyze social trends in a given society and see a business opportunity in it. They market products that meet the specific need. Another example is the fast technological development the world is experiencing currently. A digital marketer with sociology knowledge can see what products will be in high demand soon. They are creating those products in preparation for the market.
Collect and analyze data to help improve service delivery
Data is crucial in the development of business. Marketers collect data from people to help them understand customer behavior, needs, purchasing power, and drawbacks. A sociology graduate will be able to analyze the data and understand why customers are buying certain products and what might make them change their minds to a different product.
Sociology graduates have better opportunities to excel in digital marketing than graduates who study marketing only. Marketing focuses on people that are rooted in specific social norms, beliefs, and traditions. The knowledge of sociology will help marketers understands how societies behave at different levels and regions. With this knowledge, they will segment the market and market targeted products relevant to that market.