Marketing strategies are commonly based on psychological theories, such as the need for validation or the fear of missing out. Businesses incorporate psychology into their operations on an everyday basis, ranging from in-store discounts to free trials to exclusive offers. Marketing psychology can also be used in special promotions like loyalty programs, sweepstakes, and gift with purchase programs to motivate shoppers to engage with brands. One of the biggest motivators in marketing is instant gratification, a powerful driving force behind consumer behavior. What is instant gratification marketing, and how does it work?
Gratification is the feeling of happiness that we get after achieving a goal or fulfilling a desire. It can also come from having our social needs met, such as gaining approval or recognition from others. Instant gratification, also known as immediate gratification, refers to the desire to have our needs or goals fulfilled immediately without delay. To put it simply: when we want something, we want it now.
The growing impact of instant gratification comes from the increased presence of automation, the internet, and smart devices in our daily lives. Rather than waiting for a desired reaction, we can send a text, upload a photo, or post on social media and receive a response in as little as a few seconds. Loading websites, making purchases, and leaving reviews takes no time at all. Businesses and marketers focus on giving consumers what they want as fast as they want to satisfy their need for instant gratification. This can include same-day shipping, omnichannel brand experiences, spin-and-win rewards, and so on.
There are two other types of gratification that can be applied in a number of different contexts, including marketing: delayed gratification and constant gratification.
Delayed gratification refers to the ability to put off our desire for immediate fulfillment to receive something even better at a later time. Much of delayed gratification is about self-regulation and self-control, and is often exercised in social interactions, personal achievements, and financial rewards.
Constant gratification refers to the desire for continuous fulfillment in order to meet our ongoing needs. In both marketing and psychology in general, constant gratification is a newer concept, as it revolves around our increased demand for convenience, intuitiveness, and affinity.
Delayed gratification is typically explained using Walter Mischel’s marshmallow experiment, in which children received marshmallows and were told they could either eat them right away or wait to get more marshmallows later. To put it in a marketing context, instant gratification is where a consumer wants to buy a bag of marshmallows and immediately goes to the store to do so. Delayed gratification is where a consumer waits until there’s a sale on marshmallows so they can stock up. Lastly, constant gratification is where a consumer signs up for a subscription service to receive an ongoing supply of marshmallows.
Reduces friction and increases conversions
The biggest advantage of instant gratification marketing is its ability to reduce friction, increasing consumers’ chances of converting and making a purchase. Shoppers often drop out of the purchase funnel when a website takes too long to load or a product takes too long to deliver. Brands that focus on delivering fast experiences are more likely to nurture shoppers throughout all stages of their path to purchase, ultimately resulting in sales and engagement. Marketers can also provide additional incentives to eliminate consumer hesitation, such as trial products and discount codes that can be redeemed instantaneously.
Captures user information and first-party data
Businesses need first-party data to truly understand their customers’ needs, preferences, and expectations. Instant gratification marketing provides brands with opportunities for collecting user information in subtle ways. For example, businesses can run gift with purchase programs where they ask consumers to provide their contact information in order to receive their reward. They can incorporate surveys and polls into their loyalty programs, giving members prizes in exchange for their opinions and feedback. Instant gratification also gives customers an incentive for providing their first-party data, which helps marketers further develop and refine their strategies for customer satisfaction.
Creates connections and builds trust
When looking to buy something, people often seek a connected brand experience from start to finish. They want to be able to research a product, make a purchase, and leave a review within a few clicks of a button. Instant gratification marketing ensures that users experience a complete buyer’s journey that builds trust between companies and consumers. For example, if shoppers want to order something online, they want convenient shipping options and a delivery tracking service. If they have an inquiry, they prefer brands with a customer support team or chatbot that they can talk to right away. Customers choose and trust businesses that offer speed, reliability, and convenience.
Fosters customer retention and brand loyalty
Instant gratification not only encourages shoppers to make their initial purchase, but also motivates them to make additional purchases, eventually leading to long-term customer loyalty. When consumers find a brand that offers the products they want with the speed and convenience they’re looking for, they’re more likely to stay with them. They’re also more likely to stick with companies that consistently offer additional value and rewards, such as punch cards and loyalty discounts. Rather than focusing solely on finding new customers, brands can use instant gratification marketing to increase retention and customer lifetime value, reducing their customer acquisition costs over time.
Time, resources, and barriers
One of the biggest challenges of instant gratification marketing is the amount of time, money, and resources required to execute it effectively. Instant gratification relies heavily on the right research to learn what customers want and the right technology to give it to them, which businesses may not necessarily have the budget for. Smaller companies might also struggle to offer things like discount codes and same-day shipping. Brands need to research what matters to their target audience, then develop meaningful strategies for minimizing barriers between themselves and their consumers. This can include building automated messaging systems, offering convenient delivery options, and so on.
