Does Marketing Miss to Understand Introverts?

This topic has been on my mind ever since I became more aware of the complementary traits of introverts and extroverts.

While common marketing strategies (like "Buy now!") might elicit an initial response from introverts, they significantly affect how introverts engage with those brands afterward. This is because, unlike many extroverts, introverts dislike pressure and confrontation.

I'll briefly explore this below, from both business and consumer perspectives. I'll also be diving deeper into it on July 23, on the upcoming live podcast episode of the Response Marketing Association (RMA).

You might wonder how I came to be a guest speaker for the RMA's podcast, invited by their Chairman, Derek A. Lackey.

Well, I utilized my introvert strengths. When I attended a marketing tech summit, I simply stopped at several exhibitors' booths and asked questions out of curiosity. My genuine comment, "companies leave money on the table if their marketing doesn't take introverts into consideration," sparked Derek's interest. A few minutes later, he brought up the RMA's podcast and asked if I'd be interested in being a guest.

So here we are, all set up to be interviewed for the July RMA podcast episode. We'll be diving into a topic I'm passionate about: how introversion-extroversion opposite traits impact various aspects of the world (in business, in this case).

RSVP here 

A Missing Metric in Companies' Marketing Strategy?

Introverts engage differently—and most marketing funnels don't fully reflect that.

Consider these situations I've experienced, and I'm sure many other introverts have too:

• "May I have your phone number?" "Why? I just need to buy this yarn." Surprised by my answer, the store employee mumbled: "I was told to collect a phone number from every customer." Since she didn't give up, and I had no interest in arguing, I gave in: I shared my number, paid, and left. A month later, I returned to buy something else. She asked for my phone number again, and when I questioned her, she admitted the company doesn't store phone numbers in their system. The data wasn't even used to create a customer profile as I expected, which made no sense to me. The manager, who showed up suddenly, asked me to not take my frustration out on their cashier. I was just curious! Wondering who gave them such advice, I decided not to set foot in that store again—even if they have great products. 
Am I the only introvert who reacts this way? Introverts appreciate integrity and honesty, and such marketing techniques can definitely push them away.

• Pop-up windows with offers right when I land on a website? Don't even get me started! Without browsing the website a bit, I don't even know what the website offers! Much less if I'm interested in buying anything, discounted or not.

• Signing up for a newsletter or buying something only to be bombarded with emails right away, or every single day, from that company? No, thank you! If I want to buy from you again, I know how to find you! 

With marketing strategies like these, there’s a high chance I'll look elsewhere if I still want to buy that type of product or service.

If you're a marketer or business owner, perhaps you're thinking: "Oh, that's just her behavior! We know better from marketing studies and tests that we need to be 'seen' by a potential customer at least xyz times before they buy something or buy again."

But what if those studies and test results don't show the full picture?

A couple of years ago, I asked in a Facebook group for introverts how many would be turned off or leave a store when a representative greets them at the entrance with "How can I help you?" "If you need anything, let me know," or "Today, we have a sales promotion for…" Within 24 hours, I received over one hundred comments that matched my own behavior: I either leave right away or simply acknowledge them silently (perhaps with a head tilt) and move on.

Still not convinced that introverts have behaviors distinct from extroverts? It might surprise you that introversion and extroversion have completely opposite characteristics (which aren't always recognizable by simply observing them). In such conditions, many introverts might not even respond to typical marketing studies, which could significantly skew the results.

As an MBTI-certified professional and systems coach, I believe this deserves serious consideration:

• In Canada, for example, approximately 64.8% of the population identifies* as introverted, with similar percentages in other countries. If introverts and extroverts have opposite behaviors, preferences, and motivational triggers, shouldn't that be an important aspect that companies and marketing professionals pay attention to?

• From a systems thinking perspective, companies that use aggressive marketing efforts to drive sales and increase visibility may unintentionally alienate around half of their potential clients. This could, like a boomerang, affect companies' both short- and long-term sales, thus requiring more effort to acquire or maintain their market share. I often wonder how many marketing professionals and companies truly consider the relationship between their brand and their potential (or repeat) clients. Like any relationship, it needs to be nurtured toward a common objective—not one side pushing for sales no matter what.

They usually measure clicks and conversions, but are they also measuring the marketing tactics' personality fit and long-term impact?

Perhaps having a metric that also considers performance based on personality type, at least for introverts and extroverts (who have complementary preferences and traits), might reveal more valuable insights.