Audience expectations and need fulfillment
Another major challenge is the continuous evolution of business landscapes and customer expectations. Many consumers are no longer satisfied with delayed gratification or may even be actively seeking constant gratification, reducing the effectiveness of instant gratification. As technology becomes faster and more advanced, people also have higher expectations for how quickly and conveniently they can fulfil their needs. Slow loading speeds, delayed shipping, and unclear communication can negatively affect shoppers’ perspectives of a brand. Marketers should focus on optimizing their business processes so they can meet or even exceed industry standards and user expectations.
Integrated technology
Instant gratification marketing relies heavily on technology to give audiences what they want as quickly as possible. For example, automated processes like email marketing funnels provide consumers with immediate responses to their actions. When shoppers make an online purchase, they expect to see an automated email confirming their order. When they submit a customer service inquiry, they want to receive a message telling them that a support representative will be available shortly.
Companies should also integrate advanced technology like artificial intelligence and machine learning into their business operations. It helps them learn more about their customers over time and strengthen their relationships with them. Brands can leverage machine learning algorithms to understand user preferences based on what they’re considering and buying, then offer personalized recommendations. Chatbots use NLP (natural language processing) to process and serve consumer needs at their convenience. For example, Pizza Hut’s chatbot helps users find deals, place orders, and review past purchases. As both technologies are completely automated, consumers don’t have to wait for a human to make suggestions or offer discounts - everything is immediately available to them.
Retail convenience
As mentioned previously, instant gratification reduces friction in a consumer’s user journey, as people are less likely to drop out of the purchase funnel if each step is quick and convenient. Whether customers are shopping online or in-stores, businesses often implement service features like self-checkout, same-day delivery, click and collect, and BNPL (buy now, pay later). Rather than waiting in line or waiting for a delivery, customers have multiple options for how to get their products as fast as possible with little to no barriers.
Self-checkout and same-day delivery are self-explanatory, reducing the number of interactions and amount of time that a customer needs to complete the buying process. Click and collect, also known as curbside pickup, is when consumers visit a brand’s website or app, make a purchase, then pick it up from a store. This helps shoppers save on shipping costs and receive their items faster. BNPL (buy now, pay later) is a short-term financing model in which customers make a purchase, then pay for it later, typically without interest. Consumers either pay all at once at a later date, or in small installments over a period of time. Companies like Target, Macy’s, and Walmart offer BNPL financing so that shoppers can receive their purchases right away while making payments at their own pace.
Brand experiences
Businesses can also use instant gratification marketing to reduce friction through seamless brand experiences. For example, omnichannel marketing helps customers move cohesively between a brand’s different channels across multiple devices and touchpoints. Shoppers want to be able to see an ad on social media and instantly navigate to the corresponding product page to purchase it. When they receive a marketing email with a discount code, they expect to find a special link to the website where their code is applied immediately. Companies who focus on creating smooth transitions across their website, social accounts, and so on are more likely to give customers the instant gratification they’re looking for.
Another important aspect of a user’s brand experience is personalization. Shoppers want the ability to customize their electronics, clothes, furniture, and more. Companies should provide instant gratification through personalization by letting them visualize their customized product as they build it, increasing their chances of completing the purchase. Instead of consulting a designer or waiting for a mockup, customers can immediately get an idea of what their desired product will look like. For example, Nike’s Nike By You, previously known as NikeiD, lets shoppers design their own footwear as they visualize the end result.
Special promotions
Marketers commonly offer instant gratification through special promotions, such as discounts, free trials, and loyalty programs. With ready-made discount codes, shoppers can redeem rewards without needing to take additional steps. Free trials give potential customers a way to instantly satisfy their curiosity about a product or service without having to make a financial commitment. Lastly, loyalty programs often use gamification to encourage consumer engagement and provide immediate value at the same time. For example, Universal’s points-based loyalty program, Universal All-Access Rewards, features a daily spin-and-win game. Members spend 50 points to either win additional points or win prizes like digital movies and physical rewards.
Gift with purchase programs are another way to reward customers immediately after they buy something. It also incentivizes them to make an initial purchase or even make multiple purchases over time. For example, Henkel’s $5 All Blue Walmart gift with purchase promotion asked consumers to purchase $15 worth of participating all® laundry detergent products to receive a $5 Walmart digital gift card. Once their purchase receipt was validated, they received an email with their reward and instructions on how to redeem it.
In today’s fast-paced marketing landscape, customers have high expectations of convenience and low tolerance for friction. If marketers want to build and nurture an engaged audience, they need to focus on developing instant gratification strategies. Their business operations, advertising campaigns, and limited-time promotions should be quick, seamless, and easy to navigate. From there, brands can turn prospects into customers, then customers into loyal advocates.
3 tier logic’s PLATFORM³ helps companies create effective loyalty programs, gift with purchase promotions, and more to drive sales, nurture engagement, and capture first-party data. The Data Capture & Analytics module gives marketers the information they need to make well-informed decisions for fostering customer loyalty. To learn more, book a demo with our team today.
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instant gratification, marketing psychology, customer loyalty, customer retention
